Leading Brazilian iGaming company Esportes da Sorte has transformed its customer service operation into a strategic pillar of its business – placing responsible gaming at its core while merging artificial intelligence and empathy to enhance user experience and player protection.
Maria Neves, Head of Customer Service, mentioned:
Artificial intelligence wasn’t designed to replace people, but to empower them. We use technology in an ethical and predictive way – to anticipate needs, personalize experiences, and keep the human element at the center of every interaction.
We achieved operational efficiency without sacrificing empathy.
Each interaction is an opportunity to build trust and reinforce the culture of responsibility that drives our group.
Esportes da Sorte’s customer care operation is backed by a strong compliance and data governance framework, aligned with Brazil’s Law No. 14.790/23 and the Secretariat of Prizes and Betting (SPA/MF). The company also applies responsible gaming protocols in partnership with institutions such as the Instituto de Apoio ao Apostador (IAA) and the Empresa Brasileira de Apoio ao Compulsivo (EBAC). Its ongoing commitment to well-being and diversity has earned it Great Place to Work certification.
The balance between AI-driven innovation and human empathy reflects Esportes da Sorte’s broader strategy of professionalizing and consolidating Brazil’s regulated iGaming market.
Maria Neves, Head of Customer Service, mentioned:
We’re helping to build a more transparent, mature, and sustainable industry. Customer relationships are our greatest asset in strengthening trust and the future of the market.
