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Exclusiva: SuperBet se destaca no mercado p¨®s-regulamenta??o e projeta lideran?a no Brasil at¨¦ 2030
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In a conversation during BIS SiGMA Americas, Patricia Prates, marketing director at SuperBet, shared the perspectives and challenges of the sports betting sector in Brazil, especially after the regulation that came into force in early 2025. The interview highlighted how SuperBet strategically positions itself to differentiate itself in this very competitive and dynamic market.
Desafios p¨®s-regulamenta??o
Um dos principais desafios de 2025 para a SuperBet, segundo Patricia, ¨¦ a constante competi??o com operadores ilegais. Ela diz que, embora o setor legal esteja cada vez mais estruturado, o mercado ilegal continua a operar com for?a, prejudicando a confian?a dos consumidores e a seguran?a do setor. “A regulamenta??o traz mais seguran?a, mas tamb¨¦m exige uma vigil?ncia constante para garantir que os operadores legais n?o sejam prejudicados por aqueles que n?o seguem as regras”, explicou. A SuperBet, no entanto, tem se preparado e se antecipado para lidar com essas dificuldades antes mesmo da nova legisla??o entrar em vigor, garantindo que sua opera??o estivesse completamente em conformidade j¨¢ em dezembro de 2024.
Qualifica??o do cliente
One of the most noticeable changes after the regulation was the transformation in the profile of customers. With the requirement for identity and facial verification, SuperBet observes a more qualified customer base, which, although smaller, generates a higher and safer turnover. “Now, a user can no longer create multiple accounts to receive bonuses, which contributes to a safer environment for both the operator and the bettor,” said Patricia. This move also strengthens the company’s anti-fraud practices, which gives the player greater reliability in the betting process.
A import?ncia da comunica??o e do jogo respons¨¢vel
Communication was another very important point discussed. SuperBet has started to adapt its campaigns to align with the new regulation, especially with regard to the promotion of welcome bonuses. mentioned that, instead of focusing only on bonuses, the company has invested in campaigns that promote trust and responsibility in the game. Since 2024, SuperBet has emphasized the concept of “responsible gaming”, with actions such as the campaign with Milton Cunha, aimed at raising awareness about ludopathy.
A empresa tamb¨¦m tem trabalhado para ir al¨¦m do simples discurso de preven??o, adotando pr¨¢ticas concretas para identificar comportamentos de risco. “Fazemos uma triagem e direcionamos os clientes com comportamentos suspeitos para acompanhamento especializado”, explicou. A SuperBet acredita que educar os novos usu¨¢rios desde o in¨ªcio ¨¦ essencial para evitar que eles desenvolvam comportamentos de risco no futuro.
Diferencia??o no mercado competitivo
With an extremely competitive market and a huge list of licensed operators, SuperBet’s strategy to differentiate itself is an approach focused on storytelling and emotional connection with the public. Patricia commented that, although many companies (if not most) bet on strategies based on bonuses and free spins, SuperBet invests in campaigns that connect with the passion of fans, such as sponsorships of clubs such as S?o Paulo and Fluminense. “Our marketing strategy is centered around telling stories, engaging fans and creating memorable experiences,” he said. Examples of this include blood donation actions in partnership with S?o Paulo FC and emotional campaigns such as supporting women undergoing breast cancer treatment, with the sale of products to raise funds and allocate to breast cancer associations.
These initiatives help SuperBet differentiate itself from the competition, with the aim of creating a unique brand perception focused on values and experiences that go beyond simple betting. Patricia believes that, over time, the company will be recognized as a more humanized brand and connected with social causes, which will make it even more relevant in the market.
Perspectivas para o futuro da SuperBet
Olhando para o futuro, Patricia acredita que a SuperBet estar¨¢ entre os principais players do mercado brasileiro nos pr¨®ximos cinco anos, com um foco cada vez mais crescente em uma opera??o regulamentada e em pr¨¢ticas respons¨¢veis. “Estamos no caminho para ser reconhecidos como uma marca de confian?a, que n?o ¨¦ apenas mais uma operadora de apostas”, afirmou. Ela prev¨º que o mercado ir¨¢ se consolidar em poucos anos, com uma redu??o no n¨²mero de operadores, e a SuperBet estar¨¢ entre os que permanecer?o, liderando o mercado com um valor percebido de diferencia??o claro. ¡°Estaremos em segundo lugar no ranking, para n?o dizer em primeiro¡±.
Al¨¦m disso, a SuperBet planeja continuar investindo em marketing de topo de funil e nas parcerias esportivas que fortalecem sua presen?a e engajamento com os f?s. “Atrav¨¦s das nossas campanhas e patroc¨ªnios, queremos criar um la?o emocional com os torcedores”, concluiu Patricia.
