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Flávio Figueiredo: The advancement of major TV broadcasters in the betting sector – a new milestone for iGaming in Brazil
The BiS SiGMA Americas 2025, the largest iGaming industry event in Brazil, is fast approaching. In recent years, the Brazilian sports betting market has undergone a significant transformation, driven by regulations and the sector’s exponential growth. One of the most impactful developments in this landscape is the entry of major TV broadcasters into the operation of their own betting platforms.
In 2024, industry giants such as Globo, Band, and SBT took a decisive step by launching their own betting houses, marking a new chapter for the iGaming market. This move not only adds a new layer of legitimacy to the sector but also expands the betting audience, leveraging an already loyal and highly engaged sports fanbase. As these platforms establish themselves as key players, they reinforce the market’s credibility and play a crucial role in spreading the betting culture.
To discuss the impact of these changes and how they are shaping the future of iGaming in Brazil, Lygia Rodrigues, Head of Conferences at BiS SiGMA Americas, interviews Flávio Figueiredo, CEO of iGaming Brazil and a leading figure in the industry. As the ambassador for the theme “Between Marketing and Media: Connecting Audiences, Markets, and Public Opinion” at the event, Flávio shares his insights on how the broadcasters’ entry into the market validates iGaming in Brazil and strengthens public acceptance.
Lygia Rodrigues: Flávio, it’s an absolute pleasure to talk to you about such a relevant topic. The media has been a key player in shaping the iGaming market in Brazil, driving the sports betting culture through massive sponsorships, digital activations, and integrations within sports content. How do you view this evolution, and in what ways have these strategies transformed public perception?
Flávio Figueiredo: Absolutely, Lygia! The iGaming market in Brazil has been shaped by its direct connection with sports and entertainment, and the media has played a crucial role in this process. The widespread presence of betting in pitch-side advertising, broadcasts, and digital marketing has helped solidify the industry as a natural part of the sporting experience.
Initially, betting was met with scepticism, but over time, continuous exposure has fostered greater familiarity. Digital activations have introduced interactivity and engagement, particularly through campaigns that connect fans more deeply with the game itself.
However, the biggest challenge remains building a strong and well-regulated image. Despite all this progress, public perception is still ambiguous and faces criticism from sectors that often lack an understanding of the realities of the regulated market.
Lygia Rodrigues: As major broadcasters expand their presence in the sector, specialised media outlets and digital influencers have emerged as key players in iGaming communication. How have these communication channels influenced the professionalisation and credibility of the market? Have they been instrumental in educating the public?
Flávio Figueiredo: Specialised media outlets such as iGaming Brazil, Games Magazine Brazil, and BNL Data have long played a crucial role in the industry, consistently providing visibility to companies and offering in-depth coverage of regulation, market trends, and technological advancements. Through their reporting on events like BiS SiGMA, these platforms highlight the latest industry developments, offering a technical and well-founded perspective for both the public and investors. This ongoing work strengthens the market’s credibility and contributes to a more structured and professional information ecosystem.
Additionally, tipsters and digital influencers play a vital role in industry communication, breaking down complex information into accessible content for different audiences. Many beginner bettors rely on these experts to learn about betting strategies, bankroll management, and how betting platforms operate. However, with regulation comes the need for a stricter code of conduct, ensuring that these professionals operate with transparency and responsibility, avoiding misleading practices and fostering a more ethical environment for consumers.
Lygia Rodrigues: With the influence of major broadcasters such as Globo, Band, and SBT, television plays a crucial role in shaping public perception of the betting market. How does this influence affect the public’s relationship with betting? Does the massive exposure in sports broadcasts and entertainment programmes strengthen the sector’s validation, or are there still barriers to overcome?
Flávio Figueiredo: Television undeniably plays a key role in building the industry’s credibility, as it reaches a vast audience and provides social validation. The mere fact that betting companies are associated with traditional broadcasters already lends a certain level of legitimacy. However, cultural barriers and preconceived notions still need to be overcome. While mainstream media sells advertising space to betting operators, it often portrays the sector in a negative light. This imbalance in the narrative can lead to misinformation and public confusion.
The path to full acceptance lies in strengthening regulation, ensuring operator transparency, and encouraging broadcasters to approach the sector fairly and educationally.
Lygia Rodrigues: While traditional media outlets generate millions in advertising revenue from betting operators, they often take a critical stance in their editorial coverage of the sector. How does this duality affect public perception? And how can the commercial side—driven by enormous financial figures—be balanced with a fairer and more transparent editorial approach?
Flávio Figueiredo: This is one of the biggest contradictions in the industry. The advertising market views betting as one of the primary revenue drivers for traditional media, yet editorially, the topic is still approached with caution. This creates confusion among the public and fuels a cycle of distrust.
The ideal balance would be the adoption of a dedicated journalistic code of conduct for the betting sector, ensuring that coverage is based on facts rather than purely sensationalist narratives.
At the same time, operators must act with transparency, educating the audience and reinforcing responsible gambling practices.
Lygia Rodrigues: The market has taken a significant leap with broadcasters entering not just as sellers of advertising but as betting operators themselves. What does this move represent for the industry? Could this new role of broadcasters transform the way the media covers iGaming, now that they have a direct stake in the industry’s success?
Flávio Figueiredo: This is a game-changer. With broadcasters stepping into the role of operators, the public’s relationship with the sector is likely to shift significantly. In Brazil, we are already seeing this with BetMGM operated by Globo, BandBet, and SBT’s betting platform, solidifying a trend where major media outlets are not just promoting the industry but actively engaging in its operations.
This model is already well-established in markets like the US and the UK, where media companies operate their own betting platforms. In the United States, for example, ESPN Bet emerged from a partnership between ESPN and Penn Entertainment. In the UK, The Sun Betting reinforces this convergence between journalism and iGaming. These cases demonstrate that the alliance between media and betting can be successful—provided there is transparency, clear regulation, and a commitment to responsible practices.
The big question is whether editorial impartiality will be maintained. Now that these broadcasters are direct players in the industry, will there be less resistance and criticism in how iGaming is portrayed in the media? Or will we see a scenario where only competing operators continue to be scrutinised? This shift introduces a new layer of challenges and opportunities.
In Brazil, the trend is for more media outlets to explore this market, but success will depend on public trust and the industry’s ability to self-regulate. If broadcasters genuinely commit to best practices and responsible gambling, iGaming could further establish itself as a respected and well-integrated segment within the national landscape.
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