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Live Desk

IGI Expo

Blue Tree Premium Morumbi, São Paulo Nov 12 - 13, 2025
  • avatar
    Layla Victoria
    Speaking of concluding... After two intense days at IGI Expo, I’m leaving with my head full of insights ideas. From AI to responsible gaming, from football sponsorships to municipal lotteries, every panel opened a new window into how fast this industry is evolving… and how much work still lies ahead! Now… time to breathe, process everything and get ready for what comes next. And that's a wrap!
  • avatar
    Layla Victoria
    Moderator Miranda concluded proceedings with her own position:

    The population today is used to illegal gambling, so oversight needs to be more present. The same applies to municipal lotteries. The Supreme Court needs to understand that it is a relevant activity that delivers some results and needs a proper regulation.

  • avatar
    Layla Victoria
    Ana Gatti claims:

    We need a more transparent communication channel that makes more sense to society regarding how lottery funds will be allocated. What does society seek from the lottery? That's an important question.

    Motta gave us his clear perspective on that question:

    The main objective of lotteries is to give back to society in the form of resources, for health, construction. The lottery was born from this principle and the desire to return part of the money received to the population.

  • avatar
    Layla Victoria
    Back at it! This time the panel is on “Municipal lotteries: Regulatory precautions when creating a local lottery.” There is a strong legal focus to this one, led by moderator Daniella Miranda and joined by Ana Gatti, Sofia Signorelli, Hiago Piau and João Motta. Together, the panelists are examining the practical and constitutional boundaries that municipalities must navigate when structuring their own lottery operations, from defining territorial limits and choosing compliant operating models to ensuring transparency, accountability and alignment with federal rules.
  • avatar
    Layla Victoria
    👀 Time for a bit of a look around before the panel on lotteries.
  • avatar
    Layla Victoria
    Popped into a panel on:

    Responsible gambling: its importance for a regulated market that protects players.

    The talk opened with a grounded, data-driven tone as moderator Amilton Noble (Hebara) guided the discussion between Filipe Rodrigues (IGE), Rafael Ávila (APAJ), Anna Florença (Mineira da Sorte Loterias) and Conrado Caon (TyCHE by PayMee). The conversation centred on how Brazil’s newly regulated landscape must balance innovation with safeguards that genuinely protect bettors.
  • avatar
    Layla Victoria
    Lunch break! 🍞
  • avatar
    Layla Victoria
    Leonardo Benites:

    There is still a lot of potential to be explored in existing football sponsorships. The next step is to improve how they can and should be worked.

    But now...
  • avatar
    Layla Victoria
    The panel

    Bets in the world of football: solution or excessive dependence?

    brings a candid tone to the room. Nuno Bispo (Bis - SIGMA), Leonardo Benites (Propane iGaming Agency), Reginaldo Diniz (End to End, Fun to Fan) and Murilo Lima (OneFootball) all feature and unpack the increasingly intertwined relationship between betting operators and Brazilian football. Bispo notes:

    There is no other sector that is as semiotically linked to sports as the betting sector, because Brazilians are passionate about both football and betting, and both sectors are linked to emotions. These are the natural reasons why the biggest Brazilian clubs are sponsored by betting companies.

  • avatar
    Layla Victoria
    A back and forth on how marketing regulations also affect influencers: Nogues:

    Operators also have a strong responsibility regarding which influencers they hire to talk about their services.

    Murakami: Speaking from an influencer perspective, we need to talk about legitimate operators without unintentionally promoting illegal ones. After all, a player might think,

    Oh, so you're telling me there's a different platform there and I can bet with a credit card?

    and go there. The difference is that illegal operators can't work on good branding.
  • avatar
    Layla Victoria
    Teresa Caeiro of Playtech Brazil added her thoughts:

    More than thinking about restrictions, we need to think about what the operator can do to reach the bettor responsibly, without targeting minors and by following the rules of the advertising regulator. We all want to promote our operations, but we can't avoid our responsibilities. Simply putting 'play responsibly' under a campaign is not enough, we also need to use our communication networks to talk to bettors. The industry's image is tarnished due to illegal players, but we have the power to change that. Nothing is lost, it is up to the ethical operators to change this image.

  • avatar
    Layla Victoria
    Some thoughts from Marco Elias:

    The sector is part of a public service that therefore needs to safeguard its integrity. We are in the infancy of regulation and the problems are not in the current restrictions but rather in the new proposed restrictions. An educational campaign should not only talk about illegal gambling, but also inform its audience and potential audiences.

  • avatar
    Layla Victoria
    The second panel is

    Marketing restrictions for licensed operators: a fair measure or a way to benefit illegal gambling?

    and it's unfolding with a sharp mix of regulatory, commercial and content-creator perspectives. Natalia Nogues (Control F5), Teresa Caeiro (Playtech Brasil), Leonardo Murakami (Youtube Channel Você Sabia?) and Marco Elias (Flutter Brasil) are debating how far advertising limits should go in a market that’s still trying to solidify its legal framework.
  • avatar
    Layla Victoria
    Evaldo Bazzegio:

    The evolution of AI must be taken into account in any industry that wants to grow.

    Tiago Pinto:

    Could it be that AI will actually improve our human interaction if, through AI, you can deliver a personalised experience to customers?

  • avatar
    Layla Victoria
    Flavia Merlo:

    A smart bettor cannot be seen as a threat, but rather as the maturity that the sector needs to reach.

    Bruno Motta:

    The industry needs to learn how to engage responsibly with bettors who already use AI.

  • avatar
    Layla Victoria
    The morning started with a forward-looking debate on

    How artificial intelligence will shape the future of the iGaming industry,

    bringing together Bruno Motta (Neo AdTech), Tiago Pinto (Jogo Global), Evaldo Bazzegio (Bazzegio Consultoria), Marcelo Reis (Comtrade Gaming) and Flavia Merlo (Control F5). The panel covered how AI is rapidly becoming the backbone of operational efficiency in betting, being used for anything from fraud detection and personalised user flows to risk management and responsible-gaming tools.
  • avatar
    Layla Victoria
    Another day at IGI Expo is just beginning! Today’s agenda dives straight into the heart of Brazil’s next regulatory and technological steps, from how AI could reshape the future of the betting industry to the limits (and tensions) around marketing restrictions for licensed operators and much more. Ready for round two! 🥊
  • avatar
    Layla Victoria
    Day one at IGI Expo! ✅ A whirlwind of debates, insights and cool people. My brain’s full, my notebook’s fuller and now let’s see what day two has in store!
  • avatar
    Layla Victoria
    Mr Neil Montgomery is, of course, a regulator contributor of ours and guest on the Huddle. Always great to catch up with him!
  • avatar
    Layla Victoria
    The next discussion, “M&A strategies to scale in iGaming,” brought together Udo Seckelmann (Bichara e Motta Advogados), Neil Montgomery (Montgomery), Caio Loureiro (TozziniFreire) and Bruna Verdi (specialist in gaming law), under the moderation of Ana Helena Pamplona (Abrajogo). The panel explored how mergers and acquisitions are part of Brazil’s iGaming sector, from the challenges of due diligence and compliance to the opportunities for international investment and sustainable expansion.
  • avatar
    Layla Victoria
    The panellists agreed that municipal lotteries are no longer a theoretical debate but an operational reality unfolding across Brazil. Diego Campos (Osasco) stressed that

    it’s no longer a question of whether it can or cannot be done, we need to move quickly and put it into practice,

    highlighting the city’s progress toward launching its own lottery. Camilo Brito (Analome) reinforced that the focus should not be on whether municipalities can operate beyond their borders, “because the answer is clearly no,” but on improving processes and learning from those already implementing local models. Paulo Horn argued that

    the only way to end illegal gambling is through legalisation and integration between federal, state and municipal systems,

    calling for unity within the industry to avoid fragmentation and strengthen responsible gaming frameworks. The panel concluded that municipal lotteries represent both a regulatory challenge and an opportunity, a chance to decentralise revenue generation while advancing toward a more cohesive, transparent and sustainable gaming market in Brazil.
  • avatar
    Layla Victoria
    Diego Campos:

    We are on track to establish our lottery very soon; it's no longer a question of whether it can or cannot be done. We need to move quickly and put it into practice because this change is happening anyway. We are focusing on the legal phase so we can begin exploring it much sooner.

    Paulo Horn:

    It's up to all of us in the industry to have a direction, a guiding principle, to have a regulated industry that operates responsibly. As long as we remain divided and the Government maintains its monopoly, we end up not combating illegal gambling. The only way to end illegal gambling is by legalising it and integrating it into the federal operating systems, with states and municipalities. Gambling isn't going to stop, so we need to seize the opportunity with people who want to become legal.

  • avatar
    Layla Victoria
    In a late switch, Paulo has been replaced by his namesake: Paulo Horn, former Director of Loterj. During the panel, Diego Campos says:

    The reality is that municipalities are already in the process of having their own state-lotteries. The important point is: how will this be operationalised?

    The idea that municipal lotteries can only operate within their own territory is, in my opinion, quite outdated.

  • avatar
    Layla Victoria
    This brings together Marcelo Corrêa (Axis Veritas), Camilo Brito (Analome), Diego Campos (Innovation Director, City of Osasco in SP) and Paulo Cezar Souza (Mayor of Santo Amaro das Brotas in SE) to examine the growing wave of municipal lotteries across Brazil. The discussion explores both the potential and the pitfalls of local regulation, questioning whether municipal operations can coexist with federal and state frameworks without creating legal uncertainty.
  • avatar
    Layla Victoria
    Next up... The panel: Municipal lotteries: a real opportunity or another source of regulatory tension? What products can municipalities operate on?
  • avatar
    Layla Victoria
    A break from all the discussions... for lunch!
  • avatar
    Layla Victoria
    Today's second panel, “Federal lotteries: past, present and, above all, future,” focused on how the lottery network can adapt to an increasingly digital landscape without losing its social and community role. Márcio Malta (Playtech Brasil) defended the launch of Caixa Bet, arguing that

    it makes no operational sense for Caixa not to have a platform to compete for market share,

    as online channels are now cheaper and more accessible for players. Ricardo Costa (Febralot) stressed that “the world is no longer analog,” and that integrating physical and digital channels is essential for the sector’s survival. Meanwhile, Alessandro Montenegro (Loteria Aldeota, Rei do Bolão) pointed out the need for more accessible investment alternatives so smaller operators can participate, while Amilton Noble (Hebara) emphasised collaboration as key to growth. He also reminded that fixed-odds betting

    shouldn’t be promoted as a way to change your life, but seen as pure entertainment.

    The discussion closed on a note of optimism, with Noble highlighting the sector’s maturity as the Mega-Sena da Virada, the New Year's game, widely popular in Brazil, approaches the symbolic BR1bn ($180m) mark. This may act as a proof that lotteries remain a pillar of Brazil’s gaming culture, blending tradition with digital transformation.
  • avatar
    Layla Victoria
    Some highlights from fellow panellist Amilton Noble:

    Fixed-odds betting shouldn't be promoted as a way to change your life; it should be seen as pure entertainment.

    The formula for success is not being afraid to share. If you share with your colleagues and they also achieve it, everyone in the sector wins.

  • avatar
    Layla Victoria
    Some thoughts from Ricardo Amado Costa of Febralot:

    The world is no longer analog, and that changes the business model we have to follow.

    The challenge for lottery companies in Brazil right now is to unite the physical with the digital; this is a fundamental step.

  • avatar
    Layla Victoria
    The second panel, “Federal lotteries: past, present and, above all, future,” shifts the focus from regulation to the transformation of Brazil’s lottery ecosystem. Ricardo Costa (Febralot), Alessandro Montenegro (Loteria Aldeota, Rei do Bolão), Amilton Noble (Hebara) and Márcio Malta (Playtech Brasil) are about to explore how innovation, digitalisation and public-private collaboration can modernise federal lotteries while preserving their social purpose. The discussion highlights the need to fund public initiatives responsibly, adapt to new consumer habits and remain competitive amid the rapid expansion of online betting in Brazil.
  • avatar
    Layla Victoria
    The opening panel at IGI Expo set the tone for a day of candid debate on regulation, collaboration and the road ahead for Brazil’s maturing betting sector. Leaders from ANJL, Abrajogo, AIGaming, ABFS, BCBet and AMIG discussed how trade associations can unite operators, protect consumers and rebuild trust in a market still facing stigma and uncertainty. Plínio Lemos Jorge (ANJL) warned that the current tax debate risks driving bettors to illegal platforms, arguing that

    an unfair tax above the operators’ limit has the opposite effect, the illegal market benefits much more from it.

    He also said betting has “become a bargaining chip” in broader fiscal negotiations, stressing that the legal industry must defend itself collectively to survive. Ana Clara Barros (AIGaming) emphasised the need to protect society and bettors as key stakeholders, while Ana Helena Pamplona (Abrajogo) highlighted the blurred boundaries of what defines the illegal market, urging greater association membership to promote compliance. Amilton Noble (BCBet) and Rafael Marcondes (ABFS) both underlined the need for certification, international learning and coordination, noting that “when the market matures, its agendas will align.” All speakers agreed on one point: fragmentation weakens the industry’s voice. As Pamplona concluded,

    From outside the sector, people see us as one, disunity reflects on everyone.

  • avatar
    Layla Victoria
    Our panellists and their thoughts on what associations bring to Brazil (and gaming). Plinio says:

    It's necessary to have the support of several associations because, by defending the same agendas, we have more strength.

    Ana Helena comments:

    The union of associations needs to happen because, from outside the sector, people see us as a unit. Disunity reflects on everyone.

    Ana Clara ( of AIGaming) adds:

    A very important stakeholder is the bettor. We need to protect the client; if there are no bettors, there is no market. This agenda is non-negotiable and it's not just for one association, it's for all of them. There are causes that shouldn't belong to just one association, but to the entire industry. And, looking to the future, Rafael Marcondes says:

    I believe that when the market matures, there will also be a maturation and better structural alignment of our agendas; that's the likely path.
  • avatar
    Layla Victoria
    Ana Helena Pamplona, of Abrajogo, tells the panel:

    It's unclear who or what the illegal market is. We have several areas in grey areas.

    Meanwhile, Rafael Marcondes of ABFS, adds:

    Associations have fundamental and informational value in Brazil because, here, betting is a new regulated sector, so it still requires a lot of information. International experience also helps us avoid mistakes from other regulations.

  • avatar
    Layla Victoria
    From from Plínio Lemos, President of the ANJL:

    We've become a bargaining chip. They don't want to increase taxes and benefits for other sectors, so any movement that is aimed at more established sectors ends up using betting as a bargaining chip in Brazil.

  • avatar
    Layla Victoria

    We are a new sector with a tarnished image and we are fighting to improve that.

    - says Plínio Lemos Jorge, President of ANJL
  • avatar
    Layla Victoria
    Kicking off the morning at IGI Expo with the first panel: “The role of associations in defending the betting industry.” The discussion brings together key representatives from major sector organisations: Amilton Noble (BCBet), Rafael Marcondes (ABFS, Bets and Fantasy Sport), Ana Helena Pamplona (Abrajogo), Plínio Lemos Jorge(ANJL), Ana Clara Barros (AIGaming) and Natália Rodrigues (AMIG, The Women Association inGaming). They’re debating how associations can unite operators, promote responsible practices and strengthen dialogue with regulators as Brazil’s betting market.
  • avatar
    Layla Victoria
    Welcome to IGI Expo! This is the iGaming International Expo in São Paulo, where the betting and gaming industry gathers to discuss innovation, regulation and the future of entertainment. From VLT technology showcases to panels on compliance, sports integrity and marketing, the event brings together key voices shaping Brazil’s market. We are here nice and early and will bring you updates throughout the day.
  • avatar
    Mariya Savova
    Over the next couple of days, the IGI Gaming Expo will bring together industry leaders in São Paulo to discuss the current state of Brazil’s gaming market - nearly a year after its legalisation - and explore what lies ahead for the industry. Stay tuned as our team on the ground in São Paulo shares live updates from the event.