Bruno Geraldini, Country Manager for Brazil at Brazino777, discusses the dynamic landscape of the Brazilian gambling market, sharing insights into the challenges of adapting to rapidly evolving regulations, the role of influencers and ambassadors in marketing strategies and the importance of tailoring content and platforms to engage the diverse Brazilian audience effectively.
How pivotal do you believe influencers can be when it comes to engaging audiences in Brazil?
Bruno Geraldini: Influencers play a vital role in connecting with Brazilian audiences, helping us expand our reach and strengthen our brand presence. Our collaborations with local influencers are carefully tailored to their unique style and platforms, whether they’re dancers, musicians, or content creators. This approach ensures that each partnership feels authentic and resonates with their audience.
Our focus is on measurable outcomes, such as boosting views, increasing brand awareness and driving social media engagement. For example, while TikTok’s guidelines limit direct casino promotions, we’ve successfully partnered with creators like Daniel Brito. His short videos, such as asking women on the street if they’d be his girlfriend for 20 minutes, resonate with audiences. One of his TikTok posts recently reached over 13 million views on 28 November, showcasing the massive reach and engagement these collaborations can achieve.
Do you believe that Brazilian operators need to take a measured approach to marketing as the country opens up its gambling framework?
BG: Absolutely. The rapidly evolving regulations demand swift and strategic adaptations. Many of these changes benefit both operators and players, but implementing them under tight timelines can be challenging. For instance, we had to completely overhaul our bonus system in just two weeks to align with new restrictions, particularly on welcome bonuses.
Operators must tread carefully and remain adaptable. At Brazino777, we prioritize fast and efficient responses to these changes, ensuring we stay ahead while maintaining compliance with the new framework.
What type of ambassador activations can be key to unlocking the Brazilian market?
BG: We’ve seen significant success with jingles in the past. Brazilians love catchy tunes that they can connect with, and our jingle Jogo da Galera has been a huge hit. It not only helped us establish our brand but also positioned Brazino777 as a casino for the people. We’re fortunate to have had MC João bring his talent and energy to this project.
How crucial do you think streamers can be for Brazilian operators as they undertake their marketing strategies in Brazil?
BG: Streamers are incredibly valuable for promoting our products, especially on platforms like Twitch, which has a strong following in Brazil. They engage audiences by showcasing gameplay, sharing tips, and introducing our brand in an authentic and entertaining way.
At Brazino777, we’ve partnered with several streamers and found these collaborations to be highly effective. Their ability to connect with their followers and build trust makes them key players in our marketing strategy.
What due diligence do you believe Brazilian operators need to take in terms of partnering with brand ambassadors or influencers?
BG: In a regulated market, operators must adopt rigorous due diligence processes when selecting ambassadors or influencers. This includes conducting background checks to ensure they haven’t promoted unlicensed operators or engaged in misleading practices. Aligning values and ensuring compliance with responsible gambling practices is also critical.
Partnerships must adhere to regulations, including those set by the Statute of the Child and Adolescent, Annex X of the CONAR Code, and Ordinance 1,231/2024. Contracts should define clear responsibilities, require participation in compliance training, and include penalties for non-compliance. Ongoing monitoring of influencer activities is essential to ensure alignment with regulatory standards. By maintaining transparency and adherence to these guidelines, we can safeguard our reputations and build public trust.
What specific casino content do you think will thrive in the Brazilian market?
BG: Currently, content centred around popular games like Fortune Tiger, Aviator, and Fortune Rabbit performs exceptionally well. Audience preferences are shaped by trends, promotional efforts, and individual tastes. To succeed, content strategies must balance these factors, adapting to the ever-changing landscape and preferences of different target groups.
Can you tell us more about the specific platforms that you believe will do well in terms of engaging Brazilian players?
BG: WhatsApp holds enormous potential due to its widespread use in Brazil. Instagram continues to bring in new players consistently, and we expect that trend to persist. Platforms like Twitch, Telegram and TikTok are also key to our strategy.
However, it’s crucial to tailor approaches to each platform, taking into account both the target audience and the specific promotional methods allowed. With a thoughtful strategy, every platform can become a valuable tool for engagement, regardless of its overall popularity.
If an influencer or ambassador has previously promoted a grey market site, how can they bring themselves on to the regulated market or are they somewhat blacklisted forever?
BG: Past promotion of grey market operators doesn’t automatically disqualify influencers or ambassadors from participating in the regulated market. Prior to formal regulation, the entire market operated in a grey area.
Now, with clear guidelines in place, influencers must strictly adhere to legal and ethical standards, including compliance with the Statute of Children and Adolescents, the CONAR Code, and Ordinance 1.231/2024. These rules prioritise responsible advertising and the protection of vulnerable audiences.
To transition into the regulated market, influencers must commit to these standards, remove any non-compliant content and ensure full transparency in their partnerships.
What do you think you can gain from the SBC Summit Rio and why is the event so important?
BG: Our team is excited to exhibit at SBC Summit Rio this year. Our experience at SBC in Miami in 2024 offered excellent networking opportunities, and we’re looking forward to achieving similar results in Rio. This includes building new connections, attracting affiliates and uncovering opportunities that can help us grow further in the Brazilian market.
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