GMB - What sets a brand like EstrelaBet apart in a landscape dominated by international players?
Fellipe Fraga - Brazilian and international operators are competing for the top spots in most key metrics. Naturally, global operations are larger by scale. EstrelaBet is a Brazilian company with full focus on the user experience. We've structured our operations around technology, customer service, and product quality.
Our commitment to consumers is reflected in several industry recognitions, including a nomination for the 2025 Reclame Aqui Award and accolades such as the Consumidor Moderno Award and BIS Awards. These reinforce our reputation and customer service excellence. We use artificial intelligence to personalize the user journey, optimize customer service, and monitor player behavior, including signs of problematic gambling.
This customer-centric approach enables us to accurately understand the expectations and consumption habits of Brazilian users, which leads to more effective delivery. We also provide a dedicated Android app offering fluidity, security, and convenience, reinforcing our mobile-first commitment that reflects the behavior of Brazilian bettors. This positions us as one of the most advanced platforms in the country.
What typically "latino" strategies are essential for success in the region?
The key is creating experiences that resonate with bettors' everyday lives and understanding what that means in each country. Football is usually the entry point, especially through sponsorships. We've launched over 50 sponsorship initiatives, even in non-traditional categories like the e-sports team Vivo Keyd Stars. We understand the need to broaden our scope.
We develop games infused with Brazilian flair, like "Aviaozinho" and others that reflect the country's fun spirit, visual elements, and entertainment dynamics. We also invest in activations with regional influencers who speak the local language and build authentic bridges with our brand. Brazil is a continental country, and each part has its own traits and unique opportunities to connect with customers. This set of actions creates a strong presence with a local identity and cultural commitment. It also supports long-term loyalty, moving beyond transactional relationships to emotional bonds. The Latin American customer values belonging, engagement, and connection.
What do global operators still not understand about Latin bettors, especially Brazilians?
Brazil's regulated betting market is still in its early stages, though it's progressing quickly, and it requires ongoing education. Brazilian bettors are beginning to understand that betting is a legitimate form of entertainment when practiced responsibly. They're also starting to identify legal operators through indicators like the .bet.br domain and the Ministry of Finance's official list.
A study by LCA Consultoria and Instituto Locomotiva, commissioned by IBJR, showed that 78% of bettors struggle to recognize authorized platforms. This highlights the need for a regulated environment with serious operators, clear communication, and tools that guarantee safety and transparency.
It's also important to realize that Brazilian bettors are still learning industry concepts. Terms like "odds," "handicap," or "free spin" are not yet common knowledge, requiring accessible communication and skilled support. For nearly seven decades, betting in Brazil operated informally, without clear rules.
Now, we have a modern fixed-odds betting regulation, but it's part of a broader legal ecosystem, including the Consumer Protection Code and the General Data Protection Law (LGPD). In other countries, markets have been established for decades or centuries, and consumers understand their rights and available products. In Brazil, this is still under construction, and foreign operators must grasp not just the legal framework, but also the cultural and legal specificities of the country.
How is EstrelaBet navigating the new regulatory moment and what lessons do you plan to share?
Since Law 14.790/2023 was enacted, we've implemented a broad and strategic adaptation plan covering technical compliance, corporate governance, anti-money laundering efforts, and enhanced responsible gaming policies. We’ve adjusted our processes to meet the Ministry of Finance's Secretariat of Prizes and Betting requirements, focusing on operational sustainability and consumer protection.
We understand that regulatory adjustments will continue in the coming years, but we believe this evolution must happen through balance, dialogue, and collaboration between government, businesses, and civil society. Regulatory success depends not only on legal rigor but also on the ability to build viable implementation, enforcement, and education mechanisms. The industry's maturation will result from this ongoing and collective effort, and EstrelaBet is committed to playing an active role.
Does the Brazilian regulation benefit or hinder national operators compared to international ones?
Brazilian law has created a level playing field with clear rules for all operators. National companies like EstrelaBet have the advantage of deeply knowing the country, which facilitates regulatory adaptation and public connection.
International operators bring valuable experience but must understand Brazil’s legal, fiscal, and cultural context. What matters most is having balanced regulation and conditions for all to operate legally and fairly. This is also an opportunity for Brazil to build a regulatory model that serves as an international benchmark, balancing innovation, revenue, and responsibility. Operators who see this as a competitive advantage will be better positioned for long-term success.
In what areas is EstrelaBet innovating to stand out in this market?
Our innovation is focused on the customer journey. We invest in technologies that offer a seamless, secure, and personalized experience. We use AI to anticipate needs, recommend content, identify risky behavior, and strengthen responsible gaming.
When a customer accesses our platform, we automatically offer games and events aligned with their profile, based on preferences and history. With an average of 8,000 sports events per day, plus thousands of other games, this smart filtering is crucial for efficient, enjoyable navigation.
We've also modernized our IT infrastructure to comply with SPA/MF Ordinances No. 300 and No. 1.207, ensuring traceability, compliance, and operational performance. Our Android app includes exclusive features like personalized promotions, game suggestions, and dynamic stories to help users explore content and features intuitively.
Another highlight is our customer service system, which combines AI-powered chatbots and human agents, ensuring both efficiency and empathy. This model helps maintain a CSAT (Customer Satisfaction Score) above 90%. We also stream selected sports events live, enhancing engagement and offering a more immersive experience. For EstrelaBet, innovation means delivering real solutions tailored to how Brazilians play, interact with brands, and seek convenience, safety, and quality entertainment.
EstrelaBet heavily invests in sports sponsorships and brand actions. How do these strategies contribute to user loyalty and building a strong local brand identity?
EstrelaBet has built strong brand recognition and reputation through its engagement with football, creating deep bonds of trust with Brazilian fans. This connection with national sports served as our brand's foundation. Now, we’re entering a new phase, aiming to impact consumers across different moments and platforms.
We're expanding beyond football, investing in personalized digital experiences and even unconventional odds, reflecting the fun, engaging spirit of Brazilian entertainment. Our priority is to deliver user value in relevant ways, tailored to their interests, platforms, and language. For us, loyalty is more than recurrence. It’s about connection, convenience, seamless platform experience, and respecting the player's journey.
SBC Summit Lisboa is a global stage. What opportunities do you see in EstrelaBet’s participation in such an international event?
EstrelaBet’s participation in SBC Lisboa is strategic to solidify our international presence. The event provides space to engage with regulators, suppliers, and operators worldwide, and to showcase Brazil's progress in its first year as a regulated market. We also aim to identify compliance solutions, technology partners, and sustainable practices adopted in other jurisdictions.
Learning from countries with more mature regulatory phases is essential to anticipate challenges and adapt best practices to our reality. Our presence strengthens EstrelaBet’s position as a Latin American operator that upholds global standards of quality, innovation, and responsibility. It’s a valuable opportunity for networking, learning, and institutional strengthening that impacts our regional operations.
What topics do you think will dominate the Latin America discussions at SBC Summit Lisboa?Topics like regulatory consolidation, market channeling, responsible gaming, and tackling the illegal market will dominate. Latin America is undergoing major regulatory shifts, and Brazil is at the heart of this evolution. How we shape our laws, fight illegal operators, and ensure player safety will define the sector’s future.
Sustainability depends on balancing tax revenue, formalization incentives, and effective consumer protection tools. Discussions will also cover proportional taxation, technical requirements, and certification standards. There's strong interest in how Latin America can develop a regulatory model that is both efficient and competitive. As the largest market in the region, Brazil has a responsibility to lead with strategic vision and collaboration between public and private actors.
What insights do you hope to bring from the event to further strengthen EstrelaBet’s positioning in Latin America?
We aim to identify trends that enhance our focus on innovation, user experience, and responsibility. We expect to gain insights on user loyalty, fraud prevention models, AI-driven compliance, player protection strategies, and new game innovations.
We’re also looking for references in mobile-first experiences, omnichannel strategies, and customer journeys that can be tailored to our audience.
Source: Exclusive GMB
