GMB – EstrelaBet recently obtained its definitive authorization to operate in Brazil’s regulated market. How was the preparation process, and what changes for the company in this new phase?
João Gerçossimo – We’ve had the authorization for about ten months now, and it represents a strategic milestone for EstrelaBet and the entire sports betting sector in Brazil. During the preparation process, we mobilized all areas of the company — operations, compliance, technology, product, and legal — to ensure our processes were aligned with Law No. 14,790/2023 and the ordinances of the Secretariat of Prizes and Betting (SPA) of the Ministry of Finance. We already had governance systems, player protection mechanisms, and solid responsible gaming policies in place, which made the transition to a regulated environment smoother.
In this new phase, we now operate under clear rules, stronger regulatory requirements, and greater government oversight. This brings more transparency, predictability, and legal security — both for the company and for consumers. In practice, it translates into a more structured operation focused on excellence, user protection, and sustainable growth.
Moreover, the regulated environment is already showing concrete results. According to data released by the SPA, in the first half of 2025, 17.7 million (US$3.3m) Brazilians placed bets on licensed platforms. The sector’s gross gaming revenue (GGR) reached R$17.4 billion (US$3.2bn), with an average monthly spend of R$164 (US$30) per bettor.
By contrast, the study “Fora do Radar” (“Off the Radar”), conducted by LCA Consultores in partnership with Instituto Locomotiva, found that between 41% and 51% of the market still operates illegally, generating annual tax losses of up to R$10.8 billion (US$2.0bn). This is a serious challenge that compromises consumer protection and the competitiveness of licensed operators.
The advance of regulation, therefore, not only legitimizes the sector but also reinforces the need for coordinated actions to curb illegal practices, educate consumers, and consolidate a more ethical and transparent market.
João, you recently launched your YouTube channel. Where did the idea come from? What was the trigger that made you say, “I’m going to invest in this”? And what’s the purpose of the channel for you?
The digital world has always been part of my life as an entrepreneur. Even before EstrelaBet, I had a YouTube channel and used my Instagram to talk about digital marketing, growth, and poker. Over time, I built a relevant base of followers, and many of them began asking me to share my vision about business and daily entrepreneurial life again.
The trigger to restart this movement came precisely from the current moment of the betting sector in Brazil. We are in a regulated environment with serious companies that pay taxes, create jobs, and follow clear rules. Despite that, there is still a lot of misinformation about this market. I saw the channel as an opportunity to show how a real operation works — what’s behind betting and who the people are building this ecosystem.
The purpose of the channel is multifaceted. I want to share my experience as a young entrepreneur, show the behind-the-scenes of EstrelaBet, talk about leadership, strategy, mistakes, successes, and inspire others. At the same time, it’s a way to strengthen our company’s reputation and even help candidates understand EstrelaBet’s culture before applying for a position.
What challenges did you face transitioning from a “private” entrepreneurial life to a public digital presence on YouTube?
In recent years, my focus has been entirely on developing EstrelaBet and helping consolidate the betting sector in Brazil. It was an intense period of construction that demanded a lot of dedication and time, so personal communication took a back seat.
Now, with a more mature structure and the market in a new phase, I decided to use YouTube as a channel to show what it truly means to build a business in a fast-growing and highly responsible sector. The idea is not only to talk about business but also to share the human and real side of someone living these challenges daily.
We are still in the first month of the channel, learning in practice what resonates most with the audience. I’ve been producing POV-style videos, showing behind-the-scenes decisions and daily learnings, and we’re already identifying engagement patterns that will help refine the content strategy.
The goal is to build authentic, transparent, and consistent communication — showing what it truly means to be an entrepreneur and contributing to a more professional and responsible perception of the sector and the business environment as a whole.
Do you see the channel as a personal branding platform or a strategic business tool — or both?
Definitely both. The channel plays an important role in building my personal brand but is also a strategic tool for the company. I want to show the behind-the-scenes of the betting industry, demystify what it means to operate in a regulated market, and give visibility to what’s involved in being a young executive and entrepreneur in Brazil.
I believe strongly in transparency and direct communication. The channel allows candidates to learn more about me, the values I stand for, and the culture we’re building at EstrelaBet. That helps people decide if they want to join our team. We’ve already had cases where people connected with the content and applied because they identified with our way of thinking and working.
It’s also a space to talk about topics that move me — leadership, innovation, management, and technology. And, of course, all of this helps strengthen the reputation of both the company and the broader sector, which still faces perception challenges. Showing who we are, how we operate, and the level of professionalism behind EstrelaBet is a key part of our strategy.
The Brazilian betting market is expanding rapidly but still faces challenges, especially from international competition. How do you see EstrelaBet’s role in this competitive landscape, and what differentiators do you want to consolidate under your leadership?
EstrelaBet was born in Brazil, with national DNA — and that gives us an important competitive advantage. We know our audience, understand local culture, and can quickly adapt our operations to market demands. We act with agility, innovation, and a full focus on customer experience. We want bettors to value being with us not only for odds or promotions but because they feel respected, well-served, and safe.
Our commitment is to responsible, transparent, and sustainable operations. We’re building a long-term company based on robust technology, humanized service, and quality products. For us, regulation has never been a barrier — it’s an opportunity to be part of the sector’s positive transformation. We were already prepared before regulation took effect, with solid compliance, responsible gaming, governance, and management practices.
The international market has strong players, but Brazil also has room for local leaders — and that’s what we aim for. Our edge lies in being close to consumers, listening actively, and innovating quickly and responsibly.
Regulation is constantly evolving. How is EstrelaBet preparing for possible changes, and what initiatives are being implemented to promote responsible gaming in Brazil?
The regulatory landscape will continue to evolve over the coming years, and that’s why we treat compliance as a strategic pillar. Regulation is recent — it’s living, and it must be part of every company’s business plan. What matters is that it’s data-driven, free from bias or assumptions, and balanced for everyone involved.
In terms of responsible gaming, we’ve adopted a robust policy that includes tools like self-exclusion, time and loss limits, behavioral analysis, and the use of AI to detect risk signals. We’ve also partnered with FUMEC University to offer preventive and psychological support to users, reinforcing our commitment to integrity and player well-being.
From a technological perspective, how has the partnership with FUMEC contributed to identifying and preventing risky behavior among players?
This partnership is part of EstrelaBet’s broader compliance policy, which already includes tools like self-exclusion, temporary pauses, and deposit limit controls. The collaboration with FUMEC is a cornerstone of our responsible gaming strategy — it allows us to provide free psychological support to users who show signs of problem gambling and contributes to developing studies and best practices in the sector. The service is provided by trained professionals focused on guidance and care.
Technologically, we use advanced data and AI systems to monitor behavioral patterns such as usage frequency, betting intensity, amounts wagered, and signs of impulsivity. This feeds a risk matrix that allows us to act preventively through alerts, limit suggestions, or referral to specialized support.
When risk behavior is identified, we implement protective measures that can include targeted communications, temporary suspensions, self-exclusion, or, in more severe cases, account closure.
Personalization of the player experience is a global trend. What strategies and technologies is EstrelaBet implementing to deliver a more individualized and integrated journey?
Personalization is one of the pillars of our operation. We’ve invested heavily in data and AI to better understand our users and offer increasingly relevant, safe, and customized experiences.
An example is our personalized suggestion platform, which recommends games, markets, and promotions based on each bettor’s history and profile — similar to what major streaming and retail platforms do, but adapted to betting.
We also use technology to tailor communication, adjust tone, and improve service. Our AI-powered chatbot, Estela, already handles thousands of interactions daily with speed and accuracy — always with the option of referral to human support when necessary.
Another key factor is the integration between product, technology, and customer experience teams, ensuring every innovation directly enhances the user journey. We believe this level of care and attention to detail is essential for building trust and delivering a differentiated experience.
Leadership has been a recurring theme in your message. How do you plan to further strengthen and engage your team in the coming months?
Leadership is built daily — through active listening, transparency, and a clear vision of the future. At EstrelaBet, we’ve developed a strong culture rooted in responsibility, innovation, and autonomy. The challenge now is to preserve that essence in an increasingly regulated environment, without losing the agility and boldness that have defined us.
In the coming months, we’ll intensify internal communication, further invest in the technical and emotional development of our leaders, and strengthen team empowerment. We also plan to expand training in strategic topics like artificial intelligence. Mastering this technology will be essential to accelerating solutions, improving user experience, and driving ethical innovation across all business areas.
Another point I always share with the team is the importance of discipline. Motivation fluctuates — that’s natural, especially in a sector that still faces prejudice and reputation challenges. But discipline must remain constant. It’s what keeps us aligned with our purpose, even on difficult days, and ensures every step is taken consistently. Showing each person the real impact of their work is also key. When people understand that they’re helping transform an industry and build something meaningful for the country, engagement comes naturally.
EstrelaBet attended SBC Summit Lisbon 2025. How was the experience, and what lessons or connections do you consider most relevant going forward?
Participating in SBC Summit Lisbon was extremely valuable to understand how the global market is reacting to Brazil’s regulation. The presence of international providers, operators, and experts discussing Brazil as one of the sector’s biggest opportunities reinforces both our responsibility and the potential that exists here.
Three points stood out to me. First, the rise of live casino, with operators and suppliers investing in studios located in Brazil. This change, driven by the regulation requiring Portuguese-language service, is an important step not only for consumer protection but also for job creation and strengthening the local ecosystem. Seeing companies set up operations in the country shows we’re moving toward a more solid environment.
Second, the increasing number of mergers and acquisitions, signaling global market maturity. These movements — from operators to providers — show how the industry is evolving toward more robust and sustainable business models. It also serves as a reminder of the importance of constant strategy, positioning, and innovation.
Lastly, artificial intelligence has become one of the key pillars for the future of iGaming. What was once a theoretical debate now translates into real applications — from personalization to fraud prevention and even combating match-fixing. As a company already using AI in customer support and responsible gaming, it was inspiring to see how fast these solutions are evolving and how we can accelerate our own initiatives.
Interestingly, the lack of World Cup-focused activations was also notable, showing how the industry is still learning to balance advertising with consumer protection and compliance.
Finally, where would you like to see EstrelaBet positioned in the next five years? And what message would you leave for Brazilian bettors and iGaming professionals who follow your work?
In five years, I want EstrelaBet to be one of the leading names in digital entertainment across Latin America — not just as a betting platform, but as a brand admired for innovation, responsibility, and positive impact. We want to be recognized as a company that respects its users, values its team, and actively contributes to the development of the sector, sports, and society.
Brazil’s iGaming market is just beginning its regulated journey — this is a time of construction. There’s much work ahead and a vital role for everyone: operators, government, media, influencers, and players. It’s absolutely possible to change how the sector is perceived and show that we are serious companies that create jobs, pay taxes, and offer entertainment responsibly.
To bettors, my message is clear: play consciously. Betting should be fun, light, and safe. And to industry professionals, I stress that we’re living a unique opportunity to make history. Let’s lead this new phase with ethics, courage, and long-term vision. Brazil has everything it takes to become one of the biggest markets in the world — but that will only happen with dialogue, responsibility, commitment, and the fight against illegal operations.
Source: Exclusive GMB
