The executive also emphasized the use of technology and artificial intelligence to ensure security and usability, along with social impact initiatives and awareness campaigns on responsible gaming, such as “Não Mete o Loco” (Don’t Lose Your Cool). According to him, Brazil is a priority market for Kaizen Gaming, with long-term plans to establish the country as one of the main pillars of its global operation.
Betano has just inaugurated a new and modern floor at its impressive São Paulo office, located in the Pinheiros district. Opened in January this year, the headquarters now spans more than 4,000 square meters, expanding the workspace for its local team.
GMB – What is Betano’s philosophy now in the regulated Brazilian market? What will be the brand’s main differentiators in this new competitive environment?
Guilherme Figueiredo – Betano was the first regulated betting company in Brazil. Our commitment is to operate transparently and innovatively, offering safe and high-quality entertainment, with responsible gaming as one of the brand’s central pillars.
We invest in tools and initiatives that give users control over their experience, reinforcing our role as a trusted platform. In addition to being an award-winning global brand that combines technology with a passion for sports, we strive to offer a personalized and reliable experience, placing the fan at the center of every decision we make.
What are Betano’s growth priorities in Brazil for the coming years?
Our focus is on sustainable growth, expanding our customer base and strengthening the brand through solid partnerships. We also prioritize supporting Brazilian sports, investing in competitions and clubs that reinforce our connection with fans across the country.
How does Betano balance technological innovation with user experience?
Technology is one of our key pillars and should serve as a facilitator. We invest in usability, responsive design, and personalization to ensure a simple, intuitive, and enjoyable user journey. We also apply artificial intelligence and advanced monitoring systems to ensure maximum security — both in data protection and in compliance with regulatory standards.
These solutions allow us to identify suspicious activity, prevent fraud, and combat illegal practices within the sector, strengthening the integrity of the market as a whole. This way, we balance innovation and reliability — users enjoy a modern and seamless experience while relying on a safe and transparent platform.
The debut of the partnership with Flamengo brought not only brand exposure but also an institutional message of support. What was the main goal of this initiative, and how does Betano view the importance of conveying values beyond sports sponsorship?
The choice of Flamengo reflects Betano’s global strategy of connecting with major sports assets, both nationally and internationally — including the Brasileirão Betano, Copa Betano do Brasil, Copa América, and partnerships with clubs such as River Plate, Bayern Munich, and Aston Villa.
Flamengo stands out for its nationwide presence and for having the largest fanbase in Brazil, making the partnership a strategic move that directly associates Betano with the elite of international sports. But our goal goes beyond visibility — we aim to stay close to fans and reinforce the core values of our brand. We believe that sport is a driver of social transformation, and this partnership is a concrete way to contribute to that movement.
What does it mean for Betano to associate its brand with one of the most popular and visible clubs in Brazil? What are the company’s expectations regarding engagement with Flamengo’s fanbase?
Flamengo is a unique project. Our partnership goes beyond shirt sponsorship: we seek to work with the club in its entirety — supporting not only men’s football, but also women’s football, basketball, volleyball, and Flamengo’s Olympic teams. This broad investment in sports reinforces our commitment to promoting athletic development.
At the same time, Flamengo becomes a South American representative within a global portfolio that positions Betano alongside the international elite of sports.
Beyond the jersey presence and on-field actions, can we expect other Betano activations with Flamengo involving fan experiences, social campaigns, or digital initiatives?
Yes. We have planned a calendar of actions that includes exclusive fan experiences, interactive digital initiatives, and social impact projects — such as our partnership with the Laço Rosa Foundation, a national reference in the fight against breast cancer.
Through Betano’s main sponsorship, the initiative guarantees 3,000 free mammograms across several cities using a mobile medical unit. One of the project’s stops took place at Maracanã Stadium, before Flamengo’s match against Cruzeiro in the Brasileirão Betano.
We are also planning collaborative actions as part of the club’s 130th-anniversary celebrations.
Are there new sponsorships or renewals on the horizon?
Betano constantly evaluates strategic opportunities in both national and international sports. Our priority is to maintain long-term partnerships while identifying new projects aligned with the brand’s core pillars
Beyond visibility, how do these sponsorships strengthen Betano’s connection with Brazilian fans?
By supporting clubs and competitions, we get closer to sports fans, creating touchpoints that generate emotional engagement and a strong sense of trust in our work.
What new campaigns can we expect from Betano in Brazil?
We are preparing campaigns that combine entertainment, emotion, and responsibility, all focused on showcasing the Brazilian passion for sports while reinforcing the importance of responsible gaming in all our initiatives.
How does the brand adapt its communication to different regions and player profiles across Brazil?
Brazil is a continental country with immense cultural diversity. Therefore, we implement segmented strategies, respecting regional habits and preferences to ensure that our communication is authentic and relevant in every area.
One example is our Rio Grande do Sul project, where we sponsored the Farroupilha Week, carried out several Brasileirão Betano activations during the Gre-Nal rivalry, and customized our artwork and messaging with local Gaúcho symbols.
How does Betano reinforce responsible gaming practices in its campaigns?
Responsible Gaming is one of the core pillars of our operations. All our initiatives include clear messages on the subject, and our platform provides tools that allow users to control their own experience.
We also invest in educational initiatives promoting conscious entertainment, such as the “Não Mete o Loco. Seja Responsável” (Don’t Lose Your Cool. Be Responsible) campaign, featuring permanent online and offline content — including the website www.naometeoloco.com.
Our platform offers a comprehensive set of controls, encouraging their use at the appropriate times and in accordance with Responsible Gaming guidelines. We also have dedicated teams trained to monitor behavioral indicators and take action when necessary.
What is Betano’s view on Brazil’s role within Kaizen’s global strategy?
Brazil is one of Kaizen Gaming’s top priority markets, and our goal is to invest for the long term, consolidating the country as one of the main pillars of our global operation.
Source: Exclusive GMB
