GMB - What did you think of BiS SiGMA Americas in São Paulo?
Guilherme Buso – I always joke that, just like tennis has the Grand Slams, BiS SiGMA is one of those major global events. I remember the smaller, more lecture-oriented events — and seeing how big this one has become is very meaningful.
It clearly shows the strength of Brazil in the iGaming market. For us at Genius Sports, being present with a booth, talking to clients, and showcasing our technology is essential. We’re here in full force and feeling very excited.
What innovations did Genius bring specifically to this event? What are your plans and goals here?
Genius has been working hard on customizing the user experience. Today, we have two very relevant products for that.
The first is BetVision, which offers full immersion in live sports betting — users can watch the game via streaming, follow the stats, and place bets, all at the same time. Until now, we had this available for American football, and this April we launched it for soccer, which is the leading sport in Brazil.
Another product is the Genius Sports’ Fan Hub, a media platform that allows operators to customize ads and messages sent to users, fully integrating with the digital strategy of betting operators in Brazil and globally. These are solutions designed to deliver better results for our clients.
Brazilian fans are passionate about football. How do you take that into account when creating BetVision?
BetVision’s main feature is real-time immersion. Sports betting has existed since ancient Rome, but it was always done before the event. Today, with technology and the speed of information, we can place bets during the game.
Odds are updated in real time, and users can follow everything as they watch. That makes the experience much more dynamic. BetVision combines streaming and real-time data, giving bettors more confidence.
Has Genius already observed changes in user behavior among those who use BetVision?
Absolutely. The global, Latin American, and now Brazilian markets have been shifting toward live betting. Some major sportsbooks already report that 65% to 70% of bets are placed during the game.
BetVision contributes to this trend, as it offers an immersive environment with automatically updated stats and odds. Betting is no longer purely intuitive — it becomes more strategic and data-driven.
Technology is already changing the behavior of bettors and companies. Are we reaching the limit or is there still more to come?
There’s still a lot of room to grow. Consumer behavior is evolving rapidly — there are people who don’t even own a TV anymore and consume everything through their phones. That impacts content and, of course, betting.
Technology keeps advancing, and we’re seeing augmented reality, immersive headsets... We haven’t reached the limit yet. On the contrary, we’re just at the beginning of this transformation.
Are products like Bet Builder the future of sports betting in Brazil?
Definitely. Bettors are always looking for higher returns, and multibets (or accumulators) provide that. Bet Builder lets users create combo bets, like result + goals + corners, for example.
That makes the experience more fun and with more potential return. It’s a strong trend in Brazil — and I see this type of betting growing, especially in the live betting environment.
The Ministry of Sports has created a department to oversee betting, especially involving minors. How does Genius plan to collaborate when it comes to integrity?
Since the creation of the working group for analyzing sports betting, Genius has played a proactive role with both the Ministry of Sports and the Ministry of Finance.
We have technology for real-time betting monitoring and are always open to collaboration. We also hold workshops with sports entities — we’ve visited Botafogo, Atlético Paranaense, the Basketball League, and the Futsal League — to raise awareness about the changes in the new legislation, such as the ban on betting by professional athletes. We want to contribute our expertise to help reinforce sports integrity in Brazil.
How do you assess this first quarter for Genius in Brazil, and what are your expectations for 2025?
We’re in a constant growth phase. Genius is fully focused on sports betting, and we’re seeing a growing maturity in the market, especially with the shift from pre-match to live betting.
The calendar has also helped us: we had ICE, SBC, and now BiS SiGMA right at the beginning of the year, which gave us strong momentum. Our expectation is continuous growth through the end of 2025.
Source: Exclusive GMB
