Kambi Group, Eyas Gaming and Brazilian sports media site Lance! teamed up to launch a new bookmaker in the country.
As per the terms, Kambi will drive the launch of “Lance! Betting” with its sports betting technology.
New bookmaker will feature Lance user base!
The new operator will build on Lance!’s more than 15 million monthly active users. Eyas Gaming, backed by the Gauselmann Group, will oversee the running of the brand.
The partnership with Eyas Gaming could lead to the launch of sports betting in other markets in the future, Kambi added in a note.
“It is a pleasure to sign this agreement with Eyas Gaming. They are an operator whose management team has a clear experience and passion for sports betting that mirror our own,” said Kambi co-founder and chief executive Kristian Nylén.
“This agreement further reinforces Kambi’s impressive range of partners across Brazil and Latin America. We are excited to capitalize on the rich promise this partnership holds.”
Eyas Gaming CEO Adam Joseph stated: “We are delighted to have signed with Kambi as we look to fulfill our sports betting ambitions and the potential of Lance! in Brazil”.
“Kambi’s track record in Latin America and proven suite of high-performance technology made partnering with them a natural choice,” he added.
Betting regulations in Brazil
Kambi had already spoken about an expansion plan in Brazil, but it was postponed due to regulatory delays in the country. The supplier agreed to partner with local fantasy sports leader Rei de Pitaco last year.
In May, Brazil took a step towards the legalization of betting when the government presented a draft of a provisional measure for betting. The move marked the end of a 20-year waiting period for Brazil.
This includes a 16% tax on gross gaming revenue for licensed operators, to be distributed to public health initiatives and initiatives to combat excessive gambling.
Players will also be subject to 30% income tax on winnings, capped at R$2,112.
The Ministry of Finance will be responsible for regulating sports betting. This will include publicity responsibilities and setting fines for those who break the regulations.
People under the age of 18, people with ties to sports organizations – including athletes – and employees of bookmakers will not be able to place bets.
New direction for Eyas
Eyas was originally formed in October 2020 by Michael Brady, Joe Saumarez Smith and current CEO Joseph. Gauselmann acquired a majority stake in Brady and Saumarez Smith’s previous business, Bede Gaming, earlier that year.
At the time, Eyas was targeting the German gaming market, which was finally regulated in July 2021. Saumarez Smith later suggested that these plans would be delayed, given the tough regulatory conditions imposed on the sector.
