EstrelaBet Appoints Lorena Lima as CX & Expansion Director
EstrelaBet has announced the promotion of Lorena Lima to Director of Customer Experience (CX) and Expansion, reinforcing the Brazilian gaming company’s focus on user-centric growth. Lima joined EstrelaBet in 2023 as Head of CX and played a central role in building the function from the ground up during a pivotal expansion phase for the business.
With more than 15 years of experience across customer experience, operations, customer service and digital transformation, Lima brings extensive expertise in scaling CX operations within large organizations. Her previous career includes leadership roles at companies such as Quinto Andar, Universidade Estácio and General Motors, where she led omnichannel initiatives, productivity programs, process redesign and data-driven customer strategies.
Driving CX Innovation Through Technology
At EstrelaBet, Lima has overseen multiple initiatives aimed at improving player journeys and operational efficiency. Among the most notable is the launch of “Estela,” the company’s generative AI-powered self-service chatbot. The tool has become EstrelaBet’s primary customer contact channel, resolving more than 60% of incoming requests autonomously while maintaining strong satisfaction and resolution metrics.
The chatbot integrates generative AI with contextual understanding, emotional recognition and voice interpretation, allowing it to manage repetitive interactions while preserving a personalized user experience. Alongside this, Lima has led customer acquisition, engagement and retention strategies designed to align CX performance with EstrelaBet’s broader growth objectives.
Reflecting on her new role, Lima stated that the promotion recognizes both the work completed so far and the strategic value of customer experience to the company’s long-term development. She emphasized the challenge of scaling operations while preserving efficiency, proximity to users and a secure, streamlined experience.
Strengthening Leadership and Market Expansion
EstrelaBet executive João Gerçossimo highlighted the appointment as a clear example of internal talent development, noting Lima’s role in embedding a customer-first culture across the organization. He stressed that her ability to combine strategic planning with hands-on execution will be vital as the company enters its next phase of expansion.
The promotion also aligns with EstrelaBet’s broader commitment to innovation, operational excellence and workforce development, while contributing to greater female representation in the gaming and online entertainment sector.
Regulated Growth and Industry Recognition
Operating under Brazil’s regulated iGaming framework, EstrelaBet has received multiple industry accolades, including “Best Sports Betting Operator in Brazil” and “Rising Star of the Year” at the SBC Awards Latinoamérica 2022, as well as honors from the SiGMA Americas Awards in 2023 and 2024. In 2025, the company was recognized at the BiS Awards for its initiatives in responsible gambling and customer service, alongside distinctions from Prêmio Consumidor Moderno and the EGR Marketing & Innovation Awards.
Headquartered in São Paulo with an additional office in Belo Horizonte, EstrelaBet maintains a strong focus on responsible gaming, regulatory compliance and sports integrity. Its partnerships include Genius Sports and the International Betting Integrity Association (IBIA), as well as academic collaborations with Universidade FUMEC focused on prevention and psychological support related to gambling.
In 2023, EstrelaBet also made history as the first Brazilian sports betting operator to sponsor a FIFA event, becoming a partner of the FIFA Women’s World Cup.
