Exclusive: Juliana Querino, from BETER, bets on Brazil and defends expansion with responsible gaming
The sports betting and online gaming market in Brazil is undergoing a true revolution. With regulation underway, the arrival of major international companies, and growing public interest, the country has become the centre of attention for operators, technology providers, and business leaders in the sector. In the midst of all this, Juliana Querino, current Sales Manager at BETER, shared her strategic vision and experience leading the company’s expansion in Latin America.
Juliana is a professional with a long journey in the commercial sector, having previously worked in business development and sales management roles. More than just selling products, Juliana believes in building long-term relationships with partners and promoting an ethical and sustainable market. “Of course, the goal is always to bring in more business and generate profit for the company, but it is also our duty to guide our clients to make more assertive decisions. Understanding each client’s target audience and offering the best solution is essential to maintain a healthy ecosystem,” she states.
Growth with responsibility
Juliana’s approach is not limited to commercial goals. One of her main concerns is to promote a responsible gaming environment. She emphasises that BETER’s role goes beyond providing products: it also involves actively working to ensure the safety of players. “Nowadays, there is a lot of talk about the health of bettors, and we take that very seriously. Our role is to build this market responsibly, not only at the player end, but also in commercial dealings.”
This commitment has already been recognised. BETER was awarded the Safer Gambling Awards in Europe for its practices focused on integrity and gaming safety. Additionally, the company has developed the “Bootcamp” programme, aimed at raising awareness and preventing gaming addiction. “We want entertainment to be healthy. We work to ensure that games do not become a problem for players, but rather a positive experience.”
Brazil in the spotlight
The arrival of new international players in Brazil makes it clear how big the opportunity is. Juliana sees this movement with optimism, but also with a sense of reality: “Brazil has its own culture. The pace here is different, and that is a challenge for foreign companies. Moreover, with regulation in progress, the scenario is still a bit unstable. But we have a very adaptable, curious, and receptive audience. That helps a lot.”
BETER already operates with major industry names in Brazil, such as Bet365, LoveBet, BetsRei, and other platforms. This has strengthened the company’s presence and driven new business. “These partnerships help us gain visibility and trust in the local market. And our strategy always begins by understanding the client’s culture. We adapt our products to deliver real value.”
Adapting to new rules
The Brazilian regulation brought a series of requirements that directly impacted the sector, from the prohibition of sign-up bonuses to restrictions on payments. Juliana says that the adaptation process was not simple, but the company was prepared. “As we already operate in countries with strict legislation, we have a very well-structured legal team. They monitor every change, even the most subtle, and help us make quick decisions.”
She reinforces that although there are obstacles, the regulation’s goal is positive: to create a safer, more transparent, and fairer environment for everyone. “Companies that prepare themselves properly will stand out. And we are positioning ourselves with that focus.”
Strategic partnerships
When speaking about the coming years, Juliana is clear: BETER’s growth will be built on partnerships. “We look for clients who are market references. That gives us the financial strength to keep investing and growing. It’s not about disregarding smaller clients, but about understanding who can lead this movement with us.”
These strategic partnerships also help the company adjust its portfolio and identify local opportunities. “Each client brings valuable market knowledge. And together, we can create something much more efficient.”
Expansion in South America
BETER’s expansion plan goes beyond Brazil. Juliana reveals that the company is investing in other South American countries and is taking an aggressive approach to conquering new markets. “We are growing exponentially. We already had a presence before the regulatory boom, but now, growth is accelerating. And we want to keep up this pace.”
The goal is to increase the company’s visibility, strengthen the brand, and establish a presence in the markets where it operates. “We are building something big. And I believe the Latin American audience is more than ready for it.”
This article was first published in Portuguese on 12 April 2025.
