1. Living up to its hype as the world’s most promising emerging market
In January 2025, Brazil’s iGaming sector has entered a new era. Regulation has provided structure and legitimacy, creating fertile ground for exponential growth. With a population exceeding 200 million and strong digital connectivity, Brazil is not just the largest market in Latin America but it’s quickly becoming one of the most desirable globally.
Industry experts project that by 2026, the country will have 36 million active online gambling accounts, with a market value expected to hit $9 billion by 2028. It’s a transformative moment for the country and for those entering early, Brazil offers the rare combination of a huge player base, rising interest in digital entertainment, and a regulatory framework that supports innovation and sustainable growth.
2. Strong demand for localised casino content
Brazilian players are showing a clear preference for games that speak their language, literally and culturally. From Portuguese interfaces to themes that resonate with local interests, such as football and carnival-inspired visuals, localised content is proving essential for player engagement. It’s driven our Brazil content strategy at RubyPlay.
We are not just translating games but specifically tailoring them for each individual market in the region, already making strides in Brazil with Go High® Panda, our first title crafted specifically for the Brazilian market. The game features decision-based gameplay that appeals to local preferences for interactivity and casual aesthetics. Player feedback has been overwhelmingly positive highlighting how localisation isn’t just a checkbox but rather a pillar of RubyPlay’s strategy.
3. Operators prioritise mobile-optimised portfolios
With over 90% of online gaming in Brazil accessed via mobile, mobile-first design is now non-negotiable. Players want seamless, fast loading, touch friendly experiences that do not compromise on quality. Lightweight game builds are essential for ensuring accessibility across a wide range of devices and models.
Mobile-first is not just a design principle but also a necessity to succeed in Brazil. RubyPlay’s portfolio reflects this shift, with games optimised for mobile performance without sacrificing visual flair. Titles like Immortal Ways Betano, built in partnership with operator Betano for the 2024 Copa América, showcase how mobile-ready games can also deliver rich and timely immersive experiences.
4. Huge growth potential with local operators and media brands
One of the most exciting trends in Brazil is the convergence of iGaming with local entertainment, sports, and media. Football clubs across Brazil’s top leagues are increasingly partnering with operators for shirt sponsorships, branded games and co-branded promotions. Meanwhile, influencers and major media groups are either launching their own betting platforms or collaborating with existing ones.
We are seeing a big opportunity in partnerships that go beyond the traditional provider and operator and RubyPlay is actively taking advantage of this with operators like Betano and Betsul, developing bespoke titles that align with regional events and fandoms. Our approach is to co-create with our partners, building custom content that amplifies their brand while resonating with Brazilian players.
5. Integrations with popular and trusted payment providers matter
Brazilian players demand flexibility and familiarity when it comes to payments. PIX, Brazil’s most popular instant-payment system, has become a national favourite due to its speed, availability, and ease of use. Other methods like Boleto and local e-wallets such as Pay4Fun remain essential for accessibility.
A game might be amazing, but if the payment experience is clunky or unfamiliar, online casinos run the risk of losing players. We understand this, ensuring our games are easily integrated with the most popular Brazilian payment methods. Seamless financial transactions are just as critical as gameplay when it comes to user retention and trust.
Final thoughts
While Brazil’s iGaming market offers immense opportunities, it also demands a thoughtful, tailored approach. Compliance, localisation, mobile-first design, and strategic partnerships aren’t just trends but rather the pillars for long term success.
RubyPlay has not only established a local team to stay closely connected to the market but also continues to collaborate on bespoke content and customised projects as it continues to unleash the power of Gamecraft across Latin America.
Marcieli Pelizzaro,
Senior Regional Manager for LATAM at RubyPlay
