Finally going live on the very first day of the coming New Year 2025, Brazil’s nascent regulated sports betting market is perhaps the biggest opportunity in iGaming since the repeal of PASPA in 2018, believes Play’n GO’s Chief Commercial Officer, Magnus Olsson.
It’s taken years of effort, tremendous legal and financial tenacity, labyrinthine political skill and belief to get here.
And to make it succeed–to fully realise the exciting potential of Brazil being the biggest opportunity for the iGaming industry since the repeal of PASPA, which unleashed online sports betting in “El Norte”–, delivering high-value entertainment will be the key to success, says Magnus.
Here, in exclusive conversation with the iGF community, he shares his thoughts on the biggest recent move in our business:
It feels like a lifetime ago when our industry first started discussing the huge potential of a regulated Brazilian iGaming market. While the process has taken longer than many anticipated, the moment is finally upon us. On January 1 2025, Brazilian players will experience gaming the way it should always be – safe, sustainable, and, one hopes, entertaining.
Why are we so bullish about Brazil?
For one, regulators have adopted what we believe is a balanced and forward-thinking framework. The restrictions on advertising promotions and bonuses, for example, will compel operators to focus on creating meaningful player experiences rather than short-term incentives. This is not just a regulatory necessity; it is an opportunity to redefine what online gaming means for players.
Entertainment
Operators and suppliers who focus on entertainment and engagement will thrive, and this is exactly where Play’n GO excels.
We design our content to retain players over a long period of time. Players associate our brand with quality entertainment, which keeps them coming back for more.
Our readiness to succeed in Brazil is not based on guesswork. It’s grounded in our track record.
Since 2018, Play’n GO has been at the forefront of Latin America’s regulated markets, starting with Colombia. We have built a strong local presence and established ourselves in regulated jurisdictions such as Mexico and Argentina, where our games have become player favourites. We have built relationships with local operators based on trust and shared expertise. And we have established our brand in the region as one that resonates with players.
Delivery
What sets us apart is our ability to deliver entertainment at its core.
Too often, gaming is reduced to its financial mechanics, ignoring the broader experience players seek. At Play’n GO, we balance mathematics, mechanics, soundtracks, graphics, and visual storytelling to create games that are engaging whether players win or lose.
This philosophy is central to our success in over 30 regulated markets worldwide, and we are confident it will resonate in Brazil as well.
To truly capture Brazil’s potential, understanding its unique culture and player preferences is essential. Our extensive portfolio of more than 350 premium titles positions us to cater to a diverse audience. Iconic games like Book of Dead and Rich Wilde and the Tome of Insanity are already recognized globally, but we also know that local flavour matters.
A game portfolio as extensive as ours gives us a competitive advantage when it comes to addressing players’ needs. We will, as we have done across the South American continent, work closely with operators to establish player preferences and react to them in real-time.
Innovation
The Brazilian market presents an exciting canvas for innovation.
Players here will demand games that are not only entertaining but also culturally relevant. This requires a commitment to storytelling and mechanics that resonate on a personal level. Our LATAM team’s on-the-ground expertise ensures we are ready to meet this challenge head-on, as does the experience of our game designers, who excel in the art of storytelling through games.
Brazil’s regulation marks a pivotal moment for the global iGaming industry.
The framework being implemented demonstrates how markets can balance player protection with the creation of a thriving, competitive ecosystem.
Bellwether
Brazil’s example will likely influence regulatory discussions across Latin America and beyond, with the potential for the country to become a bellwether for the industry.
For Play’n GO, this is more than just a business opportunity. It’s a chance to reinforce our leadership in regulated markets and set a standard for how gaming can evolve responsibly. Our partnerships with operators will focus on providing games that deliver sustained engagement, ensuring we continue to meet the high expectations of our industry.
As we gear up for this new era in Brazil, Play’n GO is also preparing to showcase the full spectrum of what we do best.
Legendary
From the legendary Dead series to cutting-edge innovations like the Blitzways™ feature debuting in Legacy of Gems Blitzways in January 2025, we are committed to raising the bar for entertainment.
When we return to São Paulo in November 2025 as a feature of our partnership with MoneyGram Haas F1 Team for the Brazilian race weekend, we anticipate celebrating not only our presence on the track but also our success in one of iGaming’s most exciting, freshly regulated markets.
Brazil’s journey to regulation has been long, but the destination is sure to be worth the wait.
Passion
This is a very rare opportunity to redefine iGaming in one of the world’s most vibrant markets.
At Play’n GO, we are proud to be part of this movement, bringing our passion for entertainment and innovation to Brazilian players.
To our operator partners and players, we promise one thing: We’ll continue to deliver games that entertain, engage, and define the very best of regulated gaming.
