GMB – What is the reason for the growth of Esportes da Sorte in these five years?
Ruy Conolly – The great differential of Esportes da Sorte is the work methodology, its vision and experience in other game modalities, such as lotteries, horse racing and we already had a very interesting project, Quina da Sorte. Our company is very focused and all our employees want to interact and feel at home. The union of our team is one of the main reasons for the company's success and it is focused on the future.
Every time we turn on the TV to watch football, we see Esportes da Sorte. The same thing happens when we watch Big Brother Brasil. Is this a demonstration of the company's strong vocation to reach all layers of society?
Exactly. Our slogan is “We are more than bet”, we are the bettor's home. We want everyone who enters our site to feel happy and participate. And when you see our commercials on TV, you will feel like the owner and the main target of our home.
Being home to the bettor and more than a bet made you create an advertising campaign that was a success. How did this idea come about and what was the effective result of it placing so many important personalities in the media?
I thought the idea was fantastic. It came from our marketing team and we immediately embraced the proposal. The staff managed to get the central idea that we are more than a bet, but the home of the bettor. Very cool to have Betty Faria and Bebeto, among other actors, who understood the concept created in the campaign. The characters bought into the idea and liked it. Today they are already part of our “home”.
And a campaign like this is not only in the minds of gamblers, but also for society as a whole!
Clear. And that was our goal. When you do a strong undertaking and count on a competent and honest team, the return will always come. We managed to get into people's minds. When they stop by the stand, they seek us out to learn more about our company and the work proposal we promote. This has been very interesting, and seeing that some visitors came to the fair to experience everything we offer and to talk to us. The brand was very strong in Brazil.
Was it a gamble that paid off? Did your participation in television media reinforce this even more?
Yes. We had several influencers, such as Carlinhos Maia and Deolane Bezerra, and we felt the need for TV, which is very important. Adding our performance with sport on TV is having a very good and well-informed effect on our objectives.
Speaking of goals, what are Esportes da Sorte's plans for when the sports betting regulation comes out?
Regulation is extremely important and we support the government's initiative to pursue this. So much so that we are helping the Executive by answering questions and offering ideas. The regulation will be good for everyone and it gives credibility to our company and to the Brazilian market, the fastest growing one in the world.
And what are the plans of Esporte na Sorte?
With the regulation, we want to grow as a company and continue contributing to Brazil and society. Our focus is to be on the side of the government and the people, to contribute to the country. There are many mini-bets that try to take advantage of the market and do not have the credibility and seriousness that Esportes da Sorte has achieved. From our point of view, regulation will make things serious and make things more serious. A serious sports bookmaker is able to offer not only betting, but entertainment, while working for sporting integrity. People like fun and he deserves an honest way to have fun and be confident that he is in a serious environment.
Source: Exclusive GMB
