Since the beginning of October, betting companies not authorized to continue operations, according to the list released by the Ministry of Finance, were definitively blocked by the National Telecommunications Agency (Anatel). According to the government, this was an initial measure aimed at creating a safer, more controlled environment for users, with 210 betting companies authorized to operate in the country according to the final list released.
"By joining the group of countries that have already regulated the betting market, Brazil is positioning itself strategically on the global stage. This change represents an opportunity to boost the country’s economy and increase transparency in the sector," says Talita Lacerda, CEO of Bet7k, one of the companies authorized to operate during this transition period.
At Bet7k since 2021, Talita defies the norm of the male-dominated betting industry, as one of the few women to hold the CEO position in a company of this size. Currently, the platform sponsors several rising clubs in the national scene, such as Novorizontino, Mirassol, and Athletic, and believes that the new rules will be essential for the sector's continuity within sponsorships.
"Regulation brings a new perspective and legal security to sponsorship contracts, making the environment more attractive for both sponsors and those sponsored," she explains.
Below, the exclusive interview with Bet7k CEO Talita Lacerda in Exame:
What does it mean for Bet7k to be among the first companies authorized by the government, and what do you expect from this regulation going forward?
Talita Lacerda: Being among the first companies legally authorized to operate in Brazil is a significant milestone for Bet7k. This recognition demonstrates the commitment and seriousness with which we have conducted our operations from the start, always prioritizing transparency, compliance, and user safety. With regulation, we believe the Brazilian market will be elevated to a new level, providing a safer environment for players and attracting significant investment into the country. We expect this change to bring more clarity in rules, better market practices, and a fairer competitive environment, benefiting not only companies but also players.
One of the main concerns at this time is related to responsible gaming and controlled advertising. What has been your approach to these two points?
At Bet7k, responsible gaming is an absolute priority. We have developed and continuously improve a series of initiatives to ensure that our users can enjoy themselves safely, offering self-exclusion tools, deposit limits, and guidance on responsible gaming. Additionally, we have been working to raise awareness among our customers about the risks of excessive gaming, promoting responsible and safe entertainment. Regarding advertising, we take an ethical and careful approach, ensuring that all our campaigns target adult audiences and are clear about the risks associated with gambling. We are fully aligned with regulatory requirements and will continue to invest in campaigns that prioritize consumer protection.
As for sponsorships, do you plan to maintain your investment with a regulated market?
Definitely. Regulation brings new perspective and legal security to sponsorship contracts, making the environment more attractive for both sponsors and those sponsored. We will continue investing in strategic partnerships with clubs and other collaborators, strengthening our brand and supporting sports development in Brazil. We believe that a regulated market will not only bring benefits to the sector but also elevate the quality of partnerships, allowing us to create more impactful and sustainable actions alongside our partners.
Regulation is already in place in several other countries worldwide and in 18 of the 20 G20 nations, with Brazil now becoming the 19th. What changes now?
Without a doubt, regulation is a game changer for Brazil. By joining the group of countries that have already regulated the betting market, Brazil is positioning itself strategically on the global stage. This change represents an opportunity to boost the economy, with tax revenue projected to be reinvested in social projects, in addition to increasing transparency in the sector. We expect that the positive impact will extend to job creation, with new positions created both directly in the betting industry and indirectly in related sectors, such as technology, marketing, and financial services. Regulation will also enable greater control and combat of the illegal market, ensuring more security and protection for consumers.
Source: Exame
