Under the slogan “What happens in Vegas doesn’t stay in Vegas. It’s better to have fun with Esportes da Sorte,” the campaign shifts away from the competitive discourse among betting platforms and embraces a narrative centered around fun. It taps into the imagination surrounding Las Vegas as a central reference point, suggesting that to enjoy a real casino experience, all you need to do is visit the Esportes da Sorte website.
The creative concept showcases typical situations from the world’s entertainment capital—such as impulsive tattoos and quick weddings—always with a lighthearted and humorous outcome. These scenarios invite viewers to enjoy the safe and convenient fun offered by the platform. The campaign also delivers a communication strategy that avoids the obvious and entertains from the commercial itself, reinforcing one of the company’s key pillars.
The campaign includes two videos. The first features a character arriving at work with a fresh tattoo on his forehead that reads “Shirley.” Without offering any explanation and sporting a stern expression, he discourages any curiosity from colleagues about the peculiar tattoo. At the end of the video, the message is reinforced: “What happens in Las Vegas doesn’t stay in Las Vegas. It’s better to have fun with Esportes da Sorte.”
The second video shows a couple waking up after a wild night and, surprised, realizing from their wedding rings that they had one of those impulsive Vegas-style weddings. The final sequence highlights gameplay scenes on the platform, reinforcing the campaign’s core message.
“The objective with this campaign is to solidify our position as a leading name in the online casino market in Brazil. Broadcasting the campaign during the most coveted advertising slot on TV Globo—the country’s largest broadcaster—undoubtedly boosts our reach and ensures our message reaches a wider audience. Plus, we aim to entertain from the very first moment and demonstrate that with Esportes da Sorte, the user experience truly stands out,” explains Sofia Aldin, CMO of the group.
Founded in 2018, Esportes da Sorte is one of the pioneers in Brazil’s sports betting market. The company is authorized by the SPA/MF to operate nationwide, with its license published by the Ministry of Finance. The license covers both companies in the group: Esportes da Sorte and Onabet.
With fully Brazilian operations, Esportes da Sorte is one of the industry’s leading players, operating significantly and consistently supporting the regulation of the market.
The company is also committed to developing effective control mechanisms to help users maintain a healthy and balanced entertainment routine.
Esportes da Sorte employs hundreds of people, and its contribution to society goes beyond the betting sector through sponsorship of sports and cultural projects. In football, it sponsors traditional Brazilian clubs such as Corinthians, Ceará, Ferroviária, and Náutico.
In the events and entertainment segment, the brand has a strong presence in some of Brazil’s biggest and most prominent projects, such as Galo da Madrugada and the Recife Carnival.
Source: GMB
