This Tuesday (1st) marks 90 days since the new law came into effect, a period that has been crucial for brands to adapt to the new landscape.
CBO and RI of EstrelaBet, one of the leading betting companies in the country and the main sponsor of Criciúma, Fellipe Fraga believes that the new format has brought more legal security and created a more structured business environment for both companies and bettors.
"One of the main changes was the exit from the regulatory 'gray zone,' which allowed operators to work under well-defined rules. After all, there was a law, but the regulation was not yet in effect. The regulation imposed strict technical and operational requirements, such as the need for facial identification of bettors, which directly impacts transaction security and anti-money laundering prevention. The market now has certification entities accredited by the government, ensuring that platforms comply with international standards," says Fellipe.
According to him, the regulation process has also impacted advertising, ensuring that advertisements always follow a set of ethical rules, especially in protecting minors. Fraga emphasizes that all these precautions must be maintained daily, while also facing specific challenges.
"The biggest challenge for the entire industry is related to illegal betting. Besides operating outside the rules, these platforms frequently cause losses to customers, make it difficult for the government to collect taxes, and damage the reputation of companies that operate seriously and in compliance with the law," he adds.
In this context, much of the discussion focuses on promoting and encouraging Responsible Gaming. After all, it is not enough to operate within the law; it is also necessary to create actions and tools that protect public health.
"We have adopted several initiatives to combat gambling addiction and promote responsible gaming. One of them is an unprecedented partnership with FUMEC University. Among the main actions is offering free psychological counseling sessions for players seeking help or identified as at risk," explains Fellipe Fraga of EstrelaBet.
"EstrelaBet's customer service team undergoes specific training to recognize signs of pathological gambling and refer users to specialized support. The partnership also includes predictive analysis development and statistical models to map risky behavioral patterns, enabling a more proactive approach in identifying and preventing potential addiction cases," he concludes.
For Marco Tulio, CEO of Ana Gaming, the company that controls the 7K, Cassino, and Vera brands, 2025 figures may reflect a new level for the sector, with greater formalization, increased tax collection, and an even more significant economic impact.
"Sports betting drives a wide range of suppliers and services, covering areas such as sponsorships, advertising, software development, customer service, data analysis, events, and the production of promotional items for activations, among others," he said.
"Moreover, the impact on the sports ecosystem is significant, as betting companies have become major sponsors of clubs, leagues, and athletes, fostering the development of sports in Brazil," he added.
Meanwhile, Marcos Sabiá, CEO of galera.bet, highlights that Brazil has the world's eighth-largest economy, a historical relationship with gambling, a financial system that enables fast and secure payment methods, and the arrival of industry giants already operating in developed and regulated countries, bringing their expertise and technology, thus enabling the establishment of a relevant entertainment industry.
"I highlight three sectors: payment methods, technology, and marketing, especially the advertising and sponsorship market. Without a doubt, Brazil's financial system, which boasts solid institutions and cutting-edge technology in numerous payment institutions, as well as advanced payment methods like Pix, has enabled the growth of a healthy and secure online gaming market," the executive assessed.
BETesporte, the main sponsor of clubs CRB, CSA, and Volta Redonda, has been using its ambassadors to increase the reach of the Responsible Gaming message.
"With regulation and new guidelines, we feel that the public is more confident in placing their bets, checking which companies are regulated or not. Thus, we view this initial phase positively. We are always attentive to the rules and, especially, to the content we promote. In fact, our new campaign with Zico was already designed with Responsible Gaming in mind, with the slogan 'A true star plays responsibly!'", notes Vinicius Nogueira, CEO of BETesporte.
Improvements in the market regarding Responsible Gaming are also highlighted by EBAC, a company that provides support for compulsive gamblers. Cristiano Costa, psychologist and Chief Knowledge Officer (CKO) of the company, analyzes the topic.
"The results from the first quarter of 2025 are overwhelmingly positive. We have observed a strong mobilization of betting companies to understand and adopt the procedures required by regulation for specialized care for at-risk bettors. Most went beyond merely creating the Ombudsman service required by law, for example, and are structuring compliance sectors with broad reach and decision-making power, where important discussions are taking place to promote bettor well-being," he highlights.
Another crucial point enabled by regulation is industry professionalization, as noted by Feliphe Almeida, CTO of LuckBet, the only betting company in Cuiabá authorized to operate in Brazil, with actor and race car driver Caio Castro as its main ambassador.
"The main change already noticeable is market professionalization, with companies adopting more responsible practices aligned with government guidelines. Furthermore, regulation has allowed companies to invest more in technology and innovation, offering a more robust and secure experience for users. The sector's credibility has increased, attracting a more diverse audience that previously may have been hesitant to enter this market," says Almeida.
"LuckBet already operated with a strong focus on responsible gaming, but regulation has allowed us to enhance our practices even further. We have implemented measures such as self-regulation, reality checks, and self-exclusion options, in addition to providing specialized professional support through partnerships with organizations like Gambling Therapy and GambleAware. For the coming months, we are planning new educational actions, such as awareness campaigns on the risks of compulsive gambling and promoting tools that help users better manage their betting habits," adds Feliphe.
From a marketing and business management perspective, regulation has also been well received. Ricardo Bianco, founder of brmkt.co, a consultancy specializing in strategy, branding, and development, is an expert in gambling and points out that regulation has brought significant advancements, especially in oversight and industry integrity.
"One of the main positive aspects was increased security and transparency. The implementation of the Betting Management System (Sigap) by the federal government has strengthened oversight, ensuring more rigorous monitoring of operations. Moreover, the requirement that all transactions be made via Pix through Payment Institutions (PIs) or Financial Institutions (FIs) regulated by the Central Bank has helped prevent fraud and make financial tracking more efficient," states the expert.
"Another significant measure was the blocking of numerous illegal sites, protecting consumers from fraudulent operations and licensed operators, who now compete in a fairer environment," he concludes.
At Paag, a tech-fin company offering technological solutions for the iGaming sector, strategic project manager Elisa Mossulino highlights that since regulation, the market has gained security, seriousness, and strategic depth while also addressing issues like security, anti-fraud systems, and money laundering prevention.
"Overall, there is much greater security in investing in this market and viewing it as having great potential. Today, there is clear direction in this market. The main changes I have noticed are the level of discussions taking place. They are increasingly focused on highly important topics such as: What protections can an operator have against fraud? What experiences is the operator creating for players? Now, there is much deeper analysis, even in marketing campaigns," she emphasizes.
With increased seriousness in the industry after regulation, Bernardo Freire, legal consultant for the National Association of Gaming and Lotteries (ANJL) and partner at Betlaw, also envisions the potential legalization of casinos, a topic currently under discussion. "I see the success of online gaming as an opportunity to demonstrate that there is nothing wrong with having casinos. Like betting, they can drive an ecosystem that includes tourism, aviation, gastronomy, and hospitality, among other sectors that benefit from it," he said.
Source: GMB
