Trust is often overlooked in our industry, but we see it as a currency. Like banks and insurance companies, we’re in the business of selling trust - players must believe we will pay them when they win and treat them fairly when they encounter issues.
ANDREAS BARDUN CEO & Founder KTO Group
KTO Group Selling Trust
Last year, KTO Group pulled its sports betting brand from Peru and Chile to focus on the Brazilian market. Ahead of speaking at SBC Summit Malta, Andreas Bardun, CEO and Founder, discusses the rationale behind the decision and the business impact of doubling down in gaming’s most discussed market.
KTO Group entered Brazil several years prior to the market becoming licensed at the turn of the year. What advantages did this head start give the business and the brand?
Entering Brazil years before regulation was a bold, strategic move that positioned us ahead of the curve. Te biggest advantage has been trust. We were able to build a strong brand foundation and a loyal customer base at a time when competition was less intense. Tat brand equity is now paying off.
Acquiring customers post-regulation has become significantly more expensive and challenging, so having an established presence gave us a meaningful head start. More importantly, we spent years deeply understanding the Brazilian iGaming landscape - culturally, legally, and operationally. By the time regulation arrived, we were already prepared. Tat preparation allowed us to navigate the transition with minimal friction, unlike many others in the space.
What is KTO's localisation approach in Brazil - from content to aesthetics and payment methods? How multifaceted and complex is localisation in a market that has a continental sized population?
At KTO, we often say: "Brazil is not a country, it's a continent." Tat mindset shapes everything we do. Localisation for us isn’t just translation—it’s a strategic pillar. From content creation and visual identity, our approach is hyper-local. We've always focused on the
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southern regions of Brazil, where our brand resonates most, but even within that, we adapt our messaging and user experience state by state. Tis depth of localisation is one of our unique strengths and has made us one of the most genuinely local brands in the market.
How has operator landscape changed since Brazil become a licensed betting market in the New Year? How have the market's dynamics and competitiveness changed?
With regulation, the market is more competitive. While there are fewer operators today, the quality of competition has increased dramatically. Te "A-Team" of global operators has shown up, bringing their "A-game" with them. Entry barriers are now high - this is no longer a playground for opportunistic or under-prepared brands. It takes capital, competence, and a sharp strategy to succeed. Te upside? Players now benefit from a safer, more mature betting environment, and we welcome that evolution.
Last year KTO Group pulled its sports betting brand from Peru and Chile to focus on the licensed Brazil market. How has that narrowed focus benefitted the business?
Brazil has always been our primary focus, and the decision to double down paid off. Being one of just 14 operators to receive full certification on Day 1 speaks volumes about our readiness and regulatory alignment. Many companies struggled through this transition, but our prior investment in understanding Brazil - both the market and the legislation
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