GMB - What were inplaySoft’s highlights at SBC Rio?
Gustavo Salvador - Everything is new. inplaySoft arrived in Brazil relatively recently, marking this key moment of market regulation. We prepared to be 100% certified and to enter Brazil with everything we have to offer.
Overall, our system is entirely new because we don’t carry the burden of outdated legacy systems. We built our platform three to four years ago using a modern programming language and extensive artificial intelligence. This makes our code more efficient, not only for operators but for the entire team.
Additionally, we prioritize Search Engine Optimization (SEO). Our platform allows every website element to be optimized, improving organic traffic. Since our code was built from scratch, there are no “patches” or adaptations from old systems.
Essentially, everything in our platform is a major innovation, not just a new feature. However, that doesn’t mean we are just starting out and discovering problems. On the contrary, we have been operating in Brazil for almost two years under the inplayBet brand, allowing us to understand the market before making a definitive entry. Now, we are fully prepared and certified to meet regulatory requirements.
As a platform provider, what is your perspective on the current regulatory landscape? Have you faced any difficulties?
I’ve been in the market for about five years. This is a crucial moment for Brazil. Now, the industry is emerging from the shadows, becoming much more transparent, which is essential for credibility. However, since we are in Brazil, we know things can be complicated. Bureaucracy, documentation processes, and regulatory changes required us to assemble a highly skilled and agile team to adapt quickly. Securing the final license was already a significant achievement, but it’s undeniable that regulation was necessary for the industry’s maturity.
Everything has changed—the way we generate traffic, work with affiliates, and operate as a whole. The market’s evolution is evident, even reflected in events like SBC Rio, which is becoming increasingly robust.
Did your platform need adaptations to meet regulatory requirements, or was it developed with compliance in mind from the start?
We had a major advantage: our entire technology was developed in-house. In other words, we didn’t outsource anything, and all our integrations are API-based. This allowed us to make adjustments directly in the source code without relying on quick fixes.
Our official launch took place in January when our clients were already regulated. Since we always built our platform with a regulated market in mind, we adapted quickly to the required guidelines without difficulties.
How has the feedback been from operators using inplaySoft’s platform?
The feedback has been overwhelmingly positive. One of the key indicators is that operators who migrated to our platform have doubled their conversion rates (CTR).
Additionally, we noticed that many operators previously did not invest in SEO and organic traffic, relying solely on paid ads. Since our platform has a strong foundation for organic growth, they started seeing better returns on their marketing investments.
Another key differentiator is user experience (UX). Our interface keeps users engaged for longer periods, leading to higher retention. We also use artificial intelligence in customer support, significantly improving service quality. Today, one of our clients ranks in the top three for best customer support in Brazil, with 98% of support interactions powered by AI.
On Reclame AQUI, our clients have excellent ratings. Retention and screen time are critical in today’s market, and our technology directly contributes to these metrics.
What are the challenges in acquiring new clients in the regulated Brazilian market?
The market was already relatively established before regulation, with operators active in Brazil since 2017–2018. So, entering this landscape isn’t easy. However, I chose to work at inplaySoft because I believe in the quality of our product.
We don’t need to play the “market game” of speaking poorly about competitors. On the contrary, we respect other platforms but know that our solution is more robust. For example, our dashboard provides 10 to 15 times more insights than what is commonly available in the market. Additionally, we offer advanced customizations using Amazon’s tools.
Another crucial point is scalability. Many operators faced issues when their platforms grew because outdated solutions couldn’t handle high traffic loads. Our platform, on the other hand, was designed to scale seamlessly.
Whether we have three, 30,000, or three million simultaneous users, we can handle it without compromising performance. I often say, “If there are additional costs for scaling, that’s our problem, not the operator’s.”
What are inplaySoft’s plans for the first months of regulation?
Our strategy is highly aggressive. We are confident in the quality of our platform and want to expand our presence in the Brazilian market.
We will participate in all major events in Brazil, Latin America, and Europe, with increasingly larger booths. The goal is to stay close to operators and demonstrate the tangible advantages of our product.
I believe we can capture more than half of the regulated Brazilian market because operators will see the clear and objective benefits of our platform.
Source: Exclusive to GMB
