GMB – What has changed in practice with the regulation of the sector, and how is this reflected in the user experience?
Antonio Forjaz – Regulation brought something the market had needed for a long time: predictability and security. Today, users have a much more transparent journey, with standardized tools such as deposit limits, time-outs, and self-exclusion, in addition to strict identity-verification processes. This creates greater trust, both for bettors and for the market itself, which now operates under clear, auditable rules.
How do age and identity-verification processes work?
We have a two-step process that begins with document checks and may include biometric validation, depending on the case. Every new registration goes through an automated cross-check of information, and if there is any inconsistency, the system automatically blocks the account until the user confirms their data. It’s a zero-tolerance policy that ensures only users over 18 gain access and that each account is individually verified.
How does the brand adapt its communication to comply with new advertising rules focused on adult audiences?
The main shift is in segmentation and context. Today, our campaigns target only users over 18, and all advertising materials include Responsible Gaming messages, risk warnings, and encouragement to use control tools.
We also apply disclaimers across all pieces and review the frequency and placement of ads to ensure messaging reaches only the appropriate audience. Entertainment remains central to our communication, but always within a safe and responsible environment.
How does Entain’s technology — such as the ARC system — support proactive prevention of risky behavior?
ARC is a proprietary system that uses artificial intelligence to identify behavioral patterns that may indicate risk. It analyzes, in real time, data such as playing frequency, session duration, and bet variance.
When the system detects a significant change, it triggers gradual interventions — from educational messages to automatic time-outs and referrals to support. It is a preventive approach that acts before behavior becomes problematic. This technology is at the core of our global Responsible Gaming strategy.
Which internal indicators does Sportingbet use to monitor the impact of its Responsible Gaming actions?
Entain is strongly focused on responsible gambling. In addition to traditional marketing metrics used to assess campaign effectiveness, Entain closely monitors how many players display risky behavior. This allows us to measure whether campaigns are effective (based on the percentage of players showing any risk signal).
What next steps should the market take to improve education and awareness on this topic?
The major challenge now is education. It’s not enough to offer tools — people must know how to use them and understand their purpose.
The sector needs to work together on joint awareness campaigns, standardize good practices, and support independent research on player behavior. Collaboration between operators, government, and external entities is what will consolidate a responsible gaming culture in Brazil.
After the failure of the alternative MP to replace the IOF, the government is considering creating a retroactive tax on bets. What is your view on this possibility and what impacts could it have on the sector?
Entain will always stand by the regulator and comply with all rules established to continue operating in Brazil.
There is still a lot of discussion around this issue, but Entain does not believe retroactive taxation is the best solution. It’s important to remember that this discussion seeks to charge taxes on a period prior to the creation of the GGR model, which is the tax we currently pay. This creates insecurity and lack of predictability for the sector and for the Brazilian market as a whole.
How does Sportingbet view the balance between competitiveness and sustainability in Brazil’s new tax and regulatory environment?
Competitiveness and sustainability go hand in hand. A competitive market must be predictable — and that requires stable regulation and a balanced tax burden. On our side, sustainability comes from ongoing investment in compliance, technology, and user protection. We believe growth only makes sense when accompanied by responsibility. That’s what ensures the long-term health of the sector.
In your view, what role should leading operators — such as Sportingbet — play in building a responsible, transparent, long-term market in Brazil?
Leading operators have the responsibility to elevate the market standard. This means leading through transparency, sharing best practices, supporting independent research, and contributing to regulatory evolution. This is how a solid sector is built — one that earns trust from the public and authorities. The focus must be on sustainability, user safety, and ecosystem integrity.
How does Sportingbet use AI to improve platform performance and enhance the user experience?
Like many companies, Entain has dedicated AI teams working to improve operational effectiveness across the board — from marketing (creative applications) to data analysis. Beyond that, Sportingbet has launched Brazil’s first betting-focused LLM, the SportingBot. It aims to demystify betting, explaining how everything works while delivering educational and responsible-gaming content.
With Congress blocking the proposed tax increase on bets, how does Sportingbet view this impasse?
We remain attentive and ready to collaborate with regulators and the government, as always. Regulation is still recent, and discussions will continue. That said, our main concern — and what we believe causes the greatest harm to the sector and, consequently, to consumers — is the illegal market, which lacks responsible-gaming mechanisms, prevention tools, or any form of player protection.
We believe efforts should focus on this issue because fighting the illegal market would generate the greatest return (including financially) for the government. By bringing bettors to platforms that operate legally, pay taxes, and offer responsible-gaming tools, tax revenue naturally increases. We are ready to collaborate on solutions to this problem.
There is broad agreement in the sector that tax predictability is essential for consolidating the regulated market. In your view, what would be the ideal tax model to ensure balance between revenue, competitiveness, and long-term operator sustainability in Brazil?
The regulation is well-structured and well-written as it stands. We know new initiatives and possibly new restrictions will arise. But we believe the current tax burden is already sufficient to sustain a long-term, healthy ecosystem. As I mentioned earlier, the main focus should be tackling the illegal market, which represents roughly 50% of the sector — effectively doubling tax revenue without the need to increase rates.
Source: Exclusive GMB
