The IGI Expo in São Paulo brought two days of dense debate on regulation, technology and market growth; gathering operators, regulators, lawyers and industry associations to map out Brazil's next steps in betting and lottery.
Associations and the collective defence of the regulated market
One of the conference's opening panels emphasized the crucial role of associations in guiding Brazil's transition to a regulated market. Representatives from ANJL, Abrajogo, AIGaming, AMIG, ABFS and BCBet argued that unity is still the industry's greatest weakness.
Speakers warned that proposed tax increases could unintentionally strengthen the illegal market and that betting companies have become "a bargaining chip" in broader political negotiations.
Panelists agreed that operators, associations and society share the same priority: protecting bettors. They defended common agendas, standardized certification and stronger dialogue with Congress as essential steps for market credibility.
Federal lottery debates: Digitalization, Caixa Bet and new business models
The panel on federal lotteries centred on the Caixa Bet controversy and the broader digitalization of Brazil's lottery network. Specialists argued that Caixa needs an online platform to remain competitive as players migrate to digital channels.
Speakers from Febralot, Hebara, Loteria Aldeota and Playtech Brasil highlighted the need for investment models that allow small operators to innovate without prohibitive costs. Collaboration and transparency were described as essential for the sector's credibility.
The discussion also pointed to the growth of Mega-Sena da Virada, now nearing BR1bn ($189m), as evidence of increasing maturity in lottery consumption.
Municipal lotteries: Expansion, legality and operational challenges
A central theme on day one of the conference was the spread of municipal lotteries across Brazil. Representatives from Osasco, Analome, Axis Veritas and Loterj debated the constitutional and operational boundaries for cities entering the sector.
Speakers argued that municipal lotteries are not theoretical, they're already happening - and rapidly. But operationalizing them requires clarity on territorial limits, compliance, processing location and the allocation of social funds.
The panel stressed that Brazil cannot reduce illegal gambling without integrating state, municipal and federal systems.
Legalization, with safeguards, is the only sustainable path.
AI and the next technological leap for iGaming
The second day opened with a panel on how artificial intelligence will shape the future of the betting industry. Experts from Neo Adtech, Jogo Global, Comtrade Gaming, Bazzegio Consultoria and Control F5 explored how AI is redefining player behaviour analysis, fraud prevention, responsible gaming tools and customize user journeys.
The discussion highlighted that AI should enhance, not replace, human interaction. Speakers called for balance between automation and emotional intelligence, and warned that an industry overly dependent on algorithms risks losing context.
Marketing restrictions: Protecting players or strengthening illegal sites?
A lively debate followed on whether stricter marketing rules protect consumers or inadvertently drive them toward unlicensed operators. Representatives from Control F5, Flutter Brasil, Playtech Brasil and the "Você Sabia?" channel, with 46 million subscribers, stressed that unclear communication, lack of enforcement and influencer confusion remain major obstacles.
Panelists argued that operators must communicate more transparently about what "legal" and "illegal" actually mean, and invest in educational campaigns rather than purely promotional ones.
Football betting: Partnership or dependence?
Speakers analyzed the deep connection between football and betting in Brazil.
While sponsorships guarantee immediate visibility, experts questioned whether the sport now relies too heavily on betting companies or whether clubs and operators can evolve into more balanced partnerships that improve the fan experience.
Responsible gambling and the path ahead
A dedicated panel reinforced that player protection is the backbone of a healthy market. Discussions focused on strengthening safeguards, improving data systems and ensuring that regulation grows in tandem with innovation.
As Brazil moves toward a stronger regulated market, last week's conversations at the IGI Expo show the industry's next steps will depend on clarity, cooperation and consistency.
Brazil's Ministry of Sports recently signed an integrity agreement with the ANJL, which highlights the importance of associations within the sector
