User experience and cultural adaptation will be decisive factors in Brazil’s regulated betting market, industry executives indicated during discussions at BiS SiGMA South America 2026.
On the second day of the event, panellists highlighted how operators are adjusting to Brazilian consumer behaviour as the sector transitions into a post-regulation phase. Brazil’s strong engagement with sports and digital platforms has made these shifts particularly significant for market participants.
Panel discussions showed that competition in the regulated environment is increasingly driven by user experience, with personalisation, payment speed and platform usability emerging as critical tools for customer retention and growth.
“Traditional television is gradually losing ground to digital platforms, while fans increasingly want to engage with sport through betting and fantasy leagues rather than simply watching,” said Maurício Santos, chief executive of MCS Group.
Technology’s role in enhancing user experience was a central theme across panels, with experts noting that as competition intensifies, operators are placing user experience on par with odds and promotions in their strategies.
The programme also featured appearances from former Brazilian football internationals, underlining the close ties between betting and the country’s sports culture.
Attendees included FIFA World Cup winners Luizão (Former Brazil international striker and 2002 FIFA World Cup winner), Vampeta (Former Brazil international midfielder and 2002 FIFA World Cup winner) and Müller (Former Brazil international forward and 1994 FIFA World Cup winner).
Panellists added that cultural localisation has become a priority for operators seeking to connect with Brazilian audiences, particularly football fans who are highly active on digital platforms. Generic marketing approaches are proving less effective than campaigns tailored to local preferences and communication styles.
Operators are turning to partnerships with clubs, influencers, and sports figures as a means to build brand trust, with the strong bond between Brazilians and sport defining the market.
Felipe Fraga, CBO at Stellar Gaming, commented: “When there’s no longer space to place the brand on a club’s shirt, companies turn to the athlete as the communicator. Brazilians will always be passionate about sport, and sport is the gateway into iGaming.”
Experts also noted that, beyond tailored strategies, building a responsible industry image is key for long-term sustainability and balancing growth with consumer protection.
Brazil’s digital engagement is a key driver of market expansion. Industry studies estimate that 38% of Brazil’s population, representing tens of millions of adults, participate in online gaming or betting.
In addition, Central Bank estimates indicate that up to R$30 billion (about USD 5.5 billion at current exchange rates) is wagered each month, highlighting the substantial scale of market activity.
The event continues today, Thursday, with sessions on innovation, lottery developments, and the future outlook for the Latin American betting sector.
