GMB – What What was your impression of SBC Rio 2025?
Karen Sierra-Hughes – It was definitely a success for us, especially because this is one of the first events that took place after the opening of the regulated market. We have seen a lot of interest, not only from established clients we have been working with in Brazil over the past few months, but also from international companies looking to understand Brazilian regulations and enter the market. Given the diversity and size of the market, there are many opportunities for suppliers to establish themselves locally.
Regarding the regulation in Brazil, which began recently, can you tell us a little about the current status of the market and what these first two months have been like?
We have all been waiting for this for many years. When I am interviewed, many say that Brazil “came out overnight,” but it was not like that. We had years of work with different government entities – Senate, Chamber of Deputies, Ministry of Finance – moving forward little by little. Today we are where we are.
It is always a challenge to meet deadlines. We want to be prepared, but things are not always perfect, especially when it comes to technology and multiple suppliers and companies participating in a process of regulating and formalizing the game. There have been delays, but I think it was crucial for the regulator to consider the situation and decide to postpone deadlines so that everyone had a chance to comply and be successful.
The success of a regulation is measured by the number of operators and suppliers that come to the jurisdiction. Today, we have more than 70 authorized operators and more than 200 in the process of authorization, in addition to many suppliers in Brazil. This shows that the regulation was well accepted and follows international standards.
Is Brazil different from other countries?
The Brazilian market is unique and very particular. Although we are all Latin American, each country has its own particularities. In the case of Brazil, this creates more opportunities, rather than limits them. The diversity of the market attracts companies from all over the world – Asia, Europe, North America and Latin America – interested in entering.
As the first laboratory accredited by the Secretariat of Prizes and Betting, what are the next steps for the regulated market in Brazil?
As with any new market, there are opportunities for improvement. The regulator has the opportunity to refine processes as the market matures. The fact that we have more than 70 operators already authorized shows that now is the time to focus on improving processes to make them more efficient and manageable for operators, suppliers and regulators.
One of GLI's focuses is Responsible Gaming. How do you see Brazilian regulation in this regard?
Very good. From a technical point of view, international best practices were followed. Furthermore, operators in Brazil have shown unusual proactivity, starting to implement Responsible Gaming frameworks even before it was mandatory. There is also public-private collaboration on issues such as advertising and self-regulation, which could have an interesting future in Brazil.
What are GLI’s plans for the coming months?
We will continue to participate in events, such as BiS SiGMA in São Paulo, and maintain a local presence to support clients and stakeholders. For us, it is important to be face-to-face with partners. Brazil can continue to count on GLI, as it has been for the past 20 years and for the years to come.
Source: Exclusive GMB
