In a move that reflects its commitment to innovation and customer experience, Sorte Online, a reference in digital lottery betting intermediation in Brazil, is experiencing a strategic rebranding moment. The new brand, which brings the essence of the company with a young and modern identity, aims to consolidate its position in the market, in addition to expanding its business model to other verticals. The change comes at a symbolic time: the company celebrates 21 years this month.
With about R$ 250 million in prizes distributed and millions of bettors served, the company stands out for its pioneering spirit and constant investment in technology and innovation, offering a practical, safe, and responsible betting experience for its users.
Founded in 2003, Sorte Online was created from the observation of a gap in the lottery market, with the goal of making life easier for Brazilian bettors, who always faced long lines at lottery houses at a time when e-commerce was still developing in Brazil.
"This brand change represents a natural development in our trajectory. From the beginning of our activities, we have been looking at our customers and the brand turn comes with the goal of keeping up with the evolution of users and expanding our market presence. It reinforces our commitment to putting the customer at the center of everything we do", states Márcio Malta, CEO of Sorte Online.
The new visual identity includes a modernized logo, new colors, and graphic elements that reflect this phase of transformation. The repositioning is also being integrated into a more fluid customer journey, with the platform incorporating new functionalities that simplify and make the betting process even more intuitive.
The goal is to have direct impacts on the customer experience, offering a more modern, clear, and easy-to-use platform. The new visual identity and emphasis on technology reinforce the brand's image as innovative, increasing user confidence.
In addition, the young and aspirational tone creates a stronger emotional connection, contributing to loyalty and attracting new bettors who seek convenience and an enhanced digital experience.
Clarissa da Rosa Santos, branding manager and squad leader of engagement at Sorte Online who participated in the development process of the new brand, confirms: “the rebranding goes beyond the visual identity. The idea is that the brand adapts to the spirit of its time, relating in a more contemporary way, genuinely connected with our customers and also transmitting a technological aspiration”.
Investment in technology and customer experience
A fundamental part of the strategy involved giving a renewed focus on user experience and personalization.The company has been heavily investing in technology, with the development of a robust platform and the advanced use of CRM systems, which help to track and predict customer needs more accurately.
In addition, investments in the sector also include the inclusion of resources to facilitate the betting process, as well as improving the chances of winning with the elaboration of pools with recognized strategies and the use of data intelligence, which today is one of the main differentials of Sorte Online.
One of the major milestones of the company was the creation of an empirical probability system, successfully used in the Lotofácil da Independência contests since 2020. The system allowed the company to win the main prize of the Lotofácil da Independência for four consecutive years from the use of intelligent pool strategies.
“We are very proud, as this moment also reflects an update in relation to internal processes and our service offering. We are preparing for the present, but also for a future with more scalability, without losing focus on what really matters: the customer. The rebranding was the way to materialize this vision", explains Thiago Arantes, VP of marketing and sales.
Expansion of business and strategic partnerships
The transformation process of Sorte Online is not limited to the new identity. Since its foundation and subsequent acquisition by a global group in the gaming and betting market, the company has intensified its investments in expansion. With this, in this trajectory, the company also made partnerships with major players in the financial and retail market, such as PagBank, C6 Bank, and BR Mania.
"These strategic alliances help to expand our reach and offer an integrated betting experience with other valuable services for our customers", highlights Malta.
In addition, for the future, Sorte Online plans not only to expand its presence in the lottery market but also to explore new business modalities and verticalize its operations, keeping innovation as one of its main pillars.
The company is preparing to also act in the betting and sports betting segment, in order to mark its presence in a market that already represents 1% of the Brazilian Gross Domestic Product (GDP), according to research by XP Investimentos.
“Our expectations are the best possible, especially because we will have the opportunity to continue to help and build the Brazilian betting market. We want to offer more options for our bettor, allowing him to have fun in different places and modalities. We are very proud of the path we have taken so far. This rebranding is more than just a visual change, it is a statement that we are ready for the next 21 years of innovation and growth, without losing sight of the most important: the customer", concludes Malta.
Sorte Online
Founded in 2003, the platform stands out in the market of digital intermediation of lottery games, having already distributed approximately R$ 250 million in prizes to players across the country.
With great pioneering spirit and extensive investments in technology, Sorte Online offers a complete platform, with digital solutions that allow greater ease and security for bettors to carry out games in the desired lottery and also have access to shares of pools elaborated.
Its major market differential lies in the use of data intelligence and statistics applied to the platform, which exponentially increases the chances of winning. On its online channel, it is also possible to access tips, news, statistics, probabilities, and the results of lotteries in real time.
Source: GMB
