Grupo Silvio Santos partners with OpenBet to launch betting platform in Brazil

Brazilian conglomerate Grupo Silvio Santos (GSS) has announced a partnership with OpenBet to launch a new sports betting platform, Todos Querem Jogar (TQJ), as part of its entry into Brazil’s regulated betting market.

GSS, which owns SBT, one of Brazil’s largest television networks, will leverage OpenBet's technology to offer a comprehensive betting experience. The platform will feature OpenBet’s responsible gambling technology, player account management (PAM) system, and managed trading services.

GSS submitted its license application before the August 20 deadline, securing its position for the regulated market’s official launch on January 1, 2025. The platform is poised to benefit from SBT's extensive media reach, which connects with over 113 million Brazilians monthly.

"TQJ is firmly positioned to lead the way in Brazil by offering responsible gaming, beyond what is required by legislation, and new product experiences that will capture the imagination of players,” said José Roberto Maciel, CEO of Grupo Silvio Santos.

OpenBet’s technology is expected to help TQJ manage high betting volumes during major sporting events, while ensuring compliance with Brazil’s anti-money laundering and responsible gaming standards.

“Grupo Silvio Santos is an iconic group in Brazil’s entertainment sector and we are truly honoured to have been chosen to power its sports betting and gaming brand,” said Jordan Levin, CEO of OpenBet.

The partnership highlights the growing trend of media conglomerates entering Brazil's betting sector. The Brazilian sports betting market is expected to reach a turnover of $34 billion by 2028, according to the International Betting Integrity Association (IBIA).

The TQJ launch adds to a series of media deals in Brazil’s betting space, with MGM recently partnering with Grupo Globo for a joint venture in the country’s legal betting market.