Fabrício Murakami: "In 2025, the Brazilian industry will experience a new phase of maturity and confidence"

New clients, launch of a digital account, first advertising campaign outside the digital environment, increase in revenues, participation in events and awards. These were some of the events that marked the year for Pay4Fun , a payment company operating in the online gaming and betting sector.

In an exclusive interview with Yogonet, the company's CMO and Co-Founder, Fabrício Murakami, shared a balance of what the last 12 months have meant for Pay4Fun. 

He was also optimistic about 2025, stating that "it will be a year of great growth for us, as the new regulations will provide more transparency and opportunities for expansion."

The year 2025 will be pivotal for the online gambling and betting sector, with all the regulatory rules coming into force. How do you see Pay4Fun's role in this regulated market? Do you foresee a year of growth for the company amid the new regulations?

In 2025, with the entry into force of the regulations, the industry will experience a new phase of maturity and confidence, and Pay4Fun is positioned as an essential enabler for this growth. Our mission has always been to ensure secure, fast, and efficient payment solutions, and this will be even more relevant in a regulated environment where trust and compliance are essential.

We believe that 2025 will be a year of great growth for us, as the new rules will provide more transparency and opportunities for expansion, especially in a market that is becoming more professional and safer for consumers.

What role does marketing play in positioning Pay4Fun within the bookmaker payments industry?

Marketing is key to strengthening Pay4Fun's position in the betting payments industry. It helps us educate the market about our ability to offer secure and practical solutions, as well as highlighting our compliance with local and international regulations.

Through campaigns that emphasize our differentiators, such as transaction speed and security, we have been able to consolidate our presence as a reliable partner for both betting operators and players, creating a solid and respected positioning in the industry.

In 2024, Pay4Fun launched its first offline advertising campaign. What motivated the company to make this decision? By 2025, can we expect more offline campaigns or will it focus entirely on digital?

Offline was a bid to diversify our presence. We wanted to reach people who might not be as connected to our digital channels. And it worked. The campaign helped us strengthen the brand and open dialogues on new fronts. For 2025, digital remains our priority, but offline still plays a strategic role, especially at events and regions where we can have a direct impact.

Some people (including politicians and opinion formers) still have a somewhat misguided and prejudiced view of the betting industry. Given your experience in the area and your role as CMO, what communication actions do you think companies in the industry (whether bookmakers or payment companies such as Pay4Fun) can take to help change this negative perception?

The key to changing this negative perception is clear communication and education. The gambling industry is new and, like any innovation, faces cultural resistance. But it is crucial to realize that, when regulated and operated correctly, it can bring real benefits to both the economy and society.

We need to make it clear that gambling is a legitimate form of entertainment, not a matter of financial speculation. Moreover, by generating employment, moving the economy, and promoting innovative financial solutions, the sector can become an engine for growth.

Regulation with clear rules is essential, as it provides certainty and transparency for consumers. When people really understand the positive impact of the sector - how it contributes to the economy and how it is conducted responsibly - their view of it begins to change. The focus needs to be on educating, informing, and, above all, demonstrating that, with good practices, the sector can be a positive force.

You often participate in events and tradeshows that bring together executives from Brazil and abroad. In October, for example, you attended SBC Summit Latin America in Miami. How would you describe the importance of these events for Pay4Fun to establish long-term relationships with operators?

Events like SBC Summit Latin America are fundamental to strengthening our networking and creating long-lasting ties with operators in the sector. Being in direct contact with executives and stakeholders allows us to better understand market needs, exchange experiences and share knowledge.

These gatherings are also an excellent opportunity to stay up-to-date on industry trends and regulations, which is essential for our business strategy. 

Anything else you would like to add for our readers?

The regulation of the gambling industry will completely change the dynamics of the market, and payment methods such as Pix will play a key role in this process. With the entry into force of the regulation, payment systems will become a key tool to ensure the transparency and integrity of transactions.

They will enable authorities to monitor and identify fraudulent activities, such as money laundering, more effectively. Pix, as an instant, secure, and fully traceable payment solution, offers a huge advantage in this respect.