Nelson Romanini Neto opens the session on Regulation and Operation, which will close the first day of activities of the BgC, on Monday (23) at 17h15. During his speech, the CEO of WU Content will bring new content on Responsible Advertising in Gaming addressing topics such as: advertising rules; market collaboration and requirements for commercial communication of gaming and sponsorship. After his presentation, Professor José Ricardo Escolá de Araújo, from Febraban / USCS / Trevisan Business School, will talk about Payment Methods; and Braulio Melo, director of the Federal Police and Parliamentary Adviser in the Chamber of Deputies, lecturing on Law Enforcement and Control, conclude the first day of the congress.
You will be present at the BgC next week in São Paulo. Tell us about the invitation, what is your expectation for the event and what is the relevance of a congress like this for the gaming legalization process in the country?
Clarion, which organizes the event, was looking for someone who could speak properly about advertising in the gaming market in Brazil. My name came from my know-how of more than 15 years in this segment, with ten of them leading the marketing of Sorte Online, the country's largest lottery site, where I was responsible for building the entire media project. I know the rules, as well as the solutions of the advertising market for this segment. And that is why Sorte Online is a client of WeContent Digital Marketing, my agency.
The expectation is that this is one of the last gaming events in Brazil before the legalization of the activity. This meeting point is extremely important to bring together professionals from the market, the business world, government authorities, and the profound knowledge of Brazilian legislation, in order to discuss the issue with who will really make this possible in Brazil.
What is the key information you want to get through in your talk during the BGC?
The objective will be to discuss the ways that should follow the rules of advertising for gaming in Brazil. I intend to address some topics that I think are fundamental in this discussion, such as responsible gaming, for example.
In addition, I want to draw a comparative of advertising for gambling with other segments that follow the imposition of advertising restrictions established by CONAR, such as the alcohol and tobacco categories.
As a media expert, how do you evaluate the performance of Brazilian media groups within the process of legalizing the activity in Brazil? How important is the change of opinion of a popular media like O Globo, which was contrary to regulation and recently asked for a lawfor gaming in an editorial, in that process?
The repercussion of the great media is still timid, few are manifested on the subject. I believe that the communication media will begin to give more importance and attention to the segment from the moment they understand the potential of media revenue generation that this market can - and will - generate.
In Brazil, poker is an example of a modality that used the media very well to consolidate itself with the public and even with the legislators. How should the gaming industry in general take the example of poker and use the media to attract the population to support regulation of the activity?
The mode of poker is completely different from gambling, so you can not do a comparison. Poker, classified as a sport, has generated a great interest of the Brazilian public by the peculiarities of the championships, the involvement of celebrities and even the exhibition that it has gained in TV channels and in the Internet. It is a modality able to maintain someone for hours in front of the TV accompanying a championship, different from most of the games of casinos, for example. It was only from this that large groups took care of the Brazilian market and brought investments here.
As casino games do not have the same appeal, I believe the way will be the reverse. The idea is to highlight the image of casinos as centers of entertainment, where games are only part of the show, and, along with legislators, use good arguments for job creation, revenue in taxes, economic movement, among others improvements to highlight the importance of this business for the Brazilian economy in general.
Although not regulated in Brazil yet, sports betting sites have invested heavily in advertising in television channels and even in partnerships with sports federations. Does this fact give some advantage to online gaming in front of traditional casino games in the fight for the public when all modalities are regulated in the country?
Yes, I believe that companies that currently operate in the online market take advantage, since they already have a certain knowledge about the Brazilian bettor's behavior and market potential, for example.
Finally, what is your perspective for the Brazilian gaming market after the legalization of the activity? Do you believe in the birth and consolidation of a media sector specializing in gamings in Brazil? What opportunities can arise in this area?
After the legalization of gaming in Brazil, with clearer rules of publicity and legal security, the prospect for players and all those involved is undoubtedly that new opportunities arise, starting with the growth of public revenues, job creation, etc. Consequently, new specialized media will appear in the market, which may contribute in potential to the spread of information, highlighting the market novelties and remodeling the design of betting games through a process of awareness. I also believe that the big media will give more space to the topic, both in the news pages and, possibly, through specialized columnists.
Source: GMB Exclusive
