EstrelaBet, a prominent gaming technology company in Brazil, has announced the promotion of Lorena Lima to the role of Director of Customer Experience and Expansion. Lorena initially joined EstrelaBet in 2023 as Head of CX and was instrumental in setting up the department during a critical growth phase for the company. With more than 15 years in the fields of Customer Experience, Customer Service, operations, and digital transformation, Lorena brings extensive expertise in managing complex, large-scale organizations.
Throughout her career, Lorena has contributed to major organizations such as Quinto Andar, Universidade Estácio, and General Motors. Her leadership involved managing diverse teams and overseeing omnichannel projects, operational productivity initiatives, process improvements, and data-driven CX projects. These experiences have equipped her with a unique skill set to drive innovation and efficiency at EstrelaBet.
At EstrelaBet, Lorena has been pivotal in supervising initiatives aimed at enhancing the gaming experience for users and improving service efficiency. Among her notable accomplishments is the implementation of EstrelaBet’s generative AI-enabled chatbot, “Estela,” which has become the primary contact channel for customers. This chatbot handles over 60% of all inquiries, achieving high satisfaction and resolution rates—all without human intervention. Lorena believes the secret to this success lies in the blend of technology, empathy, and personalization. By leveraging generative AI, Estela can understand user emotions, interpret voice messages, and conduct context-based conversations, while also automating repetitive interactions.
In her reflections on taking on this new responsibility, Lorena emphasized that this role represents recognition of the efforts made over recent years and underscores the strategic importance of customer experience for EstrelaBet’s sustainable growth. “Our challenge is to expand while maintaining close relationships, efficiency, and providing a simple and safe journey for users,” she noted.
The appointment of Lorena also signifies EstrelaBet’s commitment to nurturing talent from within the company. João Gerçossimo, highlighting this focus, stated: “Lorena was essential in establishing our CX department and cultivating a user-centric mindset. Her ability to create a robust roadmap and a strong execution mentality is crucial as we enter the next phase of growth at EstrelaBet.”
This leadership decision aligns with EstrelaBet’s broader strategy of investing in innovation, excellence, and development, and contributes to the increasing representation of women in the gaming and online entertainment sector. The company has been actively pursuing initiatives that increase its market presence and cultural impact.
Operating within the regulated iGaming market of Brazil, EstrelaBet holds a clear license and has been recognized with several prestigious awards. These include titles like “Best Sports Betting Operator in Brazil” and “Rising Star of the Year” at the SBC Awards Latinoamérica 2022. In subsequent years, it has continued to receive accolades, such as those from the SiGMA Americas Awards in 2023 and 2024, and most recently, the BiS Awards for “Best Action Against Problem Gambling” and “Best Customer Service” in 2025.
EstrelaBet’s headquarters in São Paulo and its branch office in Belo Horizonte are testaments to its commitment to Responsible Gaming, compliance with gaming regulations, and maintaining sports integrity. The company collaborates with organizations like Genius Sports and the International Betting Integrity Association (IBIA). Furthermore, EstrelaBet has pioneered initiatives in partnership with Universidade FUMEC, aiming to promote prevention and psychological support for gambling issues.
Innovative strides in sports sponsorship have also marked EstrelaBet’s journey. In 2023, it became the first sports betting company in Brazil to sponsor a FIFA event, specifically the FIFA Women’s World Cup, further cementing its role as a leader in the sports betting industry.
However, not all agree with the rapid expansion and technological focus of companies like EstrelaBet. Critics argue that while technology can enhance efficiency, it may also depersonalize customer interactions. There is a concern that heavy reliance on AI might overlook the nuances of human communication and empathy, which are crucial in customer service.
Despite these concerns, EstrelaBet continues to focus on a future where innovation meets customer satisfaction. The company’s strategy reflects a balance between technological advancement and maintaining a personalized experience. The evolution of its CX department under Lorena’s leadership will likely serve as a benchmark for best practices in the industry.
As EstrelaBet moves forward, the company’s commitment to responsible gaming and innovation remains at the forefront. By continuing to integrate cutting-edge technology with a strong customer focus, EstrelaBet aims to set new standards in the iGaming sector, not only in Brazil but potentially on a global scale.
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