GMB – What do you think of this edition of BiS SiGMA Americas?
Monara Shainny – I was really impressed by how much it has grown! I’ve been attending since 2023, and 2024 was already a pleasant surprise. Now in 2025, this is our first event in a regulated market, so there was a lot of anticipation — everyone wanted to see how things would be, which brands would show up. I’m very happy with the business opportunities and the quality of the conversations here.
What innovations did SeguroBet bring to the event?
Our main focus was on retention, which I believe has become a top priority across the industry. We’re also investing in continuous product improvement, which is one of our core strategic goals for 2025.
And of course, artificial intelligence, which is no longer a trend — it’s a reality. We’ve already started applying AI in several areas and are now expanding it beyond marketing, incorporating it into processes and decision-making.
How do you see the connection between operators, providers, and payment companies?
That alignment is crucial. We’re not at 100% yet, but we’ve taken important steps by realizing we need to work together — not only with tech and payment partners but also among operators themselves.
The Brazilian market is more collaborative than people think. There’s constant knowledge-sharing, where what works for one brand can be adapted and applied by another. In the end, we all share the same goal: to grow the industry and deliver the best possible experience to players.
Is SeguroBet already applying new technologies like AI in practice?
Yes, we’re already using AI in marketing and now we’re expanding its use. One of our partners is a specialist in both tech and crypto, and he’s leading this initiative.
Our vision is that AI shouldn’t be a separate department, but a functionality integrated across the entire company. In 2025, our goal is to scale up its use in all operations — from internal processes to data analysis for decision-making. We’re already using tools like ChatGPT, but we’re ready to take it to the next level.
What’s your view on the convergence of sports betting, digital entertainment, and iGaming in Brazil?
I think this convergence is happening very naturally. The consumer profile has changed. Players no longer choose a platform just for the bonus — they want to connect with the brand and enjoy a complete experience, combining sports betting, casino, and live games. Personalization is no longer a differential — it’s a must.
There are still some technical hurdles in terms of platform integration, but that’s improving. That’s why many operators are moving toward owning their tech platforms, giving them more speed and freedom to develop solutions.
Has the company achieved its goals during the event?
Absolutely. We’re very satisfied. We came with two teams — one for SeguroBet and one for King Panda — and we’ve made great progress on all the deals we planned. Events like this are extremely valuable because you get to speak directly with decision-makers and shorten processes that would usually take weeks. So far, everything has gone as expected.
Was the first quarter positive? And what are the plans for the rest of the year?
The beginning of the year was more challenging than we expected — especially January, which was tough for the whole market due to changes and adjustments. But we’ve already seen a recovery over the last two months.
We’re sticking to our growth plan of 150% in 2025, making some adjustments along the way to stay on track. We’re investing in technology and getting to know our players better. That allows us to correct course without losing sight of the goal.
Source: Exclusive GMB
