How artificial intelligence, data analysis, and human care transformed Grupo Esportes Gaming Brasil's service operation into a responsible Customer Success model.
Welcome
We are pleased to present this case, which shows how Customer Success can go beyond customer satisfaction and retention.
In a sector as dynamic as gaming and online betting, offering a good experience isn't enough. Growth, technology, and responsibility must be balanced, ensuring every customer interaction is handled ethically, safely, and consciously.
This project shows how artificial intelligence, smart monitoring, and data analysis can turn service operations into instruments of protection, prevention, and value creation for the customer.
Beyond improving quality indicators, this initiative shows it's possible to build a Customer Success model where satisfaction, retention, and responsibility move together.
“Satisfaction, retention, and responsibility move together — that's the new Customer Success standard this case puts into practice.”
Partnership
One of the country's leading gaming and online betting companies, committed to offering digital entertainment with a focus on responsibility, safety, and customer experience excellence. Founded in 2022, it operates a sports betting platform, online casino, and digital entertainment, with nationwide reach and thousands of active customers — from occasional users to high-frequency customers. Pioneering the implementation of smart monitoring to identify risk behaviors and promote responsible gaming, with an institutional commitment to ethical practices, transparency, and responsibility in the sector.
An AI-based service monitoring platform, built to turn customer interactions into strategic intelligence for Customer Experience decisions. Founded in 2012, it operates in technology, artificial intelligence, and data analysis for customer experience, with a SaaS platform that includes sentiment analysis, churn prediction, behavioral pattern detection, responsible gaming models, and automatic insight generation.
The Starting Point
In 2025, 2clix and Grupo Esportes Gaming Brasil set out to answer a central question: how to turn thousands of service interactions into real intelligence for faster, more responsible decisions — always in the name of Customer Success, ensuring the customer stays on the platform in a healthy, sustainable way.
Every day, the operation generated a significant volume of contacts across multiple channels — phone, chat, social media, Reclame Aqui, and consumidor.gov. Every interaction carried valuable signals about behavior, expectations, and risks in the customer journey, but most of that information stayed scattered across the conversations themselves.
In practice, signs of dissatisfaction, behavior changes, or potential risks were only identified once they had already turned into more serious complaints or cancellations. There was more and more data, but still little capacity to quickly turn it into learning and action.
The challenge was always to turn interactions into intelligence capable of guiding decisions, protecting the customer, and strengthening our Customer Success strategies.
Diagnosis
Operations had no clear, structured view of service quality and effectiveness.
It was hard to detect dissatisfaction trends, predict churn, or identify signs of potentially problematic behavior.
Large volumes of data were generated daily but weren't converted into intelligence capable of guiding decisions in real time.
In a sector that demands attention to responsible gaming, it was essential to identify signs of compulsive behavior.
Service happened across different channels without a unified view of the customer journey and experience.
Key service quality indicators weren't monitored consistently or in a structured way.
Project North Star
Implement a data-driven Customer Success model, capable of balancing satisfaction, retention, and customer protection, using smart monitoring to identify risks, understand behaviors, and support more responsible decisions.
The goal was to show that, even in a highly complex sector, it's possible to build an operation where business growth and customer well-being move together.
Identify signs of risk behavior early, enabling preventive interventions before critical situations develop.
Increase satisfied customers and promoters through a more consistent service experience, reducing churn and strengthening the customer relationship.
Understand customer sentiment, needs, and behavioral patterns in real time.
Turn service data into intelligence capable of guiding decisions that balance business growth with customer protection.
Our goal was to show that business growth and customer well-being can — and should — move together.
From Detection to Impact
In June 2025, the implementation of a smart, AI-based monitoring platform began. What started as a pilot project quickly evolved into a full transformation of the service operation.
Within a few months, the operation had models capable of analyzing sentiment, identifying churn risks, and detecting behavioral patterns related to responsible gaming, turning service interactions into strategic intelligence for Customer Success.
As a result, the second half of 2025 showed consistently high quality scores, with five of seven months recording rates above 90%. Positive customer sentiment grew 242% between October and December, jumping from 19.5% to 67.2%, while NPS promoters increased 38.5% in the quarter (from 226 to 313).
Models: Resolution, Sentiment, Churn.
Responsible Gaming model goes live.
Scaling up: NPS and CSAT insights.
Quality above 90% and +242% positive sentiment.
Methodology
Week 1–2: mapping channels, systems, and service flows.
Week 3–4: API connections, data ingestion via client URL, quality testing.
Week 5–6: team training and process alignment.
Week 7–12: fine-tuning, development of specific models, scalability.
Result: 3 months of implementation, 4 structured phases, and 7 AI models delivered.
Responsible Gaming
In August 2025, the operation gained a new intelligence model for the preventive identification of risk behaviors, marking the birth of the Responsible Gaming Insight. For the first time, the operation was able to turn service interactions into alerts capable of protecting the customer before critical situations developed.
The AI analyzes 100% of service interactions, identifying behavioral patterns associated with risk.
Each interaction receives a risk score, based on language, behavior, and customer context.
When the score exceeds the safe level, the supervision team receives an automatic alert.
The team takes a human, responsible approach, guiding the customer and offering support.
The case stays under continuous monitoring to ensure a healthy relationship with the customer.
What the AI monitors in interactions: frustration language, compulsive behavior, signs of dependency, and financial risk indicators.
How We Got There
Unifying monitoring across phone, chat, social media, and complaint platforms, consolidating every interaction into a single view of the customer journey. Result: integrated view of 100% of the customer experience, regardless of channel.
Development of 7 artificial intelligence models for resolution, sentiment, churn, responsible gaming, NPS, and CSAT analysis. Result: smart analysis applied to 100% of interactions.
Architecture with transparency, traceability, and full control over analyzed data, in compliance with regulatory requirements. Result: operational trust and regulatory compliance.
Executive panel capable of tracking quality, customer sentiment, and risk alerts in real time. Result: faster, data-driven decisions.
Ongoing cycle of data analysis, bottleneck identification, implementation, validation, and impact measurement. Result: continuous improvement of results.
Results
Within a few months, the operation evolved from a reactive model to a data-driven Customer Success system, capable of balancing satisfaction, efficiency, and responsibility.
Sources: internal data consolidated by 2clix (period: October to December/2025; base: 1,628 interactions analyzed). Benchmarks: Brazil Panels/Meio & Mensagem, “Perception of Betting Houses in Brazil,” September/2024, pp. 12–14 (industry average: 55% positive rating); Opinion Box, “NPS Benchmarking Brazil 2025 — Online Betting Sector,” January/2026, pp. 23–25 (NPS benchmark: 15 to 20 points). Analysis time reduction: 2clix 2025 report, based on 640 interactions in December/25 (chat: 13 min → 2 min; voice: 10 min → 27 sec).
Results and Indicators
| Channel | Manual time | Time with AI | Reduction |
|---|---|---|---|
| Chat | 13 minutes | 2 minutes | ↓ 85% |
| Voice | 10 minutes | 27 seconds | ↓ 95% |
Results
| Indicator | Final result | Industry benchmark |
|---|---|---|
| CSAT | 83.3% | 75–80% |
| NPS | 23 points | 15–20 |
| FCR | 70.3% | 70% |
Results
| Period | Positive sentiment |
|---|---|
| October 2025 | 19.5% |
| November 2025 | 49.7% |
| December 2025 | 67.2% |
Highlight: +242% growth in positive customer sentiment between October and December.
Responsible Service
| Indicator | Result |
|---|---|
| Inappropriate language incidents | < 3.5% |
| Risk behavior monitoring | Active in the operation |
| Monitoring coverage | 100% of interactions analyzed with AI |
The system now enables preventive quality monitoring and identification of risk behavior signals, reinforcing responsible service practices.
Technology only makes sense when it's used to protect those who trust us. This project's intelligence architecture was designed to combine operational efficiency and social responsibility in every interaction.
Testimonials
“The partnership between Esporte da Sorte and 2clix goes beyond implementing technology. We built a relationship based on closeness, active listening, and collaboration, combining technological intelligence with operational knowledge to strengthen the customer experience. With close support, continuous follow-up, and constant evolution of the solution, we expanded the Quality area's analytical capacity, gaining greater visibility into service interactions, faster decisions, and more assertive improvement actions. This collaborative work has been key to continuously raising the service standard, strengthening customer satisfaction, and generating innovation, learning, and meaningful results for the customer experience.”
“Wonderful platform, congratulations to everyone involved, the best I've ever played in my life. That wouldn't be all, thank you.”
Spontaneous testimonials like this one confirm, in practice, the case's numbers: CSAT 83.3% and NPS 23 loyalty.
Strategic Analysis
The project combines advanced AI with agile implementation (3 months). The solution analyzes 100% of interactions across multiple channels, something unfeasible manually. Results are impressive: +242% in positive sentiment, CSAT of 83.3%, and NPS of 23 points, both above industry benchmarks. The competitive edge is monitoring for risk-behavior propensity (responsible gaming), balancing growth and customer protection.
The solution's effectiveness depends on the quality of the data available. In the first months (June to August/25), the low sample volume required patience to calibrate the models. Full adoption also required intensive team training (weeks 5–6), proving that technology alone doesn't transform processes — people and data move together.
AI's evolution allows for expanding predictive models. In 2026, the goal is to process 1M+ interactions/month, with new models for fraud detection and predictive analysis, plus CRM integrations (underway), which will enable a 360° view of the customer.
The gaming sector is competitive, with players investing heavily in technology. Regulatory changes are a real risk — legislation is constantly evolving. The architecture was designed to adapt to new laws, ensuring ongoing compliance, with active monitoring of the regulatory environment to anticipate necessary adjustments.
Overall reading: strengths and opportunities outweigh weaknesses and threats — the case shows that business growth and social responsibility are one equation, not a trade-off.
Looking Ahead
The transformation started in 2025 represents just the first step of a bigger journey. The vision for the coming years is to consolidate a data-driven Customer Success model, capable of combining customer experience, artificial intelligence, and social responsibility at scale.
Channel expansion (Reclame Aqui, Consumidor.gov with integrated chat). CRM integration for a 360° customer view. Churn prediction dashboard.
Predictive behavior models. Automatic action recommendations. Integration with HR systems for performance analysis.
Expansion to international operations. New AI models for fraud detection. International compliance certifications.
Scaling to 1M+ interactions/month. Partner platform for integrations. Open innovation program.
2026 Goal
1 million interactions analyzed per month, without compromising on responsibility.
Recognition
Transforming the customer experience takes more than technology: it takes purpose, strategy, and partnership. With that view, 2clix and Grupo Esportes Gaming Brasil won GOLD in the Customer Success category, with the case presented in this document.
Top placement achieved in the category.
Responsible gaming and smart monitoring.
Award presented by ClienteSA.
This recognition celebrates a project that combined artificial intelligence, smart monitoring, and a responsible gaming strategy, contributing to an increasingly close, efficient, and conscious customer experience.
In the gaming and online betting market, growing without responsibility isn't success — it's risk. The award recognizes exactly this combination of Customer Success, AI, and Responsible Gaming: identifying signs of vulnerability, anticipating risk behaviors, and turning data into real care for the customer.
“Two companies, one shared purpose: using data and intelligence to protect the customer while we grow responsibly.”
“True Customer Success is born from protection, intelligence, and social responsibility: we grow by putting the customer's well-being at the center, protecting while we satisfy, and building lasting relationships with ethics and respect.”
