iGaming News #020 | “The bet is on the list”: how bets use regulation in marketing campaigns

Hello, how are you? I'm Fernanda Costantino, payments content specialist at WEpayments, and I'm kicking off today's edition of the newsletter.

The marketing campaigns of betting companies in Brazil are undergoing a period of intense transformation, especially with the recent regulation of the sector.

In this new regulated market scenario, many companies are betting on using the discourse of the importance of licensing to ensure a promising future for betting in Brazil.

Below, we provide an overview of how these companies have positioned themselves on social media, television, and other channels during this intense moment of betting regulation.

And the number of ads grows with regulation

In recent months, there has been a significant increase in betting ads, with a 30% growth in television campaigns compared to early 2023 (Source). This growth is driven by the impending regulation, which allows for greater visibility and legitimacy for these companies' operations.

Reminder: regulation and guidelines

New advertising rules

With the approval of the law regulating betting in Brazil, the National Council for Advertising Self-Regulation (Conar) has published specific guidelines for advertising in this sector. We’ve already written a newsletter about it, and you can check it out here!

Social responsibility

Campaigns now need to emphasize responsible gaming practices and the possible psychological impacts of betting. Conar has established that influencers involved in campaigns must have a predominantly adult audience, and ads must include warnings about age restrictions. We've talked a lot about responsible gaming here, and you can check it out in this edition!

Use of licensing in campaigns

How is the discourse of the regulated market being used in advertising narratives? We’ve identified the following key points:

Legitimacy and trust

Betting companies have been emphasizing their pursuit of licensing as a sign of legitimacy and transparency. This is crucial for gaining consumer trust, especially in a market previously marked by unregulated operations. Many campaigns highlight their compliance with the new guidelines, promoting a safe environment for bettors.

Emphasis on social media

On social networks, betting companies have used their license applications as a central point in their campaigns. They communicate that obtaining the license is an important step towards operating legally in Brazil, helping to differentiate their brands from competitors that have yet to regularize. This includes informative posts, explanatory videos, and user interactions about the licensing process and its benefits.

Focus on Responsible Gaming

Campaigns have also incorporated messages about responsible gaming, aligning with regulatory requirements aimed at protecting consumers. This includes information about betting limits and resources to help compulsive gamblers. Be sure to reread our edition on this, as mentioned above! ;)

Preparation for the future

With regulated operations expected to begin in January 2025, betting companies are proactively positioning themselves to capture the market's attention before the official launch. Clear communication about licensing status is seen as an effective way to attract new customers and retain existing ones.

I hope you enjoyed this edition!

See you next time,