Deltano's assistant CEO says that the keys to success in Brazil are localisation and sponsorship.
When Brazil's legal market opens on January 1, 2025, Betano is likely to be one of the top companies. Aris Dimarakis, Betano's deputy CEO, stressed how important support and a localised approach are.
Betano and Brazil
It will be legal to bet online in Brazil in less than two weeks, and companies like Betano have been vying for positions to make sure they are among the first to enter what is likely to become one of the top three gaming markets in the world.
Betano was the first company to apply for a licence in May. Because it relied heavily on sponsorships, the company was able to get its name out there quickly.
Making Betano known all over Latin America
It was Betano that sponsored the Copa América football event over the summer. It also sponsors a number of clubs and the top football league in Brazil.
Betano's support of the Copa América gave the brand a lot of exposure in Latin America.
According to Dimarakis, this is a big reason why Betano is now a leader in the Brazilian betting industry. He told iGB, "Sponsorships with top sports leagues and clubs are central to Betano's strategy for building brand awareness and fostering deep connections with local audiences across Latin America."
"Big tournaments like Copa América give us exposure across the whole continent, making us a premium brand and getting fans really excited about their national teams."
It's also having an effect. Betano had a 23% share of Brazil's betting market in September, according to a white paper from OpenBet that used data from H2 Gambling Capital.
Betano is being careful with its sponsorships, though, to make sure it lives up to its corporate social responsibility (CSR) tasks.
"We are picky about our partners; we only work with well-known brands that share our values so that our relationships are mutually beneficial," says Dimarakis. "Our sponsorships not only get our names out there, but they also help the sports ecosystem grow through CSR projects that strengthen communities and make sure the industry will be around for a long time."
Localisation is very important for Betano in Brazil
Betano is also interested in localisation as a way to take advantage of the huge potential in the Brazilian gaming market.
With companies from around the world like Betano and Flutter adding local ones like KTO and Aposta Ganha, the market is sure to be very competitive.
Because of this, competitive benefits will be very important, and Betano thinks that one way to get ahead is to build relationships with Brazilians.
Dimarakis says that Betano's success in Brazil is due to a plan that is very specific to that country and takes into account Brazilian culture, sports passion, and community values.
"We also work with local celebrities and sponsor famous teams like Clube Atlético Mineiro, which helps us connect emotionally with our fans." Our partnerships go beyond sports; they also help communities through CSR projects.
Betano do Brasil
This app is "a top choice for bettors." It says that
Dimarakis talked about a few projects, such as its "Juntos em Campo" program with the Brazilian Football Confederation (CBF) to promote gender equality in sports and its work with Atlético Mineiro during "Pink October" to raise awareness of breast cancer.
"Betano has become a well-known brand in Brazil, making it a top choice for bettors," Dimarakis says. "Through strategic partnerships, local projects, and a dedicated team based in São Paulo, we've forged a strong bond with the market."
"Being present in Brazil lets us change things quickly and make sure our products are in line with what people there want, giving them a personalised and relevant experience."
More people are excited about launch, but worries of too much regulation still
In the last few months of 2024, it was hard for the Brazilian betting business because people were getting more worried about how gambling would affect their social and financial health.
It looks like people on social aid will soon not be able to bet, and advertising limits have already been put in place to protect children.
It's clear that Brazil has a lot of potential, but Dimarakis warns that the market may not be able to meet that potential if rules get too strict.
"Brazil's upcoming gambling laws mean big growth for the industry," Dimarakis says. "As the economy grows quickly, the market has a lot of room for brands that care about responsible gaming and following the rules."
It is very important to find a regulatory system that is fair for everyone. Too much control could stop growth, but policies that help businesses can make a market that lasts and does well. Operators can make sure that gaming is fair, clear, and focused on players by working closely with regulators.
