GMB - What is it like to assume the position of Country Manager at Sportingbet Brazil, and what are your main objectives now?
Antonio Forjaz - Taking on the role is, obviously, an enormous challenge. It is exciting because it's an industry developing very rapidly and still has a lot to unfold in all aspects. Above all, I feel there's a lot of room to build connections with consumers. I believe the main initial objectives are truly to continue consolidating the team here in Brazil, to pool efforts for growth and product improvements for our consumers, as well as to establish a brand that people can identify with, have fun with, and trust.
How did your experience at Amazon Prime Video and Globoplay prepare you for this new role?
Actually, betting is also an area of entertainment. We're trying to show consumers that betting is exactly that, a way for people to have fun. There's also the fact that these are businesses with direct relationships with millions of consumers. In that regard, I believe the main experience or insight I bring is always focusing on the consumer and trying to understand what they need, rather than imposing on them what I think is best. This is very strong in the entertainment industry because we have to be very attentive to what the consumer wants and adapt our product and offer to those desires.
What does it mean to have the backing of one of the world's most powerful companies in betting and iGaming like Entain?
It's obviously very good because, on one hand, we can have a repertoire of learnings and know which mistakes not to make twice. We can be inspired by people who have done things before us and who have a lot of wisdom in the industry. On the other hand, I believe this gives additional strength to our brand in front of Brazilian clients and consumers, showing that Sportingbet is a serious company, a company that people can trust, that has many years of experience and is accustomed to developing the best products worldwide for the betting and iGaming market.
Can the consumer experience on Sportingbet’s platform be improved? How?
We need to acknowledge that we can improve and that there's still a lot of innovation to bring to the consumer. The truth is we have a good, robust product, but we still need and want to do more localization exercises, bring more markets to our consumer, and above all, try to surprise them. Besides offering the basics in an obvious way and ensuring that nothing fails, we want to make sure they can be surprised by the platform. Because, after all, that's what people are looking for.
Entain has played an important role in collaborating with the Brazilian government to provide its knowledge of international best practices in regulation. It's even one of the founding companies of the Brazilian Institute of Responsible Gambling (IBJR). Is this concern for integrity, responsible gaming, and compliance key to Sportingbet's operation?
Absolutely. Entain operates only in regulated markets or markets in the process of regulation. We see this as a brilliant opportunity to legitimize this market, ensure that people feel comfortable betting and entertaining themselves in this way, and above all, help protect the consumer because regulation is exactly that. For us, when our consumer wins, we win too, so there is no other way for us than this.
You state that you will apply new strategies for the company to maintain growth and make sports betting more accessible. How do you plan to do this?
This involves several fronts, and without going into excessive detail, the truth is that it always involves a strong component of product and localization of the experience. Ensuring that people recognize the ease of access, the availability of payment methods, the usability within the site, but also working on the brand. We want to make sure people understand what betting means, that people recognize the fun in betting, and I think this awareness component is fundamental, precisely to ensure this accessibility and ensure that people, understanding exactly what they are going to do, can engage in a deeper way.
What assessment do you make of the first year of sponsorship of the Libertadores and Sudamericana? Does this help with further expansion in LatAm?
Our operation in Latin America is robust, and Brazil is the main focus in this region. We highly value the Libertadores, Sudamericana, and our partnership with Conmebol. We are in the second year of this partnership and are sure that we will execute it even more deeply, bringing novelties to our consumers. In addition, we will continue to benefit from these two competitions, which have enormous recognition and reputation in Brazil and throughout Latin America. The presence of Brazilian teams in the final stages is increasingly noticeable, and we want our consumers to follow their teams going far. The Libertadores is a prestigious competition, and we are very proud to be the main sponsor.
What are the objectives sought by sponsoring the Paulistão?
The Paulistão is a championship we are proud to sponsor. It is highly competitive and not just about access or preparing for Serie A; it has a life of its own. Teams take the Paulistão seriously, and the disputes are fierce until the end among the big teams of São Paulo. Moreover, it is full of surprises. It is a very exciting championship. Our goal is always to associate ourselves with the best moments, leagues, and competitions, reflecting the desires and needs of our consumers.
Do you plan to incorporate new technologies for sports betting and online gaming, such as AI or virtual reality, being them new growing trends?
I believe we are constantly changing. We will continue to be very attentive to everything that the AI universe presents to us. The sports betting and online gaming industry is constantly evolving, and we are attentive to new trends and innovations. Although we don't have anything tangible to share at this time, we believe that AI will have an impact on almost every industry, including ours. Therefore, we do not consider this as a distant future. Sportingbet will remain open and attentive, seeking to understand the needs and desires of our consumers.
Sportingbet won the iBest 2023 award in the Betting and Lotteries category as an outstanding company on the internet, what does this represent for you?
Receiving the iBest 2023 award in the Betting and Lotteries category is an honor for us. It is gratifying to be recognized by our consumers, partners, and the community as one of the best companies in the market. This award motivates us to continue working with dedication and improving our services. More than the award itself, the recognition means that our consumers appreciate our work, and that is what really matters to us. We are committed to providing moments of entertainment and fun to our users, and this recognition drives us to move forward.
Source: Exclusive GMB
