INSIGHT
BRAZIL LEADERS PANEL SBC SUMMIT
Alexandre Fonseca CEO
Superbet Brazil
What are your expectations for how Brazil's sports betting market will evolve with regulation?
Alexandre: I believe the competitive landscape should drastically change to a scenario where we have about 10 operators regulated at the fed- eral level competing among themselves, plus several other operators regulated at state level trying to become leaders In their states offering tailor-made promotions for that niche and eventually some of them even operating with an omnichannel strategy.
I also believe regulation should bring some benefits to player protection and responsible gaming, as well as protect operators against some frauds which are becoming quite big in the market such as bonus abusers and multiple accounts.
On the media side, I believe the market should become more stable as the operators should be looking for longer term deals, which will help to slow down the speculation on some assets such as sponsorships and free to air.
Andreas: Te introduction of a steep licensing fee is likely to significantly decrease the number of operators in the market. I believe this will lead to a more structured and reputable market environment. Prior to regulation, the Brazilian sports betting scene could be described as somewhat unruly, resembling the "Wild West." High entry costs will likely deter less serious players, ensuring that only committed and financially stable companies participate.
Tis shift should enhance overall market integrity and customer trust, providing a safer and more reliable betting environment. Tis consolidation can also foster improved regulatory compliance and customer service standards, aligning with international best practices.
Livia: I have high expectations, especially in terms of how sports betting can be advertised to the public. Over the past two years, we have seen a proliferation of betting advertisements across the country. Unfortunately, many of these ads have been overly aggressive and misleading, often suggesting that betting is a reliable source of income. Tis misconception is deeply ingrained in the minds of many bettors, and it's a concern I often address when I'm invited to speak on the topic.
Andreas Bardun CEO KTO Group
Fortunately, the forthcoming regulation is very demanding in this particular area. Te emphasis on truthful and responsible advertising is a major step forward. A major task for operators will be to re-educate the public so that their perception matches reality: betting is a form of entertainment. Nothing more.
In addition, I believe that regulation will be essential for our industry to move forward in terms of management standards. Clear and fair rules will not only create a safer environment for players, but will also promote a higher level of professionalism within the industry.
Tis is likely to attract more reputable operators and investors, leading to better services and innovations that will benefit consumers. In the long run, a well-regulated market will contribute to the sustainable growth and integrity of the betting industry in Brazil.
With over 26 states and one federal district each with their own cultural identity, what's key to capturing the attention of Brazilian bettors? Are local partnerships a prerequisite to success or is it possible to succeed alone?
Livia: I often say that there are many "Brazils" in Brazil. Te country has a rich and very diverse culture. It is crucial to respect and operate in a way that celebrates the unique culture of each state.
In some regions, it is very difficult to gain public acceptance unless the brand is built both offline and online. Terefore, local partnerships are essential and can make a significant difference.
Establishing local partnerships can provide invaluable insights into regional preferences and behaviours, which can then be used to tailor marketing strategies and customer experiences accordingly. Tis approach helps build trust and
Livia Troise CEO
Betmais
loyalty among players who feel understood and valued.
But while local partnerships are critical, it's also important to maintain a cohesive brand identity that resonates nationwide. Balancing localised strategies with a strong overarching brand message ensures consistency and broad appeal.
In conclusion, while it is possible to succeed without local partnerships, it would require significantly more effort and resources. Local partnerships provide a strategic advantage that can accelerate adoption and growth in a culturally diverse market like Brazil.
Alexandre: I wouldn’t say that local partnerships are a prerequisite but they surely help to con- nect and engage with the core audience. What is crucial in my opinion is first to understand the market and its peculiarities, second know how to land the message in the right way, if you miss one of these two points is very likely you’ll not be able to extract the most value from your sponsorships and media acquired from the local partnership.
Andreas: Our strategy at KTO has always been hyper-local. We see Brazil not just as a country but as a continent, each region with its own distinct identity. We started our operations in the southern region and gradually expanded northward, understanding and adapting to each local culture as we moved.
Building trust is absolutely fundamental in the betting industry, and our approach to earning that trust is through deep local engagement. We're not just operating in Brazil; we are part of the community. We invest time and resources to understand the unique needs and preferences of each region, and this approach has allowed us to build a strong, trustworthy brand from the ground up.
I wouldn’t say that local partnerships are a prerequisite but they surely help to connect and engage with the core audience. What is crucial is first to understand the market and its peculiarities, second know how to land the message in the right way, if you miss one of these two
points is very likely you’ll not be able to extract the most value from your sponsorships and media acquired from the local partnership. Alexandre Fonseca
WIRE / PULSE / INSIGHT / REPORTS P105
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