Expertise in LATAM and insides from the Brazilian market
GregoryAuthor of the Brazino Insider Telegram channelIn this issue, we share expert information from the author of the Telegram channel Brazino Insider, who has been focusing on the latest changes in Brazil's gambling market. With the licensing of the market set to begin on January 1, 2025, the country is facing major shifts in iGaming regulation. We’ll explore the challenges market players will face and what affiliate teams and operators need to do to successfully adapt to the new conditions.
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As someone deeply involved in the Brazilian market, could you tell us what’s happening with the gambling market in the country? What insights, trends, and pitfalls can you share?
Currently, Brazil's iGaming market is in what could be described as the "calm before the storm”.
Some operators have suspended their advertising campaigns in anticipation of licensing, which will start on January 1, 2025, as they are unsure how quickly they can recoup the players they attract. However, there are those who continue to push traffic actively, taking advantage of the time left before licensing. But one thing is clear: the storm is approaching. The start of regulation won’t be smooth. All market players, including affiliates, will have to adapt to new conditions, from opening new traffic sources to new terms on revshare or CPA. This is exactly what we cover on our channel, sharing the latest insights directly with the teams.
You mentioned that January 1, 2025, will be a significant date in Brazil. Could you share what will happen?
Starting on January 1, operators will be split into two groups: those who are ready to operate legally and have already obtained licenses, and those who will remain in the grey area. The first group will aggressively buy traffic, entering not only through CPA but also via media channels. The second group will be forced to find workarounds — setting up mirrors, using P2P services for deposits. The regulator will tightly monitor licensees and block illegal operators. We’ve already applied for a license and are confident that we’ll benefit from legalization — our brand is well-known and loved in Brazil.
Brazil is a huge market, and to stay on it, players will need to adjust to the new conditions.
What’s happening with licensing in Brazil right now?
As of October 11, the government began blocking the PIX payment system for operators who haven’t applied for a license. We applied in the first wave, so everything is calm on our end. We’ll see how things go for colleagues who are not on the list.
Another key insight:
- Google has given the green light to operators who have applied for licenses to use their advertising services to promote brands. However, aggregators have been cut off — access has been blocked. As a result, cross-brand PPC has lost relevance, and brands have seen a boost in organic traffic. I think this is something everyone in the industry has noticed. We’re still waiting for the green light to place real-money gambling apps on Brazilian Google Play, but so far, there’s been no word from our tech giant.
- Brazilian authorities have started pressuring users of unlicensed operators by threatening to block their PIX accounts if they make transactions with illegal gambling sites. How this will work in practice remains unclear, but losing access to a PIX account tied to a CPF (the Brazilian equivalent of a tax ID) is definitely not something players want.
- There were rumors that Stake and a few other well-known brands hadn’t received their licenses, but they turned out to be false. The list of authorized operators seems likely to continue growing.
- Many large brands are already announcing their departure from the Brazilian market, informing their players through messages and news in the media. All of this, amid tightening regulations, seems logical - some are tightening the screws while others are being completely shut out. But let’s see what comes of it; we maintain cautious optimism.