ALMIR RIBEIRO CEO BetMGM Brazil
Market share is a consequence of strategic consistency, not simply aggressive investment in acquisition. We are very careful with every product we launch, with the robustness of our technology, and with truly adapting to the profile of Brazilian players. We know there are important cultural differences, which is why we strive to be intuitive, localised, and close to the audience. Tis is how we intend to gradually build and strengthen the brand in a solid and responsible way – always keeping responsible gaming at the center of the strategy.
Almir, in Brazil’s newly regulated market, compliance is mandatory - but credibility isn’t. What concrete actions actually move public trust, beyond simply meeting regulatory requirements?
More than complying with regulation, our commitment is to help raise the standards and responsibility of the sector. Operating within the rules is essential, but for us that is only the starting point. At BetMGM, we believe credibility is built by going beyond legal obligations – through active transparency, clear communication about odds and risks, consistent investment in responsible gaming, and retention strategies that prioritize education and the conscious use of the platform.
It also comes down to the choices we make: the partnerships we establish, the sponsorships we support, and the way we participate in the public debate. Every decision needs to reflect a genuine commitment to the sustainable development of the Brazilian market and, above all, to the people who are part of it.
Trust emerges when there is consistency between what is said and what is done – and that takes time. It is an ongoing effort that requires responsibility, consistency, and clarity about our role in the sector. Te challenge is significant, but if approached with seriousness and a long- term perspective, I believe we can help the regulated market in Brazil mature, gain strength, and establish itself as a positive reference.
Given the intense public and political scrutiny, do you believe the current framework is the foundation for stability? Should operators prepare for further tightening as the market matures?
I do believe the current model establishes an important foundation of organization and legitimacy for the sector. At the same time, it is natural for a newly regulated market to go through adjustments over time. We have seen this happen in other countries.
Although Brazil’s regulation is still relatively new, the country is already the fifth-largest betting market in the world. In the past year alone, the sector paid more than BRL 9 billion in taxes and licensing fees (BRL 30
million per license), resources that were allocated to essential areas such as public safety, education, and healthcare. Tis demonstrates the economic and social relevance of the activity when it operates within a regulated environment. In fact, we understand that the Brazilian model is already starting to be observed as a reference by other markets under development – and even by more mature ones.
Given this context, regulated operators need to operate from the outset with potential regulatory evolutions in mind, maintaining ongoing dialogue with authorities and industry associations, while also helping combat the illegal market. Stability does not mean immobility; it means predictability within a natural process of institutional maturation.
In a market as competitive as Brazil, how do you balance the pressure for rapid market share gains with the responsibility to build a brand over the next decade?
Te temptation to prioritize accelerated growth exists, especially in such a competitive market. But decisions driven purely by short-term gains can compromise reputation and long-term sustainability.
Our focus is to grow with discipline: investing in technology, customer retention, a high-quality user experience, and, above all, responsible gaming – while building a strong and trustworthy brand for the long term. A clear example of this is that BetMGM only entered Brazil after the market was regulated. Tis is a global company guideline: to operate exclusively in regulated environments, always aligned with the rules and specificities of each country.
For us, market share is a consequence of strategic consistency, not simply aggressive investment in acquisition. We are very careful with every product we launch, with the robustness of our technology, and with truly adapting to the profile of Brazilian players. We know there are important cultural differences, which is why we strive to be intuitive, localized, and close to the audience. Tis is how we intend to gradually build and strengthen the brand in a solid and responsible way – always keeping responsible gaming at the center of the strategy.
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