The SBC Summit Americas 2026 will bring together 10,000 professionals from the betting industry between June 9th and 11th at the Broward County Convention Center in Fort Lauderdale for lectures, business meetings, and networking.
One of the speakers at this edition of the SBC Summit Americas is Fellipe Fraga , CBO of Stellar Gaming (EstrelaBet and Vupi). Fraga will be part of the panel “Strategic Shift: Transforming iGaming’s Identity for the Global Stage” on June 10th, alongside Jamie Esparza , CEO of the Jer Group.
SBC Notícias Brasil interviewed Fraga to preview some of the topics that will be discussed during his panel on the transformation of iGaming at the SBC Summit Americas.
SBC News Brazil: In practice, what elements make an iGaming platform closer to entertainment than to a simple betting transaction?
Fellipe Fraga: A platform reaches the right level when it fully understands the importance of user experience, from visual presentation to transaction speed and better offers. The concept should always be inspired by retail: an environment suitable for its audience allows them to feel more comfortable and have fun there.
SBC News Brazil: What can the sector learn from other entertainment industries, such as gaming, sports, media, and streaming?
Fellipe Fraga: Sport is a more formal industry that works with customer engagement regarding passion and the vision of the physical and mental challenge that competitiveness demands. Similarly, the media connects information and imagination.
At first glance, both teach us how an iGaming platform can work in offering the imaginary, which, in our case, is the uncertainty of the future. Gaming and streaming, on the other hand, are more modern industries. They teach us that it is important to be attentive to the rapid evolutions that current times bring and enhance the customer-product relationship.
SBC News Brazil: How to create a more engaging experience without risking encouraging behaviors that could be considered excessive?
Fellipe Fraga: When you internally understand that a product is for entertainment and fun, naturally your thinking finds limits: humanly, as adults, leisure has its place, but always in a responsible way.
Thus, technology itself becomes an ally by enabling tools that identify signs of harmful behavior and direct communication to prevent problems, something only possible within legalized operations that are already committed to rule-abiding behavior.
SBC News Brazil: What differences do you see between Latin American markets when it comes to engagement, consumer behavior, and industry maturity?
Fellipe Fraga: Latin America is a bloc, but it’s far from homogeneous. Despite our shared passion for sports, especially football, the way the sector operates varies. While in Brazil the approach is almost exclusively digital, from transactions to customer relations, other countries utilize physical channels, driven by their own culture that embraces “land-based” casinos.
However, the trend is towards a generalized evolution of maturity, with a balance of trends in a short period, caused especially by digital inclusion and improvements in telecommunications.
SBC News Brazil: Over the past few years, we’ve seen operators expand their portfolios to include games with more Brazilian or Latin American elements, in a movement described as ‘tropicalization’. How important is it to offer a game featuring a stray dog or a macaw, for example, instead of more foreign elements?
Fellipe Fraga: A few years ago, it was common to see game offerings with themes that worked well in European and Asian markets: themes like mythological deities and magical beings from the East still have their place. But by offering products that communicate with the target audience, there’s an even better connection, because it reduces friction and the naming conventions of the elements and characters.
The names, often foreign, are replaced with local expressions. A slot machine of oriental origin becomes “the little tiger,” a game about Greek mythology becomes “the old man with the lightning bolt.” It’s practically a step further. When you have a game with national elements, you save time and improve connectivity.
SBC News Brazil: What are the main challenges in communicating with the Brazilian target audience at a time when public opinion and a significant portion of politicians are against gambling?
Fellipe Fraga: The biggest challenge is showing that there are two distinct and conflicting worlds: the first is the regulated sector, with serious, committed companies that comply with legal requirements, especially in defending responsible gaming and the integrity of the sport; on the other side is the illegal sector, which, in my view, has even larger numbers, since they occupy advertising and promotional spaces that we, from the “regulated team,” do not occupy.
Both the press and politicians see everything as one thing, when in reality they should connect more with us in the fight against those who only cause harm, deception, and do not contribute to the country. When there is a correct understanding and joint effort for the correct channeling of information, the general public will come to understand that it is possible to have fun with betting, in a responsible and balanced way, and this only in regular operations.
SBC News Brazil: The World Cup is undoubtedly the biggest event of the year for Brazil and other Latin American countries. How can an operator distinguish itself from the others in this battle for customer acquisition?
Fellipe Fraga: Latin America’s passion for football will have the opportunity, after 12 years, to host a World Cup on its own soil. Not only will Mexico be the host country, but the Latino community in the United States will also benefit from the event. For the continent, there’s also the advantage of the time zone difference, as the games take place at convenient times for watching.
The competition, so to speak, will depend on how the customer perceives the operation as a good space to complement the fun the event will bring: sitting with friends and watching a game can be even more fun when you place a bet.
SBC News Brazil: Research indicates that the number of occasional and beginner bettors is expected to skyrocket during the World Cup. How can these customers be convinced to stay after the World Cup ends?
Fellipe Fraga: Customer retention will be the key differentiator and, consequently, the biggest challenge after the World Cup. From the second phase onwards, when the volume of games decreases, operations will have to know how to keep the customer in contact with the brand so that they always remember this entertainment option and the brand as their primary choice.
For new customers, it will be important for the brand to deliver such a positive and seamless experience that even in other competitions, other sports, or even another product (such as casinos and virtual games), the customer can enjoy leisure in a safe and fun environment.
Purchase the Conference Pass to gain full access to the SBC Summit Americas 2026 “Knowledge Vault,” including workshops, post-event content, and the exhibit floor.
Operators and affiliates can request the VIP Pass free of charge.
SBC also offers VIP Pass, Expo Pass, Networking Pass, and Business Pass. Check out all the available options here .
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Source: SBC Noticias BR
