1xBet: "The industry in Brazil is aggressive, so there is a growing need to spread marketing investments"

1xBet's participation in BiS SiGMA Americas 2024 is part of the company's expansion plan in South America, a region considered a 'significant and promising market' for the company. On the first day of the event, the bookmaker was honored at the SiGMA Americas Awards as the Best eSports Operator.

With high investments in sports marketing, mainly in Brazilian soccer, 1xBet has partnered with several local tournaments and clubs, collaborating with legendary MMA fighter José Aldo and Olympic soccer champion Paulinho. According to the bookmaker, these partnerships help promote the brand and strengthen its reputation, so they soon plan to sign contracts with new celebrity ambassadors.

To learn more about the company's plans in this country, Yogonet talked to Eduardo Ferreira, Country Manager of 1xBet in Brazil, during BiS SiGMA Americas.

What is your impression of the event? 

Without a doubt, it is the biggest event I have witnessed here in Brazil. I believe that, due to the regulation of the market, Brazil has attracted the attention of many players who decided to come here to set up or expand their operations, and increase exposure. And this is evident here with the movement and size of the event.

How do you evaluate 1xbet's performance in Brazil during 2023?

It was satisfactory, growing, and exponential within increasingly better expectations, especially aiming at a market with more equity after regulation.

The company has invested a lot in marketing, and sponsoring several sporting events. What can you tell us about this?

This year, once again, we are the main sponsors of the Brasileirão, A and B Series. This is very important for us. We are also sponsoring the broadcasting of the Brazilian national team's matches in the World Cup qualifiers.

And that is our goal, to be a "top of mind" brand for our audience.

The competitiveness in the area is great, are you thinking of sponsoring cultural events, like other companies?

The industry here in Brazil is aggressive on that front. So there is a growing need to look at other markets and spread the investment a little bit to try to eventually attract the same audience, but on a different front, so that we can see if we can find more assertiveness in terms of cost-benefit.

So yes, we are always keeping an eye on the market, and as soon as a different opportunity arises, we will jump in.

How do you assess the progress in the regulation of gambling in Brazil?

We follow closely the movements coming from the Ministry of Finance. We believe that they are even somewhat reticent in some situations. Perhaps they are watching what is happening in other markets, trying to take advantage of successes and mistakes. We agree on some things, but on others, we think they could be different, but in the end, we end up complying because we want a regulated market.