In recent weeks, the public has been surprised by the announcement of the arrival of four “new” bookmakers to the Brazilian market. First it was the turn of Beto Jamaica, singer of the group “É o Tchan”, with “BetJamaica”. Then came the former player Bebeto, world champion in 1994, with “BebetoBet”, accompanied by the renowned actress Betty Faria, who presented “BetFaria”. Finally, Antonio Tabet, actor and influencer, disclosed the creation of “TaBet”.
In addition to advertisements with photos, videos and art, the “new players” in the betting industry also presented an official, personalized landing page and profiles on the main social networks. After the repercussion on digital media, advertising was also carried out at bus stops, billboards and banners in the capitals of eight Brazilian states: São Paulo, Rio de Janeiro, Minas Gerais, Pernambuco, Bahia, Ceará, Goiás and Rio Grande do Sul.
All of this was part of an action by the Esportes da Sorte platform – in partnership with Brenda, the agency responsible for the action, which showed a commercial video detailing the action and launching its new slogan: “It's much more than Bet!”. The campaign will run until the end of July.
Always in a good mood, singer and songwriter Beto Jamaica, ex É o Tchan!, admitted that friends and admirers of his work were surprised when they saw the commercial for the first time.
"It had been a long time since I participated in a campaign and it was a surprise for me. People kept asking me: ‘What do you mean you are going to open a bookmaker?’ or ‘What is Betjamaica’. It was really a moment that no one was expecting. There were a lot of comments on social media, especially among fans. Everything people sent me they tagged me on social media, and seeing the photos and the movement, the commercials and advertisements, in short, everything made a very good noise," he says.
The pranks involving Beto Jamaica even involved Bahia, the musician's favorite team and sponsored by Esportes da Sorte. At the beginning of the campaign, Beto jokes with president Guilherme Bellintani and says that his dream was to be a partner of the club, which in this case was obviously just part of the campaign.
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The digital influencer Antonio Tabet, who is one of the creators of the ‘Desimpedidos’ and ‘Porta dos Fundos’ channels, and runs the ‘Show do Kibe’ talk show on the TBS channel, also revealed that people believed that he was really opening a betting shop.
"It was really crazy! A lot of people asked if it was for real after they checked the ‘TaBET’ account on social networks. And even more when they accessed the sites. Famous people came to congratulate the initiative and even my son came to ask me about it. that I was very excited and interested, because I myself had already thought about the possibility of using my name as a pun after the appearance of so many 'Bets'," he explains.
During the two weeks of the campaign, on Twitter, some people were confused and criticized the excessive number of bookmakers that have emerged in the country - most with “Bet” in the name. The explanation of this “movement” became public when Esportes da Sorte showed a commercial video detailing the action and launching its new slogan: “It's much more than Bet!”
“There are numerous betting companies in the country, several with very similar and even attractive names. Our objective, with this disruptive idea, is to show people that Esportes da Sorte stands out not only in its name, but also in its performance, dialoguing with different segments and delivering a quality service to the public,” says Ícaro Quinteiro, Chief Marketing Officer (CMO) of Esportes da Sorte.
About Esportes da Sorte
Founded in 2016, Esportes da Sorte has invested heavily in entertainment and sports. Today, it has partnerships with the actor and digital influencer Carlinhos Maia, with the surfer Pedro Scooby, with the influencer Virginia and with the singer Zé Felipe. It is also an advertiser in FIFA competitions that are broadcast on Cazé TV, by youtuber Casimiro Miguel, and has insertions in the Flow Sport Club podcast.
The company still has commercials and publicity on sports channels such as SporTV, also from Globo, and has participated in some important events, including the carnivals in São Paulo, Rio de Janeiro, Minas Gerais, Salvador and Recife, and Farofa by GKay.
In football, the company sponsors ten clubs (Athletico Paranaense, Grêmio, Bahia, Goiás, Novorizontino, Guarani-SP, Vila Nova-GO, Londrina, ABC-RN and América-RN), and has some athletes as ambassadors, such as Matheus Cunha and João Gomes, from Wolverhampton-ING, and Rodinei, from Olympiacos-GRE. In the universe of games, it sponsors the Flamengo e-Sports team.
With so many properties, the BBB sponsor recently became the first bookmaker operating in Brazil to reach the milestone of 1 million followers on Instagram. In 2021, before starting sponsorship agreements, the number was 70,000.
In terms of the market, between 2021 and 2022, Esportes da Sorte, which also has an agreement with TV Globo for advertisements in Copa Libertadores da América games, showed a growth of 5,219% in the number of transactions carried out in its system, the which resulted in an increase of 6,927% in its revenue.
Source: GMB
