Brazil is one of the most vibrant and closely monitored markets in the global iGaming sector. In an exclusive for SiGMA News, industry experts share their experiences and strategies in the Brazilian iGaming market. This article brings together Daniel Kevan, Business Development Manager at Push Gaming; Ivo Doroteia, CEO of Lotus iGaming Group; and Maximiliano Ramos, Partnership Manager LatAm at EEZE, to discuss how they are adjusting their tactics, managing Brazil’s iGaming landscape, and being ready for upcoming developments.
This first section of the article shows how businesses are transforming uncertainty into opportunity in one of Latin America’s most dynamic marketplaces, from handling difficulties with taxation and regulatory compliance to developing player-centric experiences and responding to legislative changes.
This feature employs a simple and straightforward format by posing a central question explored through three expert perspectives. With that in mind, SiGMA News begin by asking:
Now that the market has been live for almost a year, how has your approach evolved since launch, and what key lessons have you taken away so far?
Daniel Kevan, Business Development Manager at Push Gaming.
Daniel Kevan (DK): “Entering any newly regulated market involves a learning curve, and Brazil has been no exception. Over the past months, we’ve been closely analysing player behaviour and engagement patterns, which has led us to refine both our content strategy and product roadmap.
One area that stood out early on was the influence of streamers and casual players, a trend that’s especially notable in Brazil. We’ve also recognised the importance of testing different types of content through our Reel Hot Games brand, which has helped us determine which formats resonate most.”
Brazil has provided valuable insights into audience segmentation and content positioning within a regulated LATAM market. These learnings have influenced the company’s product development and marketing strategies, helping to shape a more refined approach to regional targeting, Kevan (portrayed on the left) explained.
Ivo Doroteia (ID): “Our approach has always been based on a steadfast commitment to excellence. Having worked in regulated markets, such as the UK, for over a decade, I brought that expertise to Brazil early on, not only through business strategy but also by actively participating in high-level discussions with local authorities, associations, and stakeholders.
We launched swiftly but with thorough local integration. One of the clearest lessons we’ve learned is that operational readiness alone is not sufficient; success in Brazil relies on trust, adaptability, and cultural compatibility.”
The company fully localised operations from the start, covering customer service, payments, compliance, and onboarding. This blend of regulatory knowledge and hands-on execution has been key to its success, Doroteia concluded.
Maximiliano Ramos (MR): “Since launch, our approach has focused on remaining flexible and responsive to the market’s evolving regulatory landscape. Brazil is still in the early stages of developing its iGaming framework, so we have prioritised adapting quickly, aligning with local expectations, and collaborating with operators in a way that promotes the long-term success of the legal market.”
As stated by Ramos, one of the key takeaways so far is the vital importance of transparency and trust. Regulation has made people feel more secure, but it has also highlighted the importance of communicating clearly and consistently, especially when regulations are changed or misinterpreted. It is now evident that establishing solid connections, customising business services to local requirements, and bolstering the legal environment are essential tactics in the future.
Brazil’s tax structure is still a contentious issue that constantly influences corporate tactics in several industries. The question that emerges in this situation is:
How is it influencing your choices on long-term planning, alliances, and pricing?
DK: “Taxation is an unavoidable part of operating in regulated markets, and it’s something we’ve had to integrate into our broader commercial strategy.” As stated by Kevan, taxation is an inherent aspect of doing business within regulated markets and is deeply embedded in our overall commercial strategy. In order to ensure consistency in commercial terms and transparency for our partners, we developed our billing framework early on to accommodate gaming taxes rather than responding reactively to tax changes. That said, the elevated tax rates in Brazil indeed affect how we design and deliver products, compelling us to continuously evolve our strategies to sustain the commercial viability of our offerings.
Kevan also added: “In regions with higher taxes, we consider adjusting game RTPs where appropriate and working with operators to ensure content stays commercially viable.
We are also taking a long-term view by diversifying the range of tools we provide. Products like PrizeFlex, which is certified in Brazil, are designed with operator flexibility in mind and enable more extensive revenue strategies beyond basic gameplay.”
Ivo Doroteia, CEO of Lotus iGaming Group.
ID: “Brazil’s changing tax landscape significantly impacts how we organise partnerships, pricing, and long-term strategies. The suggested increase from 12% to 18% on GGR, which many in the industry now consider likely, signifies a dangerous shift from a regulatory system to a confiscatory model. However, we are proactively adjusting our models to help operators stay resilient amidst these changes.
At Lotus, we have designed our models to help operators stay resilient amidst regulatory changes. With a strong local presence in São Paulo and regional support from Recife, Rio, Lisbon, and London, we can remain close to the market and respond swiftly as conditions change.”
MR: “Brazil’s tax system significantly influences our local approach. In areas such as online gaming, heavy taxes can inadvertently drive operators and players to unregulated sites.”
In Maximiliano’s view, this situation reduces revenue and weakens the trust in the licensed market. Recognising the challenges from the operators’ perspective, the company has adjusted its pricing structure to more accurately reflect local market conditions and maintain a competitive and accessible offer. The approach supports operators abiding by legal practices in Brazil, even under challenging conditions. The organisation ultimately aims to build a sustainable ecosystem aligned with regulations, providing solutions that encourage partners to operate within the regulated market.
Discussions on Brazil’s regulatory framework have resurfaced as a result of the recent postponement of the vote on legislation concerning land-based casinos. Considering this delay:
What conclusions may be made regarding the market’s future course and possible effects on industry participants?
DK: “The delay indicates a cautious approach by policymakers. It seems there’s a misunderstanding that the online sector will continue to generate most activity in the short to medium term, and that concentrating regulatory efforts there is sensible”
According to Kevan, from the industry’s view, regulatory clarity allows focus on compliant digital products instead of juggling priorities. It stresses proper setup of the online framework, especially content standards, player protection, and operational integrity. Thus, the Brazilian market is set to consolidate around digital channels, where platform and content quality are crucial.
ID: “The recent regulatory delay underscores the complexity of the political landscape, but it certainly does not weaken our commitment to regulation. Excitingly, the regulatory process in Brazil continues to advance, and we observe increased sophistication and understanding from both the private and public sectors.
This isn’t just a reaction to circumstances; we have spent the past five years preparing for this moment. By actively shaping the legal framework and developing tailored technology for a regulated market, we have created a strong foundation. This delay is a fantastic opportunity, a chance to continue nurturing a stronger, more sustainable industry.”
Maximiliano Ramos, Partnership Manager LatAm at EEZE.
MR: “Like many others, we view this kind of delay as a reminder that the regulatory landscape is still developing. For businesses operating in this space, predictability and legal certainty are essential. When frameworks shift unexpectedly, especially so soon after their introduction, it can create hesitation about investment and long-term planning.”
According to Ramos (featured on the left), many companies entered the market following the guidelines established at the end of last year, expecting a period of stability. However, changing conditions only months later created pressure on those who had invested resources in good faith.
Mr Ramos emphasises the significant progress Brazil has already made in this area. He states that the regulation of internet gambling has been essential in altering public opinion by proving that gambling is a respectable and controlled economic activity. As long as regulatory clarity is prioritised, he views this as a significant advancement that lays the groundwork for the industry’s future growth.
This first instalment sets out the progress achieved, with the follow-up due next week to further unpack the complexities and outlook for the sector.
#BrazilGaming #iGamingLATAM #RegulatedMarkets #TaxationImpact #SiGMANews
Welcome to Gambling Consulting Authority (GCA) - Your Strategic Partner in Gambling Industry Advancement
