Regulation Will Change the Service Landscape for the iGaming Sector in Brazil

The regulatory process for sports betting in Brazil, set to take effect in 2025, introduces significant changes not only for consumers but also for companies offering services tailored to the specific needs of operators aiming to comply with the new legislation.

Among these companies is Samba Digital, a US-based marketing agency with extensive operations in Brazil, focusing on both the sports and iGaming sectors. The forward-thinking approach adopted by the agency has helped its clients optimize performance marketing campaigns, with notable KPIs in the first half of 2024, including a 285% reduction in cost per FTDs (First-Time Deposits) and a 75% increase in the number of FTDs per new registration generated.

In alignment with the demands of Law 14.790, which regulates sports betting in Brazil, Samba Digital will invest locally to meet regulatory requirements, thus supporting its clients who are in the process of establishing themselves in the market.

“Brazil has always been a key market for Samba Digital’s clients. With the regulation of sports betting, our goal is to add value, share our expertise in regulated markets, and support major international brands in the sector locally. This also opens significant doors for our sports clients, who may now consider partnerships in a regulated market,” said Fréderic Fausser, CEO of Samba Digital.

Currently, the agency’s main areas of focus include Growth & Media—digital market data analysis and insights—as well as social media management, content creation, public relations, and physical marketing activations.

Beginning in 2025, operators that have applied for and been granted approval from the Ministry of Finance will operate under the technical scrutiny of CONAR (National Council of Advertising Self-Regulation) to comply with Annex X. They will also be required to pay specific national taxes on contracted services. As such, agencies and companies with local operations will become attractive due to their compliance with the legislation.

5 Million People Bet While Watching Sports

Samba Digital’s local operations in Brazil, combined with access to performance monitoring and consumer behavior tools, result in more accurate insights, such as the knowledge that five million people—out of a universe of 25 million—claim to place some type of sports bet while watching events. Furthermore, 7% of 804,000 people extend their betting beyond sports, wagering on political events or television shows like “Big Brother Brazil” and other reality programs.

Knowledge of the Brazilian Market

Over the past five years, as operators have established themselves in the Brazilian market, Samba Digital has specialized in a range of services, from comprehensive 360° on-and-offline marketing campaigns to intermediary and sponsorship management opportunities with top-tier Brazilian football clubs, as well as data-driven consulting and business development.

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Uma publicação compartilhada por Esporte Clube Vitória (@ecvitoria)