Six months after the betting regulation came into effect in Brazil, the sector of regulated betting houses, known as "Bets", has experienced significant advances but also faces considerable challenges. Law 14.790/2023, enacted in December 2023, established the legal foundations for fixed-odds betting, both on sports events and online games of chance, such as slot machines and roulettes.
This legislation introduced strict guidelines for payment methods, registration with facial recognition, customer service, advertising, and measures to prevent money laundering and fraud.
Since the implementation of the regulation, there has been notable progress in the structuring of the market. In October 2024, the Ministry of Finance updated the list of companies authorized to operate in the country, totaling 96 organizations with 213 betting houses approved and continuing to move forward.
These companies began to operate under clearer rules, with requirements for proof of legal qualification, tax and labor regularity, in addition to technical and economic-financial qualification. Normative ordinance 1.330, published in October 2023, detailed aspects related to the operation of the sector, advertising, responsible gaming, consumer rights, and anti-money laundering measures.
Challenges faced
Despite the advances, the sector faces significant challenges. A study by BetBox TV revealed that 30.7% of authorized betting houses do not offer efficient user support, compromising the betting experience and putting players' financial security at risk.
Additionally, 10% of platforms were offline, making it difficult for bettors to access services. Plínio Lemos Jorge, president of the National Association of Games and Lotteries (ANJL), acknowledged that many platforms are still in the process of adapting to new government requirements.
Another challenge is the financial sustainability of betting houses. It is estimated that only 15% of current companies will have sufficient resources to adapt to the new regulatory reality. José Venâncio, a partner at Hand, a specialized consultancy, stated that many companies may not have the financial capacity to meet legal requirements, which may lead to market consolidation.
Prospects for ordinance adjustments
Experts point out that, although the regulation is a step forward, some measures may be considered mild compared to international standards. For example, advertising restrictions and betting time limits are seen as insufficient to prevent issues related to compulsive gambling.
Additionally, there are criticisms about the lack of health investments to treat gambling addicts. The current legislation foresees that, starting in 2025, betting houses will pay a 12.5% tax on profits, with 2.5% destined for the treatment of gambling addiction. However, industry associations warn that this high taxation could drive serious companies away, favoring illegality.
Given these challenges, it is likely that there will be adjustments to ordinances and regulations. The need for a balance between revenue generation, consumer protection, and market sustainability will require continuous reviews of public policies. Collaboration between government authorities, industry operators, and experts will be essential to improve regulation and ensure a safe and transparent betting environment in Brazil.
The media has highlighted several aspects of betting regulation in Brazil. Reports such as “Government advances in regulating the online betting market” address the measures adopted by the Ministry of Finance to structure the sector and ensure the integrity of operations. Furthermore, articles like “Betting regulation: what are the challenges faced in Brazil and around the world?” discuss the criticisms of current guidelines and the need for adjustments to meet international standards for player protection and prevention of compulsive gambling.
Artificial intelligence and the new profile of the bettor
With technological advancement, many bettors have started using artificial intelligence (AI) tools to analyze data and optimize their sports bets. This practice has challenged betting houses to adapt their systems to handle more sophisticated user strategies.
Betting houses face the dilemma of balancing user experience with the need to maintain financial sustainability. Some platforms have resorted to limiting transactions or even blocking accounts of bettors who use AI intensively. However, such measures may entail legal risks, especially if they are considered discriminatory practices or violate consumer rights.
To avoid losses and maintain legal compliance, betting houses can invest in monitoring technologies that identify suspicious behavior patterns, as well as promote transparency in rules and usage policies. Collaboration with regulatory bodies and the adoption of responsible gaming practices are also recommended strategies to face the challenges imposed by the use of AI by bettors.
In summary, the first 180 days after betting regulation in Brazil showed significant advances in market structuring, but also revealed challenges that require continuous attention. The sector’s evolution will depend on the operators’ ability to adapt to new legal requirements and the effectiveness of public policies in balancing economic interests with consumer protection.
In practice, talking to some operators, the market has sought to adapt quickly to the new environment, but they point out the challenge of maintaining financial balance in the face of regulatory requirements. The investment needed to remain compliant is high: compliance teams, frequent audits, stable platforms, and responsible marketing actions have become mandatory items.
At the same time, competition has increased, which demands even more innovation, efficiency, and brand differentiation. There is also concern about the speed of changes and the need for predictability in future ordinance updates.
Even so, most operators consider the regulation a positive and necessary step for the professionalization of the sector. With gradual adjustments, transparent dialogue with the government, and a focus on the consumer, the expectation is that the Brazilian market will become a reference in Latin America — safe, sustainable, and competitive. Let’s move forward, and may enforcement intensify against unregulated 'Bets' and the market become more coherent — but that is a topic for another reflection.
Andréia Oliveira
National Director of Operations at Betsul with expertise in Digital Marketing and CRM.
Source: UOL Apostas
