ANDRÉ SAPUCA Head of Product BetMGM Brasil
Brazilian players’ appetite for high-volatility formats is a reality. Sustainable value comes from not treating the operation itself like a crash game. Users are not little planes that always come back after flying away. Troughout their journey, it is essential that players move within a cohesive, positive, and safe environment - from ethical advertising and realistic bonus policies to mechanisms that encourage conscious use of the platform.
Andre, Brazil has seen explosive demand for high-volatility formats such as crash game. How should operators balance the need to offer products that maximise excitement and maximise sustainable value? And are those always aligned?
Brazilian players’ appetite for high-volatility formats is a reality. Sustainable value comes from not treating the operation itself like a crash game. Users are not little planes that always come back after flying away. Troughout their journey, it is essential that players move within a cohesive, positive, and safe environment - from ethical advertising and realistic bonus policies to mechanisms that encourage conscious use of the platform.
At BetMGM, we focus on cultivating a healthy active base and balanced entertainment cycles, not just short-term performance spikes. Tat is how we ensure longevity for both the player and the operation.
Many global operators enter Brazil claiming localisation, yet much of the UX still feels imported. What’s one assumption from mature markets that simply doesn’t hold true with Brazilian players?
To start with: enough games about Carnival! [laughs] I hear the term “tropicalization” quite often, but in practice what I see are companies simply changing the skin of a game to add a forest, a colourful bird, or another stereotype about Brazil.
Another mistaken assumption is that our level of technological expectations is low. Brazilians have ultra-fast internet on their phones and use world-class technology solutions in everyday life, such as Pix transactions and facial recognition for online purchases. Te product needs to reflect that level of sophistication.
In some mature markets, for example, Live Operations mechanics receive less attention. In Brazil, they are essential for retention. Brazilians are highly social - both when competing and when collaborating.
Another aspect that is sometimes underestimated is the level of engagement. Streamers, celebrities, and tipsters are extremely influential. When they embrace an offer, if the platform is not prepared, it simply will not handle the traffic and may crash.
Localizing a product for Brazilian audiences goes far beyond cosmetic changes. It requires listening to local players and partners - and treating them as co-developers of the product.
In an increasingly crowded Brazilian market, do you believe UX and gamification can truly be a competitive advantage or will they quickly become a baseline expectation?
Well, if your gamification and UX come from a white-label solution shared with hundreds of other brands, you have a problem.
In Brazil, commoditisation is no longer limited to content - it has spread to platforms as well. In this scenario, companies without their own technology will struggle to stand out.
BetMGM is very well positioned in this regard because it uses proprietary platforms for both Sportsbook and Casino. Tis gives us the autonomy to design solutions that are not only tailored to Brazilian audiences but also unique in the market.
A good example of this advantage: after multiple focus group sessions and carefully listening to our users, we identified a behavioural pattern during live football matches. We decided to enhance the experience for those bettors by drastically reducing the settlement time for live markets, introducing partial cashout functionality, and increasing the maximum automatic withdrawal limit. Te results were immediate: live betting consumption on the platform surged.
Ultimately, the real competitive differentiator is not simply the presence of gamification or UX, but the quality of execution - with the player truly placed at the center of product decisions.
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