GMB – What will be the impact for KTO in this partnership with CazéTV during the World Cup?
Andreas Müller – The impact will be significant. We are talking not only about the largest World Cup in history, but also the “most digital.” In the group stage alone, there will be four to six matches per day, generating about 12 hours of uninterrupted entertainment, counting game time, breaks, and all journalistic coverage. And CazéTV will broadcast everything!
Just during the Club World Cup in June, CazéTV’s broadcasts surpassed 5 billion views. It’s reasonable to imagine that during the World Cup that number will be even higher — and that brings enormous opportunities. The trend is that many people will spend the entire day connected to the CazéTV ecosystem, following every goal, every unexpected moment, every meme. And we at KTO will be alongside the fans, offering products firsthand that will make the experience even more engaging.
This is the second World Cup broadcast by CazéTV. What opportunities does this shift to streaming create for KTO?
The major opportunity is the ability to create an active connection with the fan, leveraging the full potential of the digital environment. More than advertisers, we want to position ourselves as partners of the fan base, offering products and information that will enrich the cheering experience.
We will also interact with the audience and participate in real-time conversation waves with relevant content — I see this as an important opportunity to deepen our understanding of fan behavior and preferences. In this context, brand growth becomes a natural consequence. And our expectation is that it will be sustained growth, one that goes beyond the World Cup period on CazéTV.
What will KTO’s presence be like during CazéTV’s World Cup coverage?
We’ll have a bit of everything, though it’s still early to reveal all the details — the plan is being developed in partnership with the CazéTV team. But the objective is no secret to anyone: we want to place KTO right alongside the fans throughout the daily marathon of matches.
And we don’t want to interfere with that journey. We want to enrich it. We want to make it more engaging, more exciting, through products and promotions that naturally fit into the lives of fans who watch with their cell phone in hand.
How do initiatives like this contribute to the maturation of sports betting culture in Brazil?
When you have a media mega-event on a widely accessible channel like CazéTV, broadcast through a global platform like YouTube, you send a clear message to people: that the betting market is indeed trustworthy and safe. It’s a message that values companies that operate within the laws and rules of the sector, promote Responsible Gambling, and protect consumers.
The result is obvious: more people get to know and try licensed, trustworthy brands like KTO, and they understand that betting responsibly can be part of everyday life. In the long run, the maturation of sports betting culture is nothing more than a natural outcome of this process.
Source: Exclusive GMB
