Brazil’s Sports Betting Market: Structure and Advancement

## Waterhouse VC: Structure and Advancement

In a recent piece, Tom Waterhouse of Waterhouse VC examined the thriving Brazilian sports wagering market following the nation’s recent regulatory actions.

**Waterhouse VC: Structure and Advancement**

“Structure and Advancement” – the national slogan of Brazil, displayed prominently on the country’s flag.

This slogan embodies Brazil’s new changes aimed at regulating the country’s $1.5 billion (1.23 billion GBP/1.41 billion EUR) gaming sector.

With a population of 214 million and over 217 native languages alongside Portuguese, Brazil is a vast and intricate market. It is also one of the largest online sports betting markets worldwide, boasting 42.5 million distinct users. Betting operators have generated substantial income in Brazil by utilizing influencer marketing and numerous sports sponsorship arrangements.

The Brazilian legislature recently passed a gambling regulatory bill. This bill permits online gaming and omnichannel wagering, with operators able to apply for three-year licenses. However, operators are prohibited from providing incentives and will be taxed 18% on earnings.

Brazil will also impose a 30% tax on player winnings exceeding $400. This levy could discourage high-value players from participating in online betting, potentially affecting regulated operators’ earnings by 30%-50%. Moreover, the ban on incentives might encourage gamblers to engage with unregulated betting companies that offer tax-free incentives.

This guideline necessitates the utilization of locally sanctioned payment methods, with the objective of curbing offshore and digital currency wagering. Only establishments authorized by the Brazilian Central Bank are permitted to provide payment services. Patrons are solely allowed to transfer funds from their wagering accounts to banking accounts situated within Brazil.

We observed that the majority of payments into and out of betting accounts in Brazil are facilitated through PIX, bearing resemblance to Australia’s Osko payment system. Thomas Cavalhas, the general manager of VaiDeBob, stated that PIX payments hold dominance in Brazil, accounting for over 95% of operator transactions.

**Athletic Sponsorships**

Soccer reigns supreme as the most popular sport in Brazil. Numerous betting firms sponsor soccer clubs, as well as teams in other athletic disciplines.

For instance, Brazilian betting operator KTO sponsors Caxias do Sul, a competitor in the NBB, Brazil’s premier basketball league. KTO has experienced growth through localization strategies, initially targeting the southernmost state among Brazil’s 26 states. A state-by-state deployment strategy, coupled with a robust product, has augmented KTO’s player retention. Established in 2018, KTO presently operates in Brazil and Peru, with plans to expand its operations to Chile.

Betting websites sponsor 39 out of 40 teams in Brazil’s two top-tier soccer leagues, a significantly higher rate of betting sponsorship compared to other prominent global soccer leagues.

For instance, in the 2022-23 campaign, only one German top-flight club – Mainz 05 – was backed by a wagering firm.

In January 2022, Brazilian operator BetPix365 declared Luís Fabiano as its newest brand representative. Fabiano is the third highest scorer in the history of the Brazilian national squad. BetPix365 debuted at the end of 2021, providing a wide selection of wagering items and permitting deposits and withdrawals through PIX.

Before the announcement of Fabiano as an ambassador, the company had also signed representative agreements with Corinthians forward Willian and Palmeiras attacking midfielder Dudu.

The endorsements of some of Brazil’s most respected football legends by wagering companies emphasize the enormous potential of the country’s betting sector as it continues to develop.

Influencer Marketing in Brazil
Aside from sports sponsorships, influencer marketing is a widely used channel to acquire new betting clients.

As examined in our September 2022 newsletter, betting operators are progressively embracing a new perspective in their marketing strategies, increasingly utilizing influencer marketing, which provides brands a means to build deeper connections with customers.

Felipe Neto is one of Brazil’s most popular influencers, with 45.5 million subscribers on YouTube. Neto gained fame in 2019 with the second most popular YouTube channel worldwide.

This individual champions Brazilian democracy and was recognized as one of Time Magazine’s most influential figures globally in 2020.

Blaze is a leading betting platform in Brazil, securing a substantial market presence through partnerships with notable personalities, including Felipe Neto and soccer star Neymar. The company utilizes a network of 400 influencers to promote its betting site. In August, the company’s website witnessed a surge in traffic, reaching 50 million visits, a significant increase from 30 million in June.

In a recent Instagram post, Neto stated:

“Those who follow me on Instagram or my channel are aware that Blaze is our official sponsor. Beyond providing a platform with numerous avenues to generate supplementary income through games like Crash, Double, and Mines, Blaze also enables wagering on sporting events.”

Brazil’s cryptocurrency betting sector is experiencing rapid growth, despite the absence of clear regulatory guidelines. Cryptocurrency firms have formed alliances with celebrities, athletes, sports teams, and leagues.

For instance, Sportsbet.io has forged a strategic partnership with NBB, delivering content on NBB’s digital platform, emphasizing the provision of betting opportunities and statistics preceding, during, and following basketball matches. Former Brazilian national team forward Denilson serves as a brand ambassador for Sportsbet.io.

Brazils population, exceeding 200 million, features a quickly growing middle class, making its gambling sector ripe with potential for expansion for both B2B providers and operators, whether they are well-funded local enterprises or experienced offshore operators.

However, Brazilian operators face a number of obstacles. A key challenge is a stringent regulatory structure that prohibits bonuses, taxes player winnings exceeding $400, and imposes payment limitations. Operators and suppliers should also anticipate ongoing regulatory adjustments as the market develops.

Since its establishment in August 2019, Waterhouse VC has generated a total return of 2,492% as of August 31, 2023, assuming all distributions have been reinvested.

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