Pulse
Latin America PLAY ANYWHERE BRAZIL
Tere are four to five different “countries” inside Brazil and which Brazil we're talking about is something that usually comes up on my meetings with my clients. Tey're very different.
How different, exactly?
Some of our states are bigger than European countries. Te closest example would be the US . You don't talk to Texas the way you talk to New York, nor Florida the way you communicate with California. Tere are cultural differences to consider. Te way people behave online, consume goods, interact with platforms, the relationship they have with screens - all this and more is different from one part of the country to the next. You need to understand that and address it before you talk to Brazilians.
In Brazil, first you need to nationalise your communication to talk to Brazilians. Once you do that, then you need to understand where your focal points are and what you want to get from each region. Te Southeast is Brazil’s richest region where all the big businesses are, the biggest soccer teams, and the main federations for all kinds of sports.
In contrast, the northeast has its own characteristics, and the south is more European having been colonised by Germans. Te north is mostly Amazon. Tere aren’t many football teams with a lot of tradition nationwide, but you have lots of local teams that are well- supported in their area.
You need to speak local. I would go state by state. We have 27 of them, well 26 states plus DC, which is Brasilia. To talk state by state, you need to have a Brazilian education. Treat it like it’s Europe. You don't talk to people in France the way you talk to the Spanish or the British.
You may have an umbrella plan for Europe, but then you go country-by-country. Even in a market such as Spain, for example, you must treat regions differently. Languages and cultures differ and you have that in Spain, which is the size of my state in Minas Gerais, imagine how wildly these things differ across a country as vast as Brazil.
What are your expectations for the final bill?
We need to see the final document. Tere are some restrictions around betting advertising, but I do not believe they will impact what Play Anywhere does because we go way beyond just advertising.
We are a gateway to betting and even if we cannot facilitate offering a bet during a match, we have plenty of other possibilities for betting companies to acquire new clients and return to
P144 WIRE / PULSE / INSIGHT / REPORTS
I have mixed feelings on the regulations being proposed. Firstly, it’s necessary. We need to professionalise, get out of the grey market, and have rules in place. We need to protect the sportsbooks, clients, brands, the sports themselves. We need to protect all the stakeholders involved. However, I have a lot of criticism for some elements of the regulation.
operator sites multiple times in-play. I do believe we have sufficient possibilities that we can achieve success even with the strictest regulations being considered.
What are your thoughts on the bill?
I have mixed feelings on the regulations being proposed. Firstly, it’s necessary. We need to professionalise, get out of the grey market, and have rules in place. We need to protect the sportsbooks, clients, brands, the sports themselves. We need to protect all the stakeholders involved.
However, I have a lot of criticism for some elements of the regulation. Taxes are too high, and I believe the license is too high price wise, Casinos also should be part of the regulation. Other things will fall in place, but it's needed. It will put an end to the craziness of the market which is currently like the Wild West. Go over there, grab the land you want, whatever cost it is, it's yours. But once people are settled, you need to establish the rules, and this is what happening now. Really, it’s too late and should have been done sooner.
Now it’s all political, not technical. Very few technical parts of the regulation are being challenged or reviewed. I think we're very, very close to the final text. And the fine print still needs to be written. When they say you need to prevent money laundering, how are we going to do that? What will the government ask you to have in place? What are the rules? What documents will you need to provide? Tose
We’re talking to more than 20 betting companies now including the 10 largest companies in Brazil. I’m sorry I can't disclose further information due to NDA. What’s important to stress is that Play Anywhere goes beyond Brazil but to broader Latin America and other global markets that I'm not responsible for. We’re a small team which gives us a lot of flexibility.
Te rights owner - the leagues that own the rights - and the rights holders - TV, streaming companies, OTTs - are waiting for regulation as eagerly as the betting companies to start doing something. Betting companies are on the edge, they know what they can do, have a better understanding of the market than the TV and streaming companies. Tey are in greater need of regulatory clarity to ensure they aren’t doing anything regulation won’t allow them to do.
How do you anticipate the Play Anywhere platform being received once it's live in Brazil?
My expectations are high. We will finally get where we wanted to be since being established. Once live in Brazil, the Play Anywhere platform will be like wildfire on dry land. We will deliver - whatever the rules are - and have a plan in place for every single scenario with our partners.
things, those details, will come over the next few months.
Who is Play Anywhere in talks with for the Brazilian market?
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