GMB – How is TVBET, the newest sports betting house of the NSX Group, positioning itself in the Brazil’s northeastern market?
Bruno Di Lorenzo – We are seeking to position ourselves based on our cultural identity in our communication. We are very strong in Bahia, Paraíba and Rio Grande do Norte. We are sponsoring Botafogo-PB, at the same time we show the population that the sports betting culture is one of healthy entertainment. We bet a lot on this idea of betting on your team and feel the excitement of the entertainment that generates this game, which is sports betting.
In addition, the NSX Group works a lot on location. This is how the group identified the Northeast as one of the regions to have a bookmaker dedicated to this community. Is this strategy working?
For sure. Our intention is to move into the states, not being restricted to the capitals. We want to promote spaces where there are gamblers in all regions, including smaller cities in the interior of the states, getting closer to these people. There is still a certain fear of some people about this type of entertainment. Thus, our marketing focuses on demystifying any negative impression, bringing the nuances of our regionalism in our communication.
In the current campaign, “No one plays like us”, we allude to things that only people from the Northeast do, such as: “nobody dances like us”, now that we are in the middle of the June festivities. We bring this communication and realize that whenever we are closer to the consumer, we create a much deeper bond and affective memory. And being at BiS SiGMA, such an important event, only makes us realize even more the strength of this industry. This encourages us to advance more and more throughout Brazil. We have a country of continental dimensions and with very specific regional particularities. Foreigners who arrive here are interested in understanding these particularities and we, who have experienced this, know the small nuances and focus on marketing to generate this affinity.
With only nine months of activity, has TVBET reached the first expected targets?
For sure. The estimate, now, is to continue on this ramp to start expanding not only in the Northeast, but we want TVBET to enter the entire national territory. It is our long term project.
Source: Exclusive GMB
