GMB – I would like you to introduce Reals, which was recently born in the Brazilian market. What are the company's objectives?
Rafael Borges – Reals is a company that has been operating in the gaming market since 2018 and effectively entered Brazil in 2022. In 2023, we won ‘Rise Star of the Year’ by SiGMA. We won this award precisely because we revolutionized the Brazilian market in the way we work with affiliates. In the past, affiliates were an audience that couldn't get much resources and we reformulated this entire form of the market and we were very successful with it. We focus a lot on the client's UX, so we had a great result on our website, which meant we had a huge rise in the country.
Is this approach and interaction with affiliates fundamental in the market, which increasingly requires a win-win partnership?
That's what's happening, for sure. We see that, as soon as you have a very well-positioned house, it automatically leaves the affiliate aside. We work completely the opposite of that. We are always focused on the affiliate, despite working with brand positioning. We are investing in two great teams in Brazil that are in Series B, but with a prospect of growth for the Series and, instead of leaving the affiliate aside, we make investments in it. We understand the importance of those who helped us get here and were able to help scale our business. We can't leave them hanging now that our brand is very well positioned.
You mentioned these sponsorships. What will Amazonas and Curitiba count on from Reals? What can they expect from a bookmaker that is pioneering the market at the moment?
We don't want to just stick our name on a shirt. We look for partners and see great potential in this. Today we have a very high average ticket in Paraná. The Amazon is also where we should explore, as it has huge financial potential. We are there to do marketing not 360º but rather 460º.
What can bettors who support these teams expect from Reals?
We have boosted odds for the two teams we sponsor, so we are automatically paying between 25% and 30% more than a conventional home for these two teams. We have welcome bonuses for these guys and we are doing some activations with fan partners, including one that will be launched in Amazonas now. We are going to subsidize part of this amount so that the bettor there pays less to be a fan member and automatically has several benefits in the house, be it with bonuses, free spins, among many other things.
Will there be new clubs ahead? How are you being prospected by teams and how is Reals looking for other partners?
More teams will definitely come. Our company works very intelligently with investments, which is why we intend to validate these processes very well in both teams and then move on to become a top 3 Series A team in Brazil.
So there are big plans…
They're gigantic. This year we will have some news regarding our headquarters, but I can't say anything yet. I can only warn you that we are here to dominate the Brazilian market.
One thing you can say, as everyone already knows, is that Reals has already presented its expression of interest for a license to the Ministry of Finance. Now in March the official window opens. Are you ready for when that moment comes?
Absolutely. We are one of the biggest interested in the regulation of the Brazilian market because we understand that it is still a baby and has a lot to evolve and there is certainly nothing like working in a regulated market, as we create jobs and provide more subsidies to everyone involved who is by our side.
How are you addressing issues such as responsible gaming and combating match fixing?
We really value this at Reals. Many people think that match fixing benefits a bookmaker, but we are the biggest victims. We help in the fight and encourage and raise awareness among athletes from the clubs we sponsor about the problems of these practices.
We are also seeking awareness actions regarding responsible gaming and will launch a major campaign in the national media focusing on this and that we are an entertainment house. We will also show that we are a serious house, that pays the customer quickly and that they can trust.
Speaking of paying the bettor, have you already implemented the main payment methods on the portal?
Yes, we already have the main methods implemented. But what reigns is PIX, which has become popular among Brazilians. There are changes even in bank applications, where the UX is aimed at this. When entering an application, the first key everyone encounters is PIX. The Central Bank tool gave a lot of scale to our business and today we have the fastest PIX in Brazil.
Speaking of UX, does the customer enter the website and immediately understand how to sign up, play and receive their prizes?
For sure. This is our 100% focus. The customer enters the Reals website and immediately understands everything and will make as few clicks as possible to do what they need to do. If he wants to play a game, he makes two clicks. If he wants to make a withdrawal, he makes three clicks. So everything is very dynamic, everything is very fast and everything is very clear.
And multiplatform?
Of course. The customer can play on their tablet, cell phone or computer without any problems.
Source: GMB Exclusive
