In April 2024, CEO and founder of SCCG Management, Stephen Crystal attended and spoke at BiS SiGMA Americas in São Paulo, where he spoke about the transformation of Brazil’s gaming industry. With two months to go until the next edition, he analyzes the country’s moment on the global stage. Check it out!
“Now, as we move into 2025, it is clear that the future of Brazil’s gaming belongs not just to those with capital, but to those who truly understand the country’s sporting culture, entertainment industry and evolving regulatory landscape.
With more than 200 million people, a sports-obsessed population and a deep betting tradition, Brazil is positioned to become one of the world’s leading regulated gaming markets. However, succeeding in this space isn’t simply about getting a license — it requires a cultural connection and a long-term strategic approach.
Official launch: a new era for Brazilian games
Brazil’s regulated sports betting and iGaming market was officially launched on January 1, 2025, representing a historic milestone. This occurred after President Lula Inácio da Silva signed Bill PL3626/23 in January 2024, creating the regulatory structure for betting.
The bill’s approval came after years of political back-and-forth, including former President Jair Bolsonaro’s refusal to legalize online sports betting.
The Prizes and Betting Secretary is overseeing the expansion of the market. Before the launch in January, the SPA issued 67 betting authorizations — 15 full licenses and 52 provisional licenses. Each company paid an estimated subsidy of US$4.8 million, with major global brands such as Betano, Betsson, Sportingbet, Superbet and Bet365 securing approvals.
The financial impact is already significant — Brazil expects to generate approximately US$338 million in tax revenue from these authorizations alone. Additionally, more than 1,100 legal sports betting sites and online casinos are operating in Brazil. More than 100 companies are awaiting SPA approval, highlighting the intense competition for a position in the Brazilian market.
However, while the business opportunity is enormous, the challenges ahead are equally formidable.
Why success in Brazil requires more than just a license
For any gaming company looking to succeed in Brazil, understanding the sporting and cultural influence is non-negotiable.
Football is king, and betting markets linked to Brazil’s main clubs and leagues dominate public interest. MMA has exploded in popularity, becoming the second most followed sport in Brazil.
Basketball, volleyball and esports are growing rapidly, contributing to a diverse sports betting ecosystem. But success in Brazil isn’t just about offering betting markets — it’s about integrating gaming into the country’s sports and entertainment scene.
Our deep investment in Brazil’s MMA scene
For several years now, we have been significantly inserted in the world of MMA in Brazil, recognizing the cultural importance of the sport and its close ties with the country’s betting ecosystem.
MMA is more than just a sport in Brazil — it’s a national passion, with a proud history of producing legends like Anderson Silva, José Aldo and Amanda Nunes. The deep loyalty of MMA fans creates an opportunity for gaming brands to engage on a deeper level, whether through sponsorships, event activations or integrated betting experiences.
Next week, we will announce several new partnerships in Brazil’s MMA and entertainment sector — partnerships that go hand in hand with Brazil’s betting culture and further position us at the intersection of sports, entertainment and gaming.
Role of entertainment in Brazilian games
In addition to sports, entertainment is a crucial part of the future of gaming in Brazil. From music partnerships to influencer-driven media, entertainment has a direct impact on how Brazilians engage with gaming products.
We’ve seen this dynamic play out globally — gaming brands that successfully mix entertainment and gambling create stronger engagement and long-term loyalty. Brazil is no different.
Casino and sportsbook operators that integrate with live events, music festivals and pop culture influencers will have a distinct advantage.
Public perception and the fight for responsible gaming
Despite the rapid expansion of the regulated gaming market in Brazil, public opinion remains a challenge.
Recent public and political scrutiny has heightened concerns about problem gambling. Several proposed bills aim to restrict advertising or increase taxes on gaming, drawing parallels to over-regulated markets like Germany.
A key factor fueling this debate is a controversial study of Brazil’s retail sector, which alleges that gambling is diverting consumer spending away from essential items like food and healthcare. However, this study does not take into account the fact that players also receive winnings, creating a misleading narrative.
The gaming industry must proactively engage with policymakers and the public to highlight its commitment to responsible gaming, compliance and economic contributions. Without this effort, operators risk excessive regulation that could stifle market growth.
Why understanding cultural influence is the key to success
Brazil’s gaming market is not just an economic opportunity, it is a cultural opportunity.
To thrive in this environment, operators must:
- Deeply understand Brazilian sports culture and form authentic partnerships.
- Participate in the entertainment ecosystem that goes beyond sports betting.
- Demonstrate commitment to responsible gaming and public trust.
- Stay agile as SPA regulations evolve throughout 2025.
Those who fail to integrate into the Brazilian cultural fabric will struggle, while those who embrace Brazil’s unique sporting and entertainment DNA will dominate the market.
Final considerations
Brazil’s gaming industry is at a crucial stage of evolution, and the winners will be the brands that understand more than just regulations and licensing — they need to understand Brazil itself.
For those willing to invest in sports partnerships, collaborate with entertainment leaders and prioritize responsible gaming, the future is bright. It’s not just about building a betting platform — it’s about becoming part of Brazil’s identity.
