Looking at your first months as CMGO at Luck Bet, what were the main challenges and priorities you identified in the company and how did you address them?
In my first months as CMGO of Luck Bet, I faced the challenge of leading growth in a highly dynamic and competitive Brazilian online betting market, valued at more than BR200bn annually, with recent 2024 regulations shaping the 2025 scenario. The main challenge was aligning strategic vision with precise execution, in a sector where competition invests heavily and user preference for mobile-first experiences demands constant innovation.
My initial priorities were structured into three pillars: data-driven decisions, engagement innovation and operational scalability. To address them, I started with a deep diagnosis of the business model, analyszng the behavior of more than 22 million monthly bettors in Brazil and the competitive landscape. This supported a 90-day plan focused on restructuring marketing with specialized squads in BI & Analytics, CRM, Digital Media and Performance, promoting a data-driven culture. A milestone was the launch of the campaign with Caio Castro, under the positioning "Vem pro Lado Luck da Emoção," ("Come to the Luck side of Emotion") which strengthened brand equity and boosted organic conversions, capitalizing on the projected growth for sports betting and casino.
Investments in advanced CRM segmentation and programmatic media maximized ROAS, while the automation of digital processes increased efficiency. June was the moment of alignment: we structured projects and defined the architecture for the second half of 2025, prioritizing scalability. In July, we delivered strong initial results (vs June), reflecting optimizations in channels and CRM. In August, the progress was consolidated (vs July), driven by team synergy and real-time campaign optimizations. In September, we improved our audience quality and segmentation (vs August), directly reflecting on the quality and increase of conversion rates.
The Brazilian betting market is undergoing a rapid transformation after regulation. From your perspective, what are the most important trends shaping the sector today?
I see the regulation of fixed-odds betting in Brazil, which came fully into force in January 2025, as a turning point. It not only brought security and transparency but also catalysed exponential growth, with gross gaming revenue projections surpassing US$4bn by 2029. In my view, the trends that most shape the sector today revolve around technology, compliance and responsible engagement, balancing innovation with user protection. I will highlight the five main ones, based on what we have observed in the post-regulation market.
Accelerated adoption of AI and personalization: Artificial intelligence is redefining the user experience, making platforms more dynamic and predictive. In 2025, algorithms analyze habits in real time to adjust odds, betting suggestions and even risk alerts, reducing frustration and increasing retention.
Focus on responsible gaming and compliance: With the requirement of facial recognition, transaction monitoring through the centralized system of the Secretary of Prizes and Betting (SPA) and prohibitions for social program beneficiaries, the sector is prioritizing addiction prevention. This trend is not only regulatory, it is strategic: operators that invest in education and transparency build loyalty, while non-compliance can result in high-value fines.
Market consolidation and the entry of major players: The year marks consolidation, with only companies headquartered in Brazil and licensed operating legally, with mandatory .bet.br domains. This expelled irregular players but attracted global giants, raising competition to around 188 authorized operators. The trend is towards mergers and acquisitions, focusing on local partnerships to navigate bureaucracy. The result? A more mature market, with GGR projected at BR50bn by 2029, but with many challenges, such as omnichannel strategies and revenue diversification. For Luck Bet, this means increasing our channels and innovating to stand out.
Explosion of sponsorships and localized marketing: Betting companies injected BR2 billion in sports sponsorships in 2025, covering Série A clubs and events such as the Copa do Brasil. With restrictions on advertising (ban on welcome bonuses and associations with personal success), the trend is authentic activations: regional influencers, content in Portuguese and integrations with PIX for instant payments.
Growth of emerging verticals: esports, online casinos and live betting. While football dominates, esports and online casinos are growing with crash games and slots leading for their mobile accessibility. Live betting, enabled by 5G, represents the majority of sports betting GGR. This diversification meets high mobile penetration and preference for dynamism but requires regulatory adaptation, such as limits in eSports. For Luck Bet, investing in these verticals means capturing the Gen Z audience, balancing fun with responsibility.
How do you think the profile of the Brazilian bettor is evolving ,and how does this influence the marketing and growth strategies of Luck Bet?
The profile of the Brazilian bettor is evolving rapidly, shaped by the 2025 regulation, technological advances and sociocultural changes. This transformation directly impacts our marketing and growth strategies, requiring agile adaptation to serve a diverse, digitally native and increasingly aware audience. Below, I highlight the main characteristics of the Brazilian bettor in 2025 and how they guide our actions at Luck Bet.
Mobile-first: with most Brazilians accessing the internet via smartphone, bets are placed on mobile devices, with a preference for fast and intuitive experiences. This audience values simple interfaces and transactions via Pix, which accounts for a large share of deposits in the sector.
Diversification of interests: although football still dominates, there is a notable growth in esports and online casinos, especially crash games and slots, popular among Gen Z. Live betting, driven by 5G, represents a considerable volume in sports betting, reflecting the search for dynamism and interactivity.
Regulatory awareness and responsible gaming: post-regulation, bettors are more attentive to safety, preferring licensed platforms with .bet.br domains. There is greater demand for transparency with users checking responsible gaming policies such as deposit limits and self-exclusion.
Cultural and social influence: Brazilians bet with emotion, influenced by sporting events and cultural icons such as streamers and influencers. The connection with sponsored teams reinforces loyalty. In addition, the use of social media is central, with a large number of bettors discovering brands through posts or localized ads. The Brazilian bettor of 2025 is connected and increasingly demanding regarding safety and personalization. At Luck Bet, we respond with strategies that combine cutting-edge technology, cultural connection and social responsibility. Our goal is to lead the market not only with numbers but also by building an engaged and protected community of bettors. We are ready to ride this wave, keeping Brazil at the center of iGaming innovation!
Data-based strategies were a central part of your first few months. How do you imagine that technology and data analysis will support the long-term growth of Luck Bet?
The first 90 days were crucial to establish a solid foundation of data-based strategies, and I see technology and data analysis as fundamental pillars to ensure versatility and sustainable growth in the Brazilian betting market. The 2025 regulation brought a competitive scenario, with 188 licensed operators, but also opened doors for innovations that combine personalization, operational efficiency and compliance.
Technology and data analysis are the engine of Luck Bet's versatility and growth. With AI, machine learning and big data, we personalize experiences, optimize operations and anticipate trends, while blockchain and automation ensure compliance and scalability. Our focus on responsible gaming and cultural segmentation positions us as leaders in a competitive market, connecting innovation with the passion of the Brazilian bettor.
We project that these strategies will drive sustainable growth while building an engaged and protected community. The present belongs to data and we are ready to lead it.
Many operators in Brazil are investing heavily in sports sponsorships. What is Luck Bet's approach to partnerships?
Our approach to partnerships, including sports sponsorships, is carefully planned to maximize impact and efficiency in the Brazilian betting market. While many operators invest heavily in high-visibility sports partnerships, our initial strategy prioritizes a strong digital delivery, data-driven, that guarantees a high ROAS (return on ad spend) and a low CAC (customer acquisition cost). Only then will we scale to strategic partnerships that complement this foundation.
How does Luck Bet ensure compliance and, at the same time, continue to innovate?
Ensuring compliance in the Brazilian betting market, regulated in 2025, is as critical as innovating to stand out among the 188 licensed operators. The regulation brought strict requirements, such as identity verification, transaction monitoring by the SPA and fines for non-compliance, but also opened space for innovations that balance compliance with growth. At Luck Bet, we integrate technology, data analysis and a user-centered culture to ensure that compliance is the foundation of innovation, not a barrier.
You mentioned the restructuring of the CRM, BI and performance teams. What cultural or organizational changes were most important to align the teams?
The restructuring of the CRM, BI and performance teams was a milestone in my first 90 days, essential to position the company as a leader in the Brazilian betting market. Aligning these teams required deep cultural and organizational changes, focusing on collaboration, data orientation and adaptation to the regulated environment of 2025. The most impactful changes were centered on three pillars: data-driven culture, cross-functional integration and user focus with responsibility. We prioritized the following:
Data-driven culture as the basis for decisions: we implemented a mindset where all decisions are guided by data, eliminating silos between CRM, BI and performance. Before, each team operated with isolated priorities: CRM focused on retention, BI on retrospective analyses and performance on acquisition campaigns. Now, 100% of strategies are validated by metrics such as ROAS (return on ad spend) and CAC (customer acquisition cost).
Cross-functional integration for agility: we promoted a culture of collaboration, breaking down barriers between departments. Before, the lack of communication led to misalignments, such as performance campaigns ignoring CRM insights about user preferences. We introduced rituals such as daily meetings and biweekly sprints, inspired by agile methodologies, to encourage the exchange of ideas. For example, the CRM team now collaborates directly with performance to create campaigns based on BI data.
User focus and responsible gaming: we aligned teams around a user-centered mission, with an emphasis on responsible gaming, essential in the 2025 regulatory context. We promoted a "user first" mindset, encouraging teams to prioritize safe and personalized experiences. We held empathy sessions, where team members analyze bettor journeys to understand their needs and risks.
