Esportes da Sorte Blends AI and Empathy

According to Maria Neves, Head of Customer Service, technology and human understanding must work hand in hand to achieve excellence.

Esportes da Sorte Blends AI and Empathy

Leading Brazilian iGaming operator Esportes da Sorte has elevated its customer service function into a strategic cornerstone of its business — embedding responsible gaming at its heart while combining artificial intelligence and empathy to enhance user experience and player protection.

According to Maria Neves, Head of Customer Service, technology and human understanding must work hand in hand to achieve excellence.

“Artificial intelligence wasn’t designed to replace people, but to empower them. We use technology in an ethical and predictive way — to anticipate needs, personalise experiences, and keep the human element at the centre of every interaction,” said Neves.

In recent months, the company has cut its average response time from 30 minutes to under two, thanks to an internal restructuring, the introduction of a robust CRM system, and ongoing team training.

“We achieved operational efficiency without sacrificing empathy,” added Neves.

The company measures success through NPS, CESAT, and resolution time, continually monitoring these metrics to drive customer satisfaction. “Each interaction is an opportunity to build trust and reinforce the culture of responsibility that defines our group,” Neves noted.

Esportes da Sorte’s customer care operation is supported 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 enforces responsible gaming protocols in partnership with the Instituto de Apoio ao Apostador (IAA) and the Empresa Brasileira de Apoio ao Compulsivo (EBAC). Its ongoing dedication to employee well-being and diversity has also earned it Great Place to Work certification.

The balance between AI-driven innovation and human empathy mirrors Esportes da Sorte’s wider strategy to professionalise and consolidate Brazil’s regulated iGaming sector.

“We’re helping to build a more transparent, mature, and sustainable industry. Customer relationships are our greatest asset in strengthening trust and shaping the future of the market,” concluded Neves.