Havaianas or Ipanema? At the end of the day, they are essentially the same thing. Rubber flip-flops, simple, affordable, with similar designs and nearly identical materials. Yet one became Brazil’s darling, a category-defining icon, worn from class A to D and embraced worldwide. The other remained a solid, functional flip-flop.
The difference is not in what they offer. It is in what they represent. In what they are.
This is the dilemma the Brazilian betting industry now faces. After the promotional era, when market share was bought with welcome bonuses and aggressive incentives, the game has changed. Regulation has tightened, and in the near future, what will make a player choose ‘Bet’ A over ‘Bet’ B is the strength of the brand.
Strong brands inspire trust, communicate clearly, and build connection. They know reputation cannot be bought. It is built with consistency, active listening, and real commitment. That requires a shift in mindset. From acquisition marketing to brand building. From volume to value. From shouting offers to speaking with trust. From being just an option to becoming the preferred choice.
Just as Havaianas turned a simple flip-flop into a global cultural symbol, the betting brands that succeed will be those that go beyond transactions and odds. Brands that inspire trust, offer protection, deliver real experiences, and stand for something. Brands that do not merely chase traffic but earn lasting, genuine loyalty.
Such a brand is not built by chance. It demands coherence, continual investment in communication, a sharp focus on user experience, and customer support that truly works. Even more important, it requires treating Responsible Gaming as a core strategic pillar, not just a department. Brands that show it cares, speaks clearly, and protects its players will be remembered and chosen.
In the end, just like in the flip-flop market, betting platforms offer more or less the same thing. But not all will become Havaianas.
So, if you lead a betting company, here is the question. Which flip-flop will your ‘Bet’ be?
Thiago Iusim
Founder | CEO @ Betshield Responsible Gaming - www.thebetshield.com
