“What Players Want” Panel Highlights from SBC Digital Brasil
SBC Digital Brasil, held online from December 11–12, provided crucial insights into Brazil’s evolving betting market as the country prepares for official regulation on January 1, 2025. Among the event’s standout sessions was the “What Do Players Want?” panel held on December 12 at 11:00 AM. Moderated by Ricardo Assis of SBC Notícias Brasil, the session featured prominent industry leaders Tiago Almeida (CEO, Oddsgate), Alex Fonseca (Superbet), Thomas Carvalhaes (Stake), and Martin Lycka (Entain).
The discussion offered invaluable perspectives on player preferences and market demands, providing stakeholders with essential insights to navigate this transformative period in the industry.
What do players want?
The central question, “What do players want?” guided the discussion, inviting participants to share insights based on their experiences. However, as moderator Ricardo Assis pointed out, there is no single, simple answer to this question; it is inherently complex and subjective.
So, what do players expect?
From reliable odds information to engaging gameplay, Thomas Carvalhaes and Martin Lycka highlighted that players desire a comprehensive experience, often called the “complete package.”
Among key priorities, safety and personalization stood out as preferences and necessities for today’s players.
Tiago Almeida illustrated the importance of personalization by drawing an analogy to Netflix, which is known for its ability to curate content based on user behavior. He stressed that it is crucial to go beyond popular trends and offer experiences tailored to individual preferences. “Personalization reaches a new level of efficiency when it includes both what’s trending and untapped opportunities,” he explained.
For instance, operators can provide games with varying levels of volatility, peer-to-peer gameplay, or tailored RTP options that deliver innovative and engaging experiences.
Almeida also praised Brazil’s regulatory framework, calling it “regulatory generosity,” especially compared to Portugal’s more restrictive model. “When I look at Brazil and its gaming categories, I see a sea of opportunities that will benefit everyone,” he added.
A Continental Market’s Unique Characteristics
According to Alex Fonseca, Brazil’s size and diversity mean that a “one size fits all” approach does not work. Effective communication and commercial strategies must reflect the country’s regional differences and market competitiveness.
Carvalhaes identified two critical phases in player engagement: acquisition and retention. He warned, “If you bring players in, but your platform lacks a solid retention strategy, it becomes a revolving door, and that’s costly.” He also noted a disparity in the emphasis placed on acquisition versus retention efforts.
CRM systems and gamification were highlighted as essential tools for retention. Rather than flashy lights and board-game-like interfaces, Carvalhaes described gamification as a behind-the-scenes mechanism that creates seamless, personalized journeys for players.
The Unique Role of PIX in Brazil
Brazil’s adoption of PIX as a preferred payment method underscores its unique market dynamics. Tiago Almeida explained, “PIX highlights Brazil’s distinctiveness with extremely high transaction volumes, not just in deposits but also in withdrawals. This makes the player journey particularly challenging regarding technology and infrastructure.”
Adapting to the Welcome Bonus Ban
With welcome bonuses prohibited, operators must explore new ways to create dynamic, personalized gaming experiences. Panelists agreed that this shift opens opportunities for creativity in attracting and retaining players.
Alex Fonseca observed, “While there are restrictions on bonuses for acquisition, they can still be used for loyalty and retention. This encourages operators to rethink and strengthen their retention strategies to maintain users over the long term.”
Tiago Almeida welcomed the regulatory change, noting that it encourages brands to focus on institutional marketing. “This is a positive step, allowing companies to showcase their strengths and build better connections with players,” he said. Without welcome bonuses, factors such as product quality and customer service gain greater importance in influencing player decisions.
The Risk of Over-Regulation
The panel raised concerns about excessive restrictions, such as banning individual markets, which could push players toward illegal operators and weaken the regulated market.
The solution founded lies in a balanced approach with three pillars: education, monitoring, and legal action. This strategy ensures a robust and sustainable market while protecting players and operators committed to regulation.
Conclusion
The “What Players Want?” panel at SBC Digital Brasil provided actionable insights for navigating Brazil’s rapidly growing betting market. Key takeaways included the importance of personalization, safety, and localized strategies tailored to Brazil’s unique characteristics. As the market approaches regulation in 2025, operators must innovate and adapt to the country’s distinct demands to thrive.
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The solution founded lies in a balanced approach with three pillars: education, monitoring, and legal action. This strategy ensures a robust and sustainable market while protecting players and operators committed to regulation.
