The rules that will definitively regulate betting platforms in Brazil will come into effect in January 2025, and December is the deadline for interested parties to submit all documentation.
Those that are approved by the government will be able to use the domain "bet.br".
In the first quarter of this year, the Ministry of Finance received accreditation from companies interested in operating in Brazil. Around 132 applications were received, including from the country's main television conglomerates.
Band is negotiating partnerships with other betting companies, still defining percentage issues regarding participation in this entry. One of them would be with the OpenBet platform, which has a strong presence in the United Kingdom, United States and Canada, and is publicly traded on the New York Stock Exchange.
Globo, which controls the Cartola FC game, created in 2005 with paid and free modalities via app making the user the coach of the team and creating their lineups in the Brazilian Championship games, is also interested in accreditation until it receives approval to launch its bet on the market. The registration with the Ministry of Finance came from DFS Entretenimento, owner of Cartola FC.
In the case of SBT, the situation is more advanced. The Silvio Santos Group is just waiting for the regulation to be finalized to get the project off the ground. Two names have been identified as being interested in obtaining a national license, namely Baú Bet, directly linked to Silvio Santos' famous company, and Tele Sena Bet, owned by Henrique Abravanel, the brother of the owner of SBT.
Experts explain the case
For Ricardo Bianco Rosada, founder of the consultancy brmkt.co, which works in the areas of strategy, branding, marketing and business development, large media groups have two important assets for a sports betting brand in Brazil.
"The first is their credibility, and the second is their audience, since, although television has been competing with the 'other screens' of the digital world for some time, their capillarity and penetration remain significant. From the point of view of media groups, I see operations as a way to diversify their business models and monetize their audiences," he analyzes.
"It is natural that now, in the final stretch of regulation of the sector, companies traditionally from other segments are joining the fray, as was the case with Globo and Band, and now with Grupo Silvio Santos, owner of SBT," highlights João Fraga, CEO of Paag, a company that has launched products to help operators adapt to the new guidelines.
"With the accelerated growth of sports betting in Brazil and the entry of major players, we are witnessing a significant transformation in the market. The ongoing regulation promises to bring more security and reliability to bettors," comments Edson Lenzi, CEO of PayBrokers, a company specialized in financial transactions in the segment.
Source: Folha
