In the coming months of 2024, all gambling and media stakeholders are waiting for the final modalities of the ‘Brazil Bets’ regime to be settled, bringing South America’s biggest sports market into play.
Monitoring developments closely, Murilo Lima, OneFootball’s Director of Partnerships for Brazil and Portugal, warns SBC Summit delegates that Bets’ first movers will face unique localised challenges.
From day one, marketing teams must balance brand exposure and trust within an evolving regulatory framework, in which Lima believes operators will likely invest in trusted media, publishers, and apps to establish a localised presence.
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SBC: Murilo, thanks for this interview. For OneFootball, how important is the upcoming launch of the regulated betting market in Brazil?
Murilo Lima: The upcoming regulation in Brazil is significant for OneFootball as we refine our strategy with trusted betting brands in Brazil. This phase aims to enhance user experience by partnering exclusively with reputable companies and offering customized products tailored for this audience. Additionally, we’re developing a marketplace where these brands will actively participate, solidifying OneFootball’s role as a comprehensive platform seamlessly integrating football fans and sports bettors.
SBC: In the regulated agenda, advertising and sponsorships remain yet to be settled disciplines. How do you view the proceedings towards a regulated framework?
ML:With regulations shaping the landscape, the advertising industry is set for significant change. Brands will increasingly prioritize investments in trusted media, publishers, and apps to align with regulatory requirements and maximize their advertising effectiveness. As the regulatory framework evolves over time, betting brands will need to adapt their investment strategies to remain compliant and competitive in the marketplace.
SBC: Recognized as the world’s leading football app, how selective will OneFootball be in its promotion of Brazil-licensed bookmakers? (What type of partners are you looking for?)
ML: OneFootball values quality partnerships above all else, just as we do in other regulated markets. We maintain a selective approach with Brazil-licensed bookmakers to ensure our users have the best experience possible. Our focus is on delivering an exceptional user experience with content and advertisements that resonate seamlessly with their interests. This approach ensures our users receive relevant and valuable experiences with us.
SBC: Can you detail to Lisbon delegates how football audience engagement fundamentally differs in Brazil in comparison to other markets?
ML: In Brazil, fans prioritize emotions and passion over mere statistics. They seek content that goes beyond numbers, unlike fans in other regions who often focus heavily on data, especially in betting. OneFootball understands this preference and offers a blend of emotional storytelling and insightful statistics. This approach makes us the ideal platform for Brazilian fans who value both the passion of football and the depth of its analysis.
SBC: As it stands, what are the unknowns with regards to betting partnerships in the Brazil market?
ML: The concerns revolve around the post-regulation landscape with fewer bookmakers in the market and their strategies for brand promotion. New brands entering will need to build awareness, while established brands can focus on engaging users and making strategic investments. Balancing these dynamics will be crucial for betting partnerships in the evolving Brazil market.
SBC: Industry observers expect much advertising noise when the regulated market is launched… Why will mobile be the best tool for audience capture and engagement?
ML: Mobile devices are the ideal platform for betting bookmakers to effectively promote their brands. Platforms like OneFootball use this by sharing engaging text, videos, and stats, ensuring they reach the audience at the right time when bet consideration is high.This strategy boosts visibility, engages users, and attracts those interested in betting opportunities.
SBC: Why should betting brands follow OneFootball’s Brazilian developments?
ML: Betting brands should follow OneFootball’s developments in Brazil because we can connect them with deeply engaged football fans. Our platform helps brands achieve three key KPIs: acquiring new customers, increasing customer logins, and boosting bets placed. Partnering with OneFootball enhances iGaming brands’ perception, positioning them favorably with our audience.
We aim to be the top betting marketplace for football fans, enhancing visibility, engagement, and relevance through strategic partnerships and a user-friendly approach in the dynamic Brazilian market.
Join the SBC Summit at the Feira Internacional de Lisboa from September 24-26, where 25,000 sports betting and iGaming industry professionals will converge for three days of networking and educational sessions led by over 450 senior decision-makers. Get your tickets now (Early Bird Deal is currently available).
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