Want the answer? Simple: strong brands. I could end the article here, but let's go further and discuss how a brand can thrive in a highly regulated and hyper-competitive market.
In the latest Meio&Mensagem Agencies and Advertisers report, we had five brands related to the sports betting and iGaming market among the top 60 advertisers in the country — including Betnacional, Betano, Betsul, Sportingbet, and Esportes da Sorte. Alongside bet365 and Blaze, the above brands are also the most relevant in awareness and traffic in Brazil today.
The current scenario
Since Law No. 13,756/2018 legitimized sports betting as a fixed-odds lottery, sponsorships, stadium ads, and TV commercials have dominated marketing strategies. The sector is also the biggest investor in football, being present in nearly all Série A teams of the Brazilian Championship.
Surprisingly, the numbers tell a different story: only 22% of bettors watch games while betting, and about 65% of the revenue comes from online casinos (iGaming), not sports betting. Even so, football has worked very well as a vehicle for promoting betting platforms.
In 2021, digital influencers entered the scene in force, driving brands with exponential growth.
Until October 2024, virtually all Brazil-focused operations relied on aggressive bonus offers, leading to a commoditized market with an exclusive focus on acquisition.
Seeking opportunities, some users held accounts in as many as seven betting platforms. But don’t be mistaken; it worked, and we created billion-dollar companies during this period.
Regulation: the watershed
Finally, in 2025, due to Law No. 14,790/2023 and its regulations, the market is now regulated, imposing strict rules on compliance, governance, AML (anti-money laundering), customer service, advertising, and more.
In this new regulated scenario, adopting strict compliance and governance practices is not just a legal obligation but a fundamental pillar for brand survival and consolidation in the betting market. Companies prioritizing transparency, responsibility, and adherence to regulations will not only gain public and regulator trust but also help transform the sector's perception, removing negative stigmas and paving the way for sustainable growth.
These laws and regulations bring clarity, but merely following the rules will not be enough to succeed. Now, the differentiator will be strategy, branding, marketing, and creativity — the true drivers of transformation in the market.
This movement will also pave the way to attract new institutional investors and strategic partners, solidifying the market as a professional and financially sound environment.
What differentiates winners from survivors?
In any other regulated, hyper-competitive, and solid market, companies are responsible, generate jobs, operate on tight margins, and pay high taxes. Operational efficiency and strict investment allocation are mandatory. Therefore, the game changes, and 'Bets' will need to reinvent themselves.
Creating and solidifying a brand in a regulated betting and iGaming market goes beyond mass advertising and events. Sustainable companies in this sector must balance three pillars: marketing, customer service, and payments — with marketing being the primary growth and differentiation driver.
Retention depends on the product and a deep understanding of the customer. However, repeating old practices, replacing bonuses with aggressive cashback, won’t be enough. And I already see this trend in some platforms.
Branding vs. performance
A long-term strategy requires vision, branding, clear positioning, value propositions, and educational content about responsible gaming — all aligned in a single voice. Who does this today? Almost no one — and here lies a huge opportunity. Remember, the market is still expected to double in size over the next five years.
Branding is a game of patience and consistency. Companies obsessed with CPA (Cost Per Acquisition) often ignore retention and reputation building, undermining their brands in the long run.
The Airbnb case illustrates this well. Hiroki Asai, ex-Apple, took over as Global Head of Marketing at Airbnb in 2020, reducing investment in performance campaigns by 28%, redirecting much of the budget to branding, content, and PR. According to David Stephenson, the company’s CFO, the strategy was a success: US$800 million saved and reliance on paid search traffic reduced to less than 10%.
SoftBank also issued a warning to the tech companies it invests in or partners with, stating: “Focus less on performance and more on building brands.”
But you might ask: I don’t have Airbnb’s budget or SoftBank’s support, so how can I do it?
Great brands were born differently
Let’s move beyond performance and take a closer look at other brands and markets.
- Zara never advertised a collection but deeply understands consumer psychology. By testing and launching new collections every 15 days, it creates a sense of scarcity and exclusivity, driving purchase desire. Today, it’s one of the most valuable companies in the fashion world.
- Red Bull never focused on directly selling energy drinks or competing on price. Instead, it invests heavily in content aligned with its value proposition, sponsoring athletes and extreme events that connect the brand to adrenaline and performance.
- Nubank never followed the traditional model of physical branches but bet on technology, simplified digital experiences, and personalized services, creating one of the largest banks in Brazil.
- GoPro built a community of content creators, encouraging users to share videos and images captured with its cameras, promoting authentic narratives.
- DJI focused on innovative products and the quality of images captured by its drones, creating a loyal fan base and leading the global drone market.
- Apple built a cult brand based on design, functionality, and exclusivity without relying on explicit online sales campaigns.
What do they have in common?
A clear vision, well-defined strategies, and excellent teams to execute them.
For these reasons, all these companies have built iconic and valuable brands, proving that experience, innovation, and positioning strategies can be more powerful than traditional campaigns.
Here are five points to help any company build strong brands and thrive in highly competitive markets:
1. Clear positioning
Define why your brand exists and how it differentiates itself. In the so0called 'Bets' market, responsible gaming and personalized experiences can create relevance. Invest in narratives that highlight safety and conscious fun, going beyond aggressive promotions.
2. Strong and continuous narrative
Create engaging and authentic stories. Memorable brands build emotional connections with their customers. Develop campaigns that showcase real stories of winners and exciting experiences, reinforcing the emotional connection with your audience.
3. Content and Education
Educating and adding value before a purchase builds credibility. Guides, strategies, and information about responsible gaming reinforce trust.
4. Experiences
Remarkable experiences create fans. Exclusive events and gamified platforms drive retention. Launch weekly challenges and rewards programs to engage and keep players active on the platform.
5. Innovation
Testing new approaches, such as AI for personalization and strategic partnerships, can drive growth and differentiate your brand.
Indeed, building a strong brand is not easy, but in the sports betting and iGaming market it will be the only way to ensure relevance and sustainable growth in the long term. Well-executed strategy, creativity and branding will determine who will lead and who will merely survive.
The game is just beginning. Remember, with a good strategy your market will never be saturated.
Ricardo Bianco Rosada
Founder, Senior Marketing and growth strategist at brmkt.co
