GMB – What were your goals for attending BiS SiGMA, where you’ve been very active even participating in panels on behalf of KTO?
Maria Paula Nascimento – My goal here, representing KTO, was to raise awareness about research and the importance of having a department dedicated to understanding the player and the market.
And as you mentioned, my participation in a panel was exactly about that—trying to understand future trends, looking ahead 25 years to 2050, and recognizing how important it is to educate our industry and to rely on data and research to support our understanding of the market.
It was also about interacting, discussing, and exchanging different ideas and insights with the panelists and the people I spoke to at the event to see how people are perceiving iGaming and the market. Additionally, to explore how research fits into this newly regulated landscape.
What were your first impressions, as a researcher, of the beginning of the regulated market?
What I’ve noticed about the regulated market is that it brings both challenges and boundaries, as well as opportunities, for how we can operate as a company, as media, and as technology providers.
So what I observed, especially through the event, was a strong need for people to seek information and education.
The market still requires deep research and a better understanding of the player’s perspective—how we’re going to navigate this new environment, because it’s completely different. It brings security challenges, player retention challenges, and acquisition hurdles as well. Players are not yet fully adapted to the new KYC process during this transition phase.
So, while it certainly offers great opportunities and allows the market to operate in a transparent, secure, and more sustainable way, it also introduces challenges that we, as researchers, operators, and providers, will have to learn to navigate.
It's unprecedented for a sports betting and online gaming company to have a dedicated research division. What were KTO's goals in implementing this, and why is the company increasingly supporting it?
At KTO, we have a very clear objective—a philosophy we call “we are students of the game.”
So, when we study the game and share with our players that we seek out concrete information, it’s to offer the best possible gaming experience, one that’s grounded in data and statistics. That’s why we have a research division—not just to enhance our customer’s experience, but also to provide accessible data and insights so they can make informed decisions.
This also ensures that our players stay updated on the market, on which games are most popular, and which sports are trending.
So, beyond being students of the game, our focus is always on education, transparency, and spreading knowledge throughout the entire industry.
You spoke about what the gaming sector will look like in 25 years. Everyone wants to know!
We had the opportunity to discuss and explore this a bit during the panel—what’s coming 25 years from now.
There are already some variables present in the market, but we’ll see them deepen and require greater understanding. For example, technology and artificial intelligence - something everyone’s already very familiar with - but we’ll see an increase in the use and evolution of these tools integrated into everyday life, not only for players but also for betting companies and providers.
We’ll use these tools more deeply, tapping into their full potential. That’s just one perspective.
From my point of view, we’ll also see regulation evolve to include new factors and clauses—like, for example, the formal regulation of land-based casinos.
We’ll then enter new territory, such as environmental concerns, which will be addressed in the future. Topics like these will be incorporated into regulatory frameworks. We’ll be looking at a new scenario that amplifies trends we’re already beginning to see.
Have artificial intelligence tools helped you carry out a deeper study of everything you’ve observed so far?
I believe AI tools have been helpful in deepening certain studies, but all of our work is done originally.
We have a specific methodology for data collection—whether it’s internal or through interviews with players, or gathering external data from players across Brazil. I see AI as simply a resource to support and help with our own critical thinking.
As I mentioned in the panel, AI is a support tool—not one for creating or copying and pasting information. It simply provides a base, for example: “I need a critique on a specific point.” It’s more of a support resource, but the role of the researcher and analyst is still crucial to maintain a holistic view and use AI as what it was meant to be—a supportive tool.
It’s clear that you’ve delved deep into these studies to reach these conclusions. But now comes the question: what’s next in terms of upcoming research from KTO regarding the market itself? What topics will you be covering?
One extremely interesting topic we’re aiming to explore is the growth of alternative sports in Brazil.
We’ve already talked a lot about football, volleyball, tennis, and basketball. But now we’re looking at different themes and verticals, like bingo and eSports.
We’ll also be releasing some unique studies, seeking to understand players’ perceptions of the market, the product, the sports, and their own preferences.
I can’t give too many spoilers about what’s coming, but we do have a very exciting research calendar planned. These studies aim to provide high-quality information for our players and for anyone interested in reading KTO’s research.
Source: Exclusive to GMB
