Vai de Bob, a young bookmaker operating in Brazil, recently hired Thomas Carvalhaes as regional director for Brazil and LATAM with the aim of leveraging the company's business in the country.
In his first role as a new director, he participated in the Brazilian iGaming Summit and Afiliados LATAM, opening contacts, publicizing the brand and also participated in a panel where he could discuss the topic of sports betting with knowledge of the facts, since he directed other businesses related to the sector during the last four years.
His strategy ahead of Vai de Bob, at this first moment, is to boost the brand's visibility through digital marketing actions. “We have agreements with influencers and ambassadors and there is a whole strategic plan being worked on and executed,” he said. In addition, the company will enter radio and TV shows for image enhancement.
GMB – What do you intend to bring from your experience in the area of gaming and sports betting to Vai de Bob?
Thomas Carvalhaes – The keyword is novelty. There are already many brands operating in Brazil and what can you bring to the country? What we are bringing is a slightly more relaxed “footprint”. Vai de Bob will work on humor and superstition to make the environment lighter and more relaxed. That's what we want to bring new and different to the areas of gaming and sports betting in Brazil.
Vai de Bob, which has only been in Brazil for six months, is already starting to move and become better known?
Certainly. We have a very strong marketing agreement and we will be heavily involved in radio and TV shows on one of the strongest stations in Brazil. We also have agreements with influencers and brand ambassadors. There is a whole strategic marketing plan that is being worked on and executed. Everyone will hear a lot about Vai de Bob.
Will we also see the Vai de Bob brand on uniforms of football clubs?
In principle this is a secondary strategy. We are focusing on digital marketing first. We know that club sponsorship is a highly valued strategy with high returns. Almost all bookmakers have adopted this strategy, but we are prioritizing digital marketing and radio and TV spaces. Later, depending on the opportunities that arise, we will consider football jerseys, stadium signs, etc.
How do you see the sports betting regulatory process?
Anxious and optimistic. We received another promise from BiS that it will take place until December of this year. We hope it actually happens. There are no more words to express how anxious the industry is [for regulation], as well as the population and gamblers. The industry is increasingly growing independently of regulation. So, it is increasingly urgent for the government, Ministry of Economy and regulatory bodies to make that final decision and make things happen.
With the regulation, what will be new from Vai de Bob?
Definitely follow the rules. We will be very attentive in this regard. As soon as the regulation is approved in Brazil, it is already a decision of the board to apply for a license and pay whatever is necessary to have it. And from there, observe both marketing and sports betting guidelines and comply with everything with the best level of compliance.
Will there be other verticals on offer besides sports betting?
It will depend on the regulations that are passed. We know that the regulation under discussion and which could be approved in December only deals with sports betting. If this is the law's determination, we will obviously follow this model, but if other verticals were also approved and allowed, we will explore.
Source: Exclusive GMB
