Speaking to iGaming Expert, Loreta Caporrino, Head of Brand and Creative at BetMGM, explains why achieving success in the Brazilian market was a unique challenge.
Having delivered “very strong engagement” through its myriad of sponsorship activations, Caporrino emphasised the importance of authenticity and understanding cultural nuances in marketing.
iGaming Expert: We’re one year on from the regulation of iGaming in Brazil. What have been the most successful methods and biggest challenges in connecting your brand with the Brazilian market?
Loreta Caporrino: The first year of regulation delivered a clear lesson: building a brand in Brazil goes far beyond awareness. In a landscape where CAC (Customer Acquisition Cost) has become one of the most inflated in the world, the most successful approaches prioritise credibility and consistency over short-term opportunism.
For BetMGM, the challenge was unique: as we operate exclusively in regulated markets, we started our journey in Brazil from scratch, while many competitors had already been operating in a grey area. Our focus was to balance the global strength and legacy of MGM International with precise local execution.
The biggest challenge was not just being known but being trusted. This required absolute transparency, an obsessive focus on customer experience and the work of a multidisciplinary team that understands the Brazilian market demands genuine dialogue with local culture – not simply translations of global campaigns.
iGX: What kind of innovation and creative approaches have we seen from marketing teams to stand out in Brazil?
LC: In Brazil, marketing innovation goes beyond technological formulas; it lies in the depths of cultural connection. We have seen brands that master the art of blending entertainment, sports, and music, integrating the creator ecosystem in an authentic and organic way.
At BetMGM, we elevate creativity to a strategic tool, transforming gaming into high-level entertainment. With the concept “It’s Time for Vegas,” our mission is to transport consumers directly into the iconic and vibrant atmosphere of Las Vegas.
iGX: What are the key considerations to ensure sponsorships resonate with local audiences – specifically when it comes to making a good first impression in a newly regulated market?
LC: The central point is authenticity. Brazilian audiences are sophisticated and quickly recognise when a brand is merely “buying logo exposure” instead of adding real value to the space.
At BetMGM, the focus is on omnichannel integration. A sponsorship truly resonates when we are able to connect physical and digital experiences. Last year, for example, we were present at Circuito Sertanejo, Rock the Mountain, João Rock, and Festival Interlagos, with the goal of bringing MGM’s entertainment expertise into the physical experience and ensuring close interaction with audiences.
We saw very strong engagement with the activations we delivered. It’s not about brand exposure – it’s about creating real memories. Success happens when a customer who experienced a premium moment at an event feels that same atmosphere of fun and trust when opening our app.
iGX: How should operators be balancing bold marketing strategies with social and player responsibility?
LC: This balance is not a differentiator – it is the foundation of our business. At BetMGM, we believe responsibility does not limit creativity; it elevates it. We do not see responsible gaming as a mandatory seal at the bottom of materials, but as the company’s main sustainability KPI.
Bold strategies only make sense if they are sustainable in the long term. This means clear campaigns, no misleading promises, and active protection for more vulnerable audiences. The success of the industry in Brazil depends directly on operators’ non-negotiable commitment to consumer safety.
iGX: What factors does BetMGM consider when weighing up the value of sponsoring a major event?
LC: We assess an event’s ability to generate qualified conversation and deliver real experiential opportunities. Beyond visibility, we look for properties that allow us to build a lasting brand perception legacy. We consider alignment with our values of premium experience and entertainment, as well as the event’s effectiveness as a direct channel for human connection.
For us, major events are living platforms that humanise a brand that, most of the time, is consumed through a digital interface.
iGX: What does the evolution of major event sponsorship look like and how do operators maximise this?
LC: The evolution has moved from static exposure to storytelling and utility. To maximise these investments, operators need to think in 360º strategies that integrate PR, social media, creators, and physical activations.
Maximising an event means extending its lifespan: the content generated there should fuel our digital communities for months, reinforcing our pillars of innovation and trust in a human and approachable way.
iGX: Has the growth of event sponsorship come as a result of decreasing value in the sponsorship of football clubs?
LC: I don’t see this as a decline in the value of football, but rather as market maturity and strategic diversification. Football remains a pillar of massive reach, but the market is increasingly seeking more segmented connections.
While football speaks to everyone, music festivals – such as Circuito Sertanejo – allow us to engage high-value, loyal niches in different, more relaxed moments. For BetMGM, the focus is on finding the right balance between these platforms, always prioritising cultural relevance and real impact on the daily lives of Brazilian consumers.
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Caporrino will be speaking at the SBC Summit in Rio, which runs from the 3-5 of March.
