GMB - Bragg has strengthened its international presence in recent years. In addition to Europe and the US, how important is the Latin American market in the company's commercial strategy today?
Neill Whyte - The LatAm region has been and will continue to be a key focus for Bragg, both over the last 12 months and going forward. We’ve made a number of strategic moves and partnerships in the region, notably in Brazil and Peru, with significant expansions already underway.
To support this we now have a full-service team dedicated to the LatAm region, with a number of individuals in place and a dedicated office in Sao Paolo, Brazil. We’ve got high expectations for this and the other markets in the LatAm region and are already building the momentum to achieve these goals.
Within Latin America, Brazil is seen as the major growth driver for the sector. Is the country already Bragg's main focus in the region or is it still in the process of consolidation?
With the regulated market only launching in January 2025 and some amazing market potential, of course Brazil is a main focus for Bragg.
On Day 1 of market launch, we were integrated with more than a third of Brazil licensed operators, figures we’ve increased to more than 50% in the second quarter of 2025, positioning us well for ongoing growth.
According to H2 Gambling Capital estimates, the Brazilian onshore regulated market will hit US$ 1.4 billion in 2025, rising to US$ 3.7 billion in 2029, so there’s a lot of potential there and we are well positioned to capture wallet share through our current and future agreement levels, as well as the presence of our local experts in our São Paulo office and our localized business entity.
Not only that, we’ve made strategic investments, like our partnership with RapidPlay, a Brazilian-based content development studio which will help us build this growth further.
With Brazilian regulations advancing, what opportunities and challenges do you see for suppliers like Bragg operating in the country?
As the market is still relatively new, there’s some great opportunities out there, and Bragg is laser-focused on realizing those opportunities. The first and most obvious one is expanding our presence in the market with the offering of our aggregation services among the licensed operator base.
We can offer more than 10,000 titles from some great iGaming developers, through a combination of exclusive proprietary content from Bragg’s in-house studios, as well as select partners from the Powered By Bragg program. These can deliver a competitive advantage for those operators in grabbing market share in Brazil, which is hugely important for future growth.
There’s also the technology opportunity, in that we’ll be able to offer our innovative Player Account Management software, as well as our full-service turnkey solution, which includes the Bragg HUB and our FUZE ™ marketing and promotional toolkit. The challenges that we face in the market are no different from any other market, particularly given its infancy, and we’ve already seen an appetite from regulators to change regulations, and that’s something that we and other suppliers will have to respond to when it occurs.
What differentiates the Brazilian public from other markets in which Bragg operates? Is there a specific strategy aimed at local operators?
Like all markets, Brazil has its differences from markets like Europe or other well known and established iGaming markets, indeed it's also different from its immediate neighbors in the LatAm region, and it's something we’re keenly aware of, experienced in and are responding to at Bragg.
We’ve made that strategic investment, focusing on localization, localizing our experts, our business (in the Sao Paolo office) and using data to develop iGaming content uniquely focused on Brazil and its individual nuances. While we’re not known extensively in the market, we’ve been working extremely hard to raise the profile of Bragg with both potential operator partners and Brazilian players alike.
Does Bragg have plans to expand its game portfolio or establish exclusive partnerships with Brazilian studios or regional developers?
As Brazil is a key market for Bragg, we’re always looking for opportunities to expand our games portfolio in the region, either through localized exclusive partnerships with Brazilian studios or further regional expansion. While I cannot comment on specifics, I’m sure we’ll be announcing new partners in the future, so watch this space!
Considering Brazil's regulatory and competitive profile, how does Bragg intend to position itself against other major players also targeting the country?
Great question, well I suppose the most obvious answer would be to leverage our business extensively. This means pushing our extensive regulatory knowledge of more than 30+ regulated jurisdictions worldwide as well as our record of being present and live on day one of the regulated market.
We would also leverage our extensive portfolio of iGaming content, partnerships and our technology solutions, strands of a portfolio which can give our partners a significant advantage over competitors when entering and operating in Brazil. Our local presence, as well as our aggressive expansion strategy in Brazil is also a key selling point for the business overall.
Which metrics or indicators does Bragg consider most relevant to assess the success of its operations in Brazil?
We have a previously announced target of the Brazilian regulated market accounting for 10% of Bragg’s overall global revenue by the end of 2025, which is a target we’re working hard to achieve and which will be extremely relevant in assessing our success.
Independent of that, we use other metrics such as the percentage wallet share in the Brazilian market going through Bragg products and technology, as well as our extensive content development roadmaps, and how we realize them. We’re also looking at the number of third-party partners we agree on and the expansion of our business beyond just content and further into technology as measures of success in Brazil.
Source: Exclusive GMB
