GMB- What did you look for with the RioAposta rebranding for BetGold? What other changes can be noticed?
Fabio Finetti - Practically everything changed, in addition to BetGold being a brand that will allow us to cover beyond our main market, which remains Brazil, several other markets, we took advantage of this change to improve our product. The Brazilian bettor will have an easier and more complete gaming experience, all local payment methods and dedicated promotions.
BetGold also has a DNA more oriented to brand positioning, as demonstrated by the sponsorships closed locally with Santo André and Boavista, which we will talk about later.
How is a website made especially for the Brazilian market different from the rest? What features does it have for the local gambler?
What the Brazilian bettor demands is the facility to find local and / or continental sporting events, a website whose contents are clear and in the local language and a fast and efficient service to solve any need, always in Brazilian Portuguese. A fundamental element is also the payment methods such as bank ticket, transfer and the most sought after and used virtual wallets by consumers. BetGold will have it all to further enhance the user experience on the site.
What is the user's first feedback on the new website?
We’ve been on the air for almost a week, so it’s too early to be able to spend that kind of return. But I can say that the industry as a whole congratulated us for the work that was done and for the fact that we wanted to clearly show the market that BetGold wants to be the reference in Brazil in online sports betting.
How did the idea come about and did the sponsorship agreements with Santo André and Boavista crystallize?
We believe that positioning the BetGold brand in Brazil is essential, especially at the beginning of the operation. We aim to be “top of mind” in Brazil, and this requires time, planning and investment. OGaming, the holding company that owns BetGold, has this kind of mentality, so sponsoring football clubs in state championships for us is the right place at the right time. Santo André and Boavista are clubs with history, with passionate fans and with great planning, just look at the performance of the two teams so far, fighting in the top positions of the respective championships. These agreements were born and came about almost spontaneously.
Do members or fans of clubs sponsored by BetGold have benefits?
Yes, they have several! We have already done some activities with Santo André, as the agreement with Boavista is more recent. The activation of fans is a very important asset, they have dedicated promotions and can participate in various competitions that we are organizing on the official channels of the clubs. Adherence and acceptance are being excellent.
Which brand expansion strategy in Brazil do you have in mind? More sponsorships for clubs, ambassadors, tournaments or TV?
At this point, we must keep an eye on strategy and the other on what happens in the market. Brazil is in a delicate moment from a legal point of view, everyone is waiting for the regulation and this will naturally influence the strategy of the operators. Football is undoubtedly a very important channel, there is a rain of sponsorships in Brazil and I think this is great, a sign that lawmakers also have to understand that the market wants clear rules and that allows them to do business in a healthy way.
Does the strategy include a strong presence on social media with tips for bettors?
We know very well that Brazil is a country that uses social networks massively, profiles should be monitored and updated constantly with relevant content; tips, yes, but also dedicated promotions and support if the user needs help. Our plan is to grow in social networks gradually, as well as with the whole brand, together with our partners and affiliates we are sure that we will achieve this important goal.
Is the profile of the Brazilian bettor limited to football or does it like to bet on other major events, such as the Super Bowl?
Football is the sport with the most followers and bettors, this is an indisputable reality, even because Brazil has the most successful team in the history of football. In relation to betting, there is also interest for sports such as Basketball, Tennis, Volleyball, and some specific sports events such as the Super Bowl.
It doesn't take long for the final regulation of the betting law to be released. Can this change BetGold's plans a little?
Difficult to give an answer at this moment, we await the regulation with great confidence and with the desire, once the market is regulated, to be part of the elite of sports betting operators in Brazil.
Source: Exclusive Games Magazine Brasil
