The regulation of sports betting and online gambling came into force in Brazil on January 1, 2025. From this date on, only bookmakers authorized by the Ministry of Treasury can operate in the national territory.
To date, the Prizes and Betting Secretariat has issued 14 definitive licenses and 54 temporary licenses. According to Ricardo Bianco Rosada, founder of brmkt.co and specialist in the gambling market, this is a watershed that will show the “winners” and the “survivors”.
In an article published on the Meio & Mensagem website this Wednesday (8), he highlights how a brand can stand out in a regulated and highly competitive scenario.
Check out Ricardo Bianco Rosada’s text in full:
Do you want the answer? Simple: strong brands. I could end the article here, but let’s go further and discuss how a brand can win in a highly regulated and hyper-competitive market.
In the latest Meio&Mensagem report on Agencies and Advertisers, we had five brands related to the sports betting and igaming market among the 60 largest advertisers in the country — including Bet Nacional, Betano, Bet Sul, SportingBet and Esportes da Sorte. In addition to Bet365 and Blaze, the brands above are also the most relevant in terms of awareness and access currently in Brazil.
The current scenario
Since Law No. 13,756/2018, which legitimized sports betting as a fixed-odd lottery, sponsorships, signs in stadiums and TV advertisements have dominated marketing strategies. The sector is also the one that invests the most in football, being present in practically all teams in Series A of the Brazilian Championship.
Surprisingly, the numbers tell another story: only 22% of gamblers watch games while betting, and around 65% of revenue comes from online casinos (igaming), not sports betting. Even so, football worked very well as a vehicle for promoting the bookmakers.
In 2021, digital influencers came into force, boosting brands with exponential growth.
And until October 2024, practically all operations focused on Brazil were supported by bonuses and extremely aggressive offers, in other words, a carnage that led to the commoditization of the market, with an exclusive focus on acquisition.
In search of opportunities, some users even had accounts at 7 betting houses. But make no mistake, it still worked, and we created companies with billion-dollar revenues during this period.
Regulation: the game changer
Finally, in 2025, due to Law No. 14,790/2023 and its ordinances, the market is regulated, imposing strict rules on compliance, governance, PLP (money laundering prevention), customer service, advertising, among others.
In the new regulated scenario, the adoption of strict compliance and governance practices is not only a legal obligation, but a fundamental pillar for the survival and consolidation of brands in the betting market. Companies that prioritize transparency, accountability and regulatory compliance will not only earn the trust of the public and regulators, they will also help transform the perception of the industry, dispelling negative stigmas and paving the way for sustainable and respectable growth.
These laws, norms and ordinances bring clarity, but just following the rules will not be enough to win. Now, the difference will be strategy, branding, marketing and creativity — the true drivers of transformation in the market.
This movement will also pave the way to attract new institutional investors and strategic partners, consolidating the market as a professional and financially solid environment
What differentiates winners from survivors?
In any other regulated, hyper-competitive and solid market, companies are responsible, create jobs, have tight margins, and pay high taxes. Operational efficiency and austerity in investments and allocation of funds are mandatory. Therefore, now the game changes, and bets will have to reinvent themselves.
It is important to understand that creating and solidifying a brand in a regulated betting and igaming market goes beyond mass advertisements and events. Sustainable companies in the betting sector need to balance three pillars: marketing, service and payment — with marketing being the main driver of growth and differentiation.
Retention depends on the product and a deep understanding of the customer. However, repeating old practices, replacing bonuses with aggressive cashback, will not be enough. And I already see this movement in some bookmakers.
Branding vs Performance
A long-term strategy requires vision, branding, clear positioning, value proposition and educational content about responsible gaming – all aligned in a single voice. Who does this today? Almost no one — and here’s a huge opportunity. Remembering that the market still tends to double in size in the next five years.
Branding is a game of patience and consistency. Companies obsessed with CPA (Cost Per Acquisition) often ignore retention and reputation building, undermining their own brands in the long run.
The Airbnb case illustrates this well. Hiroki Asai, formerly of Apple, took over as Global Head of Marketing at Airbnb in 2020 and reduced investment in performance campaigns by 28%, redirecting a large part of the budget to branding, content and PR. And, according to David Stephenson, the company’s CFO, the strategy was a winner: savings of US$800 million and current dependence on less than 10% of paid traffic and search.
SoftBank also sent a warning to technology companies in which it invests or is a partner, saying: “focus less on performance and more on building brands”.
But you can ask me: I don’t have the funding from Airbnb or the support from SoftBank, so it would be easy. What do I do?
Big brands were born differently
Let’s go beyond performance and look deeper at other brands and markets.
Zara has never announced a collection, but it deeply understands the psychology of its consumer. It tests and launches new collections every 15 days, creating a feeling of scarcity and exclusivity that drives the desire to purchase. Today, it is one of the most valuable companies in the fashion world.
RedBull has never focused on directly selling energy drinks, never fought over price and delivers a smaller quantity of product per can, but invests massively in content contextualized with its value proposition, sponsoring athletes and extreme events that connect the brand to adrenaline and performance . It has created a powerful media platform and is recognized worldwide.
NuBank never followed the traditional model of physical branches, but invested in technology, a simplified digital experience and personalized services. It built an ecosystem of integrated products, attracting customers seeking innovation and agility, consolidating itself as one of the largest banks in Brazil.
GoPro has never prioritized traditional product advertisements, but has invested in building a community of content creators, encouraging its users to share videos and images captured with its cameras. Turned customers into brand advocates by driving an authentic, viral narrative.
Insta360 never adopted traditional advertising strategies, but focused on creating partnerships with influencers and content creators. It invested in the organic dissemination of immersive and interactive videos, positioning itself as a reference in 360-degree capture technology for audiences that value visual innovation.
DJI has never promoted itself as a mass consumer electronics company, but as a brand for discerning creatives and professionals. It developed innovative products and invested in the quality of images captured by its drones, creating a loyal fan base and leading the global market for drones and aerial technology.
And, finally, Apple, which never made an explicit campaign for online sales, but built an ecosystem of integrated products, immersive experiences in physical stores and launches awaited as global events. It created a cult following for the brand based on design, functionality and exclusivity.
What they had in common: a clear vision, well-defined strategies and a great team to execute.
For these reasons, all these companies have built iconic and valuable brands, proving that strategies focused on experience, innovation and positioning can be more powerful than traditional campaigns.
So here are five points that can help any company build strong brands and win in highly competitive markets:
1. Clear positioning
Define why your brand exists and how it differentiates itself. In the betting market, responsible gaming and personalized experiences can create relevance. Bet on narratives that highlight safety and conscious fun, going beyond aggressive promotions.
2. Strong and continuous narrative
Create engaging and authentic stories. Memorable brands build emotional connections with their customers. Develop campaigns that show real stories of winners and emotional experiences, reinforcing the emotional connection with the public.
3. Content and education
Educating and adding value before purchasing builds credibility. Responsible gaming guides, strategies and information build trust.
4. Experiences
Remarkable experiences create fans. Exclusive events and gamified platforms boost retention. Launch weekly challenges and rewards programs to engage and keep players active on the platform.
5. Innovation
Testing new approaches like AI for personalization and strategic partnerships can drive growth and differentiate the brand.
Indeed, building a strong brand is not easy, but in the sports betting and igaming market it will be the only way to guarantee relevance and sustainable growth in the long term. Well-executed strategy, creativity and branding will determine who will lead and who will merely survive.
The game has just begun. Remember, with a good strategy your market will never be saturated.
