As the race for innovation intensifies across the gaming industry, 3C Gaming is emerging as a trailblazer with two pioneering initiatives announced in 2024, poised to reshape Brazil’s gaming landscape.
Established in 2020 amid a global pandemic, 3C Gaming has swiftly built a reputation in the sector, boasting an impressive client portfolio that includes Heineken and Amazon, while fostering a strong community and staying agile in an ever-evolving market.
Ahead of his attendance at the SBC Summit Latinoamérica, SBC News had the opportunity to speak with Carlos Saito, Partner & iGaming Managing Director at 3C Gaming. With over a decade of expertise spanning digital marketing, data analysis, and esports, Saito has become a pivotal figure in digital and affiliate marketing.
In this interview, he shares insights on how 3C Gaming’s focus on creativity has driven its success, the importance of prioritising player safety, navigating shifting regulations, and the critical role of a client-centric approach.
SBC: Hi Carlos, thank you for taking the time to speak with us. When looking into 3C Gaming, one of the most impressive aspects was the wide range of industries you’re involved in, with clients like Heineken and Amazon Prime. How do you see your experience across these diverse sectors influencing your approach and potential impact in the iGaming and betting industries?
Carlos Saito: Thank you for the opportunity to speak broadly about 3C and for being so welcoming to us in this vast industry. Working with such traditional brands has allowed us to better understand their thought process and how to be client-centric, helping us all meet our goals and build strong, long-lasting relationships.
Having this background is crucial in iGaming and betting, as these are markets where decisions must be made quickly. Strategies often pivot rapidly, so our processes and strong partnerships ensure that we keep KPIs on track while maintaining brand safety and adhering to regulations in our distribution among streamers and tipsters.
SBC: In August 2024, 3C Gaming announced the launch of ‘3C iGaming’, a division focused on the Brazilian online betting market. What led to the decision to focus on Brazil, and how does 3C iGaming differentiate itself from competitors in terms of the value it offers to operators?
CS: Launching 3C iGaming was a natural step for us. Working with games, esports, and streamers in Brazil for the past 15 years led us to onboard betting brands, much like we do with the traditional market, into this entirely different digital environment. The past three years have been crucial for designing workflows and preparing our assets to better understand their audience and ensure we check all the boxes in the marketing funnel checklist.
I believe we stand apart from competitors by leveraging our diverse backgrounds to fill every gap our clients may have, whether through using our own assets or facilitating connections between our partners.
SBC: Since 2020, 3C Gaming has collaborated with major industry players like Betano, Sportingbet, Stake, and Superbet to strengthen their presence in Brazil. What have been some of the key lessons learned from these partnerships, and how have they shaped your approach in the market?
CS: The market has shifted in so many aspects that we can only hold on to two different key lessons:
- Nothing is permanent—be ready to pivot your thoughts, mindset, and strategies.
- Everything is possible—thinking creatively is one of the most essential aspects of working with betting and iGaming.
Every other month, we make changes, ranging from major shifts to minor tweaks. We focus on how our assets promote our partners to test various hypotheses, increase performance, or drive a specific behaviour a partner’s campaign demands.
SBC: What impact has the new regulatory framework in Brazil had on your day-to-day operations? Were there any unforeseen challenges and how did you overcome them?
CS: The regulatory framework in Brazil has been a blessing to our operations. Working with long-term partnerships keeps us in the market, and we have been preparing all our assets over the past three years with this in mind. We feel well-positioned to help everyone enter the market in a way that respects regulations while promoting responsible practices. Our work is carried out in a manner that prioritises the well-being of our audience and players.
SBC: Earlier this month, 3C Gaming launched Insight Bet, a project aimed at surveying sports betting habits in Brazil. Could you share the key objectives behind this initiative, what insights you hope to uncover, and how you believe Insight Bet could shape the future of the industry?
CS: Our goal for Insight Bet, which I hope to share the first results from soon, is to become the main source of information for betting and iGaming in Brazil. We aim to answer questions such as where players discover new brands, how they decide to try a new operator, and what the key reasons are for their loyalty to an operator. The idea is to provide updates and shift focus from time to time. As time goes on, iGaming is becoming increasingly present in the lives of Brazilians. Brands, content creators, users, and even the government need to better understand consumer habits in this market.
SBC: You’ve been a prominent figure in digital marketing for over a decade. In your view, what have been some of the most significant changes in Brazil’s digital marketing landscape, and how do market preferences in Brazil differ from those in other regions?
CS: The whole market is unlike anything else in the world, and it becomes more sophisticated exponentially as time goes by. It’s incredible to help build such complex environments.
Everything has changed in Brazil’s digital marketing landscape—from e-commerce to digital content, games, digital products, web3, and now iGaming. All of these sectors are competing not only within their niche markets but also with one another. Agencies, content creators, platforms, and brands are running smarter campaigns and doubling down on strategic strengths to capture their share of this sector.
The Brazilian market has been exposed to all kinds of digital products and initiatives; therefore, simply promoting something is no longer enough. You must be client-driven, constantly engaging, and create a sense of community if you want to thrive.
SBC: 3C Gaming is also closely linked to the video game industry, with projects like SURPRISE.CO, a dedicated Fortnite community, and partnerships with PUBG and Ubisoft. How do you view the current landscape of streamers and influencers in gaming, and what steps can be taken to further integrate them into the iGaming sector for greater exposure?
CS: Before the new Brazilian regulation, streamers and influencers were recklessly used, delivering content and pushing results by any means necessary. This approach was not healthy for the market or the brands in the long term.
Being part of the gaming and streaming community in Brazil has helped us build frameworks and design better conversion and awareness funnels for both new brands entering the market and growth opportunities for the brands that have been operating in Brazil for a few years now.
SBC: You are set to attend SBC Summit Latinoamérica later this month; what are your main expectations and goals for attending the event?
CS: My main goals are always the same: to bond with and strengthen our relationships with current partners while having the opportunity to meet face-to-face with potential new clients. There’s nothing like an in-person meeting with those who are building the market alongside us! 3C is well-known in Brazil, and it’s important to demonstrate that serious companies are paying attention to and investing in the iGaming business.