Grupo Silvio Santos partners OpenBet for new Brazil betting brand

Grupo Silvio Santos Partners with OpenBet to Launch Todos Querem Jogar in Brazil’s Expanding Betting Market

Grupo Silvio Santos has forged a strategic partnership with OpenBet to unveil its latest initiative, Todos Querem Jogar (TQJ), within Brazil’s burgeoning sports betting landscape. This collaboration will leverage OpenBet’s comprehensive end-to-end betting ecosystem, ensuring a robust and engaging gaming experience for Brazilian players.

The agreement signifies a long-term commitment, where Grupo Silvio Santos, a powerhouse that includes the renowned Brazilian Television Network (SBT), will integrate OpenBet’s sophisticated responsible gambling technologies, player account management (PAM) system, and managed trading services to enhance its offering.

On August 19, Grupo Silvio Santos submitted its license application, just ahead of the August 20 deadline for the initial 90-day preference window. This strategic timing ensures that the company’s application will be prioritized for processing by the anticipated legal market launch date of January 1, 2025.

The TQJ platform aims to capitalize on the extensive media reach of Grupo Silvio Santos, which claims monthly viewership of over 113 million Brazilians across its SBT shows and an impressive daily average of over 29 million viewers. This significant media footprint presents a dynamic opportunity to attract a diverse audience to the online betting platform.

José Roberto Maciel, CEO of Grupo Silvio Santos, expressed confidence in the partnership with OpenBet, asserting that it positions TQJ to dominate Brazil’s regulated betting market. He emphasized OpenBet’s successful collaborations with prominent media betting brands such as Sky Bet and theScore Bet as a critical advantage in advancing TQJ’s objectives.

“With OpenBet’s robust history of collaboration with established media entertainment brands and state-owned organizations, TQJ is set to redefine the gaming landscape in Brazil. We will not only meet regulatory requirements but also surpass them by providing unparalleled responsible gaming options and innovative product experiences that resonate with players,” Maciel stated.

Jordan Levin, CEO of OpenBet, echoed Maciel’s enthusiasm, remarking, “Grupo Silvio Santos is a revered icon in Brazil’s entertainment sector, and we are honored to be selected as the driving force behind its sports betting and gaming brand.”

How OpenBet Will Enhance Grupo Silvio Santos’ TQJ Offering

Grupo Silvio Santos envisions TQJ becoming the preeminent leader in player protection within Brazil, aided by OpenBet’s fully compliant solutions. OpenBet first made its entrance into Brazil’s sports betting market in September 2023 through a collaboration with Play7.Bet, showcasing its commitment to responsible gaming.

The integration of OpenBet’s PAM system is anticipated to streamline the betting process, enabling TQJ to effectively manage significant traffic during large sporting events while delivering an enhanced user experience. Key features include:

• **Bet Builder Experience:** Facilitating personalized betting options for users.
• **Risk Management Guidance:** Implementing effective strategies to mitigate risk.
• **Responsible Gaming Measures:** Utilizing solutions powered by Neccton, which OpenBet acquired in June 2023, to promote safe gambling practices.

Levin highlighted the partnership’s potential, especially within the rapidly evolving Brazilian regulated sports betting market, which the International Betting Integrity Association (IBIA) projects could generate a turnover of $34 billion (£26.8 billion/€31.1 billion) by 2028.

“With the distinguished heritage of both OpenBet and Grupo Silvio Santos, we are poised to create an exciting and responsible betting environment that will make a significant impact in Brazil’s regulated gambling sector,” Levin asserted.

Leonardo Sampaio, Chief Information Officer at Grupo Silvio Santos, noted the critical importance of delivering superior betting experiences supported by stringent compliance measures. He stated, “OpenBet’s comprehensive ecosystem and shared corporate values reassure us that we are partnering with the best in the business as we embark on our journey into the regulated sports betting and gaming market.”

The collaboration between OpenBet and Grupo Silvio Santos is representative of a larger trend, with local media brands increasingly engaging in Brazil’s betting industry. For instance, in August, MGM formed a joint venture with Grupo Globo, Latin America’s largest media entity, to penetrate the legal betting market, leveraging a consumer network of approximately 70 million daily users across various media formats including TV, digital, radio, and print.

KTO’s founder and CEO, Andreas Bardun, remarked on the potential success of media partnerships in Brazil, emphasizing that effective collaboration is key. “Execution is vital, as we have witnessed remarkable partnerships in the past, such as with Sky Bet,” Bardun said. “However, with two extremely large partners like MGM and Grupo Globo, there is a risk of entanglement in bureaucracy. If they can overcome that hurdle, they will emerge as formidable competitors in the Brazilian market.”