GMB – What new initiatives did Control F5 present at SBC Lisbon and with what objectives did you participate in the event?
Natalia Nogues – Once again, we took part in SBC Lisbon, and with an even greater presence this time, because we created a lounge for the first time. We attended the event looking for more partners to bring to Brazil, which is currently booming, with numerous providers and many operating companies wanting to enter, obtain licenses, and learn more and more about what is happening in Brazil. We represented our country and got even closer to players eager to understand this very promising market.
We also took the opportunity to showcase our six-service line along with the rebranding we carried out this year. We are working strongly not only with operators but also with providers. Many of them want to set up their companies in Brazil, and we have the right tools to support them, including in their brand positioning.
You mentioned providers. Are they platform providers or game providers?
We help providers and service suppliers. We support the entire gaming ecosystem. We work with event companies, clients who are game providers, platform providers, payment methods, KYC tools, and CRM solutions. Any company that truly wants to establish itself in Brazil—arrive, run good marketing, build a solid reputation, and structure itself—we have the expertise to support them across the entire ecosystem.
Talking about positioning companies in the Brazilian market. With such strict and detailed regulation, do your partners feel initially intimidated?
Quite a bit, especially because they don’t know our market. They hear a lot of news and also operators talking about the rules that came with regulation, and sometimes they feel intimidated. But mainly because they don’t have a partner in Brazil to take them by the hand, be that companion that opens doors, explains how things work, and shows what needs to be done. That’s the crucial point for these companies coming to Brazil—feeling confident.
I think that’s the most important word, because sometimes they arrive, take advice from just anyone who says, “Do this, do that,” and later they realize that’s not really the way it works. Control F5 has this mission of helping them, supporting them, and pointing them in the right direction.
Given the regulation, has this been difficult work, or has Control F5’s expertise already reached a level where meeting the needs of so many operators and partners with different expectations is manageable?
Thank God, with our experience we can truly deliver. It’s not a matter of being easy. I believe every company has its complexities and differences, and with that we are always learning. Each time we win a new client, we get to know their company, category, and strategies, and we adapt them to our Brazilian reality. So, each client is a challenge, but I think we can easily understand them and offer exactly what they want. We focus on solving the real pain points they have.
Many of these companies want to expand not only into Brazil but throughout Latin America. Is Control already prepared to provide solutions in other countries as well?
Yes, we are starting slowly, but we’ve already taken the first steps in some Latin American countries, precisely through the partners we have. We have already started work in Peru, Argentina, and Mexico, and we are also looking at Chile. It’s not something that will happen overnight, but with some partners we are already providing services to companies, especially because, in addition to Brazil, they are also in LatAm, and it’s easier for them to have someone supporting them in other countries too.
From a regulatory standpoint, since Brazil’s framework is so strict, is it easier to work in countries with fewer requirements?
Our regulation is still considered the best in the world, although others also have their own particularities, requirements, and difficulties—even just for entering a market. I believe Brazil still has a much greater ease compared to others. Take Argentina as an example: it has its provincial particularities, license limitations, and sometimes doesn’t even open license processes all the time. So, every country has its own format, which can make things more difficult.
With Control F5’s consolidation, what are the plans for the near future, until the end of this year and the beginning of 2026?
I think the market has shown us that this year has been very turbulent. All the companies in our ecosystem have gone through a period of trying to understand the regulated market and where we are positioned. With Control it was no different—we also adapted. I wouldn’t say we’ll create something very new, but rather consolidate what we started this year, such as the rebranding and new services. Now it’s about taking these new services even further to help all these companies. We are at a moment of market consolidation, understanding regulation much better, as well as the future and what companies want in Brazil. Now is the time to stand firm and keep supporting.
Already consolidated in the iGaming sector, how is Control preparing for a possible regulated future in land-based gaming as well?
We are already adapting when it comes to land-based gaming, not yet regarding a federal legalization of casinos, but regarding lotteries and VLTs. We are monitoring this, learning, and supporting some companies with these services. And, of course, we are very eager for the legalization of land-based casinos. That will bring even more consolidation to the entertainment industry in Brazil, and Control F5 will be able to provide even greater support to the companies that enter the land-based gaming market.
Source: Exclusive to GMB
