Márcio Malta, president of Sorte Online, sees the digital presence of lotteries as a natural path, which will bring benefits both to the market and to the player. “The digitization of services is certainly a channel of no return and will allow sustainable development of the sector, where the private sector can invest to expand the market,” he analyzes.
In order to be in line with the best practices of companies operating in regulated markets, Sorte Online joined the Lotto.com group in 2018, in a strategic partnership.
“The difference is that in the United States we have an evolved and regulated market, and this has been our job here in Brazil: to import good practices, in partnership with operators and regulators,” says Malta.
The lack of regulation of digital services aimed at the lottery segment makes it difficult for companies that offer such solutions to work. In already regulated markets, such as the United States, the penetration of lotteries becomes more significant, causing positive impacts on the economy. In Brazil, only Caixa's lotteries are marketed online in a regulated manner, although some companies, such as Sorte Online itself, offer the intermediation of the commercialization of modalities explored by the Caixa Economica Federal, operating in this segment since 2003.
Those who play in Sorte Online pay an extra fee to be able to play any Caixa lottery directly over the internet, without having to go to a lottery store. The company's flagship is group games, popularly known as “bolões”. These bets are previously officially registered in Caixa's system and made available on the platform to bettors, simplifying the process of placing collective bets, which reduce costs for the consumer.
AIDIGLOT
The search for regulation in Brazil, however, is still not close to being achieved. In order to unify the voice of companies in the sector and facilitate dialogue with Caixa and government entities, Sorte Online became a founding member of AIDIGLOT (Association of Digital Intermediators of Lottery Games).
It is estimated that, currently, there are more than 20 Brazilian companies that offer similar services, of intermediation of bets in lotteries, and that can associate with AIDIGLOT to reinforce the search for regulation.
Among the association's first actions, a visit to Brasília has already been carried out, where representatives participated in hearings at the Chamber of Deputies, the Federal Senate and the Ministry of Economy.
The next steps involve dialogue with Caixa to seek joint solutions on issues such as publishing associates' apps in stores, advertising on platforms such as Google, digital betting payment options and electronic sales solutions, such as self-service totems and the websites and apps themselves.
In addition, AIDIGLOT is also implementing a process called the Registration Game Safety Check, which works as an audit to ensure that all bets marketed on the sites have been officially registered in the Caixa system, thus mitigating risks of fraud to the bettor.
Through these actions and the strength of several companies in the sector, AIDIGLOT aims to ensure that the Brazilian market is increasingly innovative, causing a positive impact on the economy through the collection of lotteries and the generation of new jobs throughout Brazil.
Source: GMB
