Who will be the winners in the regulated betting market?

Want the answer? Simple: strong brands. I could end the article here, but let's go further and discuss how a brand can win in a highly regulated and hyper-competitive market.

In the latest report from Meio&Mensagem of Agencies and Advertisers, we had five brands related to the sports betting and igaming market among the 60 largest advertisers in the country — including Betnacional, Betano, Betsul, SportingBet, and Esportes da Sorte. In addition to bet365 and Blaze, the above brands are also the most relevant in awareness and access currently in Brazil.

The current scenario

Since Law No. 13.756/2018, which legitimized sports betting as a fixed quota lottery, sponsorships, stadium signs, and TV ads have dominated marketing strategies. The sector is also the one that invests the most in football, being present in practically all teams of the Serie A of the Brazilian Championship.

Surprisingly, the numbers tell another story: only 22% of bettors watch games while betting, and about 65% of the revenue comes from online casinos (igaming), not from sports betting. Even so, football worked very well as a vehicle for promoting the houses.

In 2021, digital influencers entered heavily, boosting brands with exponential growth.

And until October 2024, practically all operations focusing on Brazil relied on extremely aggressive bonuses and offers, that is, a carnage that led to the commoditization of the market, with exclusive focus on acquisition.

In search of opportunities, some users even had accounts in 7 betting houses. But make no mistake, it still worked, and we created companies with billion-dollar revenues during this period.

Regulation: the watershed

Finally, in 2025, due to Law No. 14.790/2023 and its ordinances, the market is regulated, imposing strict rules of compliance, governance, AML (anti-money laundering), customer service, advertising, among others.

In the new regulated scenario, the adoption of strict compliance and governance practices is not just a legal obligation, but a fundamental pillar for the survival and consolidation of brands in the betting market. Companies that prioritize transparency, responsibility, and compliance with the norms will not only gain the trust of the public and regulators but also help transform the sector's perception, dispelling negative stigmas and paving the way for sustainable and respectable growth.

These laws, norms, and ordinances bring clarity, but merely complying with the rules will not be enough to win. Now, the differentiator will be strategy, branding, marketing, and creativity — the true engines of transformation in the market.

This movement will also pave the way to attract new institutional investors and strategic partners, consolidating the market as a professional and financially solid environment.

What differentiates winners from survivors?

In any other regulated, hyper-competitive, and solid market, companies are responsible, create jobs, have tight margins, and pay high taxes. Operational efficiency and austerity in investments and budget allocation are mandatory. Therefore, now the game changes, and the bets will have to reinvent themselves.

It is important to understand that creating and solidifying a brand in a regulated betting and igaming market goes beyond mass advertising and events. Sustainable companies in the betting sector need to balance three pillars: marketing, service, and payment — with marketing being the main driver of growth and differentiation.

Retention depends on the product and a deep understanding of the customer. However, repeating old practices, replacing bonuses with aggressive cashbacks, will not be enough. And I already see this movement in some houses.

Branding vs Performance

A long-term strategy requires vision, branding, clear positioning, value proposition, and educational content about responsible gaming — all aligned in one voice. Who does this today? Almost no one — and here lies a huge opportunity. Remember that the market still tends to double in size over the next five years.

Branding is a game of patience and consistency. Companies obsessed with CPA (Cost per Acquisition) generally ignore retention and reputation building, undermining their own brands in the long run.

The case of Airbnb illustrates this well. Hiroki Asai, former Apple, took over as global head of marketing at Airbnb in 2020 and reduced the investment in performance campaigns by 28%, redirecting much of the budget to branding, content, and PR. And, according to David Stephenson, CFO of the company, the strategy was a winner: a saving of $800 million and current dependence of less than 10% of paid traffic and search.

SoftBank also sent a warning to the technology companies it invests in or is a partner, saying: “focus less on performance and more on building brands”.

But you might ask me: I don't have Airbnb's budget or SoftBank's support, so it would be easy. What do I do?

Great brands were born different

Let's go beyond performance and look deeper into other brands and markets.

Zara never announced a collection, but knows deeply the psychology of its consumer. It tests and launches new collections every 15 days, creating a sense of scarcity and exclusivity that drives the desire to buy. Today, it is one of the most valuable companies in the world of fashion.

RedBull never focused on directly selling energy drinks, never fought for price, and delivers a smaller amount of product per can, but invests massively in content contextualized with its value proposition, sponsoring athletes and extreme events that connect the brand to adrenaline and performance. It created a powerful media platform and is recognized worldwide.

NuBank never followed the traditional model of physical agencies, but bet on technology, simplified digital experience, and personalized services. It built an ecosystem of integrated products, attracting customers looking for innovation and agility, consolidating itself as one of the largest banks in Brazil.

GoPro never prioritized traditional product ads, but invested in building a community of content creators, encouraging its users to share videos and images captured with their cameras. It transformed customers into brand advocates, promoting an authentic and viral narrative.

Insta360 never adopted traditional advertising strategies, but focused on creating partnerships with influencers and content creators. It bet on the organic dissemination of immersive and interactive videos, positioning itself as a reference in 360-degree capture technology for audiences that value visual innovation.

DJI never promoted itself as a mass consumer electronics company, but as a brand for demanding creatives and professionals. It developed innovative products and bet on the quality of the images captured by its drones, creating a loyal fan base and leading the global market for drones and aerial technology.

And, finally, Apple, which never ran an explicit campaign for online sales, but built an ecosystem of integrated products, immersive in-store experiences, and launches awaited as global events. It created a cult to the brand based on design, functionality, and exclusivity.

What they had in common: a clear vision, well-defined strategies, and a great team to execute.

For these reasons, all these companies built iconic and valuable brands, proving that strategies focused on experience, innovation, and positioning can be more powerful than traditional campaigns.

So here are five points that can help any company build strong brands and win in highly competitive markets:

1. Clear positioning

Define why your brand exists and how it differentiates itself. In the betting market, responsible gaming and personalized experiences can create relevance. Bet on narratives that highlight safety and conscious fun, going beyond aggressive promotions.

2. Strong and continuous narrative

Create engaging and authentic stories. Memorable brands build emotional connections with their customers. Develop campaigns that show real stories of winners and exciting experiences, reinforcing the emotional connection with the audience.

3. Content and education

Educating and adding value before purchase generates credibility. Guides, strategies, and information about responsible gaming reinforce trust.

4. Experiences

Memorable experiences create fans. Exclusive events and gamified platforms boost retention. Launch weekly challenges and reward programs to engage and keep players active on the platform.

5. Innovation

Testing new approaches, such as AI for personalization and strategic partnerships, can boost growth and differentiate the brand.

Indeed, building a strong brand is not easy, but in the sports betting and igaming market, it will be the only way to ensure relevance and sustainable growth in the long run. Strategy, creativity, and well-executed branding will determine who leads and who just survives.

The game is just beginning. Remember, with a good strategy, your market will never become saturated.

Ricardo Bianco Rosada
Founder, Senior Marketing and growth strategist at brmkt.co