As Bragg continues to expand its global footprint, one of the most exciting and promising markets we have focused our efforts on is Brazil. The iGaming industry in Brazil is at a critical juncture—rapidly evolving and being one of the largest markets in Latin America.
When the regulated market recently opened Bragg made sure to be there for its customers from day one with a vast selection of certified games. But beyond merely entering the market, Bragg is building a brand identity that resonates with local consumers, creating strong partnerships with prospective partners which in turn allow them to unlock the Brazilian opportunity.
Establishing a localised brand identity
Entering a new regulated market, particularly one as dynamic and culturally rich as Brazil, is not simply about introducing products and services. It’s about understanding the nuances of the local culture, aligning with consumer preferences, and adapting to the unique dynamics of the region. Bragg’s approach to Brazil is centred around creating something that feels both global in its expertise and local in its relevance, something that resonates with operators locally, but also stays true to our wider values of building a best-in-class iGaming experience for players and operators.
The first step in building our brand identity in Brazil has been to deeply understand the local landscape. This means not just translating products and services, but tailoring them to meet the preferences, expectations, and behaviours of Brazilian players. To support these objectives, Bragg’s first step was to open a local entity based in Sao Paolo, to better serve local operators and our business in the Region; this was a clear showcase of our intention to invest in the market and have a ”boots on the ground” approach.
We are both recent joiners to the Bragg Gaming Group and the emphasis has been from day one that we use our local expertise and knowledge to enhance Bragg’s expansion in Brazil.
One key area where Bragg is differentiating itself is through a focus on personalisation and localised content. Brazilian players are passionate about sports, especially football, and in the upcoming months we plan to incorporate localised content and experience, such as content tied to popular events, to help us better resonate with the local audience as part of our market strategy of expansion and further penetration. By making our offerings culturally relevant and connected to the passions of Brazilian players, we are aiming to build a brand that feels authentic and deeply integrated into the fabric of Brazilian entertainment.
Our teams use a range of player and operator data to craft content which resonates with Brazilian players, and from what we’ve seen already, crash-style games are hugely popular in the market, so we’re developing crash games to cater to this demand. We’re using cutting-edge mathematical models and innovative mechanics to craft quality content delivering experiences players will love.
And as we can testify, based on our wider market experience, what resonates with players is what appeals to potential operator partners. Bragg is an experienced and knowledgeable partner to operators in more than 30 regulated markets, and in expanding into Brazil, we have the opportunity to assist local operators in propelling their own success in the region.
Bragg’s FUZE marketing and promotional toolset provides Brazilian operators with the tools they need to not only convert new Brazilian players, but additionally to retain them and provide a constant source of engagement, increasing the lifetime value of the players. Easy to integrate, and available via a single API with very little technical effort required. Using tools like an AI-powered games recommendation system, flash jackpots, tournaments, quests, and targeted bonusing, Fuze is proven to boost an operator’s content in many markets and can do the same in Brazil.
Aggregation, and the ability to bring a variety of our studio partners’ content to new and existing operator partners, is another useful tool that we’re already deploying to great effect across the Brazilian market as it further develops.
Additionally, Brazil’s growing internet and mobile infrastructure presents a unique opportunity for Bragg. We are a mobile-first company, and as such we’re already aware that mobile penetration is incredibly high in Brazil, especially among the younger demographic. Using this existing knowledge of the market and optimising our platforms for mobile use, we can ensure that our brand reaches players where they are — on their smartphones, which are their primary devices for internet access.
Building a groundswell of localised support and partnerships
The success of Bragg in Brazil goes beyond just brand identity; it’s also about building a network of local support and partnerships that will drive growth in the region. Entering a newly regulated market requires collaboration with local stakeholders - whether it be operators, regulators or other content providers - and Bragg has been deliberate in fostering these relationships.
Using extensive experience of working with partners in diverse global geographies, Bragg is able to anticipate the demands of operators in newer regulated markets, using our knowledge to make Bragg an appealing and reliable partner for operators targeting Brazil.
Brazil’s regulatory framework for iGaming is very young in nature, and navigating the complex regulatory landscape will be one of the most important steps for proving our success. Bragg has worked diligently to ensure that we comply with local regulations and that our operations in Brazil adhere to the highest standards of transparency, fairness, and security. By building strong relationships with local regulators, Bragg is positioning itself as a responsible and a trusted partner in the Brazilian market.
Equally important to regulatory compliance is the forging of strong partnerships with local operators and platforms. These partnerships are key to ensuring that Bragg’s products and services are widely distributed and available to the largest possible audience. Over the last several months, we have been forming strategic alliances with some of Brazil’s leading gaming operators. We are live in regulated Brazil with respected operators such as Superbet and KTO and have partnerships in place with 32% of the online casino market. We aim to increase this to 54% of the market by the end of Q2 2025.
Partnerships not only give Bragg a more significant market presence but also help us learn and adapt to the intricacies of the local market, provide insight into consumer behaviour and help fine-tune our offerings for maximum engagement.
The development of local content also plays a crucial role in this strategy. By working with Brazilian game developers, we aim to deliver content that reflects the cultural tastes of local players. Whether through localised themes, language options, or in-game promotions that are relevant to the Brazilian audience, we are ensuring that our content resonates on a deeper level.
Bragg’s extensive aggregation services also provide a useful way of providing our partners with a deep portfolio of online content from our content partners. By having the most titles available, we can provide operators a broad way of reaching players.
Additionally, we want to grow Bragg’s global reach by forming new partnerships and recruiting additional studio partners to expand our scope of proprietary and exclusive content. Brazil also represents a great opportunity to expand our player account management (PAM) offering, and we’re seeing a lot of interest in this aspect of our business too.
The potential of the Brazilian iGaming market
Brazil is already one of the leading markets in Latin America in terms of sports betting and has the potential to become a dominant force in the global iGaming industry. According to H2 Gambling Capital, Brazil’s $1.5 billion iGaming market, is projected to more than double to over $3.3 billion by 2029.
Brazil boasts one of the highest internet penetration rates in Latin America and mobile gaming is particularly popular. With younger generations driving internet and mobile use, Bragg is in an ideal position to tap into this digital-first demographic and offer them an engaging, mobile-optimised igaming experience.
Moreover, Brazil’s growing sports culture—especially football—is a major driver for the sports betting market. Football is more than a sport in Brazil; it is a national obsession and pride. While Bragg is best known for its innovative and groundbreaking iGaming content, Bragg also offers sportsbook technology from experienced partners on a B2B basis, allowing those operators wanting sportsbook infrastructure to get it at a lower cost than through their own tech stack.
A bright future for Bragg in Brazil
Bragg’s entry into the Brazilian iGaming market is central to its growth strategy for 2025 and beyond, and is built around a localised brand identity, forging valuable partnerships, and tapping into the immense potential of a rapidly growing market. By understanding the unique cultural and regulatory landscape of Brazil and adapting our offerings to meet the specific needs of Brazilian players, Bragg is laying the foundation for long-term success. In tandem, growing our partnerships in the region allows us to continue to build and refine our understanding of operator needs there and respond to them accordingly.
As the market continues to mature, the opportunities for growth are limitless. With a well-thought-out strategy, strong local partnerships, and a commitment to delivering a top-notch user experience. With more partnerships, more exclusive content launches and greater investment into the region, Bragg is poised to become a leading player in Brazil’s booming iGaming industry.
Sara Mosallaee
Bragg Regional Director for Latin America
Amanda Alexandrini
Senior Account Manager
Source: SBC News
