GMB - What is your assessment of the content exposed during the OGS? Was it possible to learn more about the gaming industry and open the mind to the activity?
Juliana Albuquerque - It was interesting to see the point of view of international operators, the beginning of this national operation, the expectation for proper legislation, the view of gamblers we also had at the event, the care to make a good activity with respect to the user and to misread certain preconceived ideas of an operation that would be negative to make it more transparent and introduce it to the public.
What is your opinion about the current moment of advertising of gaming companies in Brazil where many of them already appear sponsoring sports teams and also in ads on pay channels and on TV?
What has been going on for a long time is that there is a general principle of legality by which lawful products and services can be advertised in the country. Because of this principle there was a restriction of publicity when the action referred to an operation that would take place in the national territory and where the activity itself could not happen. There may be advertising from an outside casino saying: “travel to a particular country where gambling is allowed and can be played”; This has always been allowed and we even have some cases where it was considered to regulate this type of advertising. It is about the disclosure of an operation that is legal in the region where it is implemented. It's the same with what is happening now. If it concerns the advertising of a site where there is already the possibility of the Brazilian user to bet, this type of action is not yet authorized and could not be disclosed. Now advertising a game or bet that is held abroad can be done.
Many sports betting companies will invest heavily in advertising with regulation of the activity. What is your advice for this investment to generate good returns to the image of operators and also commercially?
This question is essential. This is the time to introduce yourself to the market as it is a new modality. It is time for the consumer to know the brand, that you will establish a relationship and the directions it will have. So, it is very important to demonstrate effective care of what can and cannot be done. The regulation already comes with a chapter on advertising in which it is about social responsibility, responsible gambling and protection of certain vulnerable as well as smaller audiences. These should be the principles for really showing up as a right activity, which is the expression of corporate ethical stance and respect for the user.
For media that are eyeing regulation of sports betting and wanting to make room for commercials and operator ads, what tips and precautions should be considered?
The first step is to check if the operation is authorized. If it is performed in the national territory, if it is authorized and if it is operated in another country, if it is regulated there. The second step is; the proposed legislation, and I don't know if it will come out the original way because it was subject to consultation, but there was no time constraint. What exists is a restriction on the destination of children audience, in which children appear, as they cannot play because under the law they could only play people over the age of 18, so it cannot reflect an activity contrary to the age restriction. These are the main ones. There are other rules and details regarding responsible gaming. For example, it cannot associate solving financial or emotional problems; There are a number of principles that are very clear. I believe the proposal sets some rules and it would be very important for companies to make a pact to correct themselves in advertising also because it is a time when there will be more exposure, there will be a public opinion about it and it is important for companies to adopt codes of conduct to express this attitude of considering the impacts of the activity.
From all that you've heard about gambling and sport betting, do you think legalized and regulated activity will be a good deal for the advertising market? Do you think this industry is worth supporting the cause of gaming?
The issue of whether to adopt and regularize this practice falls outside the scope of CONAR. It is a legislative option. The Brazilian market is one of the largest. We check, although not our specialty since we take care of the content of advertising messages, we see that the Brazilian is the leader in the use of social networks, is very interactive and loves sports. It is a huge market. However, it is important to take the same level of care and balance with this opening of opportunities.
Source: Exclusive GMB
