GMB – How do you assess the beginning of the regulated iGaming market in Brazil, and what lies ahead?
Fellipe Fraga - A lot of excitement! First, because we are now in a regulated market, which is already a great joy. We have talked about this before, and now, with EstrelaBet having obtained its definitive license, it is a source of pride - a dream come true. However, adapting to all the regulator's requirements was very challenging. These requirements are necessary but far from easy. Fortunately, Estrela performed exceptionally well, making an excellent transition. We discussed this in Barcelona, and the numbers continue to respond positively. Estrela keeps shining!
Now, the market is evolving, with companies consolidating and positioning themselves not only operationally but also as brands within this new landscape. The expectation is that 2025 will be a year of great success, not just for us but for the entire sector.
Now that the regulation process has been completed and EstrelaBet has obtained the final approval, what are the plans to further improve the performance of the sports betting offerings for end users?
Our main goal is to continue finding innovative and attractive tools for our customers. We want fun and entertainment to flow as smoothly as possible, providing a cheerful, enjoyable, and user-friendly environment. Our priority is to make the user experience as simple as possible, from registration to withdrawals. To achieve this, we are in discussions with partners to explore new ideas, products, and technologies that will allow for a more modern and comprehensive entertainment experience.
Regarding Responsible Gaming, how does EstrelaBet address this issue with bettors?
This is always a very important matter. The first step is education. We have been talking a lot about this and reinforcing the message that gaming is entertainment, not an investment.
Additionally, we have a monitoring program in partnership with Fumec University in Minas Gerais, which tracks user behavior and allows us to intervene and adjust any potential issues.
If we identify behavior that could be harmful, we reach out to the user and provide the necessary guidance. Each customer receives personalized attention, always with the perspective that gaming should be a positive experience. We do not want anyone to develop an unhealthy relationship with gambling; it should be an enjoyable activity for everyone. This care extends not only to players but to all areas of our business. Integrity and responsibility are fundamental values for EstrelaBet.
Advertising and the role of affiliates are also important aspects. How are you handling these to ensure that campaigns are appropriate and that affiliates follow the correct guidelines?
The best answer to this is dialogue. Internally, we have a collaborative effort between the marketing, compliance, risk, and legal teams, which analyze each situation and determine what can or cannot be communicated. Different people may have different perspectives, so we take great care to ensure that our messaging complies with regulations and aligns with the National Council for Advertising Self-Regulation (Conar). Our primary commitment is to the customer, who must see EstrelaBet as a trustworthy and responsible company, whether in a TV commercial or a marketing campaign.
When it comes to affiliates, communication is also key. They need to be aware that their messaging must align with the brand’s rules and purpose. We do not want misleading messages or for customers to misinterpret anything. The affiliate should serve as a transparent channel between Estrela and the player, ensuring that everyone benefits: the customer enjoys a safe and fun experience, Estrela successfully markets its product, and the affiliate fulfills their role. We have a highly qualified legal and compliance team to ensure that everything is handled with diligence and responsibility.
Source: Exclusive GMB
