Responsible gambling becomes part of betting operators' customer experience strategy
Customer experience has become one of the main competitive differentiators in Brazil’s sports betting market. Since regulation came into force at the beginning of 2025, operators have expanded their investments not only in technology and security but also in responsible gambling initiatives and specialised customer support. This shift in approach was one of the main topics discussed during ClienteSA X-Summit 2026, held in São Paulo.
The event, considered one of the largest Customer Experience (CX) gatherings in Latin America, brought together professionals from different sectors to discuss how customer experience influences business sustainability. Among the sessions was “Responsible Gambling as Part of the Customer Experience Journey”, featuring Maria Neves, Director of CX, Customer Support and Reputation Channels at Esportes Gaming Brasil (EGB), and Carolina Luna, the company’s Head of Compliance, which operates the Esportes da Sorte, Onabet and Lottu brands. The discussion also included Ricardo Magri, co-founder of the Empresa Brasileira de Apoio ao Compulsivo (EBAC), and was moderated by Wellington Paes, founder of Conexão Customer.
The discussion showed how player protection is no longer viewed solely as a regulatory obligation but has become part of the customer journey itself. In a market that has undergone significant changes following the regulation of fixed-odds betting, companies have sought to integrate customer support, compliance, technology and specialised support networks into a unified customer relationship strategy.
Regulation changed the way operators view customers
The approval of Law No. 14,790, enacted in December 2023, established the legal framework for the regulated sports betting and online gaming market in Brazil. Since then, several ordinances issued by the Secretariat of Prizes and Betting (SPA), which operates under the Ministry of Finance, have established criteria for licensing, advertising, anti-money laundering, sports integrity and consumer protection. In practice, these rules have given the concept of responsible gambling much greater importance within operators’ activities.
During the panel, Carolina Luna highlighted that compliance is no longer seen solely as a regulatory function and has become directly involved in shaping the user experience. According to her, regulation has created new responsibilities for licensed operators and brought together departments such as customer service, governance and integrity. She also noted that the Brazilian model requires dedicated structures focused on both compliance and customer relationships to strengthen player protection.
Customer support begins identifying vulnerable situations
Another topic discussed during the panel was the evolving role of customer support teams. Maria Neves said customer support should not be limited to resolving questions or operational issues. According to the executive, the user experience also involves recognising signs of harmful gambling and offering guidance before a situation worsens.
In this context, tools such as deposit limits, loss limits, temporary breaks and self-exclusion mechanisms have become part of the customer journey. When signs of vulnerability are identified, customer support can direct users to organisations specialising in psychological support and treatment for gambling addiction.
The director explained that the objective is to build a relationship based on trust and support, free of judgement, while providing resources to help players maintain control over their gambling activity. This approach follows a trend observed in more mature regulated markets, such as the United Kingdom and other European countries, where consumer protection policies are already part of the business strategy of major operators.
Technology expands prevention mechanisms
In addition to human support, technology has also played an important role in fraud prevention and in identifying potentially high-risk patterns of behaviour.
During the panel, Carolina Luna explained that Esportes Gaming Brasil uses KYC (Know Your Customer) processes, facial recognition, document verification and bank account validation to confirm users’ identities. The company also works with anti-fraud solutions developed in partnership with Sportradar, an international company known for providing sports odds and integrity monitoring systems capable of detecting potential match manipulation.
According to her, these mechanisms help both protect the betting environment and identify behaviour that may indicate inappropriate use of the platform. If the systems identify signs of vulnerability, an internal process provides for specialised contact and referral to partner organisations such as the Empresa Brasileira de Apoio ao Compulsivo (EBAC) and the Instituto de Apoio ao Apostador (IAA), which are responsible for multidisciplinary support in such cases.
Organisational culture is also part of the strategy
According to Maria Neves, building a strong customer experience starts within the company itself. She said preparing teams is essential to ensure all employees understand both regulatory requirements and the principles of responsible gambling. Internal training and awareness programmes should be part of the company’s routine even before communication with the public. The goal is to ensure that all professionals are aligned on how the platform operates, on Brazilian legislation, and on best practices in customer service.
This integration of people, technology and compliance was presented as one of the factors that enables operators to provide a safer customer journey and strengthen trust in their operations.
Another topic discussed during the panel was public perception of the betting sector. Despite the industry’s rapid growth in recent years, its representatives acknowledged that part of society still views the activity with scepticism. According to the panellists, expanding discussions around transparency, consumer protection and responsibility can help reduce this stigma.
The sector’s participation in customer experience events also reflects an effort to align sports betting with practices that are already well established in other areas of the economy, such as banking, retail and technology, where customer satisfaction, security and service quality indicators are continuously monitored.
This article was first published on the Portuguese SiGMA News page on 3 July 2026.
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