On September 19th, ENV Media held an iGaming seminar that brought together leaders and experts to discuss advances in the sector in Brazil. Among the topics discussed were the localization and regulation of gaming, raising awareness about responsible gaming and implementing appropriate marketing practices. Andreas Bardun, CEO of KTO Group, highlighted the responsibility of operators to educate the sector, especially those already operating in markets where regulation is more mature.
He also emphasized the importance of promoting responsible gaming as an essential practice for the sustainable development of casinos. The casino gaming market is undergoing a significant transformation in Brazil, and the concept of responsible gaming is a central piece in this process.
In his interview, Bardun highlighted the importance of ethical practices in the sector and the need for greater awareness about responsible gambling in Brazil, citing the irresponsible advertising practices used to promote gambling in recent controversies. “It is our duty as operators to teach the media what is ethical in the market and bring to Brazil the knowledge we already have in Europe.”
KTO’s focus on local audiences
When KTO entered the Brazilian market in 2019, it stood out by offering a localized experience that previously did not exist in the country. Brazil, until then, was dominated by European operators who focused their offers on international competitions, such as the Champions League, neglecting the popularity of local championships.
KTO, upon recognizing this gap, invested in adapting its offers to the Brazilian public, such as Série A, Série B and Copa Libertadores, which helped it gain a significant share of the sports betting market.
Additionally, the company saw a considerable impact with the introduction of Pix, an instant payment system that made deposits and withdrawals much faster, safer and more convenient. This revolution not only increased user confidence, but also allowed the platform to achieve its goal of offering the fastest withdrawals in Brazil.
Along with this growth, the increase in irresponsible marketing practices and the promotion of gambling as a form of investment has also increased. A crucial point addressed by Bardun was the still insufficient awareness about responsible gambling in Brazil.
Compared to more mature markets such as Europe, where tools such as self-exclusion, deposit limits and cooling-off periods are widely implemented, Brazil still has a long way to go.
The KTO has worked to bring these practices to the country, emphasizing the importance of protecting the player and also the responsibility of operators to widely promote this knowledge in order to create a safe and fair environment for new players.
Demonstrating its commitment to the market and the country, KTO was part of the first wave of license applications to operate betting in Brazil in August 2024 and participated in the creation of the Brazilian Institute of Responsible Gaming (IBJR).
Bardun argues that the new regulations will be fundamental to creating a healthier gaming environment, ensuring greater protection for bettors and limiting the actions of unethical operators. For him, responsible marketing is a key part of this transformation, and must focus on honest campaigns that emphasize the entertainment of the game, while at the same time warning about its risks.
“Betting should be done for fun and always within limits, as it will not solve financial problems.”
The path to responsible growth
KTO views the Brazilian market with great optimism. As the sector regulates itself, Bardun believes that the development of specific casino games for Brazil will become a notable opportunity, given the greater demand for localized experiences.
Regulation is a necessary step to ensure a sustainable gaming environment that protects both consumers and operators. By implementing responsible gaming practices and following ethical marketing, the company hopes to help shape a healthier and more transparent industry.
“We are extremely protective of our clients and check on their well-being frequently to promote a safe environment.”
Although Brazil still has many challenges ahead, the country has immense potential to consolidate itself as one of the largest global betting markets. Operators must be prepared to face these changes and continue offering safe and personalized experiences for Brazilian bettors, always contributing to the government and regulatory bodies.
