GMB – Brazil still faces a large volume of bets placed on unlicensed sites. How does Betsul view this scenario, and what actions do you believe are most effective in tackling the illegal market?
Mateus Rosa – At Betsul, we believe in the power of regulation and work to build a transparent, ethical, and secure market. We are committed to educating the public about legal and responsible practices, which is why we invest in campaigns, content, and partnerships that reinforce the importance of betting only on licensed platforms.
Combating illegal betting is essential for the credibility of the industry. Unregulated platforms put bettors at risk, encourage fraud, and even sports corruption. Beyond harming competition, they undermine market confidence. We believe that strengthening the sector requires cooperation among licensed companies, authorities, and regulatory bodies to protect consumers and build a truly responsible ecosystem in Brazil.
Licensed platforms often compete with companies that don’t pay taxes or comply with regulations. How can this unfair competition be addressed while preserving a fair environment for legal operators?
Competing against those who don’t pay taxes or follow the rules is an unfair challenge for companies operating within the law. Betsul strictly follows regulations and believes that a fair market depends on effective oversight, promotion of best practices, and public awareness.
The media also plays a fundamental role in maintaining this balance by informing the public and exposing illegal platforms. The biggest beneficiary is always the bettor, who gains more safety, transparency, and quality in their gaming experience.
Educating Brazilian bettors remains a challenge. What role can licensed companies play in this process?
Bettor education is one of the industry’s greatest challenges, and licensed companies must lead this movement. At Betsul, we believe responsible betting starts with information. That’s why we invest in educational content, awareness campaigns, and self-control tools within our platform, such as deposit limits and self-exclusion options.
We also support initiatives like BetAlert, created by IBJR, which helps users verify whether a betting site is licensed by the federal government. Our focus is simple: promote knowledge, responsibility, and balance. Betting should be pleasure, never a problem.
How do you balance marketing campaigns that promote entertainment without encouraging excessive gambling?
Balancing entertainment-driven marketing with responsible gaming is a core principle at Betsul. This requires communication that aligns with the brand’s mission. We understand betting as a form of fun, not income or financial solution. We continuously invest in education and awareness — we were the first company in the sector to bring psychologist Fernandinha Albuquerque to openly discuss the topic.
Another example of our commitment was the “Betsul Deguê” campaign, where our ambassadors were transformed into famous casino slot characters to creatively convey the message that betting is safe and healthy entertainment.
The goal was to redefine the betting experience, showing that Betsul is a space of fun, excitement, and responsibility — not a reality show or a quick-money scheme. Across all marketing actions, we reinforce that the core experience lies in conscious fun, encouraging responsible gaming, spending control, and balanced participation. This commitment is part of our DNA and reflects how we see the future of the industry: an ethical, sustainable, and safe entertainment market.
What are the main differentiating factors Betsul plans to highlight in its marketing strategy?
Innovation is, and always will be, Betsul’s greatest differentiator. We are expanding our portfolio with exclusive, tailor-made games for our customers. We are also about to launch our official app, which will offer a complete, safe, and integrated experience. Additionally, we are implementing an advanced responsible gaming dashboard, featuring alerts, limits, and personalized reports to help bettors play responsibly. That’s how we combine technology, safety, and entertainment.
The Brazilian audience is highly connected and active on social media. How does Betsul communicate with this new digital bettor?
Brazilian bettors are hyperconnected, and that changes everything. Betsul invests in an integrated communication strategy that connects the app, social media, and interactive content in a single digital ecosystem.
Our app will serve as an entertainment hub where users can track results, explore new sports, and engage with campaigns and content. We also produce educational and informative materials in a modern, relatable tone, showing that it’s possible to bet in a fun and responsible way.
Betsul has been investing in ambassadors and entertainment partnerships. What role do these collaborations play in shaping the brand’s identity?
Influencer marketing is essential to convey Betsul’s purpose. We seek authentic partnerships with real people who connect with our audience and align with our brand values.
Our ambassadors are more than familiar faces — they’re voices that promote responsible fun. They help humanize our communication and show that responsibility and entertainment can coexist. That’s how we want to be remembered: as a modern, human brand committed to responsible gaming.
How has Betsul been preparing for Brazil’s new regulatory framework?
Betsul has been preparing in a solid and strategic way. We are fully committed to compliance with the standards set by regulatory bodies, investing in governance, compliance, and technology to ensure security, transparency, and responsibility in all operations. We believe regulation is a fundamental step toward strengthening the industry, protecting consumers, and driving sustainable growth.
Looking ahead, what are Betsul’s main projects and goals for 2025?
For 2025, Betsul aims to maintain its position as one of Brazil’s leading betting platforms. Key projects include launching new platform features, expanding partnerships with influencers and events, and continuing to promote a responsible, engaging, and safe betting ecosystem that combines Brazil’s passion for entertainment with a modern and reliable digital experience.
Source: Exclusive GMB
