The ENV Media Seminar on iGaming, which took place on September 19, brought together market leaders and experts to discuss the sector's advancements in Brazil. Topics such as regulation, game localization, and the use of technology in preventing gambling addiction were covered in the presentations, offering perspectives for the segment. Games Magazine Brasil, KTO, and Caleta Gaming, among other companies, were part of the webinar. Video now available here.
Speakers emphasized the integrity and competitiveness of the sector
Andreas Bardun, CEO of KTO Group,
opened the seminar highlighting the importance of ethical marketing practices and awareness of responsible gaming. Emphasizing the need for localization, he also stated that adapting the KTO platform to the reality of Brazilian bettors was crucial for its success in the country.
Bardun expressed optimism about the Brazilian market, recognizing significant growth opportunities for operators who can comply with regulations and meet local demands.
Jack Byrne, integrity analyst at the International Betting Integrity Association (IBIA), highlighted the role of the organization in combating betting corruption and protecting sports integrity. According to Byrne, to detect suspicious activities, more than 50 global betting operators share information through the IBIA, including galera.bet and KTO.
The analyst emphasized the crucial role of regulatory bodies in ensuring that licensed operators in Brazil are able to compete with platforms operating abroad.
Fabíola Jaeger, founding partner and CEO of Caleta Gaming, stated that although the process of recertification and adaptation to the new technical requirements of the SPA/MF Ordinance No. 1207 of 2024 is challenging, most of Caleta's portfolio already meets the new standards.
Regarding the preferences of Brazilian players, Jaeger estimated that the trend for intuitive games with simple mechanics is likely to remain high in Brazil.
Neil Montgomery, founding partner and administrator of Montgomery & Associates, noted that with regard to federal licensing, the process is complex and requires more stringent corporate controls and structures for foreign operators.
Montgomery observed that the Brazilian market is evolving, with potential for mergers and acquisitions, as well as a diverse range of legal games recognized by the federal government.
He also addressed the challenges of Ordinance 1275, which determined on the last day of September 16 that operators who had not applied for a license by the date of the ordinance will have their sites blocked on October 1. According to Montgomery, the measure brings legal uncertainty and even more complexity to the regulatory scenario of the sector.
Gildo Mazza, editor of Games Magazine Brasil, stressed that in a market with about 60 million bettors, social responsibility and the promotion of responsible gaming are fundamental.
Mazza also highlighted the importance of promoting awareness campaigns to emphasize that gaming activities correspond to entertainment expenses, not a kind of investment for financial gains - thus concluding the discussion with invited speakers.
In the section with research experts from ENV Media, the introduction was made by Svilen Madjov, head of Research at ENV Media. Madjov clarified that, due to its novelty, the gaming market in Brazil lacks reliable data, making research essential for stakeholders, including consumers and operators.
According to Madjov, ENV conducts studies with primary data, surveys, and practical tests of gaming platforms to, based on comprehensive insights, educate consumers about responsible gaming and market dynamics - in addition to providing valuable insights to the industry.
Researcher at ENV Media Priscila Ferreira criticized the involvement of influencers in fraudulent schemes that harm the public image of online gaming, highlighting the need for strict regulation and responsibility in influencer marketing.
According to Ferreira, the focus of these initiatives, however, should concentrate on predatory advertising by influencers, not on gaming itself. For the researcher, it is necessary to reformulate advertising to promote responsible gaming.
Also a researcher at ENV Media and PhD in Communication from UFRJ, Simone do Vale presented the factors that motivate the participation of Brazilians in betting games - available income, search for entertainment, and perception of reliability in games.
According to Vale, the lottery is considered the most reliable game, followed by sports betting - while trust in online games is growing, especially among regulated platforms.
Finally, Marcella Santiago, research fellow at ENV Media, presented original research on the effectiveness of technological tools in preventing pathological gambling.
The researcher argued that responsible gaming policies, already widely adopted, should be reevaluated and expanded. For her, Artificial Intelligence plays an important role in personalizing the user experience, but is equally necessary for promoting effective responsible gaming policies.
The event was moderated by Maria Paula Nascimento, research manager at ENV Media, and can be revisited on the YouTube channel of ENV Media.
Source: GMB
