Brazil
Where does the Sport of Kings fit into the Brazilian market?
With a regulated Brazil now in sight, Richard Duncan, Head of Business Development at racing odds and data provider PA Betting Services, assesses the potential for the sport to become a key product in this emerging market
With the last few months having seen Brazil’s sports betting bill clear all the hurdles needed to finally be signed into law, many in the sports betting world have understandably taken a keen interest in the possibilities offered by South America’s largest country.
The home of footballing greats Pelé and Ronaldo and boasting more World Cup titles than any other country, Brazil’s passion for and the resulting potential of football betting is clear. There are a number of parallels to be drawn between a market such as the UK and Brazil when it comes to football. For one thing, the similar level of devotion among the fan base looks set to ensure that football will easily remain the biggest betting turnover generator in Brazil, as it is in the UK.
What’s less clear is how likely racing is to come anywhere near the second place it holds in the UK market, where it accounted for 36% of remote betting turnover in the last set of official Gambling Commission statistics. However, there are a number of comparisons that can be made between the UK and Brazil when it comes to racing. For example, there’s a hardcore fraternity of racing fans and many more casual racegoers, those who are likely to view a day at the races as much in terms of the experience as the opportunity to have a flutter. Not to mention that Brazil boasts the third-largest horse population globally. The thoroughbred industry has been growing steadily since the 1990s, with notable group one winners such as Siphon, Sandpit and, more recently, Bal a Bali elevating the breed’s prominence.
But there’s a huge difference in the local availability of racing. While Brazil’s enormous size makes it the fifth largest country in the world and its population of more than 215 million makes it the seventh most populated, it has just four racetracks, albeit these are well-attended on race days. The UK, ranked 80th by land area and 21st by population, meanwhile, is home to 59 racecourses.
This disparity goes some way to explaining why football is taking the lion’s share of sports betting turnover in Brazil despite currently being unregulated, while racing takes a fraction of this even though it’s been legal for many years.
Online operators could be doing more to cash in on local racing than they currently are. The key to making the most of the Brazilian opportunity is educating the local population on the benefits of betting opportunities that the sheer volume of international races affords and cross-selling this to keen sports bettors.
Filling the gaps
Because while football is unlikely to lose its crown as the most popular sport among Brazilian bettors, the problem with football, NFL, basketball, MMA, golf, tennis and everything else, is that there are so many gaps in the schedule. And once the significant licence fees outlined in the new law have been paid, both local and foreign operators are likely going to need to optimise their product with as little downtime as possible in order to justify their investment.
Racing has the edge over all other sports because on a global basis there exists a full calendar where there is always something to bet on.
In the UK and Ireland we’ve already seen this approach used to great effect with the relatively recent introductions of North American, French, South African, Australian and Asian racing for domestic audiences. This secondary content does well as it lands in either prime leisure hours or is filler at weekends or for poor weather conditions. The increasing globalisation of racing was, in fact, one of the key reasons for our acquisition of Asian racing data provider iRace Media in the second half of last year.
In this respect, foreign operators, some of which have established a foothold in Brazil prior to a regulatory regime and are savvy with this approach used in established markets, may have an edge over others, simply because they’re experienced with the product.
Brazil is likely to be the same as any other fledgling market in the sense that if a company has just started offering a legal gambling product, they are likely going to have greater comfort in offering products to bet on that they are familiar with.
Mitigating the risk
In conversations our team has had with operators in emerging markets such as Brazil, Latam and Africa, the racing knowledge gap is an issue that’s come up repeatedly. They could easily integrate with a data provider such as ourselves from a technical perspective, but they may not fully understand the data they are looking at and some worry this leaves them overexposed.
There are a number of things that make racing more challenging than other sports to trade. For a start, the vernacular used in racing is not something that everyone understands if they’ve not been exposed to it before. In addition, a lot of operators fear racing because while they believe it can make them good money, they know there are people out there, professional punters and big racing syndicates, that know more about racing than their own traders.
This view is not unique to Brazil or even new markets, it’s something we also hear in our core markets and it possibly goes some way to explaining why new operators sometimes take every sport on offer before they get to racing. But inevitably, most take racing at some point because the volume on offer is too great to ignore. However, one recent shift worth mentioning is that more operators new to racing are opting for a platform partner or pricing partner to avoid being exposed to risks they aren’t comfortable with.
This is something that may be even more attractive to operators in emerging markets like Brazil given their lack of experience with global fixed odds racing to date. One thing that may work in their favour is that the country’s bettors would also appear to lack the maturity shown in established markets when it comes to the type of bets they are placing.
For instance, virtually all of the bets taken on football in Brazil are multis, which are bad for punters but which operators love as they are high margin and low risk. A diverse racing portfolio similarly has the potential to deliver high margins for operators and keep players engaged year-round, meaning the product could be just as successful in Brazil as it is in many more established markets.
Richard Duncan is Head of Business Development at PA Betting Services. He has been with parent company PA Media Group since 2002, with the bulk of his career having been spent working in its racing team.
Brazil’s regulated betting market continues to gain structure and momentum, as the country balances regulatory consolidation, integrity safeguards, and commercial growth.
Over the past week, key developments, from federal policy implementation to strategic partnerships and product innovation, highlight how the ecosystem is maturing ahead of major global sporting events.
Government launches national policy to combat match-fixing
A major regulatory milestone was reached with the creation of the National Policy for the Prevention and Combating of Sports Manipulation (PNPEMR). Established through a joint ordinance by the Ministries of Sports, Finance, and Justice, the policy introduces a comprehensive national framework designed to address integrity risks in sports.
The initiative is structured around four central pillars: regulation, prevention, monitoring and enforcement, aiming to protect the credibility and unpredictability of sporting competitions in Brazil.
The policy emphasizes interinstitutional cooperation, bringing together public authorities, sports organizations, betting operators and international bodies.
Among its key measures are:
- Standardization of reporting flows for suspicious betting activity
- Continuous education programs for athletes, referees and sports officials
- Protection mechanisms for whistleblowers
- Strengthening of criminal investigations targeting organized match-fixing networks
Under the framework, the Ministry of Sports will coordinate implementation, while the Ministry of Finance will oversee betting regulation and operator compliance. The Ministry of Justice and Public Security, alongside the Federal Police, will lead intelligence-sharing and enforcement efforts, particularly in cases with interstate or international scope. See DOU
A multi-stakeholder governance committee will be responsible for monitoring progress and proposing adjustments, ensuring that the policy evolves alongside the market.
This move reinforces Brazil’s intention to align regulatory oversight with global integrity standards, particularly relevant as the country prepares for high-volume betting scenarios during major international competitions.
Sportradar expands iGaming strategy with Playradar launch
On the corporate front, Sportradar announced the launch of Playradar, a new brand dedicated to its iGaming vertical, signaling a strategic shift toward more integrated and immersive betting experiences.
The new offering is built around hybrid gaming concepts, combining real-time and historical sports data with live streaming and casino content.
Among the key features is a 24/7 live experience hub, where users can engage simultaneously with sports events and interactive gaming formats.
The initiative will be led by Edo Haitin, a seasoned executive with over two decades of experience in live gaming and product development.
The company plans to roll out Playradar starting in 2026, initially targeting regulated markets in the UK, North America and Latin America.
According to CEO Carsten Koerl, the move represents a natural evolution of the company’s capabilities, leveraging its existing infrastructure in data, streaming and user behavior analytics to enhance engagement and monetization across the player lifecycle.
Haitin also emphasized the strategic vision behind the launch, highlighting the ability to combine technology and content in line with evolving market demands, particularly as operators look for differentiated and immersive user experiences.
Importantly, Playradar will operate exclusively in regulated environments, maintaining a strong focus on responsible gaming and integrity, aligning with broader industry and regulatory trends.
Playson strengthens Brazilian footprint through Betnacional partnership
Further reinforcing Brazil’s position as a high-growth market, Playson expanded its regional presence through a new partnership with Betnacional, a leading local operator owned by Flutter Entertainment.
The agreement will see a portfolio of Playson’s top-performing titles integrated into Betnacional’s platform, including 4 Pots Riches, Diamonds Power, and Sugar Teddy x1000, all recognized for their strong performance in regulated markets and engaging gameplay mechanics such as Hold and Win.
The partnership reflects a broader industry trend toward localization and mobile-first strategies, as operators seek to better align content with regional player preferences.
Cristhian Zito, Head of LatAm at Playson, highlighted the strategic importance of the deal:
“Partnering with Betnacional is an important milestone for us in Brazil. It is a highly respected local brand with a deep understanding of its audience, and we are confident our content will resonate strongly with its players.
This launch further strengthens our position in the market and reflects our commitment to delivering engaging, high-performing games to operators across Latin America.”
From the operator’s perspective, Frederico Cunha, Head of Commercial at Betnacional, also emphasized the value of the collaboration:
“We are delighted to welcome Playson’s portfolio to Betnacional. Their games are recognised for their quality, strong mechanics, and consistent performance, making them a valuable addition to our offering.
We look forward to working closely together and bringing an enhanced entertainment experience to our players.”
A market balancing integrity and growth
Taken together, this week’s developments illustrate a clear dual trajectory in Brazil’s betting sector: strengthening institutional and integrity frameworks while simultaneously attracting investment, innovation and international partnerships.
As regulatory structures become more sophisticated and collaboration between stakeholders deepens, Brazil is positioning itself not only as a compliant and secure market, but also as a central hub for growth in Latin America’s gaming industry.
SportyBet appoints DJ Khaled as global ambassador to expand connection between sports, culture and entertainment
SportyBet has announced DJ Khaled as its new global ambassador, strengthening its positioning at the intersection of sports, music, and contemporary culture.
He joins a global roster that includes José Mourinho and Éder Militão, reinforcing the company’s strategy of connecting with audiences through entertainment. The partnership will roll out across key markets such as Brazil, the United States, Mexico, and parts of Africa, supporting SportyBet’s expansion as an experience-driven platform.
According to Elias Gallego, Vice President of Sporty Group, the collaboration reflects the company’s focus on partnering with culturally relevant figures to engage diverse audiences, particularly in markets like Brazil where sports and lifestyle are closely linked.
Deeper push into music and entertainment
The move also signals a broader effort by Sporty Group to integrate music into its entertainment ecosystem. Earlier this year, the company partnered with Burna Boy on the “For Everybody” project, blending music, football, and global culture.
In this context, DJ Khaled’s appointment further strengthens a strategy centered on storytelling and fan engagement, especially in regions where sports and music are deeply connected.
Global mindset and brand evolution
DJ Khaled highlighted the shared vision behind the partnership, emphasizing mindset, authenticity, and global connection with fans.
The agreement reinforces SportyBet’s evolution beyond sports betting, positioning the brand within a broader entertainment ecosystem. In Brazil, it aligns with the company’s ongoing growth and its focus on delivering integrated experiences that combine content, culture, and user engagement.
The post Brazil advances integrity agenda amid strong market growth appeared first on Americas iGaming & Sports Betting News.
El mercado regulado de apuestas en Brasil continúa ganando estructura y dinamismo, a medida que el país equilibra la consolidación regulatoria, las salvaguardas de integridad y el crecimiento comercial.
Durante la última semana, desarrollos clave, desde la implementación de políticas federales hasta asociaciones estratégicas e innovación de productos, ponen de relieve cómo el ecosistema está madurando de cara a grandes eventos deportivos globales.
El Gobierno lanza una política nacional para combatir la manipulación de partidos
Un hito regulatorio importante se alcanzó con la creación de la Política Nacional para la Prevención y el Combate de la Manipulación Deportiva (PNPEMR). Establecida mediante una ordenanza conjunta de los Ministerios de Deportes, Hacienda y Justicia, la política introduce un marco nacional integral diseñado para abordar los riesgos de integridad en el deporte.
La iniciativa se estructura en torno a cuatro pilares centrales: regulación, prevención, monitoreo y fiscalización, con el objetivo de proteger la credibilidad y la imprevisibilidad de las competiciones deportivas en Brasil.
La política enfatiza la cooperación interinstitucional, reuniendo a autoridades públicas, organizaciones deportivas, operadores de apuestas y organismos internacionales. Entre sus principales medidas se incluyen:
- Estandarización de los flujos de reporte de actividades de apuestas sospechosas
• Programas de educación continua para atletas, árbitros y oficiales deportivos
• Mecanismos de protección para denunciantes
• Refuerzo de las investigaciones penales dirigidas a redes organizadas de manipulación de partidos
En el marco de esta política, el Ministerio de Deportes coordinará la implementación, mientras que el Ministerio de Hacienda supervisará la regulación de las apuestas y el cumplimiento por parte de los operadores.
El Ministerio de Justicia y Seguridad Pública, junto con la Policía Federal, liderará los esfuerzos de intercambio de inteligencia y aplicación de la ley, especialmente en casos con alcance interestatal o internacional. Vea-se DOU.
Un comité de gobernanza con múltiples actores será responsable de monitorear los avances y proponer ajustes, garantizando que la política evolucione junto con el mercado.
Este movimiento refuerza la intención de Brasil de alinear su supervisión regulatoria con los estándares globales de integridad, especialmente relevante a medida que el país se prepara para escenarios de alto volumen de apuestas durante competiciones internacionales de gran escala.
Sportradar amplía su estrategia de iGaming con el lanzamiento de Playradar
En el frente corporativo, Sportradar anunció el lanzamiento de Playradar, una nueva marca dedicada a su vertical de iGaming, lo que señala un cambio estratégico hacia experiencias de apuestas más integradas e inmersivas.
La nueva oferta se basa en conceptos de juego híbridos, combinando datos deportivos en tiempo real e históricos con streaming en vivo y contenido de casino.
Entre sus principales características se encuentra un hub de experiencia en vivo 24/7, donde los usuarios pueden interactuar simultáneamente con eventos deportivos y formatos de juego interactivos.
La iniciativa estará liderada por Edo Haitin, un ejecutivo con más de dos décadas de experiencia en gaming en vivo y desarrollo de productos.
La compañía planea lanzar Playradar a partir de 2026, inicialmente en mercados regulados del Reino Unido, América del Norte y América Latina.
Según el CEO Carsten Koerl, este movimiento representa una evolución natural de las capacidades de la empresa, aprovechando su infraestructura existente en datos, streaming y análisis del comportamiento de los usuarios para mejorar el engagement y la monetización a lo largo del ciclo de vida del jugador.
Haitin también destacó la visión estratégica detrás del lanzamiento, subrayando la capacidad de combinar tecnología y contenido en línea con las demandas cambiantes del mercado, especialmente a medida que los operadores buscan experiencias de usuario diferenciadas e inmersivas.
Es importante destacar que Playradar operará exclusivamente en entornos regulados, manteniendo un fuerte enfoque en el juego responsable y la integridad, en línea con las tendencias más amplias del sector y la regulación.
Playson refuerza su presencia en Brasil mediante una asociación con Betnacional
Reforzando aún más la posición de Brasil como un mercado de alto crecimiento, Playson amplió su presencia regional a través de una nueva asociación con Betnacional, un operador local líder propiedad de Flutter Entertainment.
El acuerdo permitirá la integración de un portafolio de títulos destacados de Playson en la plataforma de Betnacional, incluyendo 4 Pots Riches, Diamonds Power y Sugar Teddy x1000, todos reconocidos por su sólido rendimiento en mercados regulados y mecánicas de juego atractivas como Hold and Win.
La asociación refleja una tendencia más amplia de la industria hacia la localización y estrategias mobile-first, a medida que los operadores buscan alinear mejor su contenido con las preferencias de los jugadores regionales.
Cristhian Zito, Head de LatAm en Playson, destacó la importancia estratégica del acuerdo:
“Associarnos con Betnacional es un hito importante para nosotros en Brasil. Es una marca local muy respetada con un profundo conocimiento de su audiencia, y estamos seguros de que nuestro contenido resonará fuertemente con sus jugadores.
“ Este lanzamiento refuerza aún más nuestra posición en el mercado y refleja nuestro compromiso de ofrecer juegos atractivos y de alto rendimiento a operadores en toda América Latina”.
Desde la perspectiva del operador, Frederico Cunha, Head Comercial de Betnacional, también subrayó el valor de la colaboración:
“Estamos encantados de dar la bienvenida al portafolio de Playson en Betnacional. Sus juegos son reconocidos por su calidad, mecánicas sólidas y rendimiento consistente, lo que los convierte en una valiosa incorporación a nuestra oferta. Esperamos trabajar estrechamente y ofrecer una experiencia de entretenimiento mejorada a nuestros jugadores”.
Un mercado que equilibra integridad y crecimiento
En conjunto, los desarrollos de esta semana ilustran una clara doble trayectoria en el sector de apuestas en Brasil: el fortalecimiento de los marcos institucionales y de integridad, al mismo tiempo que se atraen inversión, innovación y asociaciones internacionales.
A medida que las estructuras regulatorias se vuelven más sofisticadas y se profundiza la colaboración entre los actores del ecosistema, Brasil se posiciona no solo como un mercado conforme y seguro, sino también como un hub central de crecimiento para la industria del gaming en América Latina.
SportyBet nombra a DJ Khaled como embajador global para reforzar la conexión entre deporte, cultura y entretenimiento
SportyBet anunció a DJ Khaled como su nuevo embajador global, reforzando su posicionamiento en la intersección entre deporte, música y cultura contemporánea.
Se une a un roster global que incluye a José Mourinho y Éder Militão, fortaleciendo la estrategia de la compañía de conectar con audiencias a través del entretenimiento.
La asociación se desplegará en mercados clave como Brasil, Estados Unidos, México y partes de África, apoyando la expansión de SportyBet como una plataforma centrada en la experiencia.
Según Elias Gallego, vicepresidente de Sporty Group, la colaboración refleja el enfoque de la empresa en asociarse con figuras culturalmente relevantes para conectar con audiencias diversas, especialmente en mercados como Brasil, donde el deporte y el estilo de vida están estrechamente vinculados.
Mayor apuesta por la música y el entretenimiento
El movimiento también señala un esfuerzo más amplio de Sporty Group por integrar la música en su ecosistema de entretenimiento.
A principios de este año, la compañía se asoció con Burna Boy en el proyecto “For Everybody”, combinando música, fútbol y cultura global.
En este contexto, la incorporación de DJ Khaled refuerza una estrategia centrada en el storytelling y el engagement de los fans, especialmente en regiones donde el deporte y la música están profundamente conectados.
Mentalidad global y evolución de marca
DJ Khaled destacó la visión compartida detrás de la asociación, enfatizando la mentalidad, la autenticidad y la conexión global con los fans.
El acuerdo refuerza la evolución de SportyBet más allá de las apuestas deportivas, posicionando la marca dentro de un ecosistema de entretenimiento más amplio.
En Brasil, se alinea con el crecimiento continuo de la compañía y su enfoque en ofrecer experiencias integradas que combinan contenido, cultura y engagement del usuario.
The post Brasil impulsa su agenda de integridad en un contexto de fuerte crecimiento del mercado appeared first on Americas iGaming & Sports Betting News.
Brazil’s regulated betting market continues to gain structure and momentum, as the country balances regulatory consolidation, integrity safeguards, and commercial growth.
Over the past week, key developments, from federal policy implementation to strategic partnerships and product innovation, highlight how the ecosystem is maturing ahead of major global sporting events.
Government launches national policy to combat match-fixing
A major regulatory milestone was reached with the creation of the National Policy for the Prevention and Combating of Sports Manipulation (PNPEMR). Established through a joint ordinance by the Ministries of Sports, Finance, and Justice, the policy introduces a comprehensive national framework designed to address integrity risks in sports.
The initiative is structured around four central pillars: regulation, prevention, monitoring and enforcement, aiming to protect the credibility and unpredictability of sporting competitions in Brazil.
The policy emphasizes interinstitutional cooperation, bringing together public authorities, sports organizations, betting operators and international bodies.
Among its key measures are:
- Standardization of reporting flows for suspicious betting activity
- Continuous education programs for athletes, referees and sports officials
- Protection mechanisms for whistleblowers
- Strengthening of criminal investigations targeting organized match-fixing networks
Under the framework, the Ministry of Sports will coordinate implementation, while the Ministry of Finance will oversee betting regulation and operator compliance. The Ministry of Justice and Public Security, alongside the Federal Police, will lead intelligence-sharing and enforcement efforts, particularly in cases with interstate or international scope. See DOU
A multi-stakeholder governance committee will be responsible for monitoring progress and proposing adjustments, ensuring that the policy evolves alongside the market.
This move reinforces Brazil’s intention to align regulatory oversight with global integrity standards, particularly relevant as the country prepares for high-volume betting scenarios during major international competitions.
Sportradar expands iGaming strategy with Playradar launch
On the corporate front, Sportradar announced the launch of Playradar, a new brand dedicated to its iGaming vertical, signaling a strategic shift toward more integrated and immersive betting experiences.
The new offering is built around hybrid gaming concepts, combining real-time and historical sports data with live streaming and casino content.
Among the key features is a 24/7 live experience hub, where users can engage simultaneously with sports events and interactive gaming formats.
The initiative will be led by Edo Haitin, a seasoned executive with over two decades of experience in live gaming and product development.
The company plans to roll out Playradar starting in 2026, initially targeting regulated markets in the UK, North America and Latin America.
According to CEO Carsten Koerl, the move represents a natural evolution of the company’s capabilities, leveraging its existing infrastructure in data, streaming and user behavior analytics to enhance engagement and monetization across the player lifecycle.
Haitin also emphasized the strategic vision behind the launch, highlighting the ability to combine technology and content in line with evolving market demands, particularly as operators look for differentiated and immersive user experiences.
Importantly, Playradar will operate exclusively in regulated environments, maintaining a strong focus on responsible gaming and integrity, aligning with broader industry and regulatory trends.
Playson strengthens Brazilian footprint through Betnacional partnership
Further reinforcing Brazil’s position as a high-growth market, Playson expanded its regional presence through a new partnership with Betnacional, a leading local operator owned by Flutter Entertainment.
The agreement will see a portfolio of Playson’s top-performing titles integrated into Betnacional’s platform, including 4 Pots Riches, Diamonds Power, and Sugar Teddy x1000, all recognized for their strong performance in regulated markets and engaging gameplay mechanics such as Hold and Win.
The partnership reflects a broader industry trend toward localization and mobile-first strategies, as operators seek to better align content with regional player preferences.
Cristhian Zito, Head of LatAm at Playson, highlighted the strategic importance of the deal:
“Partnering with Betnacional is an important milestone for us in Brazil. It is a highly respected local brand with a deep understanding of its audience, and we are confident our content will resonate strongly with its players.
This launch further strengthens our position in the market and reflects our commitment to delivering engaging, high-performing games to operators across Latin America.”
From the operator’s perspective, Frederico Cunha, Head of Commercial at Betnacional, also emphasized the value of the collaboration:
“We are delighted to welcome Playson’s portfolio to Betnacional. Their games are recognised for their quality, strong mechanics, and consistent performance, making them a valuable addition to our offering.
We look forward to working closely together and bringing an enhanced entertainment experience to our players.”
A market balancing integrity and growth
Taken together, this week’s developments illustrate a clear dual trajectory in Brazil’s betting sector: strengthening institutional and integrity frameworks while simultaneously attracting investment, innovation and international partnerships.
As regulatory structures become more sophisticated and collaboration between stakeholders deepens, Brazil is positioning itself not only as a compliant and secure market, but also as a central hub for growth in Latin America’s gaming industry.
SportyBet appoints DJ Khaled as global ambassador to expand connection between sports, culture and entertainment
SportyBet has announced DJ Khaled as its new global ambassador, strengthening its positioning at the intersection of sports, music, and contemporary culture.
He joins a global roster that includes José Mourinho and Éder Militão, reinforcing the company’s strategy of connecting with audiences through entertainment. The partnership will roll out across key markets such as Brazil, the United States, Mexico, and parts of Africa, supporting SportyBet’s expansion as an experience-driven platform.
According to Elias Gallego, Vice President of Sporty Group, the collaboration reflects the company’s focus on partnering with culturally relevant figures to engage diverse audiences, particularly in markets like Brazil where sports and lifestyle are closely linked.
Deeper push into music and entertainment
The move also signals a broader effort by Sporty Group to integrate music into its entertainment ecosystem. Earlier this year, the company partnered with Burna Boy on the “For Everybody” project, blending music, football, and global culture.
In this context, DJ Khaled’s appointment further strengthens a strategy centered on storytelling and fan engagement, especially in regions where sports and music are deeply connected.
Global mindset and brand evolution
DJ Khaled highlighted the shared vision behind the partnership, emphasizing mindset, authenticity, and global connection with fans.
The agreement reinforces SportyBet’s evolution beyond sports betting, positioning the brand within a broader entertainment ecosystem. In Brazil, it aligns with the company’s ongoing growth and its focus on delivering integrated experiences that combine content, culture, and user engagement.
The post Brazil advances integrity agenda amid strong market growth appeared first on Americas iGaming & Sports Betting News.
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