Shaping reputation in iGaming: key takeaways from “The Value of Brand” panel at BIS SiGMA Americas 2025
BIS SiGMA Americas 2025 – Jardins Stage | 8 April 2025 | São Paulo, Brazil
At BIS SiGMA Americas 2025, held in the heart of São Paulo, a compelling panel took to the Jardins Stage to explore a critical aspect of business success in the betting industry: branding. Titled “The Value of Brand: The Role of Branding and Advertising for Successful Operators”, the session drew strong interest from stakeholders across Latin America and beyond.
Featuring key voices from the region’s top operators—including Guilherme Savedd (Kalma), Bruno Geraldini (Brazino777), Anderson Nunes (Casa de Apostas), Claudio Faccio (Nyce International), and Hebert Luiz Terra Gaban (Lottoland)—the discussion centred around how branding has become a strategic pillar, not merely a marketing function.
Branding as Strategic Infrastructure
Opening the conversation, Kalma CEO Guilherme Savedd set the tone by emphasising that in a market as culturally rich and competitively fragmented as Brazil, brand equity is the operator’s most critical long-term asset. He described branding not as a decorative layer, but as strategic infrastructure—shaping public perception, investor confidence, and internal alignment.
In Savedd’s view, the modern bettor is savvy and value-driven, making authenticity a competitive differentiator. A strong brand, he argued, must be built upon consistent values that permeate every facet of the business—not just what is projected outwardly, but what is practised internally.
Localised Advertising with Cultural Relevance
Bruno Geraldini of Brazino777 reinforced the point that branding must move beyond broad promotional tactics. Rather than saturating the market with offers and incentives, Geraldini advocated for narrative-led marketing that reflects the cultural and emotional nuances of local audiences.
He pointed out that localisation is not just about translation—it is about immersion. Campaigns that demonstrate cultural fluency resonate far more deeply, forging an emotional connection with consumers who seek both familiarity and trust in the brands they support.
Customer Trust as a Marketing Outcome
Anderson Nunes of Casa de Apostas delved into the emotional architecture of branding, stressing that a strong operator brand must foster a sense of belonging. Especially among younger, digitally native audiences, operators must stand for more than entertainment—they must reflect values that align with their users’ expectations.
Nunes highlighted the importance of segmentation and tailored messaging, underscoring that personalised engagement fosters long-term brand advocacy. For him, marketing is not merely an acquisition tool—it is a trust-building exercise that ultimately drives retention and lifetime value.
Internal Brand Alignment: Marketing Meets Operations
Adding another layer to the conversation, Nyce International’s CMO, Claudio Faccio, addressed the internal implications of external branding. He warned against the disconnect that can arise when marketing campaigns promise one experience while operational realities deliver another.
To Faccio, brand integrity is achieved only when there is harmony between what is communicated and what is experienced. This includes everything from user interface design to customer support protocols. Operators, he said, must align their teams and systems with the brand’s vision to sustain credibility in an increasingly competitive space.
Regulation as a Branding Opportunity
The conversation naturally turned towards regulation—an ever-present concern in the LATAM iGaming sphere. Hebert Luiz Terra Gaban of Lottoland offered a refreshing perspective by viewing compliance not as a constraint but as an opportunity to build consumer confidence.
He suggested that proactive communication around legal adherence and responsible gaming initiatives can strengthen brand perception. In a region where uncertainty is part of the landscape, clarity and transparency become powerful branding tools in their own right.
A Shift Towards Purpose-Led Branding
The session concluded with a shared understanding: the LATAM betting market is evolving rapidly, and operators must evolve with it. Branding today must be purpose-led, culturally attuned, and operationally reinforced. It is no longer enough to be visible—operators must be credible, consistent, and connected to the communities they serve.
Summing up the sentiment of the panel, Guilherme Savedd remarked, “A betting brand is no longer just what it says on the banner—it’s what customers whisper to each other offline.” In other words, reputation is earned not through noise but through substance.
Final Thoughts
The discussion at BIS SiGMA Americas 2025 offered a masterclass in strategic communication within the betting sector. For operators looking to scale sustainably in Latin America, the message was clear: branding is no longer a support function—it is central to success. As the region matures, the brands that will endure are those that communicate with clarity, deliver with consistency, and build with a conscience.
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