Eliane Nunes, Chief Growth Officer at Salsa Technology, shares key insights on how companies can succeed in Brazil’s fast evolving gaming market. Nunes emphasises the importance of deep localisation, the strategic use of AI for player engagement and the need to navigate complex regulatory environments. She also highlights the growing focus on responsible gaming and the cultural shift required to position gambling as a legitimate form of entertainment.
Sustainable growth
In Brazil’s rapidly evolving gaming market, it’s vital for companies to position themselves in localised segments to ensure long term growth and success. “The key has always been localisation, that hasn’t changed.” Nunes notes. “It’s become even more important that companies understand that within Brazil, there are multiple ‘Brazils’.”
She stresses that Brazil is not a monolithic market; companies must recognise its regional diversity. “It’s common for people from Europe or Asia to assume it’s all the same,” she says. Understanding cultural nuances, being present and staying connected are critical for maintaining visibility and growth across Latin America.
Challenges and opportunities
Latin America offers vast opportunities, but also presents significant challenges. One of the biggest is localisation, especially in customer service. “Some believe it’s enough just to have someone speaking Portuguese to serve Brazil, but it’s not enough to just speak the language.” Nunes explains. She points out that many fail to recognise the linguistic diversity in both Portuguese and Spanish across the region.
Localisation also extends to regulatory complexity. Each country, and often different regions within countries, has its own laws and regulatory bodies that account for local characteristics, resulting in varying compliance requirements. “Having local support, people who can help navigate all this, is absolutely crucial.” Nunes says.
Tech redefining gaming
To manage massive volumes of data, more platforms and game providers are adopting artificial intelligence. Data collected from IP addresses and gameplay behaviour is fed back into business strategy. “Without tech, it’s very hard to handle this.” Nunes says. “AI helps platforms process data faster and more accurately, giving operators, providers and aggregators more agility to meet player demands.”
Continued growth and evolution
One of the most critical emerging trends in Brazil and Latin America’s gaming industry is the emphasis on responsible gaming. “In Brazil, most people grew up without exposure to gaming, seeing it as illegal. It’s hard to shift that mindset, but a regulated market will help normalise it.” Nunes says. This transition is seen as a positive one, bringing long time operators into a legal framework that generates jobs, fosters trust and ensures player safety. Companies must also evolve their marketing practices to fit this regulated framework, “In a regulated market, every company will need to adapt.” she says, suggesting this shift will be a major opportunity for learning and industry wide maturity.
As Brazil’s gaming market accelerates through regulation, innovation and a renewed cultural shift, now is the time to engage with the forces driving sustainable growth. Join us at our next SiGMA South America event in Brazil, April 2026, where industry experts will unpack the real impact of localisation, AI driven engagement and the path toward responsible, regulated gaming.
