case study
iGaming
How Betano scales customer support with AI agents that earn user trust with every interaction
Felipe Cine
Operations Manager, Betano Brazil
The partnership with Moveo allowed us to design powerful AI agents that deliver significant results, bringing more innovation and efficiency to the business. We achieved strong retention, exceeding our targets, and a satisfaction level very close to human interaction, something rarely seen in a 100% automated flow. Our customer service became more flexible and is now much closer to the user.
Millions
of conversations handled by AI
<1 month
average go-live time for each new market
3x
The challenge
Betano needed to scale Level 1 and 2 support across a fast-growing, multi-market operation, handling the diversity of the Brazilian audience, across different profiles, sports, and products, without compromising reliability in every conversation.
The solution
Moveo.AI was integrated as the backbone of Betano's support strategy, going beyond simple automation. The solution was designed to read user intent at every moment: for practical, objective demands, the AI delivers immediate resolutions that give players autonomy; in more complex interactions, it takes on a relational role to maintain engagement. That versatility simplified the player journey while meeting the demands of a highly dynamic sector.
The result
Retention rates above internal targets and CSAT approaching human-assisted support levels, across 19 markets and 10 product categories, with an average go-live under one month and traffic spikes of up to 3x absorbed without degradation.
About Betano
Betano is one of the world's largest sports betting and iGaming platforms, operated by Kaizen Gaming. With a presence across multiple countries and offerings in sports, casino, and live gaming, Betano serves millions of customers with a high-quality digital experience.
INDUSTRY: iGaming / Digital Entertainment
Operated by: Kaizen Gaming
Scaling fast without sacrificing support quality
The iGaming sector operates in a regulatory environment that is still taking shape across many markets, creating a demanding combination of pressures: rapid growth, regulatory compliance, and customers who expect a high-quality digital experience. Balancing all three is the central challenge for any customer support operation in the industry.
For Betano's operations in Brazil, the challenge had a specific dimension: the diversity of its customer base.
The platform serves customers across very different socioeconomic profiles, with varied consumption habits and interests ranging from live sports betting to casino products. A rigid, script-based support system cannot serve that base with consistency, and any failure in automation directly affects retention.
Reliability was, therefore, the non-negotiable criterion. In an environment where customers expect immediate and personalized resolutions, an inaccurate agent is not just a technical failure. It is a direct risk to user retention.
Agents that know every player, across every market, every product
Betano did not need another automation system. They needed agents capable of operating at the speed and scale of a global iGaming platform while making every player feel individually supported.
The selection criterion was clear from the start: versatility and reliability had to come together. Betano's customer base spans very different socioeconomic profiles, with interests across dozens of sports and products. A system that cannot handle that diversity without losing consistency does not solve the problem.
The answer was to build agents with persistent memory, through TrueThread, connected to more than 10 external systems, so that every conversation starts from the player's complete picture, not a fragment of it.
In practice, the agents operate with two distinct roles:
- When a player needs a practical resolution, the request is understood with precision, no ambiguity, no friction.
- When the moment calls for engagement, the tone and pace of the conversation adapt to the user's profile.
The approach changes because context informs the decision, and the TruePath ensures every action executes within governed, compliant guardrails across every region.
The implementation followed the same logic: the Moveo.AI team worked side by side with Betano's operations to build workflows based on what actually happens in real conversations, with go-lives averaging under one month per market and 100% of product categories covered by AI in under two months.
Within months, the agents moved from pilot to backbone of Betano's global support operation.
More than 10 new markets went live in a single year, with an average go-live of under one month. During major sporting events, traffic spikes of up to 3x were absorbed without quality degradation and without emergency staffing.
Retention rates stayed consistently above internal targets, and the CSAT of automated interactions approached human-assisted support levels, something rarely seen in fully automated operations.
What makes those results sustainable is what happens in every conversation. TrueThread accumulates what the system learns across all markets and categories, building an intelligence layer that deepens its understanding of every player with every interaction. What started as a support solution became a strategic asset that scales with the business and adapts to the maturity of each market.
