Brazil’s growing role in global gaming
When Brooks Pierce, President and CEO of Inspired Entertainment, speaks about Brazil, he doesn’t describe it as just another market. For him, it is the market — the central hub from which Inspired intends to shape its entire Latin American strategy.
Football’s unmatched cultural significance, combined with Brazil’s newly regulated sports betting landscape, makes the country a perfect proving ground for localized innovation. Inspired’s launch of V-Play Football Brazil with EstrelaBet is more than a product rollout — it’s a statement of intent.
“This is a major milestone,” Pierce said, highlighting the company’s commitment to Brazil as a strategic springboard into the wider LATAM market.
Localization as a competitive advantage
Inspired’s philosophy is simple: localization drives loyalty. While global products like V-Play NHL or NBA Re-Play demonstrate technical strength and international partnerships, true resonance comes from offering experiences that feel native.
For Brazil, that meant embracing football’s flair and energy. In the future, Inspired plans to apply the same principle across other regions: cricket in India, basketball in the Philippines, baseball in Mexico. Each product may look different, but the methodology — cultural research, local collaboration, and regulatory alignment — remains consistent.
“Brazil has given us a model we can replicate elsewhere. We’re not just delivering games; we’re delivering experiences that belong to the culture,” Pierce explained.
Balancing global reach with local aelevance
A challenge for many international suppliers is managing global partnerships while still appearing relevant locally. Inspired’s approach blends global scale with regional focus.
Global partnerships with leagues like the NHL and NBA build widespread appeal.
Localized launches like V-Play Football Brazil deepen trust in individual markets.
The result is a portfolio that is both broad and culturally specific, meeting operator needs for scale while ensuring players feel the games are made for them.
Regulation and flexibility
Operating in 35 jurisdictions and 32,000+ retail venues, Inspired has built its business on regulatory adaptability. Compliance, according to Pierce, is not a barrier but a foundation for innovation.
Products are designed to be modular and flexible, allowing for adjustments in betting markets, scheduling, and presentation style to meet jurisdictional requirements without losing entertainment value.
“Inspired doesn’t see regulation and innovation as competing forces,” Pierce emphasized. “We design for both from the ground up.”
Omnichannel experience
Another pillar of Inspired’s strategy in Brazil is its ability to connect retail, lottery, and digital channels. In a country where betting happens both on-the-go and in physical environments, seamless integration ensures players get the same experience whether they are in a retail venue, on their phone, or participating in state-run lotteries.
For example, in Virginia, Inspired’s VSports games are fully integrated into the lottery system while remaining available digitally. Brazil, with its strong mix of retail and online engagement, offers a similar opportunity.
Anticipating player evolution
Brazilian players, like many around the world, are demanding faster, more authentic, broadcast-style content. Attention spans are shorter, and the appetite for immersive, always-on entertainment is growing.
Inspired is responding with AI-driven enhancements, new bet structures, and hybrid-dealer games that merge the thrill of live casinos with interactive play. The aim is to make products so realistic that distinguishing them from live sports becomes almost impossible.
“Players want authenticity and speed,” Pierce said. “We’re designing products that meet those expectations while keeping flexibility for operators.”
Growth Opportunities Ahead
Looking at the next 12–24 months, Pierce outlined three key growth pillars for Inspired:
1. Expanding in Brazil and LATAM through localized content and operator partnerships.
2. Enhancing engagement with innovative mechanics, bet structures, and faster, richer experiences.
3. Scaling hybrid-dealer offerings, combining traditional casino models with interactive digital play.
With Brazil acting as the launchpad, Inspired expects these initiatives to set the tone for regional and global expansion.
Why Brazil matters
Brazil is not just the largest sports betting market in LATAM. It is a cultural epicenter where the success of localized, regulated, and innovative products will ripple across the continent. For Inspired Entertainment, the stakes are high — but so is the potential reward.
“Brazil isn’t only a business opportunity,” Pierce concluded. “It’s the foundation for how we’ll expand across Latin America — and perhaps a model for how gaming evolves worldwide.”
Source: GMB
