Starring three of Esportes da Sorte’s main ambassadors, the campaign transforms one of the biggest funk hits into an anthem of joy, lightness, and everyday life. The new version of “Olha a Explosão”, now titled “Olha a Diversão” (“Here comes the fun”), celebrates the small moments of entertainment that are part of daily life for millions of Brazilians — always carrying the message that fun and responsibility go hand in hand.
“Esportes da Sorte was born with the purpose of celebrating what Brazilians do best: their joy and passion for the game. We believe true entertainment only happens with responsibility, transparency, and awareness,” said Darwin Filho, CEO of Grupo Esportes Gaming Brasil.
With a lighthearted narrative, infectious soundtrack, and vibrant visuals, the campaign reflects Esportes da Sorte’s positioning as an entertainment platform that promotes culture, diversity, and responsibility. The concept reinforces the group’s mission to foster healthy entertainment, connecting with audiences across all regions of the country — from major urban centers to popular festivals sponsored by the brand.
“Esportes da Sorte wants to hold a unique place in people’s minds and hearts. When someone thinks of a betting house, we want them to think of us — because we combine credibility, entertainment, and responsibility in a way that only our brand can deliver,” added Marcela Campos, Vice President of Grupo EGB.
Supported by a comprehensive, multi-channel media plan, the campaign focuses on both reach and consistency. It will air on major TV and radio networks, while expanding its presence online through top news portals and streaming platforms.
On social media, the campaign unfolds through activations with creators and influencers who act as cultural ambassadors for the brand. The strategy leverages trends, collaborations, and real-time native content — especially around cultural and sporting events — turning digital platforms into true hubs of entertainment and conversation.
Esportes da Sorte
Esportes da Sorte is one of Brazil’s leading sports betting platforms, operating entirely within the country under a license granted by the Ministry of Finance (SPA/MF) to Esportes Gaming Brasil, which also operates the OnaBet and Lottu brands.
With hundreds of direct and indirect jobs, the company is part of a Great Place to Work-certified group, built on the pillars of innovation, responsible gaming, and support for industry regulation. It maintains strategic partnerships with organizations such as ANJL, IBIA, Sportradar, EBAC, and IAA, reinforcing best practices in control, addiction prevention, and user protection.
Beyond betting, Esportes da Sorte invests heavily in sports, culture, and social projects. It is the main sponsor of clubs such as Corinthians, Ceará, Ferroviária, and Náutico, and supports major cultural events including Galo da Madrugada, the Carnivals of Recife and Olinda, and the Festival de Parintins.
The brand also strengthens its digital presence through creative campaigns and influencer partnerships, deepening its connection with audiences across online platforms.
Source: GMB
