The first phase of the customer journey chosen by the company is the registration process, which requires a variety of documents and personal data, as mandated by Brazilian regulations for the sector.
Estela’s proactive AI can detect when a user has been inactive on a page for too long or is experiencing navigation difficulties, offering real-time assistance to clarify doubts regarding document submission, data entry, or any other issues.
“Registration can be complicated for some customers, as it involves submitting several personal details and uploading documents. Many users struggle to attach files, complete facial biometrics, or quickly locate the required documents. This is another step toward making our customer journey smoother and more user-friendly,” says Lorena Lima, EstrelaBet’s Head of CX.
This initiative is part of EstrelaBet’s ongoing strategy to combine technology and empathy across all areas of the business. The proactive AI will be gradually expanded to other stages of the user journey on both the website and mobile app, ensuring continuous support without the user needing to manually request assistance.
Currently, artificial intelligence is also used to provide personalized experiences, identify risk behaviors to alert the customer or support team, among other initiatives.
With investments in technology, processes, and team development, EstrelaBet’s customer service operation has stood out in the market. The company won the 2025 BiS Awards in the Best Customer Service category, claimed the 2025 Modern Consumer Award in the Online Betting category, and was also nominated for the 'Reclame AQUI' awards, earning the RA1000 Seal, which recognizes excellence in customer relations.
Estela’s evolution is the result of a partnership with the BLIP platform, consultancy firm Haaify, and EstrelaBet’s internal CX and Operational Excellence teams. This new phase further consolidates the company’s leadership in high-performance automated customer service in the Brazilian iGaming market.
EstrelaBet is one of the largest Brazilian gamingtech companies and operates with a full license in the national iGaming market. Voted Brazil’s best betting operator, the company has won awards such as “Best Sports Betting Operator in Brazil” and “Rising Star of the Year” at the SBC Awards Latinoamérica 2022, as well as back-to-back wins at the SiGMA Americas Awards in 2023 and 2024.
In 2025, the company was also recognized at the BiS Awards in the categories “Best Action to Combat Gambling Addiction” and “Best Customer Service,” in addition to winning the Modern Consumer Award in Online Betting and the EGR Marketing & Innovation Awards in the Responsible Gambling Marketing Campaign category.
Headquartered in São Paulo with a branch in Belo Horizonte, EstrelaBet is known for innovation, its commitment to Responsible Gaming, legal advertising, and support for sports and entertainment.
In partnership with FUMEC University, EstrelaBet develops pioneering initiatives to prevent pathological gambling, using cutting-edge technology to offer a safe experience and psychological support to users. The company also prioritizes game integrity, combining strict internal processes with strategic partnerships, including Genius Sports and the International Betting Integrity Association (IBIA).
In 2023, EstrelaBet made history as the first Brazilian betting operator to officially sponsor a FIFA event: the FIFA Women’s World Cup™. This milestone solidified its international presence and underscored its dedication to the development of various sports disciplines.
In Brazil, the company continues to expand its efforts through support for major initiatives, sports broadcasts, cultural actions, and media projects that strengthen its bond with the public and boost entertainment.
More information at www.estrelabet.bet.br.
Source: GMB
