EstrelaBet launches proactive version of virtual assistant to enhance users' digital experience.
EstrelaBet, the largest Brazilian gaming tech company, has just announced another evolution in its digital customer service: the virtual assistant Estela, now equipped with proactive generative artificial intelligence, will proactively intervene at strategic moments in the customer journey. With this, in addition to maintaining its 64% call resolution rate and 94% accuracy in responses, Estela assumes a new role: anticipating needs and assisting in moments of doubt or complexity in the customer journey.
The first stage of the customer journey chosen by the company is the registration process, which requires various documents and data, as determined by Brazilian regulations for the sector. Estela's proactive AI is able to identify when a user is inactive for too long on a screen or faces navigation difficulties, offering real-time help to clarify doubts about sending documents, filling in data, or any other difficulty. “Registration can be complicated for some customers, as it requires providing various personal data and sending documents. Many users have difficulty attaching documents, performing facial biometrics, or can't find the document quickly. This is another step towards making our journey more fluid and welcoming,” says Lorena Lima, Head of CX at EstrelaBet.
This initiative is part of EstrelaBet's ongoing strategy of combining technology and empathy across all aspects of the business. Proactive AI will be gradually expanded to other points in the player's journey on the website and mobile app, ensuring constant support without the customer needing to manually contact customer service. Currently, artificial intelligence is also used to offer personalized experiences, identify risky behaviors to alert the customer or the support team, and other initiatives.
With investments in technology, processes, and staff, EstrelaBet's customer service operation has stood out in the market. The company won the BiS Awards 2025 in the Best Customer Service category, won the Modern Consumer Award 2025 in the Online Betting category, and was also nominated by ReclameAqui and holds the RA1000 Seal, which recognizes companies with excellence in customer relations.
Estela's evolution is the result of a partnership with the BLIP platform, the Haaify consultancy, and EstrelaBet's internal CX and Operational Excellence teams. With this new phase, the company consolidates its leadership in high-performance automated customer service in the Brazilian iGaming market.
About EstrelaBet
EstrelaBet is the largest Brazilian gamingtech company and operates with a permanent license in the national iGaming market. Elected the best Brazilian betting operator, it has won awards such as "Best Sports Betting Operator in Brazil" and "Rising Star of the Year" at the SBC Awards Latinoamérica 2022, in addition to being awarded twice consecutively at the SiGMA Americas Awards in 2023 and 2024. In 2025, the company was also recognized with the BiS Awards in the categories "Best Action to Combat Gambling Addiction" and "Best Customer Service," as well as winning the Modern Consumer Award in the "Online Betting" category and the EGR Marketing & Innovation Awards in the "Responsible Gambling Marketing Campaign" category.
Based in São Paulo and with a branch in Belo Horizonte, EstrelaBet is recognized for its innovation, commitment to responsible gambling, legal advertising, and support for sports and entertainment. In partnership with FUMEC University, it develops pioneering initiatives for the prevention of pathological gambling, using cutting-edge technology to offer a safe experience and psychological support to users. Acting for the integrity of games is also a priority for the company, which combines rigorous internal processes and strategic partnerships, such as Genius Sports and the International Betting Integrity Association (IBIA).
In 2023, EstrelaBet made history by becoming the first Brazilian betting company to officially sponsor a FIFA event: the Women's World Cup™. This achievement solidified its presence on the international stage and highlighted its dedication to the development of various sports. In Brazil, the company expands this reach by supporting major initiatives, sports broadcasts, cultural events, and media projects that strengthen its connection with the public and boost entertainment.
