GMB – Betnacional is today one of the most recognized brands in Brazil’s sports betting industry. How do you assess the company’s trajectory so far, and what have been the key milestones on this journey?
João Studart – Betnacional was born out of a passion for football with the mission of uniting sports, technology, and entertainment. Since 2021, when we launched operations, we have achieved some significant milestones. We grew with a focus on innovation, security, and responsible gaming, reaching more than 1 million active users.
We were one of the first platforms to implement Pix as a payment method and were also among the first operators to secure a license to operate in Brazil’s regulated market. Another major milestone came in July this year, when we completed the merger with Flutter, creating Flutter Brazil—the branch dedicated to our country, combining Flutter Entertainment’s global structure with an operation built by Brazilians, for Brazilians.
The Brazilian market has entered a new phase with regulation. What are Betnacional’s next steps in this regulated scenario?
The regulation of the Brazilian market is a fundamental step, and the sector is still undergoing adaptation and maturation. At Betnacional, we want to go beyond compliance: we aim to take a leading role in building the industry’s best practices.
For example, one of the biggest challenges the market currently faces is illegal betting. These companies do not comply with regulations and generate significant losses for public coffers—around R$10.8 billion (US$2bn) annually, according to a study by Instituto Locomotiva for IBJR. We want to help build an effective enforcement environment so regulated companies can truly make a difference.
How does Betnacional plan to differentiate itself from the growing competition of international operators entering the country?
Betnacional is known as the “Bet of Brazilians” and stands out by combining its deep understanding of the Brazilian audience with the adoption of international best practices, technologies, and partnerships. The brand also invests in close relationships with bettors, offering high-quality customer service and a wide range of sports markets and games.
Strategic sponsorships and the involvement of renowned ambassadors from sports, music, and entertainment enhance Betnacional’s visibility, while the merger with Flutter brings global standards of compliance and governance to the group—all without losing its Brazilian DNA. With this, Betnacional not only delivers a safe and immersive experience but also consolidates itself as the “Bet of Brazilians” in an increasingly competitive market.
Betnacional has a strong presence in sports sponsorships. How important is this strategy for the brand, and what are the future plans in this area?
As mentioned, Betnacional was born out of Brazilians’ passion for sports, so sponsorships and partnerships with athletes, teams, and sporting events are extremely important to our brand.
However, we want to establish the company as a representative of Brazilian culture—beyond sports. That’s why, in the past year, we increased our investments in other cultural segments, such as Lollapalooza 2025, the Salvador Carnival, Lauana Prado’s Raiz tour, and Big Brother Brasil 25. Our goal is to reinforce Betnacional’s identity as the Bet of Brazilians and consolidate the image of an ethical company committed to its users.
Betnacional’s communication is very close to the Brazilian public, especially with high-impact campaigns. Can you tell us about the brand’s most recent campaigns and the results achieved?
We carried out two campaigns in recent months that made us very proud. In July, we celebrated Football Day with a special action that brought together Galvão Bueno, Betnacional’s ambassador, with fans.
The result was a digital campaign that moved Brazil’s most famous sports commentator, the fans, and all of us at Betnacional. It was an important video that highlighted the brand’s connection with Brazilians’ passion for football and the emotion of cheering.
Another major campaign took place in early August, called “Always Wearing the Jersey,” in partnership with Sport Recife. In it, we highlighted the passion of Sport’s red-and-black supporters, who do not always get the attention they deserve. In a digital campaign, we shared videos of devoted fans showing how Sport is present in every detail of their lives.
Are there new campaigns, marketing actions, or engagement initiatives in development that you can already share?
We are always working on innovations with our partners, but for now, we have nothing to announce.
How has the company worked on its digital identity to stay connected to entertainment consumption trends, especially among younger audiences?
The two campaigns—the Football Day action with Galvão Bueno and the “Always Wearing the Jersey” campaign with Sport Recife—illustrate how Betnacional has been building a digital identity that resonates with sports fans and makes them feel part of the brand.
Additionally, initiatives at major entertainment events such as Big Brother Brasil and music festivals strengthen this cultural connection, always with responsible gaming messages at the core of our communication. The goal is to be close to consumers not just as a betting platform but as a relevant part of the entertainment universe that is part of their daily lives.
In terms of innovation, what technologies or formats does Betnacional consider essential to improve the Brazilian bettor’s experience?
Our platform incorporates advanced security and integrity features, including partnerships with SportRadar for match-fixing prevention and identity verification tools (such as facial recognition), reinforcing user trust.
Betnacional has been present at major international iGaming events. How important is this participation for the company, and how do these meetings contribute to the brand’s strategy?
International iGaming events are fundamental for exchanging experiences among professionals and companies in the sector. With Brazil’s recent regulation, these meetings allow Betnacional not only to absorb global references but also to share our team’s expertise. This strengthens our strategy and contributes to the market’s development.
In your view, what is Brazil’s role in the global iGaming scenario, and how does Betnacional intend to position itself in this context?
Brazil is already emerging as one of the world’s largest iGaming markets. This potential is recognized by the main global players. A good example is Flutter—the world’s largest operator—which chose to invest here. We now have the opportunity to take a leadership role and influence trends that will impact the entire international industry.
What are the biggest challenges the sector still faces in Brazil, and how has Betnacional prepared to address them?
The main challenges are strengthening enforcement and combating illegal betting, which still dominates a significant portion of the market. According to IBJR, 61% of Brazilian bettors placed at least one illegal bet in 2025.
These irregular operations compete under unfair conditions and ultimately hinder the sustainable growth of the industry. Betnacional is preparing by operating transparently, in full compliance with regulations, and advocating for a more responsible environment for everyone.
Finally, what is Betnacional’s vision for the future in Brazil and, eventually, in other Latin American markets?
The sector in Brazil is experiencing a strategic moment with regulation, which has laid the foundations for a healthier market. Our vision is to transform the country into a case study of success, serving as a reference for expansion and the adoption of best practices in other Latin American countries.
Source: Exclusive GMB
