Felipe Pereira, editor director of Sitedeapostas.com, chats to SBC News as the Brazilian sports betting and online casino market nears its first anniversary. Pereira outlines how the market has matured quickly in the first 11 months, and explains how stringent regulation such as a ban on bonuses doesn’t pose a huge challenge for affiliates – as long as they focus on the consumer demands.

SBC News: We are now nearly one year into Brazil’s regulated market. What are your expectations vs reality? Has the market been worth the hype?

Felipe Pereira: The hype was all about instant easy money, but the reality demands stability, strategic execution and long-term thinking. At Leadstar Media, we never viewed it as a gold rush, but as a long-term venture centred on professionalism and adaptation. 

We certainly expected a smoother transition and hoped for a swift migration of grey market traffic to licensed brands; however, the compulsory CPF and facial recognition checks fundamentally reshaped the landscape. For us, the long-term value absolutely justifies the hype. We have successfully traded low-quality, bonus-hunting traffic for high-value, sustainable players. The market is maturing into a more predictable, professional and legally secure revenue stream.

SBC: What are the main differences between working in the legacy grey market in Brazil and the regulated sector throughout 2025?

FP: The core difference is the security of the partnership versus the friction of the funnel. In the grey market, we had low friction and fast sign-ups, but the risk of the operator changing the commission or shutting down was very significant. Now, in the regulated sector, we have lowered our risk because the operator is licensed, guaranteeing contract stability and prompt payment. The trade-off is lower conversion rates and high friction due to mandatory KYC checks. 

SBC: With such fervent sports fans in Brazil, how do you tailor your content strategy to ensure that it resonates with these audiences?

FP: We certainly use the football frenzy to attract players, but that is not our primary hook. We are very aware that generic content from a foreign provider just falls flat in the Brazilian market. That is why we directly address Brazilian player’s pain points: PIX, reliable payouts and informative betting tips. To convert players we focus on delivering genuine value while conveying trust. Specifically, this involves prioritising expert analysis and truly hyper-localised content. 

SBC: What is your content mix in Brazil between sports and online casino? Has online casino boomed as much as sports betting?

FP: Yes, online casino has boomed significantly in Brazil and continues to grow at a rapid pace. We are observing substantial growth in the casino vertical, similar to sports betting. Games like Fortune Tiger, Sweet Bonanza, and classic crash games are generating significant interest and traffic volumes.

While football and sports betting remain the most common clear entry point for new players, casino is becoming an evident entry point as well. We actively manage a few cross-sell products, such as SitedeApostas.com (blending both sports and casino content) but have also developed a casino-only project to capture this rising demand.

SBC: There are several advertising restrictions within the regulatory framework in Brazil. Do you think this has placed an even greater importance on affiliates?

FP: Absolutely. It hasn’t just placed greater importance on affiliates; it has made compliant, professional affiliates an essential digital marketing engine for licensed operators. The restrictions imposed to date are already substantial, and the trend is toward increasing them. This scenario leaves a massive void and operators tend to increasingly rely on us to reach players effectively. Our value is that we offer our partners fully compliant content, and we excel in less-restricted channels, making us a risk mitigation partner more than simply a traffic source.

SBC: Has the bonus ban had a big impact on your operations, or have you managed to find workarounds to deliver value to your users?

FP: The bonus ban certainly disrupted the market and caused a temporary acquisition slump. Losing the welcome bonus as a clear acquisition hook forced an immediate shift of direction and the reorganisation of our content strategy. We leveraged our expertise from other geographical markets to apply a similar localised strategy in Brazil. 

Ultimately, we believe the core driver for acquisition—the player’s intention—remains unchanged; however, the format through which operators can offer and advertise sign-up incentives has drastically changed. Consequently, we are focusing more on no-wager rewards, enhanced loyalty programs, and high-value conversion hooks.

SBC: How important have you found it to have local expertise on the ground in the country to ensure proper localisation so your content actually resonates with Brazilian users?

FP: It is absolutely essential! Basically the difference between simply operating and truly thriving in the country. As mentioned before, foreign content is inefficient and falls completely flat in Brazil. Without local expertise, your content will fail to engage the audience, resulting in a drastically reduced conversion rate. 

Localisation goes beyond mere translation; it requires a deep understanding of the entire ecosystem, from local payment friction points to the cultural norms surrounding betting. Furthermore, trying to navigate this highly complex market entirely from abroad is a recipe for compliance issues. Without a doubt, our local team plays a pivotal role in the success of our Brazilian operation.  

SBC: What do you think the biggest trends amongst Brazilian consumers will be as the market continues to mature throughout 2026?

FP: I see a few definite trends defining 2026:

First, there will be a Final Flight to Trust. The regulator will intensify its enforcement actions on unlicensed sites and payment facilitators. Consumers will ultimately have no choice but to gravitate to the fully licensed brands. 

Next, look for the Rise of Local-Oriented Casinos. Brazilian players are hungry for social, interactive gaming that genuinely resonates with them. Purely automated slots are failing to fully engage and deliver social experiences. The launch of local Casino Games featuring Brazilian themes and Portuguese-speaking dealers will grow drastically.

Beyond football, I believe eSports betting will grow significantly as the highly digital, younger consumer group matures. 

And finally, we will be following the Consolidation of Team Sponsorship Loyalty. We are already seeing a real maturity on this front; the less-serious operators who briefly sponsored a team are being washed away. In 2026, I believe that licensed giants like Betano and Sportingbet, who have secured major, long-term sponsorships, will successfully manage to transform that massive target audience into a consolidated player base.