Grupo Esportes Gaming Brasil has unveiled a new nationwide marketing campaign timed around Brazil’s Carnival, one of the country’s most significant cultural events.
The initiative, titled “Convoque a Diversão” (“Summon the Fun”), is designed to connect the group’s brand Esportes da Sorte with the symbols and social energy that define the Carnival period.
Carnival in Brazil is not a single event but a season-long cultural phenomenon.
It spans multiple weeks and mobilizes millions of people across major cities and smaller regions alike, combining parades, street parties, music performances and large-scale public gatherings.
Cities such as Rio de Janeiro, São Paulo, Salvador and Recife become national and international focal points, while local celebrations take place in every municipality.
From a commercial perspective, Carnival represents one of the country’s most concentrated periods of media consumption, tourism activity and public engagement.
According to the company, the campaign draws inspiration from street-level celebrations such as parades and performances, aiming to translate the atmosphere of Carnival into a multi-platform communication strategy.
The rollout includes open television, radio advertising and extensive out-of-home placements, reflecting a deliberate choice to prioritize mass-reach channels during the festive period.
Marcela Campos, vice-president of the group, said the campaign was designed to align entertainment messaging with cultural relevance, stating that Carnival represents “a central territory of Brazilian culture” and that the communication was built to be “simple and connected to real experiences”.
Carnival, in particular, offers exposure well beyond football audiences, reaching demographics that may not engage with sports content year-round.
Through its brand Esportes da Sorte, Group Sports Gaming took part in running events in Brazilian municipalities Recife and Olinda
