GMB - It’s three months since the regulated Brazilian gaming market opened its doors to licensed operators. What have been your observations of the market so far?
Marcieli Langer - The next six months will be the make-or-break period for Brazil. These early days of regulation will lay the foundations for how the market evolves, with many gaming companies still keeping a close eye to see how the new regulations play out before making their entry into Brazil. What we’ve seen in these first few months is a gold rush to say the least. Operators, suppliers and affiliates have all flooded into Brazil to stake their claim to market share.
But while everyone is scrambling to make their name known, the real winners will be those that truly understand the market dynamics at play. They might not be the brands that entered the market on day one, but they will be taking a much more considered approach to their expansion.
Future market leaders will know that technology alone isn’t enough if you want to succeed in Brazil; the defining factor of who will become a market leader will be local expertise.
Without local knowledge, even the biggest international operators will struggle to compete with local brands. As we’ve already seen, many local brands are lacking technologically-advanced platforms or streamlined UX. But these local brands also understand that it is not the UX that is a top priority for their players – it's the creation of a holistic gaming experience.
Success in Brazil requires more than just bringing a world-class platform; it demands a complete immersion and adaptation to the market’s unique dynamics. This includes integrating local payment methods, adhering to regulatory requirements and tailoring your products to specific player preferences.
For TG Lab, this element of localisation comes naturally to us. We think global but we act local. We’re committed to offering the best, localised service on the market.
We have been working closely with local lawyers and compliance specialists to understand the newly introduced regulations, while our recent acquisition of SysGaming gives us boots-on-the-ground knowledge to stay in-tune with shifting player behaviours.
For those who might still be considering entering Brazil, what are some of the key considerations they must make?
The biggest pitfall that many operators are coming up against is a lack of market knowledge. Many international brands come to Brazil with a standardised, cookie-cutter approach, assuming that strategies from Europe or North America will translate seamlessly. This couldn’t be further from the truth.
By forming strategic partnerships with Brazilian companies that already possess the regulatory expertise, market insights and knowledge of player preferences, operators can tap into a deep well of local knowledge that they might not otherwise have access to.
But beware, localisation is more than simply translating a website into Portuguese. This is where operators need to get smart about how they adapt their brand. Here, localisation is much more about creating campaigns, game offerings and customer service experiences that perfectly align with player preferences. It’s about creating a memorable experience that not only makes players aware of your brand, but keeps them coming back to you – regardless of what other promotions or marketing ploys that other operators are using. It is important that you find a partner that can help you achieve this.
At TG Lab, localisation is central to everything that we do. We know that Brazilian players want more than just a website that is in their local language. It’s about incorporating local payment methods such as Pix, engaging with bettors in a way that aligns with communication preferences, offering games and products that Brazilian bettors enjoy. With TG Lab, operators gain a partner that is invested in their long-term success.
Entering the Brazilian market is no small feat. How is TG Lab ensuring that its partners are well-positioned to capitalise on this opportunity, both in Brazil and across the wider LatAm market?
In short, personalisation and localisation. Unlike other providers on the market, TG Lab is delivering a perfect combination of world-class technology and in-depth local expertise that allows our partners to unlock new revenue streams.
We take a hands-on approach to market entry, ensuring that our partners fully understand every aspect of Brazil’s gaming landscape. We have taken the best from the IT industry to develop a turnkey solution with integrable modules, giving our partners the tools they need to manage their brand under one roof.
Operators can integrate the most popular local payment methods, personalise content based on regional gaming habits and deploy promotional strategies that truly resonate with players across multiple different markets.
Success in both Latin America and Brazil demands more than just technological superiority; it requires a deep understanding of player behaviour, regulatory compliance and strategic market positioning. We’re not just another provider, we’re a partner that can help you drive success.
How do you see Brazil's regulated gambling market evolving over the next 12 months?
Over the next 12 months, Brazil will undergo some tremendous changes. As we’ve already seen, there will be an intense period of competition as international and local brands vie for market share. This is where localisation and personalisation will play a leading role in defining market leaders.
But s regulatory oversight strengthens, a clearer framework will emerge, bringing more stability but also increased compliance demands. Operators that have prioritised regulatory adaptability at every step of their journey into Brazil and invested in strong local partnerships will continue to thrive.
Looking more long-term, I think that we will also witness a consolidation phase, where smaller operators that fail to localise effectively will struggle, while those with strong local strategies will solidify their positions. As we’ve seen in the US, there will be a handful of operators that dominate the market – what will be interesting is which operators will take up that mantle in Brazil.
Ultimately, the brands that succeed will be those that treat Brazil not as just another expansion opportunity, but as a market requiring a dedicated, long-term strategy. The next year will separate the opportunists from those committed to building a sustainable presence in the region.
Brazilians are passionate about what they do, and there is no one better than our Brazilian team to understand this passion and meet the expectations of these players. We are here for that - to understand the people and give back with the best we can do by uniting technology and user experience.
Source: Exclusive GMB
