The second day of BiS SiGMA South America 2026 took place on Wednesday, April 8, in São Paulo, where discussions spanned various topics, including the legalization of land-based casinos and the significance of user experience and local culture in the online betting sector.
During a panel discussion on casinos, former Tourism Minister Vinicius Lummertz emphasized that Brazil has missed out on 80 years of potential tax revenue and job opportunities due to the prohibition of this gaming sector, which has been in place since a decree-law declared it illegal in 1946.
Senator Irajá Silvestre, who is overseeing Bill (PL) 2.234/22 aimed at legalizing land-based gaming, expressed optimism regarding the bill's approval after previous unsuccessful attempts to bring it to a Senate vote. This bill has been under consideration since its introduction in 1991.
“I am optimistic about the Senate's approval of PL 2.234. Two years ago, the situation seemed more challenging. Now, we are making progress and gaining support from more senators. We have a critical window until June for the Senate president, Senator Davi Alcolumbre, to schedule this for a vote, allowing the market to prepare for investments in Brazil by next year,” Irajá stated.
In terms of online betting, the focus of discussions shifted to how companies are adjusting to changing consumer behaviors. Panels throughout the day underscored that competition in the regulated market increasingly hinges on the user experience provided. Key elements such as personalization, speed of payment, and overall usability were highlighted as essential for customer retention and growth.
The role of technology in enhancing these experiences was also discussed, particularly the use of data and algorithms to analyze behavioral patterns and create smoother, more interactive user journeys.
BiS SiGMA South America also featured notable sports personalities. Following the appearance of former football stars like Júlio César and Diego Lugano on the first day, the second day saw participation from Vampeta, Müller, and Luizão, all of whom are FIFA World Cup champions with Brazil. The sports betting industry is gearing up for the upcoming World Cup, which kicks off in about two months.
Another significant topic was the necessity for cultural adaptation. Companies operating in Brazil are modifying their strategies to resonate with a sports-savvy audience, particularly passionate about football and active on social media.
Debates highlighted that generic marketing campaigns often yield less impact than those that incorporate local cultural elements and language that resonate with the audience.
This cultural adaptation is also evident in partnerships with sports clubs, influencers, and athletes, which help foster trust and identification among users. “When there’s no more room on a club’s jersey for branding, companies turn to athletes to convey their message. Brazilians are inherently sports fans, and the entry point to iGaming is through sports,” remarked Fellipe Fraga, CBO of Stellar Gaming.
The event will continue on Thursday, April 9, with discussions centered on innovation, state lotteries, and future outlooks for Brazil’s betting market.