Customer Day: Listening guides improvements in products and processes at Esportes Gaming Brasil.
The interactions with customers of the Esportes da Sorte, Onabet, and Lottu brands are used by the Esportes Gaming Brasil Group to identify points of friction, review processes, and guide improvements at different stages of the user journey. This strategy connects the Customer Experience area to areas such as Product, Technology, Compliance, Security, and Responsible Gaming.
On Customer Day, celebrated on September 15th, the group draws attention to the ability to transform doubts, difficulties, and recurring issues identified in communication channels into learning opportunities for the entire operation, going beyond the individual resolution of demands.
In addition to monitoring the resolution of each case, the company analyzes the reasons for contact and the stages of the customer journey that concentrate doubts or difficulties. This information helps identify situations that can be resolved with changes in communication, service flows, internal processes, or the experience itself within the platforms.
According to Maria Neves, Director of Customer Experience and Customer Service at Grupo Esportes Gaming Brasil, the goal is to ensure that the information generated by the relationship channels goes beyond the individual resolution of cases.
“Each interaction can reveal a specific question, but it can also point to an opportunity for improvement that affects many other customers. When we identify recurrence or a relevant point of friction, this information needs to reach the areas capable of reviewing the process, communication, or experience within the platform,” he says.
From interaction to change
The reasons for contact are tracked by the Customer Experience team and shared with the areas responsible for the different stages of the customer journey. The analysis considers not only the volume of requests, but also their frequency, complexity, and impact on the user experience.
More than just closing a service request, the work seeks to understand why the customer needed to get in touch and whether that issue could have been avoided with clearer information, a simpler workflow, or a change in the process.
“Resolving issues quickly is important, but it’s not enough. A mature operation needs to identify the source of demands and act to prevent certain problems from occurring. It is at this point that customer service ceases to be merely a response area and begins to contribute directly to the evolution of the business,” explains Maria.
Integration between areas
In the regulated betting market, some requirements necessitate the involvement of specialized areas. Issues related to registration, identity verification, financial transactions, account security, and Responsible Gaming tools, for example, follow their own specific referral and analysis processes.
The Customer Experience area acts as a point of connection between the customer and these teams, preserving the security and confidentiality criteria applicable to each situation.
For Maria, this integration is especially relevant in digital operations where trust, clarity, and security are part of the experience. “The customer needs to understand what is happening, what information is needed, and what the next step will be. Even when a request depends on specialized analysis, the experience cannot be fragmented. The role of Customer Experience is to help ensure clarity and continuity throughout this process,” she says.
The service also addresses issues related to Responsible Gaming. In these situations, agents follow specific protocols and contact the responsible areas, respecting the limits of their role and the need for specialized assistance.
Technology with human supervision
Technology supports the organization, triage, and monitoring of services, as well as facilitating access to information and allowing the identification of recurring themes. Situations requiring contextual analysis, security verification, or greater sensitivity remain the responsibility of specialized teams.
“Technology should facilitate access to information and support people's work. It does not replace human judgment in sensitive situations, nor does it eliminate the need to listen to the context presented by the client,” Maria observes.
In addition to indicators such as satisfaction and resolution, the area tracks the reasons for contact and the recurrence of requests. Cross-referencing this information helps to assess not only the quality of service, but also the need for changes at other points in the customer journey.
Recognized quality
In 2026, Grupo Esportes Gaming Brasil won the gold award at the CX ClienteSA Awards in the "Sports Betting and Online Games" category. The recognition was granted after a technical evaluation that included an independent audit by V2 Consulting and an analysis of the degree of structure, consistency, and governance of customer experience practices.
The group's three brands — Esportes da Sorte, OnaBet, and Lottu — also earned the RA1000 seal, a certification awarded by Reclame AQUI to companies that meet performance criteria related to response, resolution, customer evaluation, and intention to do business again. Furthermore, for the first time, all three brands were simultaneously nominated for the Reclame Aqui 2026 Award. The Esportes Gaming Brasil Group is also among the finalists for the CSX Awards 2026 in the Best Customer Service category, while Maria Neves is competing for Professionals of the Year.
For Maria, recognition should be understood as a benchmark of consistency, not as the conclusion of a project. “Customer experience is an ongoing agenda. Expectations change, platforms evolve, and processes need to be constantly reviewed. The most important indicator is the ability to learn from interactions and transform that learning into a clearer, safer, and more efficient journey,” she concludes.
About Sports Gaming Brazil
Esportes Gaming Brasil is one of the leading betting groups in the country, operating 100% nationally and holding an official license granted by the Ministry of Finance through SPA/MF. The authorization covers its three brands: Esportes da Sorte, Onabet, and Lottu, operating throughout Brazil.
A leader in innovation and a champion of market regulation, the group's pillars are a commitment to responsible gaming and continuous investment in technologies for user control and well-being, also generating hundreds of jobs.
Beyond sports betting, Esportes da Sorte consistently invests in sports, culture, and social projects. It is the main sponsor of clubs such as Corinthians, Ceará, Ferroviária, and Náutico, and supports significant cultural initiatives such as Galo da Madrugada, Carnival in cities like Recife, Olinda, Salvador, Maceió, Natal, Caicó, Belo Horizonte, Rio de Janeiro, and São Paulo, and the Parintins Festival. The brand also expands its digital presence through creative campaigns and partnerships with influencers, strengthening its connection with the public on online platforms.
