Brazilian betting operator Luckbet is accelerating its brand exposure by partnering with national broadcaster RedeTV! to launch a new interactive show "Jogo na Tela" (Game on Screen). The program airs daily from 1 AM to 2 AM, combining entertainment elements with live betting, targeting an audience of over 18 years old.
The show is hosted by comedian Viny Vieira, who became famous from the variety show "Pânico na TV", and features internet celebrity Caio Pericinoto to attract viewers with humor and real-time interaction. The production collaborates with international live game provider Evolution, aiming to create an atmosphere akin to a modern casino.
Luckbet CEO Ivan Dutra stated: "This partnership will bring a unique interactive experience to Brazilian audiences, allowing them to feel the excitement and fun of a real casino from their homes. This is an important step in expanding our brand's influence."
The program design emphasizes continuous interaction, including live TV broadcasts, WhatsApp raffles, social media activities, and community-driven interactive promotions, to extend viewer engagement.
Market data indicates that the program has achieved initial success. According to Kantar Ibope Media, "Jogo na Tela" had good viewership in July 2025, particularly popular among audiences over 50 years old, with a slightly higher proportion of female viewers.
Meanwhile, the overall regulatory environment for the Brazilian betting industry is changing. Caixa Loterias has been granted a five-year license to operate the state-owned betting platform, indicating that the Brazilian betting market is moving towards diversification and legalization.
