WA.Technology's Country Director for Brazil, Phyllyp Sedicias: Gambling Insider Interview

Phyllyp Sedicias recently gave an exclusive interview to Gambling Insider magazine to share his insights on the future of iGaming for Brazil.

The potential of the Brazilian market is clear to see, but how much do you think it will be able to compete with other global markets, even the US? 

The regulation of the Brazilian market will set a new benchmark for the global iGaming industry. The US market was incredibly competitive when it first launched back in 2018, but now, six years on, we’re seeing industry-wide consolidation as the ‘big four’ amass greater levels of market share in North America. 

I believe Brazil will offer a much more level playing field for brands, big or small, to make their mark and attract new players. We’ll see operators and suppliers push themselves in terms of creative branding, innovative marketing campaigns and engaging products, which will make it an incredibly exciting market to watch! 

How can operators stand out in what will be a very congested market? 

With 110+ brands already applying for licences, competition will be tough. Delivering personalised localised products will become a new battleground in Brazil. Players don’t just want an experience tailored to them; they now expect it.  

Partnering with a provider that knows the local market will be absolutely critical if you want to stand out from the crowd. Fortunately, delivering customised products is our core ethos at WA.Technology. With a team based in Brazil, alongside our wealth of expertise in the wider LATAM market, we have an unmatched understanding of local trends and regulations, and we know how best to tailor our solutions to meet the demands and regulatory requirements of operators on the ground.  

Sports betting is of course a big talking point in Brazil, but how popular do you think other forms of online gambling will be in the region, such as casino-type games? 

Absolutely! Over the last few years, we’ve seen particular growth across live dealer games. Players appear to enjoy the face-to-face, social nature of these types of games. I think that operators that can offer innovative games across this vertical with local Brazilian dealers will stand to do very well.  

High-volatility games, such as slots and crash games, are also growing in popularity. There are a few reasons for this: players enjoy the fast-paced nature of these types of products, with the added benefit of both slots and crash games being very easy to understand.  

If operators can incorporate player-favourite themes into their casino products, then this is likely to have a positive impact on long-term engagement.  

Our WA.Casino product features these products and more, all of which can be localised to each of our partners’ businesses. With 6,000+ games from 80+ game providers, we deliver an incredibly high volume of top-quality games, ensuring that each of our partners has the tools they need to drive engagement and retention. 

How important will it be for operators to embrace cross-selling in the Brazilian market? 

It will be incredibly important! Cross-selling will be key to amassing a greater market share and ensuring you attract, engage, and retain players.  

However, we need to consider the nature of this. Cross-selling is much more than just sending out a few additional communications about new products. You first need to understand players' behaviours and preferences before trying to encourage them to try other verticals—without that understanding, you risk disenfranchising that bettor.  

Operators will need to use in-depth data analytics to better understand the products that the individual player enjoys while also considering responsible gambling responsibilities. There is very little point in promoting slot products to a player who has only ever bet on a specific Brazilian football team, for example. 

Once you have that in-depth understanding, you must create a unified UX that gives players access to products personalised to their individual tastes. Some brands have done this really well, with ‘recommended’ products that connect with their base preferences. I think we’ll see more gambling brands embrace this level of personalisation in the next few years.  

How can companies comply with the regulations introduced in recent months related to areas such as the banning of betting bonuses and the restriction of betting ads? 

There are only a few months to go until Brazil’s market officially launches, and it’s likely that in the next few weeks, we’ll see some final amendments being made to the regulations. One of which is the ban on advertising betting promotions. It is of the utmost importance that gambling companies monitor these regulatory changes very closely and proactively and remain compliant.  

Betting bonuses have traditionally been a key part of any marketing strategy. But with these now off the table, brands will need to branch out into new methods of building brand exposure, such as organic content, SEO, engaging marketing campaigns and exciting rewards programmes. Brands that can deliver new and innovative rewards will be able to attract plenty of new clients. Affiliate marketing, too, will be absolutely crucial. We have a fantastic range of products via our WA.Affiliates vertical that will prove to be essential.  

But it’s not just engagement that’s important; brands need to keep players coming back. Gamification can be an excellent tool for achieving this, whether it’s leaderboards, tournaments, or exciting new features. I believe this is where our WA.Casino product truly shines. 

What is next for online gambling in Brazil after its launch on 1 January? 

Much of the conversation over the last few years has been centred around Brazil becoming the next powerhouse for gaming. And that still rings true. It has been a long journey towards regulation, but now that the launch date is approaching, I think it’s safe to say that we’re all excited to see how this market develops! 

As soon as the market launches on 1 January, Brazil will be the biggest regulated market in the world. Unlike the US, Brazil offers a federal framework; this will be a very exciting opportunity! Those fireworks on New Year's Eve will mark an exciting new chapter for Brazilian gaming. We are reborn as a giant.

I firmly believe Brazil will be a hugely popular market for gambling operators looking to expand their international footprint. However, predicting who the big players will be or whether the regulatory framework will be adapted even further post-launch is much more challenging. We’ve certainly got an exciting 2025 ahead of us.   

Read the full interview at Gambling Insider.

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