Watch: Felipe Pastenes, CEO of Miela, on the strategic shaping of Brazil’s iGaming boom
As Latin America becomes a focal point for the iGaming industry, Brazil stands out as both a lucrative and complex market. In an exclusive interview, Felipe Pastenes, CEO of Miela, shares a strategic perspective on navigating this dynamic landscape, addressing operational scalability, regulatory realities, and the critical role of responsible gaming. Scaling in high-volume, low-ticket markets
According to Pastenes, the Latin American market, particularly Brazil, presents a unique duality: massive traffic volumes paired with comparatively lower average player spend. This fundamental difference from mature markets such as Europe or North America demands a shift in operational focus.
“You need to learn how to automate the traffic and manage high volume efficiently,” Pastenes explains. “The strategy cannot be tailored individually. Instead, you need scalable, automated solutions that yield measurable returns.”
This approach compels operators to optimise acquisition and retention mechanics while remaining cost-effective in lower-yield segments.
Regulatory transformation: compliance as a catalyst
The Brazilian government’s evolving stance on iGaming regulation presents a mixture of opportunity and constraint. Pastenes acknowledges that while increased regulation is a positive step towards industry legitimacy, it also introduces operational complexity.
“Compliance must move forward, but we must demonstrate the economic and societal value of this industry,” he states. Pastenes cautions that overly rigid regulation could stifle innovation and deter foreign investment, thereby impeding growth.
The key, he says, lies in a balanced approach: “Showcasing the sector’s potential for job creation, fiscal contributions, and responsible entertainment can encourage more favourable regulatory outcomes.”
Responsible gaming: a long-term sustainability lever
Pastenes is unequivocal about the role of responsible gaming. He positions it not as a constraint, but as a pillar of sustainable growth. “Gaming must be viewed as a form of entertainment, pursued responsibly by adults with disposable income,” he notes.
The CEO stresses the need for clear segmentation in advertising and strict consumer targeting practices. “Short-term revenue may decline, but long-term sustainability and brand trust will increase. That’s the trade-off for establishing a mature, credible industry.”
The irreplaceable value of local partnerships
As competition intensifies and user preferences diversify, local insight becomes indispensable. For Pastenes, who himself represents a local operational presence, the importance of partnerships cannot be overstated.
“When foreign capital enters Brazil, it needs someone who understands the nuances of the region,” he asserts. “Every Latin American country operates differently. What works in one might fail in another.”
Beyond strategic alignment, such collaborations also promote job creation and economic stimulus, further strengthening the case for the industry’s local integration.
Inside Brazil’s iGaming evolution
Felipe Pastenes offers a pragmatic yet optimistic lens on iGaming’s trajectory in Brazil. His message is clear: to succeed in this market, operators must embrace automation, advocate for balanced regulation, champion responsible practices, and leverage local expertise. The path is challenging but navigable for those equipped with the right strategic framework.
