The regulation of sports betting in Brazil represents a significant milestone for consumers and companies in the sector. In this scenario, the marketing agency Samba Digital stands out for its ability to adapt strategies to the specific needs of operators. This article explores its role, addressing initiatives, results, and the impact that the implemented rules will have on the local betting market.
The process of regulating sports betting in Brazil, which comes into effect in 2025, brings various changes for consumers, but also for companies that provide services focused on meeting the specific needs of operators seeking compliance with legislation.
In this context, the Samba Digital, a North American marketing agency with extensive operations in Brazil in the sports world and also in the iGaming universe.
The avant-garde positioning adopted by the company has helped its clients optimize their results in performance marketing campaigns with KPIs in the first half of 2024 such as: 28.5% reduction in cost per FTDs (First Time Deposits) and a 7.5% increase in the number of FTDs per new registration generated.
To align with the specific demands of Law 14.790, which regulates the exploitation of sports betting in Brazil, Samba Digital will invest locally to meet points of the regulation and, in this way, assist our clients who are in the process of local establishment.
"Brazil has always been a key market for Samba Digital's clients. With the regulation of sports betting, our goal is to add value, share our knowledge about regulated markets, and support major international brands in the sector locally. This also opens important doors for our clients in the sports sector, who will be able to consider partnerships in a regulated market", highlighted Fréderic Fausser, CEO of Samba Digital.
Currently, the main areas of operation of the agency are Growth & Media – data analysis and insights from the digital market, in addition to social network management, creation of specific content as well as public relations and physical marketing actions.
As, from the beginning of 2025, the operators who have requested and had their registrations approved by the Ministry of Finance, will operate under the technical scrutiny of CONAR (National Council for Advertising Self-Regulation) in compliance with Annex X and will have to pay specific national taxes for the contracted services, the agencies and companies that have local operations, in this way, will become attractive, as they will be in accordance with the legislation.
5 million people claim to bet while watching sports
The knowledge of the Brazilian market through local operation combined with access to performance monitoring tools and also consumption habits makes the insights more assertive, for example, knowing that five million people - out of a universe of 25 million Brazilians, claim that they engage in some form of sports betting while watching sports events.
Additionally, 0.7%, from a universe of 804 thousand people, go beyond sports betting and extend their guesses to bets related to political themes or television programs such as, for example, Big Brother Brazil or other realities.
Knowledge of the Brazilian market
Over these five years that the operators have been present in the Brazilian market, Samba Digital has specialized in various levels of deliveries such as, from robust 360º marketing campaigns on and offline, through intermediation and management of sponsorship opportunities to elite Brazilian football clubs to consultancy based on data science and business development.
Source: GMB
