Games Magazine Brasil – With the regulation of iGaming in Brazil, how has Betsul been taking advantage of technological opportunities to stand out in the online casino market?
Pâmela Santos – Regulation has brought legal certainty to the entire sector, but it has also raised the level of requirements. At Betsul, we use technology as a competitive differentiator, both in campaign automation and in the personalization of the player journey.
We have invested in reports and integrations that allow us to monitor behavior in real time, adjusting promotions, limits, and communications in a much more agile and efficient way. This technological agility is what allows us to differentiate the player experience and ensure a sustainable operation within a rapidly expanding market. We know we still have much to advance in this regard, but we work daily to evolve and always offer the best experience to our customers.
How has artificial intelligence been applied to the player experience? Can you share practical examples within the Betsul platform?
Artificial intelligence is already part of our routine. We use machine learning algorithms to identify behavioral patterns, predict engagement, and recommend games that make the most sense for each customer profile.
In practice, we are able to map peak engagement times and adjust our communications according to individual preferences, as well as direct promotions based on these interests. AI today allows us to perform a much more complete data analysis, which has directly contributed to increasing conversion rates for active promotions on the site. We are still exploring new fronts, but we see AI as a major pillar for offering increasingly relevant, safe, and personalized experiences.
Is there any specific innovation that you believe will have a significant impact on player engagement and retention in the coming months?
Although we already use artificial intelligence on a daily basis, I believe the major innovation will be the ability to scale this technology to achieve results that were previously unimaginable. The combination of AI with increasingly complete data analysis will allow us to personalize communications, anticipate risks, and target promotions much more accurately.
I also see a strong movement in campaigns adapted to the local audience, with strategies more connected to the culture and habits of the Brazilian player. Finally, I highlight the advancement of the interactive lobby, which adjusts the site to each customer’s preferences and history, making the experience unique and deeply personalized.
What customer loyalty strategies have proven most effective in an increasingly competitive market?
What works best are simple, recurring, and transparent strategies. Cashback, free spins, and easy-to-join tournaments have strong appeal, especially when communicated clearly. But what truly builds loyalty is consistency: creating weekly or monthly actions that the player already expects and trusts. In addition, gamification strategies and daily rewards have also proven important to keeping the base active, as they create small moments of engagement that strengthen the customer’s relationship with the platform.
It is a challenging task to keep players engaged given the number of competitors in the sector, but we work to ensure that each campaign goes beyond financial incentives and becomes an opportunity to build long-term relationships and trust with our base.
How does Betsul balance promotions, rewards, and personalization of the experience to keep players active without compromising Responsible Gaming?
This balance requires discipline and strategy. We work with well-defined promotion limits, simple rules, and targeted segmentation so that each audience receives only what makes sense for their profile. In addition, we constantly reinforce Responsible Gaming messages, always with a light tone that reminds players that the goal is fun above all, since we are talking about an entertainment platform.
Balancing attractiveness with responsibility is not simple in such a competitive market, but it is essential. We believe that keeping a player active with safety, trust, and within their limits is much more sustainable in the long run than just encouraging short-term movements.
What are the main consumer trends you identify in the Brazilian online casino market today?
The Brazilian consumer seeks fast, intuitive experiences with strong visual appeal. Crash games, themed slots, and especially live casino have recorded exponential growth in recent months. This format reinforces the need to connect with players, offering dynamic and at the same time interactive entertainment.
Mobile access already dominates and requires platforms that are increasingly fluid and mobile-friendly. We observe these trends not only in market reports but also in the behavior of our own players, and it is based on this active listening that we continually adjust our offering.
Is there a player profile that has been growing faster since regulation? What are their habits and preferences?
We have observed significant growth in the audience that was previously focused on sports betting and is now exploring casino more frequently. With the adjustments made after regulation, we can now read our customer base in much more detail, which allows us to identify profiles more accurately and direct strategies tailored to each audience.
Personally, I really enjoy working on retention actions and, in this post-regulation period, we noticed an interesting pattern: less impulsive bettors, with more controlled and consistent betting habits. This opens the door to long-term relationships, in which we continue investing in automations that reduce risks and in communications that reinforce awareness about the true purpose, which is entertainment.
How do you see the future of iGaming in Brazil over the next 2 to 5 years? What changes will most significantly impact the sector?
I foresee a future of strong consolidation and professionalization for iGaming in Brazil. Regulation tends to attract new global players and raise the level of competition, requiring local brands to operate even more strategically, focusing on innovation, compliance, and differentiated customer experience.
The challenge will be balancing commercial creativity with regulatory responsibility, but I believe this process will result in a safer, more transparent, and trustworthy environment for all. I also expect irregular operators to face stricter penalties, which will strengthen the sector’s credibility and open space for serious companies that comply with legal requirements.
Another important point is the evolution of the Brazilian player itself: I believe that in the coming years, we will see a more educated audience, more aware of their limits, understanding online gaming as a form of responsible entertainment, not as an investment. This cultural shift will be essential to sustaining healthy market growth in the long run.
What are the plans for the Brazilian market this year – launches, events, etc.?
We have a strong calendar of campaigns aligned with major cultural and sporting events, always focusing on offering contextualized experiences for the player. We are constantly expanding our portfolio with new providers certified in Brazil, bringing more variety and quality to the platform.
We will also be present at strategic events such as BiS SiGMA, which are essential to follow trends and strengthen partnerships. Participating in these gatherings brings us closer to other professionals in the sector, allowing for a rich exchange of strategies and practices that can be adapted to our market. In addition, contact with experts from countries where iGaming is already consolidated gives us a more strategic vision and even anticipation of trends that have not yet reached Brazil.
All these actions will always be shared on our social media, so that customers and partners can closely follow the events where Betsul will be present throughout the year. We remain attentive to feedback from our base and work daily to consolidate Betsul as a reference in safe, innovative, and player-focused entertainment in Brazil.
Source: Exclusive GMB
