When its regulated betting market launched over a year ago, Brazil quickly became one of the most saturated markets in the world with an initial 63 licensed operators setting up shop, including local players and international giants like Superbet and BetMGM.
The following months saw further market launches, including Flutter Entertainment’s takeover of local firm NSX. Standing out in this market is no easy task, but it is one that BetMGM Brasil has taken in its stride, company leadership tells SBC News.
Almir Ribeiro, CEO of BetMGM Brasil, sat down for a Q&A with SBC News ahead of his appearance at the SBC Summit Rio next month. Taking on Brazil is no easy task, he shares, citing the huge variance in consumer preferences across the country.
BetMGM’s roots are in the US. What lessons from the launch experience in the US and other markets have you applied in Brazil?
Our experience in the US taught us that regulation is not an obstacle, but rather the greatest competitive differentiator for a serious operator. There, we learned how to navigate a highly rigorous compliance ecosystem, where each state has its own specificities.
In Brazil, we did not treat the new law as an adjustment, but as the very foundation of our business. We did not come to “test” the market – we came to set the gold standard for operations. And we applied this know-how across three pillars:
Technology and Governance: Unlike operators that work in gray areas, our platform was built under strict risk controls and anti-money laundering standards that already meet global benchmarks. Our technology is proprietary and fully auditable, ensuring complete transparency for both regulators and players.
Responsible Gaming as a Business Principle: In the US, we learned that a healthy customer is a long-term customer. That is why we brought robust player protection policies to Brazil well before they were required. Credibility is our currency.
Localising the Vegas Experience: The key lesson is that the sparkle of Vegas only works if it speaks the “Portuguese” of Brazilian sports fans. Brazil has continental dimensions and highly diverse consumer profiles; therefore, we combine the energy and entertainment of the MGM brand with a deep understanding of local culture.
I believe we arrived in Brazil at the right moment and are at the forefront of helping the market mature further. Our focus is not short-term gains, but building a legacy of safe, technology-driven and, above all, sustainable entertainment.
Based on what you have seen in the Brazilian market, what are its main characteristics? Is there anything that differentiates it from other major betting markets?
Brazil is a massive market, highly digital and culturally passionate about sports, and today it already ranks among the world’s five largest iGaming markets. Unlike more mature European markets, fan engagement here is intense and emotional, which completely transforms the public’s relationship with betting.
Another distinguishing factor is the speed of adoption. Brazilian consumers learn quickly, test new features, compare platforms and switch brands easily if the experience is not truly flawless. This raises the bar and forces operators to maintain high standards of technological stability, intuitive user experience and fast, efficient customer support.
In addition, Brazil is a market where entertainment and betting go hand in hand. Users are not looking only for competitive odds, but for a complete experience that includes relevant content, interaction, personalisation and a narrative that fits naturally into their daily lives and passion for sports.
How was the process of adapting BetMGM’s local product in Brazil to meet both regulatory requirements and consumer preferences?
It was an intense, careful and highly technical process. From a regulatory standpoint, we reviewed and adapted the entire user journey, including KYC procedures, identity verification, local payment methods, responsible gaming limits, self-exclusion mechanisms and continuous monitoring of risk behaviors.
Perhaps the biggest challenge was balancing this level of rigor with a seamless experience. Brazilian consumers do not tolerate excessive friction, so we worked to ensure compliance was solid and efficient, yet almost invisible to those who play responsibly.
On the product side, we localised markets, language and layout, while prioritising sports and competitions that are part of Brazilians’ everyday lives. We adjusted the tone and pace of communication and developed campaigns aligned with local culture, supported by teams trained to deeply understand user behavior in Brazil.
We are fully aware of the challenges, but equally excited about the country’s potential. Thanks to MGM’s global expertise and track record, we believe it is possible — and we are committed to bringing the Vegas experience and energy to Brazil, adapted to local realities.
This is what differentiates us as a company and reflects our values, with a focus on delivering high-quality entertainment and creating truly unique moments for our players.
The NFL is strengthening its presence in Brazil. For a company with American roots, are there plans to leverage a potential increase in interest and fan base for the league?
The NFL is a strategic global asset for BetMGM, and we see Brazil as a market with enormous growth potential for American football. Although interest is still relatively niche, it is a highly engaged and loyal audience. For this reason, we are closely monitoring the league’s growth in Brazil and remain attentive to opportunities.
Brazil is a very large country, much bigger than traditional European markets. Do you see different regions having distinct betting preferences?
I like to say that Brazil is not a single market, but rather a collection of regional markets with very distinct behaviors and preferences. There are relevant differences in preferred sports, types of bets — whether sports betting or online casino – peak activity hours and even which games gain more traction within each community.
While some regions show greater interest in live betting, others concentrate activity in pre-match bets. In certain states, local football carries enormous weight. In others, international competitions attract more attention. This scenario requires constant data analysis and dynamic adjustments to offerings in order to address these specificities.
Our advantage lies precisely in our technological autonomy, which allows us to respond quickly to these differences and personalise the experience at scale. Additionally, in online casino, we bring a solid and globally recognized MGM heritage, offering a diverse portfolio of games that combines high-quality entertainment with responsible practices tailored to the Brazilian player profile.
In such a competitive Brazilian market, what initiatives has BetMGM led to stand out and move ahead of the competition?
From the outset, we chose to compete based on product quality, stability, trust and experience, rather than short-term tactics. We have consistently invested in proprietary technology, which gives us greater speed of innovation and full control over the user journey.
Another key point is that we place responsible gaming at the centre of our strategy — not as an institutional message, but as a daily operational practice integrated into our processes and decision -making.
In addition, we brought to Brazil the strength of a well-established global brand, MGM International, combined with a genuinely local operation, with a team on the ground and decisions made in Brazil, for Brazil. This balance between global scale and local sensitivity, anchored in our “Las Vegas DNA,” makes a real difference for BetMGM players.
After one year of regulated betting in Brazil, what have been the biggest challenges the market has had to overcome?
I believe one of the main challenges was taking the first steps as companies in a newly regulated market without losing consumer engagement, while at the same time educating players about new rules, limits and responsibilities.
In addition, the sector had to deal with regulatory uncertainties and discussions around potential tax increases, which naturally generated noise, insecurity and even negative sentiment. This type of instability affects investment decisions, long-term planning and risk perception, especially in a sector that is still consolidating in the country.
Another significant challenge was — and continues to be — the fight against the illegal market. While licensed operators invest heavily in technology, compliance and governance to meet legal requirements, illegal platforms continue to operate outside the rules, creating unfair competition and putting consumers at risk. This imbalance became even more evident during the first year of regulation and reinforced the need for firm and coordinated action among regulators, companies and industry associations.
There was also a major effort to implement large-scale technological adaptations, involving not only operators but also payment, verification and monitoring partners. The challenge was to meet all legal requirements without compromising the fluidity of the user experience — an essential factor in a market as dynamic and demanding as Brazil.
Beyond the new tax rates, what challenges does the market still need to face? Are new challenges emerging in 2026?
The biggest challenge, without a doubt, remains the fight against the illegal market. Today, we still coexist with a significant number of platforms operating outside regulation, with no commitment to consumer protection, data security or responsible gaming practices.
This is a central issue for the sector’s maturation. Studies supported by the Brazilian Institute of Responsible Gaming (IBJR), in partnership with LCA Consultoria, show that between 41% and 51% of betting platforms in Brazil still operate illegally, and that 73% of Brazilian bettors have used unregulated sites. These figures make it clear that the challenge is not only economic, but also social and reputational for the industry.
The actions of licensed operators must go hand in hand with public authorities, aligned with the guidelines of the Secretariat of Prizes and Betting at the Ministry of Finance, to strengthen inspection mechanisms, block illegal platforms and educate consumers. In 2026, I see this issue becoming even more relevant, because only a fair competitive environment can sustain long-term investments in technology, prevention and governance.
What lessons from the first year of regulated betting in Brazil do you believe participants of SBC Summit Rio will take with them?
The first major lesson is that regulation has raised the market’s standards, but we are still in a consolidation phase. The second is that being regulated on paper is not enough; operators must demonstrate, in practice, a genuine commitment to responsible gaming, player protection and operational integrity.
The key takeaway is that the future of the sector depends on collaboration among licensed operators, regulators and industry entities, with coordinated actions to clearly differentiate those who operate within the rules. Companies that invested early in proprietary technology, compliance and governance are better prepared for the next cycle.
SBC Summit Rio will be a crucial space to foster this dialogue and reinforce the idea that a healthy market can only exist when growth is accompanied by responsibility.
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