The Brazilian sports betting market is on the verge of a historic transformation. With the final regulation taking effect on January 1, 2025, only licensed companies will be allowed to operate in the country, marking a turning point in a sector that generated more than R$ 12 billion (US$ 2bn) in 2022, according to estimates from the Ministry of Finance.
The regulation process for betting in Brazil has already impacted the market, causing some sports betting and online casino operators to close their operations in the country. On the other hand, other companies have gained even more prominence, such as Betsul.
In an exclusive interview with channel UOL Apostas, Andréia Oliveira, Betsul’s Operations Director, shared insights on the regulation process and the internal procedures that led Betsul to become the operator with the highest rating on 'Reclame AQUI', being the first to achieve the RA1000 index.
“We started this journey in 2019, striving for regulation. We are really living in intense times, and for operators who are truly serious about sports betting, this is a moment of great anxiety and total commitment,” emphasizes the executive.
The importance of regulation for the betting market
The regulation of the betting market in Brazil has been a long-awaited milestone since 2018 when then-President Michel Temer signed Law 13.756. This law laid the foundation for the operation of sports betting in the country, but the detailed and mandatory regulation was only finalized in 2024, when companies interested in obtaining licenses could apply to the Ministry of Finance’s Secretariat of Prizes and Betting (SPA).
Under the new regulatory framework, companies will be required to meet a series of demands, such as ensuring responsible gaming practices, preventing fraud and money laundering, and implementing stringent identity verification systems.
For Oliveira, the regulation not only legitimizes the sector but also separates serious operators from amateurs.
"[The legislation] will distinguish those who are here just for fun and those who genuinely want to run the business properly," she states.
“Since the first signature from former President Temer in 2018 until our launch, we’ve been working very seriously and committedly with the regulation. When the first regulations were released, we set up committees in the office to go through every detail, understand what we already had, and how we would adapt to meet all regulations,” explains the executive.
Betsul prepared for regulation from the start of its operation
Since Betsul’s launch during the Copa América in 2019, the company has been structuring its processes to meet the requirements of a regulation still under development. Andréia explains that this forward-thinking vision helped Betsul stand out in the market.
“Since 2019, we’ve been seeking regulated partners who would be ready for regulation, who met all the requirements, and who truly delivered reliability in data analysis. We structured all the processes at Betsul, from customer service to payment methods, customer support, and responsible gaming,” she shares.
This effort has brought concrete results, such as earning the RA1000 seal from 'Reclame AQUI', a major achievement in the sector. “We are the first 'Bet' (as the operators are called) to earn the 'Reclame AQUI' seal. We spent three years meeting all the requirements to earn the RA1000 seal. And we only achieved it after three years because, up until then, everyone looked at a 'Bet' with a certain level of distrust,” explains Andréia.
This commitment to seriousness is also reflected in the adoption of advanced technologies to protect customers. Since its foundation, Betsul has used identity verification (KYC) tools to prevent registrations from minors or invalid CPF numbers.
“When the customer enters their CPF (Individual Taxpayer Registry), it undergoes verification to ensure they are not a minor or using an invalid CPF. We’ve been doing this since 2019,” says Andréia.
Recently, the company added features like facial recognition, further enhancing security.
"Betting is entertainment, not investment," says Oliveira
In addition to technology and compliance, Betsul focuses on educating customers about the purpose of betting. Andréia emphasizes that one of the sector’s biggest challenges is helping the public see betting as a form of entertainment rather than a financial solution.
“Betting is for fun. You’re spending some free time, you want to play, you want to have fun—why not place a bet? If you have money that isn’t tied up with your personal obligations, you can set aside a little for fun,” she explains.
To reinforce this message, Betsul implements several responsible gaming initiatives. The platform also allows users to set spending limits and practice self-exclusion if they notice signs of addiction.
“If at any point a gambling issue is identified, we invite the customer to withdraw. If they deposit, we return their money and block the account so they cannot make any more transactions. We’ve been doing this from the very beginning. We’ve been doing this at Betsul since 2019,” highlights Andréia.
Changes in advertising rules and their impact on the market
With the regulation of the betting market in Brazil, new rules for advertising and marketing have been introduced, significantly altering the way companies interact with potential customers. One of the most significant changes is the prohibition of offering welcome bonuses, a strategy widely used by betting companies to attract new users.
For Andréia Oliveira, this change represents a challenge but also an opportunity to innovate and highlight the company’s unique features.
“What are we going to do now to attract customers and get them to know Betsul? We spoke with our marketing team, and our direction was to highlight Betsul’s strengths so customers will come for the benefits. They’ll come for the great odds, for the fast withdrawals, for the humanized service that has been awarded by Reclame AQUI,” she emphasizes.
Customer service as the main promotional tool
One of Betsul’s key pillars is customer service, which Andréia sees as essential for retention and loyalty. The company handles more than 60,000 requests per month through a personalized support system.
“Today, we handle over 60,000 requests per month. We have a large customer base, friends. Some people even come into our service late at night to speak with the assistant because they’ve developed a strong bond with the service,” she says.
According to the Director, the company’s customer service sometimes even acts as marketing. Currently, Betsul doesn’t sponsor football clubs or reality shows, which is common among competitors. Instead, the brand focuses on personal relationships with influencers and word-of-mouth marketing.
“A well-treated bettor, a well-served bettor, a well-advised bettor—this is a bettor who talks highly of us and brings new customers. We rely a lot on that,” she concludes. “Once someone joins Betsul, they rarely leave. Our retention work is very positive,” she adds.
Source: UOL Apostas
