The process of regulating sports betting in Brazil, which comes into effect in 2025, brings several changes to consumers, but also to companies that provide services focused on meeting the specific needs of operators seeking to comply with the legislation.
Samba Digital, a North American marketing agency with extensive operations in Brazil in the sports world and also in the iGaming universe, fits into this context.
The company's cutting-edge positioning has helped its clients optimize their results in performance marketing campaigns with KPIs in the first half of 2024, such as: a 28.5% reduction in the cost per FTD (First Time Deposits) and a 7.5% increase in the number of FTDs per new registration generated.
To be aligned with the specific demands of Law 14,790, which regulates the operation of sports betting in Brazil, Samba Digital will invest locally to meet regulatory requirements and, in this way, assist our clients who are in the process of establishing themselves locally.
"Brazil has always been a key market for Samba Digital clients. With the regulation of sports betting, our goal is to add value, share our knowledge of regulated markets and support major international brands in the sector locally. This also opens important doors for our clients in the sports sector, who may consider partnerships in a regulated market," highlighted Fréderic Fausser, CEO of Samba Digital.
Currently, the agency's main areas of activity are Growth & Media – data analysis and insights from the digital market, as well as social media management, creation of specific content, as well as public relations and physical marketing actions.
As from the beginning of 2025, operators that have requested and had their registrations approved by the Ministry of Finance will operate under the technical scrutiny of CONAR (National Council for Advertising Self-Regulation) in compliance with Annex X and will have to pay specific and national taxes for the services contracted, agencies and companies that have local operations will thus become attractive, as they will be in compliance with the legislation.
5M people claim to bet while watching sports
Knowledge of the Brazilian market through local operations combined with access to performance monitoring tools and also consumer habits makes insights more assertive, such as knowing that five million people - out of a universe of 25M Brazilians - claim to make some type of sports bet while watching sports events.
Furthermore, 0.7% of a total of 804,000 people go beyond sports betting and expand their bets to bets related to political issues or television programs such as Big Brother Brasil or other reality shows.
Knowledge of the Brazilian market
Over the five years that the operators have been present in the Brazilian market, Samba Digital has specialized in various levels of delivery, from robust 360º marketing campaigns on and offline, to intermediation and management of sponsorship opportunities for elite Brazilian football clubs, to consulting based on data science and business development.
Source: GMB
