As Latin America’s iGaming industry experiences rapid expansion, Brazil stands out as one of the region’s most promising and dynamic markets. At BiS SiGMA Americas, Carolina Diniz Flauzino, Business Development Manager at Groove Technologies, shares valuable insights into how companies can successfully enter and grow in this unique environment.
Regulation driving growth
Regulation is transforming Brazil’s iGaming landscape. Flauzino highlights how recent legal developments have attracted global operators like Betano and Superbet, helping mature the market. Increased regulation not only encourages investment but also raises industry standards, benefiting both businesses and consumers. However, with regulation still relatively new, understanding local compliance and documentation processes remains a learning curve for many international operators.
Adapting to a distinct market culture
Latin America, Brazil in particular, requires a tailored approach. According to Flauzino, platforms must adapt to local payment preferences, customer behaviors and cultural nuances. “We live in a bubble.” she remarks, stressing that Latin American markets cannot be directly compared to Europe. For example, Brazilians expect generous bonuses, excellent customer service and culturally attuned engagement.
Strong relationships are essential in Brazil’s business culture. Flauzino emphasises that success often hinges on personal connections, transparency and empathy. “Brazilians like to talk, to get to know you. Business comes after trust.” she explains. Unlike the punctual, transaction focused style typical in Europe, Brazilian business culture values warmth and flexibility.
For companies aiming to establish a solid presence in Brazil, setting up local operations is crucial. Flauzino points out that understanding Brazil’s complex legal system and navigating its tax landscape is nearly impossible without local expertise. “If you want to work here, you need to be here.” she advises, underscoring the importance of hiring Brazilian professionals and building a team within the country.
Looking ahead
With a massive population and increasing digital adoption, Brazil is poised to become a global iGaming powerhouse. As more Latin American countries follow suit with regulation, the region offers vast potential. For international companies, success will depend on cultural adaptability, regulatory compliance and a long term commitment to understanding the local market.
Join industry leaders, innovators and investors at the next BiS SiGMA Americas event in São Paulo April 2026. Discover new strategies, build local partnerships and be part of Latin America’s most exciting gaming evolution.
