BetConstruct: "We aim to be a one-stop shop for every operator and betting company"

BetConstruct ended SBC Summit 2024 in Lisbon on a high note, showcasing innovative projects and solutions. On the final day of the summit, Beatriz Melges, Regional Director for BetConstruct in Brazil, sat down with Yogonet to discuss the changing landscape of Brazil’s regulated betting market.

In this interview, she touched upon the challenges and opportunities that arise from Brazil's regulatory framework, the increasing demand for localized solutions, and how companies are positioning themselves to succeed in the country’s rapidly growing gaming sector. 

The conversation also focused on the importance of ethical operations, innovative turnkey solutions, and the nuances of catering to Brazil's regions and preferences.

Did the SBC Summit 2024 surpass your expectations?

It was a very productive show for us, especially since we are in the middle of the regulatory process in Brazil, so we had a lot of current events to discuss. We were able to move forward with our strategy for the country since we are going to operate in the regulated market now as SoftConstruct.

What are some of the main inquiries from those approaching the stand? What are they most interested in learning about?

Most of them are interested in understanding the Brazilian market in more depth. The new regulation brings different approaches, not just in terms of legal and technology aspects, but also in communication and marketing—they want to know the dos and don’ts. They're looking to us for guidance on how the Brazilian market is evolving.

The second main inquiry is about our turnkey solutions—our main platform solution for Brazil. We aim to be a one-stop shop for every operator and betting company, and we're also bringing marketing solutions. CRM has been a topic of great interest for us.

What were some of the main highlights in terms of the latest features in your portfolio?

After we passed the regulatory mark in Brazil, all of our clients are looking at how they can stand out from the competition. Our marketing solutions and services are becoming more relevant, which we offer alongside our technology solutions. Those are some of the key areas that are gaining attention now, especially for those who are more prepared and looking to differentiate themselves from competitors.

How prepared is your company for the Brazilian market, which is entering a new phase?

We’re opening a whole operation in Brazil now. We're actually setting up an office and will have a full Brazilian team working there. As a Brazilian myself, I understand the importance of being localized and having a fully-fledged team that’s present on the ground.

The idea is to bring the robust solutions of our company but operate entirely locally. We're adapting everything required by the regulatory framework, so SoftConstruct will be fully integrated into the Brazilian market.

As someone from Brazil, what would you say makes the Brazilian market different from others? I imagine providing a localized experience is key, right?

Yes, absolutely. The biggest difference is that we are a continental-sized country. Brazil has 27 states, and some of them are the size of other countries. We are now looking at the largest regulated market, which is why our regulation is very strict and complex—not just legally and in terms of compliance, but down to the finest details. This presents the biggest challenge for both B2B and B2C companies.

We have 27 different "Brazils" within one Brazil. Even though we all speak the same language, the way we communicate, behave, and our product preferences vary. For example, some regions are more interested in casinos, while others prefer sportsbooks. You need to understand the depth and diversity within the country.

Starting next year we will likely see an entirely different Brazilian market with the regulatory process in place. What do you expect it to look like?

My hope—and what I believe will happen—is that we will see very solid and ethical companies. In my view, as software providers, operators, and game providers, we have a responsibility to educate our population. I think this will be one of the biggest changes: everyone who remains in Brazil post-regulation will need to be not only large but also very ethical in their operations.

There will be a strong focus on responsible gaming and educating the market and the audience. This will lead to changes in how we communicate, the strategies we use for customer acquisition, and a shift in mindset. As SoftConstruct, we understand that what we offer to our customers and partners is entertainment, and now we have a great opportunity to bring localized value by factoring in Brazilian tastes and preferences.