Localisation a key to success in Brazil

As Brazil prepares for the launch of its legal online gambling market on January 1, 2025, Betano is positioning itself as a frontrunner, with Deputy CEO Aris Dimarakis highlighting the integral role of strategic sponsorships and a localized approach.

With the countdown to legal online betting in Brazil now ticking down to less than two weeks, operators like Betano are eager to secure their share in what promises to be one of the top three global gambling markets.

Having been the first to apply for a license back in May, Betano has leveraged its sponsorship-centric strategy to build early brand recognition, positioning itself advantageously for the impending launch.

Enhancing Betano’s Visibility Across Latin America

Betano’s sponsorship of prestigious events, such as the Copa América football tournament, along with partnerships in Brazil’s top-flight leagues and various clubs, has been pivotal in establishing its brand presence.

Dimarakis asserts that these sponsorships are vital to cultivating brand awareness and fostering deep connections with local audiences across Latin America. He remarked, “Sponsorships with leading sports leagues and clubs form the core of Betano’s strategy to build brand prominence and emotional engagement among fans rallying around their national teams during major tournaments like Copa América.”

The impact of these strategies is clear. According to a white paper from OpenBet, utilizing research from H2 Gambling Capital, Betano commands a leading 23% share of Brazil’s betting market as of September.

However, Betano is acutely aware of its corporate social responsibility (CSR) and is intentional in its sponsorship choices, selecting partners that reflect its values for mutually beneficial relationships.

“We are discerning in our collaborations, favoring respected brands that align with our principles,” Dimarakis added. “Through our sponsorships, we seek not only visibility but also a commitment to the growth of the sports ecosystem via CSR initiatives, thereby nurturing communities and ensuring the gambling industry’s sustainable future.”

The Critical Role of Localisation for Betano in Brazil

In addition to its sponsorship endeavors, Betano maintains a robust focus on localising its services to harness the immense potential within Brazil’s burgeoning betting market.

With numerous international contenders, including Betano and Flutter, entering the fray alongside local companies like KTO and Aposta Ganha, gaining a competitive edge is imperative for success in this crowded marketplace.

“Betano’s accomplishments in Brazil stem from a deeply localised strategy that resonates with Brazilian culture, sports enthusiasm, and community values,” Dimarakis asserted.

Moreover, Betano collaborates with local influencers and sponsors iconic clubs such as Clube Atlético Mineiro to forge strong emotional connections with fans. Dimarakis noted various initiatives, including partnerships during ‘Pink October’ for breast cancer awareness and the ‘Juntos em Campo’ program with the Brazilian Football Confederation (CBF) to advocate for gender equality in sports.

“We aspire to be the first choice for bettors in Brazil,” Dimarakis said. “Our strategic partnerships, localized initiatives, and the dedicated team based in São Paulo enable us to remain agile and align our offerings with Brazilian preferences, ensuring a personalized and culturally relevant experience.”

Anticipation Surrounds Launch Amid Regulatory Concerns

As the Brazilian betting landscape approaches its launch, concerns have emerged regarding the potential social and economic ramifications of gambling on the population.

Proposed restrictions, including a ban on betting with social welfare funds and existing advertising limitations aimed at protecting minors, have raised alarms among stakeholders.

While the market’s potential is unmistakable, Dimarakis cautions that excessive regulation could hinder its growth trajectory. “The forthcoming gambling regulations offer a glimpse of significant industry expansion,” he explained. “The rapid economic growth of Brazil presents tremendous possibilities for brands that prioritize responsible gaming and adherence to regulatory standards.”

“Striking an equilibrium in the regulatory environment will be essential. Overregulation risks stifling growth, whereas supportive policies could pave the way for a sustainable and dynamic market. Collaborating closely with regulators is crucial to establishing a fair, transparent, and player-centric gambling ecosystem,” Dimarakis concluded.