Exclusive: Superbet stands out in the post-regulation market and projects leadership in Brazil by 2030
In a conversation during BIS SiGMA Americas, Patricia Prates, Marketing Director at SuperBet, shared her perspectives and the challenges of the sports betting sector in Brazil, especially after the regulation that came into force at the beginning of 2025. The interview highlighted how Superbet is strategically positioning itself to stand out in this highly competitive and dynamic market.
Post-regulation challenges
One of Superbet’s main challenges in 2025, according to Patricia, is the constant competition with illegal operators. She says that although the legal sector is becoming increasingly structured, the illegal market continues to operate strongly, harming consumer trust and sector security. “Regulation brings more safety but also demands constant monitoring to ensure that legal operators are not harmed by those who do not follow the rules,” she explained. Superbet, however, has been preparing and anticipating these difficulties even before the new legislation came into force, ensuring that its operation was fully compliant as early as December 2024.
Customer qualification
One of the most noticeable changes after the regulation was the transformation in the customer profile. With the requirement for identity and facial verification, Superbet observes a more qualified customer base, which, although smaller, generates a higher and safer turnover. “Now, a user can no longer create multiple accounts to receive bonuses, which contributes to a safer environment for both the operator and the bettor,” said Patricia. This movement also strengthens the company’s anti-fraud practices, giving players more trust in the betting process.
The importance of communication and responsible gaming
The discussion highlighted communication as another critical point. Superbet began adapting its campaigns to align with the new regulation, especially regarding the promotion of welcome bonuses. Patricia mentioned that instead of focusing only on bonuses, the company has invested in campaigns that promote trust and responsibility in gaming. Since 2024, Superbet has emphasised the concept of “responsible gaming,” with actions such as a campaign with Milton Cunha, aimed at raising awareness about gambling addiction.
The company has also worked to go beyond simple prevention speech, adopting concrete practices to identify risky behaviours. “We do a screening and direct clients with suspicious behaviours to specialised follow-up”, she explained. Superbet believes that educating new users from the start is essential to prevent them from developing risky behaviours in the future.
Differentiation in a competitive market
In a highly competitive market with a vast list of licensed operators, Superbet’s differentiation strategy focuses on storytelling and an emotional connection with the public. Patricia commented that although many companies (if not most) bet on strategies based on bonuses and free spins, Superbet invests in campaigns that connect with fans’ passion, such as sponsorships of clubs like São Paulo and Fluminense. “Our marketing strategy is centred on telling stories, engaging fans and creating memorable experiences”, she said. Examples include blood donation campaigns in partnership with São Paulo FC and emotional initiatives like supporting women undergoing breast cancer treatment, with the sale of products to raise funds for breast cancer associations.
These initiatives help Superbet stand out from the competition, aiming to create a unique brand perception focused on values and experiences that go beyond simple betting. Patricia believes the company will gradually gain recognition as a more humanised brand connected to social causes, increasing its relevance in the market.
Outlook for SuperBet’s future
Looking to the future, Patricia believes that Superbet will be among the top players in the Brazilian market in the next five years, with an increasingly strong focus on regulated operations and responsible practices. “We are on the path to being recognised as a trusted brand, not just another betting operator”, she stated. She predicts the market will consolidate within a few years, with a reduction in the number of operators, and Superbet will be among those that remain, leading the market with a clear perceived value of differentiation. “We’ll be in second place in the ranking, if not first”.
Moreover, Superbet plans to continue investing in top-of-funnel marketing and sports partnerships that strengthen its presence and engagement with fans. “Through our campaigns and sponsorships, we want to create an emotional bond with fans,” Patricia concluded.
This article was first published in Portuguese on 10 April 2025.
