GMB – You’ve just arrived in the industry, and right at the moment of market regulation. Could you talk about Ana Gaming’s goals at BiS SiGMA Americas and, of course, the awards you’ve received?
Marco Túlio – I’ve just recently joined both the market and Ana Gaming. I’ve been here for about three months now, working in the regulated market. We’re here alongside our main partner, Cactus, at this major event with high expectations not only to strengthen existing partnerships but also to understand and keep up with the movements of our industry, which is extremely dynamic and full of new technologies and initiatives. Our goal at this event is to represent the three brands Ana Gaming operates in Brazil, foster relationships, and continue bringing new experiences to our players.
How are the businesses of 7K, Cassino, and Vera going?
The businesses are doing well and are in line with the expectations we projected. We knew that the transition from 2024 to 2025 would bring changes — we had already implemented a KYC process at onboarding and prepared for potential friction in the player journey. It was expected that the market would slightly stabilize before resuming its accelerated growth, and that’s exactly what we’re seeing: a thriving, expanding market, now supported by a regulated and secure environment.
Ana Gaming received several nominations and ended up winning multiple awards at BiS SiGMA. What’s your take on those achievements?
We won several awards. It’s been another extremely rewarding year. Even before Ana Gaming existed as a holding company, our brands were already recognized — especially 7K, which has accumulated several trophies over the years. This year was no different. 7K won Best Casino and Best Sportsbook, and our COO, Talita Lacerda, was once again named Executive Woman of the Year. Additionally, Cassino — our second brand — was also awarded. We’re very happy with the recognition, which reinforces our positioning in a regulated and consolidated market.
Now that the market is regulated and already consolidated in terms of regulation enforcement, what are Ana Gaming’s plans for this year?
Since the beginning of the year, we’ve been heavily investing in positioning our brands with our audience and players, through sponsorships and other initiatives. Our goal is to grow operations and become a leading player in this expansion phase. Besides consolidating our presence in Brazil as one of the key players, we are already planning steps for international expansion.
What actions are being taken to sustain this growth?
Specifically, we’ve reinforced our investment in state championships. 7K was already the most well-known brand in the group for brand marketing. This year, we’ve doubled down. Those who watched the Paulistão, for example, saw the “7K Player of the Match Trophy” in every game. At the same time, we were present at the Campeonato Mineiro and the Copa do Nordeste. Now we’re moving into the Brasileirão, sponsoring trophies and players of the match. In Série A, we’re among the largest sponsors, supporting three clubs with our brands. This reflects our focus on brand positioning.
In addition, we’re investing in user experience. We’ve always been known for operations that attract users, but now we want to build more loyalty, keeping users satisfied, happy, and engaged.
We’re heavily investing in technology, UX, and front-end to eliminate any friction and ensure a seamless and fun journey.
This puts Cactus Gaming in a strategic position, since they’ll need to meet these expectations. How has that been going?
Cactus is our main partner. Over the past few years, we’ve built solutions together that meet exactly what our players are looking for. They turn our ideas into real deliverables, and today we’re here in this fantastic booth at BiS SiGMA thanks to the success of this partnership.
The project of improving user experience also touches on the topic of Responsible Gaming. How are you conveying that concept to players?
Since the beginning of our communication, we’ve adopted “play responsibly” as our motto. That’s our stance. Our platform offers tools that allow players to set time and spending limits, and we’ve developed intelligence that alerts players when it’s time to stop.
Are you also partnering with companies and organizations that support players?
Yes, we partner with organizations such as EBAC and others to strengthen player support, ensuring financial health and conscious entertainment over the long term.
Source: Exclusive for GMB
