One of the top sports betting companies in Brazil is Betmotion, which has been operating in the country for more than ten years. Its head of Marketing and Growth in Latin America is Alan Brincat, who defines the brand as “with 100% Brazilian DNA”, in which offering the most localized experience possible is its main asset, with fifty employees working in the field.
"Our goal is to be one of the first, if not the first operator to obtain a license in Brazil, once the new regulatory framework is activated," says Brincat. “We have invested heavily over the years in making a robust product that already meets the standards set by other regulators. I think it will be a big step forward, both for operators and customers, and we are eager to continue unlocking the enormous potential of the Brazilian market,” he says.
In Brincat's opinion, “the process has reached an irreversible stage. I believe that Brazil will opt for a very inclusive and open system in the future, allowing the participation of as many operators as possible. I don't really have a preference as such, but I feel comfortable that Betmotion is well prepared and equipped for any scenario.”
"For me, the authorization model is the best, because Brazil is a gigantic country and I believe that the Government should grant the maximum number of licenses so that all the operators that today are in the gray market can be regularized," comments the Brazilian lawyer expert in Gambling, Neil Montgomery, founder and partner of Montgomery & Asociados.
Limiting licenses, Montgomery believes, leaves the role of dictating “exactly” how many operators must remain in the market to the State. "I think that this is not the role of the State, but of the market itself," the expert emphasizes. The immediate effect of limiting licenses will be the lack of legal certainty, he believes. Because there will be "a very large number of operators who will not obtain their license and continue operating in the black or gray market without paying taxes, as they do now."
While in the legal offices the license model is outlined, in the economic ones its price is evaluated. The Ministry of Economy included sports betting in June in the Investment Privatization Plan (PPI) and now the National Bank for Economic Development (BNDES) is evaluating the market to define the price of a license in Brazil. And it is expected that, at the end of this year or early next, the presidential decree that definitively authorizes the activity will be published.
“There has been a lot of discussion this year about the legalization of gambling, especially due to the pandemic. One of the big problems is the evangelical bench. Brazil is the largest Catholic country in the world. The power of the Catholic Church is very important and also of the Evangelical one and both have many representatives in Congress, but I believe that now all economic factors are present so that it is finally possible for gambling to be regulated in Latin America. I see that in the Brazilian Congress there is more political will to legalize gambling. At no other time was there so much in favor of starting the legal gambling sector in Brazil,” concludes Montgomery.
In the case of CampoBet, of the Soft2Bet group, its CEO, Boris Chaikin, believes that “the path to regulation undertaken by Brazil appears to offer a bright future for sports betting. Legalization makes betting easier, safer and more enjoyable. Not to mention the innumerable economic benefits.”
On CampoBet's side, Chaikin adds that his brand “is among the most successful in Brazil and has an impressive appeal for players. Those using CampoBet, for example, can watch live broadcasts of their favorite matches across the web and bet live on a wide range of markets. The brand is key to our expansion plans in a continent obsessed with sports, like Latin America.”
Using their own platform was challenging. “Thorough research allowed us to better understand the unique betting habits and preferences of the continent's players. We knew that known local issues such as poor internet connection speeds could be overcome. Despite the difficulties of entering Latin America, the untapped potential and the enormous population of the region make it worthwhile in the end,” insists Chaikin.
And if there is a platform that Brazil knows like the back of its hand, it is Salsa Technology. Of Brazilian and Portuguese origin, Salsa already has its headquarters in the country and considers that the pace with which it advances the gambling legislation is firm and serious. “The regulation of this law is irreversible. It will happen, yes or yes,” affirms its CEO, Peter Nolte, in an interview with GIQ.
They too want to be among the first certified to enter the market as soon as possible. In sports betting, Salsa has already integrated the Sportradar and Altenar platforms. It is also in deals with BetGenius and others. “The agreement with the platform can be made directly with us or with the platform provider; We integrate this content in exchange for a small commission for using the platform. Same as with casino content,” explains Nolte.
This matter, once the regulated market in Brazil comes into force, will be key. And the most important thing, in addition to quality, certification and content, is that the platform adapts to online, but also to retail, since the Brazilian betting system will be mixed.
For Nolte, the important thing, in addition to the tools, the functionalities or the technology, is the location of the product. Its adaptation to each specific market. “Our focus is always to create the best user experience. This is why all tools have a location function. Thus, we have the best platform for each country in Latin America.”
However, for Nolte, the most difficult thing is to operate. Brazil will put it to the test. "That's the hard part. And many times, the operator has content, the best platform, good payment methods, but needs training to use all that technology to get traffic. An excellent site is useless if there is no traffic,” he says.
Source: Gaming Intelligence
