EstrelaBet Adopts Generative AI to Enhance Player Experience
Brazil.- June 10, 2025 www.zonadeazar.com EstrelaBet, Brazil’s leading gamingtech company, has taken a major step toward enhancing player satisfaction by integrating generative artificial intelligence into its virtual assistant, Estela. Since its launch in March, Estela has handled 64% of player inquiries automatically, achieving high levels of satisfaction and efficiency without human intervention.
With this technology, Estela can understand emotions, interpret voice messages, provide contextual answers, and engage in natural, personalized conversations. In April alone, more than 64% of interactions were resolved entirely through automation.
“AI is at the heart of our business strategy to enhance customer service and gaming experiences. We strive to combine technology, empathy, and personalization to exceed player expectations,” said Lorena Lima, Head of CX at EstrelaBet.
The rollout followed a three-phase plan: first, improving the chatbot for resolution-focused service; second, adding conversational AI to understand natural language on specific topics; and finally, adopting generative AI to manage open, multi-topic conversations.
Estela’s voice and tone were carefully designed to align with EstrelaBet’s brand identity. Key features include CPF-based authentication, automatic detection of transactional errors, and voice message interpretation, used by over 70% of users. Complex or emotionally charged queries are seamlessly transferred to human agents while preserving interaction history to ensure continuity and empathy.
“Our goal has always been to deliver customer service that meets and exceeds player expectations. With Estela, we combine cutting-edge technology with our commitment to personalized care,” Lima emphasized.
The results speak for themselves: bot retention increased by 20 points, reaching 64%; average wait time dropped from 16 to 3 minutes; and response accuracy hit 94%. Customer satisfaction (CSAT) also rose, from 85% in April to 90% in May, considering both AI and human support.
EstrelaBet’s investment in AI reaffirms its dedication to providing faster, smarter, and more personalized experiences. This innovation strengthens its leadership in the industry, recognized by the BiS Awards 2025 (Best Customer Service) and the Modern Consumer Award 2025 (Online Betting).
About EstrelaBet
EstrelaBet is Brazil’s top gamingtech operator, licensed for national iGaming operations. It has won awards such as “Best Sports Betting Operator in Brazil” (SBC Awards Latin America 2022) and received recognition at the SiGMA Americas Awards in 2023 and 2024. In 2025, it also secured BiS Awards for its responsible gaming initiatives and excellence in customer service. With offices in Belo Horizonte and São Paulo, EstrelaBet is known for innovation, responsible gaming, legal advertising, and its support of sports and entertainment. It partners with FUMEC University on mental health initiatives and collaborates with Genius Sports and the International Betting Integrity Association (IBIA) to ensure game integrity. In 2023, EstrelaBet made history as the first Brazilian betting company to sponsor an official FIFA event: the FIFA Women’s World Cup™.
Editó: @_fonta www.zonadeazar.com