I have been working in the sports betting industry for several years, closely following the various transformations this market has undergone. Perhaps the most significant shift is happening right now—moving from a once-marginalized industry to a fully regulated and rapidly expanding sector.
In Brazil, this change is particularly evident. The rise of online betting has fueled the sector’s accelerated growth, bringing additional responsibilities to ensure a safe and trustworthy environment. In this process of building a more structured market, Artificial Intelligence (AI) has proven to be an indispensable ally, not just as an automation tool but as a strategic pillar for optimizing operations, mitigating risks, and providing increasingly safer and better experiences for bettors.
Fraud prevention has always been a major challenge for betting operators. Today, with AI support, it is possible to detect unusual behavior and suspicious transactions in real time, minimizing losses and ensuring platform integrity.
Additionally, AI plays a fundamental role in promoting Responsible Gaming by monitoring bettors' habits and identifying signs of compulsive behavior. This allows for the implementation of preventive measures, such as betting limits and warning messages, creating a safer environment for both players and operators.
This progress not only protects users but also strengthens platform reputations, especially in regulated markets. According to the International Betting Integrity Association (IBIA), markets with advanced monitoring technologies report significantly lower rates of match-fixing, proving the effectiveness of these technological solutions.
Beyond ensuring game integrity, AI is also crucial in odds modeling and risk management. Big data analysis and machine learning enable real-time odds adjustments based on historical data, current player performance, and external factors such as weather conditions and injuries.
During the 2022 FIFA World Cup, many platforms applied these technologies to balance risks and offer more accurate predictions. This deep analytical capability reduces risk for operators while providing users with a fairer and more precise betting experience.
Another key aspect is the personalization of customer experiences, an increasingly valued competitive advantage. Sophisticated algorithms analyze bettors’ behavior, identifying preferences and patterns to offer personalized suggestions, relevant promotions, and tailored content for each user.
Moreover, AI-powered chatbots ensure fast and efficient customer service, instantly resolving common inquiries and contributing to a positive and secure user experience.
I believe the future of sports betting in Brazil will increasingly be driven by technological innovation and a commitment to security and integrity. AI is a fundamental pillar in building a reliable, sustainable, and transparent market, a scenario where operators, bettors, and regulators all benefit.
For those who, like me, have witnessed the evolution of this industry over the years, it is inspiring to see how technology can contribute to responsible and sustainable growth.
Almir Ribeiro
BetMGM CEO
