As of 1 January 2025, Law No. 14,790/2023 and SPA/MF Ordinance No. 827/2024 were enacted, allowing only online gaming companies authorised by the Ministry of Finance to operate legally in Brazil.

Below is an interview with Phyllyp Sedicias, the company's Country Director Brazil, who reflects on the progress made during the first six months of the Brazilian regulated market, its impact on the industry and WA.Technology's role in this new scenario.

According to you, what has been the most striking regulatory development or market trend in Brazil?

One of the most surprising and encouraging developments has been the rise in player lifetime value (LTV). This likely reflects the impact of stricter KYC requirements, pushing players to consolidate their activity with a single trusted brand. This shift has continued to drive deeper engagement and loyalty among players, a healthy trend for sustainable growth. 

Another positive surprise has been the effectiveness of Brazil’s efforts to suppress unlicensed operators. While no system is perfect, the current framework has been more successful than expected in limiting black market activity, which helps build a fairer and more transparent environment. This puts us in good stead for future, long-term growth. 

Finally, the emergence of state and municipal licensing has opened the door for more localised, entrepreneurial operators across Brazil. Unlike a federal licence, this approach has enabled smaller brands to enter the market without massive upfront investment, encouraging innovation and closer alignment with local communities.  

At WA.Technology, we see this as a vital part of a thriving ecosystem - one that promotes creativity, competition and regional expertise. 

What trends have you observed in player behaviours that are unique to the Brazilian market compared to other LatAm markets? 

One of the biggest trends that continues to stand out is the growing demand for personalised experiences. Brazilian players aren’t just looking for new games – they're looking for entertainment specifically tailored to their individual playing habits. This focus on personalisation is where the Brazilian market has truly distinguished itself from other markets across Europe and Latin America. 

At WA.Technology, we’ve long championed a player-first approach; Brazil’s regulatory shift has opened the door to deliver on that vision. We’re now seeing real momentum behind tech-driven customisation – you just have to look at other entertainment-led brands like Netflix or Spotify, who have paved the way for serving content based on user preferences. With increased usage of both AI and data analytics, operators can curate betting experiences that resonate on a deeper level with Brazilian audiences. 

This personalisation trend signals Brazil’s market’s evolution from transactional to experiential. It’s not just about placing a bet, it’s about engaging with a platform that knows you, adapts to your tastes and delivers entertainment in a way that feels truly personal. While we may only be six months from introducing a regulated framework, I firmly believe that this demand for personalisation will only continue to become more of a core focus.  

What have been some of the biggest challenges or pitfalls for operators entering Brazil? And how is WA.Technology helping partners navigate these challenges? 

Brazil offers enormous potential for operators looking to expand their global footprint. But be warned, it is not a one-size-fits-all market.  

So far, we’ve seen several brands flood the Brazilian market. One of the most common mistakes that brands are making is approaching Brazil in a similar fashion to Europe or other LatAm markets. Brazil is an entirely different kettle of fish.  

To succeed in Brazil, operators must be able to navigate the country’s vast cultural and regional diversity. Brazil isn’t just one market; it’s made up of several different states, each with its own unique socioeconomic and cultural dynamics at play. What resonates in São Paulo may fall flat in Recife or Porto Alegre. So, being able to tailor your marketing, UX and CRM strategies to ensure that your brand resonates with the local audiences is absolutely essential. 

In addition to that, operators also need to be able to navigate Brazil’s complex legal and tax framework.  Entering the market without that in-depth understanding of all the legislative requirements will become very overwhelming, very quickly. Unlike Europe’s more unified systems, Brazil demands much more localised legal, fiscal, and operational expertise across multiple specialities – from internet technology and taxes to labour, employment and intellectual property. 

At WA.Technology, we’re helping operators to bridge this gap by offering deep local insight and hands-on support. We connect our partners with trusted Brazilian consultants, legal advisors, and tax experts to ensure they can easily navigate this market’s complexities.  

We also place great emphasis on adapting our products to suit regional needs. We achieve this through lightweight solutions for limited internet access, culturally attuned design and customer engagement strategies. 

Our goal is to help operators launch smarter, scale faster and avoid costly missteps, all while delivering a tailored, world-class experience to Brazilian players. Local expertise isn’t just helpful here, it’s critical. And that’s where WA.Technology leads. 

What specific features within the WA.Platform have seen the most interest from operators looking to enter the Brazilian market? 

One of the standout features gaining traction in Brazil is the high level of customisation available within the WA.Platform. Brazilian operators value freedom and flexibility, and that’s exactly what we’re delivering. 

Our latest updates empower clients to fully tailor their platform, from front-end design to back-end functionality. Whether they have their own in-house tech teams or prefer our guidance, operators can truly curate and shape the player experience to align with their brand identity, market strategy and regional preferences. 

This level of control resonates strongly in Brazil, where cultural and regional differences demand hyper-localised solutions. Operators don’t want a cookie-cutter platform; they want the tools to build something unique and relevant. 

WA.Technology’s role is to provide both the infrastructure and the freedom to innovate. We support our partners every step of the way and give them the autonomy to grow on their own terms. In a market like Brazil, where differentiation is key, this flexibility is proving to be a game-changer. 

What advice would you give to new entrants considering a move into Brazil’s newly regulated landscape? 

Entering Brazil’s regulated market is a significant opportunity. However, as we’ve seen over the last six months, a successful entry into Brazil requires careful preparation. My top advice? Don’t go it alone.  

To succeed in Brazil, you not only need to understand the various dynamics at play, but you also need to be able to adapt to those market particularities. The best way to do that is to partner with a trusted Brazilian partner with in-depth, local market expertise who understands the legal, tax, and regulatory landscape.  

Brazil’s framework is highly complex and unique; having local expertise will save time, money and unnecessary frustration. 

A common pitfall is assuming global certifications automatically apply. They don’t. Even if your platform is GLI-certified elsewhere, Brazil requires a localised version of the certification, meaning you’ll need to go through the approval process again. Operators who overlook this can face costly delays. 

Success in Brazil also depends on operators being proactive, prepared and locally connected with the market. At WA.Technology, we continue to help our partners gain an edge in Brazil by offering our team of local experts the proper guidance, tools and strategy from day one. Brazil is an exciting space to innovate and grow with the appropriate groundwork. 

Finally, what’s your outlook for the Brazilian market in the next six months? Could we see market consolidation, innovation, or perhaps increased competition? 

The Brazilian market is evolving rapidly, and the pace of consolidation has been much quicker than many first expected. In just six months, we’ve already seen several big-name brands flood the market, looking to get in on the early action across Brazil.  

With that initial gold rush, several mid-sized brands have struggled to meet regulatory demands, leading to exits, mergers, and acquisitions. This early wave of consolidation is already reshaping the landscape in Brazil. 

Looking ahead, I'd expect to see a surge of interest from major international players who’ve been cautiously observing the ongoing regulatory developments from the sidelines. As the regulatory framework stabilises, these global giants - from top-tier operators to investment funds - will begin entering the market more assertively. 

But Brazil still offers a “blue ocean” of opportunity. There’s room for everyone to flourish here, from niche operators targeting specific regions or verticals to large-scale enterprises ready to go nationwide. The key to standing out from the crowd will be a strong knowledge of the local audience and aligning your investment accordingly. 

Innovation will also play a central role. Trends like AI-driven personalisation and the rise of cryptocurrencies are starting to shape the next generation of gaming experiences. At WA.Technology, we see Brazil not just as a new market, but as a launchpad for global thinking, disruptive tech and player-centric growth. The opportunity is enormous for those who are ready to move with purpose.