The second day of BIS SiGMA South America 2026held this Wednesday in São Paulo, was marked by discussions about the role of user experience and local culture in the evolution of the betting market in Brazil.
With the sector entering a new phase after regulation, debates have turned more to how companies are adapting to Brazilian consumer behavior, considering that Brazil is one of the most engaged markets in the world in sports and digital platforms.
User experience takes center stage
The panels throughout the day highlighted that competition in the regulated market tends to be increasingly defined by the experience offered to the user. Elements such as personalization, payment speed and usability were highlighted as decisive factors for retention and growth.
Maurício Santos, CEO of the MCS Group, made a relevant comment about this:
“Traditional television is gradually losing ground to digital platforms, while fans increasingly want to participate in sports through betting and fantasy leagues rather than just watching.”
The discussion also included the role of technology in building these experiences, using data and algorithms to understand patterns of behavior and offer more fluid and interactive journeys.
Experts highlighted that, in a more competitive environment, experience becomes as relevant a differentiator as odds or promotional offers.
Speaking of user experience, the second day of BIS SiGMA South America 2026 also featured the presence of big names in the history of Brazilian football:
- Luizão: former Brazilian national team striker and 2002 World Cup champion
- Vampeta: former midfielder for the Brazilian national team, also world champion in 2002
- Müller: former 1994 World Cup winning striker
Local culture shapes strategies in Brazil
Another topic discussed was the need for cultural adaptation. Companies operating in Brazil have been adjusting their strategies to communicate with an audience highly connected to sport, especially football, and with a strong presence on social networks.
The debates pointed out that generic campaigns tend to have less impact compared to initiatives that incorporate local cultural references and language closer to the public.
This adaptation is also reflected in partnerships with clubs, influencers and sports figures, which help to build identification and trust with users. The Brazilian public’s strong relationship with sport and entertainment was highlighted as one of the main factors that differentiate the country from other markets, requiring more localized strategies aligned with consumer behavior.
Felipe Fraga, CBO at Stellar Gaming, commented: “When there is no more space to print the brand on the club’s shirt, companies take advantage of the athlete to be the person who will communicate. Brazilians will always be a fan of sport, and the gateway to iGaming is through sport.”
Experts highlighted that building a responsible image will be decisive for the sector’s long-term sustainability, balancing growth with consumer protection.
Brazilians’ digital behavior helps explain this accelerated market growth. Studies indicate that 38% of the population already consumes some type of game or bet online. The Central Bank also estimates that Brazilians bet up to R$30 billion per month, which shows the intensity of engagement in the market.
The event program continues this Thursday with discussions focused on innovation, lotteries and future perspectives for the betting market in Latin America.
About SiGMA
SiGMA Group is a global media and events company for the gaming, emerging technology and affiliate marketing sectors. Its platform is focused on regulation, education and innovation.
Since its inception in 2014, SiGMA has quickly evolved from a small, niche event to a global powerhouse. The brand redefined itself through rebranding initiatives, strategic acquisitions and the establishment of new pillars, such as the SiGMA Foundation, Business-to-government and SiGMA Play.
The SiGMA Group currently holds 8 international summits, in addition to more than 100 auxiliary networking events annually — including poker tournaments, retreats and iGatherings. SiGMA Group’s global presence is supported by offices in Malta, Limassol, Belgrade, Yerevan, São Paulo and Manila.
Fonte: Gaming365 – Brasil
