TQJ bets on entertainment and responsible gaming in Brazil’s regulated market

Backed by Grupo Silvio Santos, founded by Silvio Santos, the company aims to position itself as a platform that goes beyond traditional betting.

In an interview during BiS SiGMA South America, Fernando Justos Fischer, CEO of TQJ, detailed the company’s strategic pillars, the sector’s challenges and its long-term vision for the Brazilian market.

According to Fischer, the current moment is one of consolidation in the regulated market.

The expectation is that the sector will move toward more mature discussions, focusing on compliance, sustainability and user protection.

In this context, the event is seen as a strategic space for alignment between operators, regulators and partners, driving more structured growth.

TQJ’s strategy is based on three main pillars: strengthening brand and distribution by leveraging the group’s assets; a data-driven operation focused on efficient acquisition and sustainable retention; and responsible gaming as a core principle of the business.

All of this, according to the executive, is supported by technology and intelligence applied to the user experience.

The backing of Grupo Silvio Santos is highlighted as a key competitive advantage.

For Fischer, the combination of credibility, scale and expertise in entertainment allows TQJ to position itself as an accessible, trustworthy brand with a strong connection to the Brazilian audience.

The goal is to lead the market in trust and responsibility.

In a highly competitive environment, the company is focusing on integrating proprietary distribution, gamified experiences and the intensive use of data and artificial intelligence for personalization.

Fischer notes that competitive advantage will increasingly lie in retention, supported by advanced CRM, engagement mechanics and solid responsible gaming practices.

During the event, this positioning was also demonstrated in practice.

Bet do Milhão came to life in a live game show format, directly connecting entertainment and betting. The activation generated engagement and reinforced the company’s value proposition.

Among the main challenges in the Brazilian market, Fischer highlights the need to build a sustainable environment amid intense competition, as well as the importance of educating consumers and combating illegal operators.

He states that operators with discipline, governance and a long-term vision will have a competitive advantage.

In terms of responsible gaming, TQJ already implements tools such as deposit limits, self-exclusion, behavioral monitoring and active communication with users.

The company adopts a preventive and continuous approach that goes beyond regulatory compliance.

This monitoring is carried out through real-time behavioral analysis, enabling the identification of risk patterns and allowing for fast and precise interventions.

Fischer emphasizes that the company aims to go beyond regulatory requirements, viewing responsible gaming as both a competitive differentiator and an institutional commitment.

Artificial intelligence plays a central role in the operation. In marketing, it is used for campaign optimization, prediction and content generation.

In product, it supports the continuous evolution of the user experience. In security, it strengthens analysis and protection systems.

Additionally, AI enables deeper integration between entertainment and betting, creating more interactive and personalized experiences.

Features such as real-time personalization and gamified mechanics are already part of the company’s roadmap.

Even so, Fischer stresses that there is a clear limit when it comes to personalization: user protection. All strategies must operate within responsible parameters, without encouraging risky behavior.

In summary, the CEO defines TQJ’s role in this new phase of the market as a platform capable of connecting entertainment and betting in Brazil with responsibility, technology and trust.