Interviews
Consolidating brands efficiently to achieve high growth
Tom Walton, Director at technology consultancy, Burendo, shares how operators can achieve sustainable profitability with learnings from other sectors
Operators who are merging and acquiring other businesses, launching new products or even integrating third-party technologies, can find themselves navigating complex internal processes. It is a complex large-scale challenge. Where M&As are commonplace, brand consolidation can be critical when securing sustainable profitability while planning for higher returns in the future. Within the emerging LatAm and US markets, acquisition remains a key focus. A common issue, regardless of geography, is the challenges presented by outdated or fragmented platforms and systems, a major obstacle in the growth trajectory.
In many cases, fundamental changes in how the organisation functions: its people, processes and technology holds the key to better value, higher profits, operational efficiency and reduced risk. By addressing these complexities with proven experience, technology consultants can support operators to be successful in their strategic initiatives.
Agility in competitive markets
To remain competitive in an ever-changing market, operators must move fast and with agility to refine their offering. A constant eye on retention, acquisition and regulatory changes is paramount to avoid financial impact. Despite this risk, research conducted by Accenture in 2022 found that 95% of B2B and B2C C-level executives believe their customers are changing faster than they can change their business, indicating most operators risk falling behind. This poses the question of how this can be supported.
The value of technology consultancies is in enabling businesses to extract greater value from existing resources through a confident understanding of what good looks like. Bringing external ideas gathered through experience, exemplary resources from process to people, can demonstrate what good looks like. More importantly, it shortens the timeline to achieving real goals in the organisation. Being under resourced or lacking the skills needed across these challenges makes it difficult to gain an overarching perspective particularly within a siloed approach.
At Burendo, we leverage more than 40 years of cross-sector experience. We are not only working with some of the biggest operators in betting and gaming, but partner with other highly regulated industries including finance and healthcare. We have helped operators across many initiatives helping them to realise cost savings or increased revenue in a matter of weeks. We pride ourselves in ensuring we leave a lasting positive impact on the culture, enabling our partners to be empowered to carry on our work.
The retention battle
Many operators are too busy with day-to-day tasks or overwhelmed with where to start when it comes to transformation and building a cutting-edge user experience. An example of the gap between capacity and demand is the rising popularity of in-play betting. During live sports, the speed in which players can find and place their bet is critical. Here, streamlined processes that allow for quick innovation will correlate with customer satisfaction, resulting in higher retention rates.
A fresh perspective for lasting change
A successful approach to optimisation requires taking the challenge and viewing it from an experienced and innovative angle. Our partners truly benefit from best practice and valuable lessons derived from other sectors. Through experience we have found that these challenges are not exclusive to betting & gaming and so the ability to apply these learnings drive success.
Managing complex systems and large volumes of data is a common obstacle. By applying these cross-sector principles through working with technology consultants, operators can gain valuable insight into re-engineering platforms and the skills needed, to meet both current and future demands.
Building exceptional, scalable and adaptable architectures ensures that businesses can continue to grow and evolve as the industry changes. This forward-thinking approach positions operators ahead of the curve, meaning they are poised for success in the years to come and have the agility to address any challenges or opportunities that arise.
Creating lasting change requires more than just solving immediate problems. Our goal for our clients is to maintain high levels of efficiency long after an initial transformation is complete. By empowering teams to implement and sustain improvements, operators can maintain continuous growth and unlock growth worth tens of millions of pounds, far outweighing their cost of delivery.
The focus must now shift to building stronger, more Agile organisations that can adapt to changing market conditions. Sustainable efficiency enables operators to optimise time-to-market, improve platform performance, and manage resources more effectively, creating a foundation for long-term growth.
About Burendo
Founded in 2018 and with offices in Leeds and London, Burendo is an award-winning, consultancy delivering stand-out products and services through technology. We partner with organisations to accelerate organisational value delivery and transform customer experiences.
We are pragmatic thinkers and doers who understand the operational world of organisations and customer demands. We work as a partner to give our clients the latest ideas, tools and techniques to deliver effective results that build long-term value.
For more information, you can visit the Burendo website: www.burendo.com
If you have any questions, please contact Kate Smith, Senior Digital Marketing Executive by email: [email protected]
The post Consolidating brands efficiently to achieve high growth appeared first on European Gaming Industry News.
Brasil
A necessária contenção dos mercados preditivos no Brasil
Filipe Senna, sócio da Jantalia Advogados e secretário-geral da Comissão de Direito dos Jogos e Apostas da OAB/DF, analisa a recente decisão no Brasil de bloquear plataformas de mercado preditivo como Kalshi e Polymarket.
Ele argumenta que a medida reflete um passo regulatório necessário para sanar ambiguidades legais em um segmento que se situa entre ferramentas informativas, sistemas de apostas e derivativos financeiros, reforçando a necessidade de coerência e tratamento igualitário nos mercados regulamentados em constante evolução do Brasil.
Por Filipe Senna
O bloqueio de plataformas de mercado preditivo como Kalshi e Polymarket no Brasil, a partir de medida do Conselho Monetário Nacional (CMN) e de orientação da Secretaria de Prêmios e Apostas (SPA), é juridicamente consistente e segue a mesma lógica já aplicada a operadores de apostas ilegais.
A decisão não nasce de um impulso restritivo, mas da necessidade de preservar a coerência de um mercado que passou a ser regulado de forma mais clara nos últimos anos.
Embora essas plataformas se apresentem como instrumentos de leitura da opinião pública, sua atuação prática vai além do caráter informacional.
Parte relevante dos produtos ofertados se aproxima, e em alguns casos se equipara, às apostas de quota fixa reguladas pela Lei nº 14.790/2023. Eventos esportivos disponibilizados nesses ambientes replicam dinâmicas semelhantes às chamadas bolsas de apostas, o que torna difícil sustentar uma distinção material entre um modelo e outro.
Há ainda um segundo ponto sensível. Algumas dessas plataformas oferecem instrumentos que se assemelham a derivativos financeiros, com ativos vinculados a preços de mercado.
Por operarem fora do país, não se submetem às exigências da Comissão de Valores Mobiliários. O resultado é uma assimetria regulatória relevante, na qual empresas estrangeiras competem em condições mais favoráveis do que operadores que seguem as regras brasileiras.
Nesse cenário, o bloqueio cumpre uma função de proteção institucional, ele resguarda tanto o mercado de apostas quanto o mercado financeiro de distorções concorrenciais.
Empresas que atuam no Brasil com autorização precisam cumprir obrigações rigorosas, que incluem recolhimento de tributos, políticas de prevenção à lavagem de dinheiro e mecanismos de proteção de dados.
Permitir que outras operem à margem dessas exigências compromete a isonomia do sistema.
A medida também tem caráter indutor. Caso essas plataformas desejem atuar no país, deverão se adequar ao enquadramento jurídico correspondente ao tipo de produto que oferecem.
Se a atividade se assemelha a apostas, deve seguir a regulação das bets. Se se aproxima de instrumentos financeiros, deve observar as regras aplicáveis a esse mercado. Trata-se de um princípio básico de organização econômica em setores regulados.
Não há violação à livre iniciativa. No ordenamento brasileiro, a liberdade econômica convive com a necessidade de cumprimento de regras, especialmente em atividades que envolvem risco financeiro e impacto social.
A atuação estatal, nesse contexto, busca garantir que a concorrência ocorra em bases legítimas, sem favorecimento indevido a quem opera fora da jurisdição nacional.
Existe, de fato, um componente informacional nesses ambientes. Mercados preditivos podem oferecer sinais úteis sobre expectativas coletivas.
O problema surge quando esse elemento convive com estruturas que reproduzem a lógica de apostas ou de produtos financeiros de alto risco.
Nesses casos, o usuário deixa de interagir apenas com informação e passa a assumir riscos típicos de jogos de azar ou de operações especulativas.
Um exemplo ajuda a ilustrar essa fronteira. Há mercados em que o participante precisa prever, em intervalos de 5 (cinco) minutos, a variação de ativos como o Bitcoin.
A dinâmica, embora apresentada como preditiva, se aproxima mais de jogos de azar ou de mecanismos semelhantes às antigas opções binárias, cuja natureza sempre esteve associada ao risco elevado e à ausência de proteção adequada ao usuário.
Diante dessa zona cinzenta, a postura adotada pelo regulador é prudente. Interromper a atividade permite aprofundar o debate, definir critérios mais claros e evitar que lacunas normativas sejam exploradas.
Só a partir dessa delimitação será possível discutir, com segurança jurídica, eventual regulamentação futura para esse tipo de plataforma.
O objetivo final é preservar um ambiente econômico equilibrado, em que inovação e livre iniciativa possam coexistir com regras claras. Sem isso, o risco não é apenas jurídico, mas também de credibilidade de todo o sistema.
Filipe Senna
Sócio do Jantalia Advogados e Secretário-Geral da Comissão de Direito dos Jogos e Apostas da OAB/DF. Autor do livro ‘A Regulação da Sorte na Internet’
The post A necessária contenção dos mercados preditivos no Brasil appeared first on Americas iGaming & Sports Betting News.
bets
The necessary containment of predictive markets in Brazil
Filipe Senna, Partner at Jantalia Advogados and Secretary-General of the Gaming and Betting Law Commission of the OAB/DF, analyzes the recent decision in Brazil to block predictive market platforms such as Kalshi and Polymarket.
He argues that the measure reflects a necessary regulatory step to address legal ambiguities in a segment that sits between informational tools, betting systems, and financial derivatives, reinforcing the need for coherence and equal treatment within Brazil’s evolving regulated markets.
By Filipe Senna
The blocking of predictive market platforms such as Kalshi and Polymarket in Brazil, following a measure by the National Monetary Council (CMN) and guidance from the Secretariat of Prizes and Betting (SPA), is legally sound and follows the same logic already applied to illegal betting operators. The decision does not stem from a restrictive impulse, but rather from the need to preserve the coherence of a market that has become more clearly regulated in recent years.
Although these platforms present themselves as tools for gauging public opinion, their actual operation goes beyond an informational function. A significant portion of the products offered approaches—and in some cases is equivalent to—fixed-odds betting regulated under Law No. 14,790/2023. Sporting events made available in these environments replicate dynamics similar to so-called betting exchanges, making it difficult to sustain a material distinction between one model and another.
There is also a second sensitive issue. Some of these platforms offer instruments resembling financial derivatives, with assets linked to market prices. Because they operate outside the country, they are not subject to the requirements of the Securities and Exchange Commission. The result is a relevant regulatory asymmetry, in which foreign companies compete under more favorable conditions than operators that comply with Brazilian rules.
In this context, the blocking fulfills an institutional protective function: it safeguards both the betting market and the financial market from competitive distortions. Companies operating in Brazil under authorization must comply with strict obligations, including tax payments, anti-money laundering policies, and data protection mechanisms. Allowing others to operate outside these requirements undermines the system’s fairness.
The measure also has an inducing character. If these platforms wish to operate in the country, they must adapt to the legal framework corresponding to the type of product they offer. If the activity resembles betting, it must follow betting regulations. If it approaches financial instruments, it must comply with the applicable rules for that market. This is a basic principle of economic organization in regulated sectors.
There is no violation of free enterprise. In the Brazilian legal system, economic freedom coexists with the need to comply with rules, especially in activities involving financial risk and social impact. State action, in this context, aims to ensure that competition occurs on legitimate grounds, without undue advantage for those operating outside national jurisdiction.
There is, in fact, an informational component in these environments. Predictive markets can provide useful signals about collective expectations. The problem arises when this element coexists with structures that replicate the logic of betting or high-risk financial products. In such cases, users no longer interact solely with information but instead assume risks typical of gambling or speculative operations.
An example helps illustrate this boundary. There are markets in which participants must predict, in 5-minute intervals, the variation of assets such as Bitcoin. Although presented as predictive, the dynamic is closer to gambling or mechanisms similar to the former binary options, whose nature has always been associated with high risk and insufficient user protection.
Faced with this gray area, the regulator’s stance is prudent. Suspending the activity allows for deeper debate, clearer criteria to be defined, and prevents regulatory gaps from being exploited. Only after such delimitation will it be possible to discuss, with legal certainty, any future regulation for this type of platform.
The ultimate goal is to preserve a balanced economic environment in which innovation and free enterprise can coexist with clear rules. Without this, the risk is not only legal, but also related to the credibility of the entire system.
Filipe Senna
Partner at Jantalia Advogados and Secretary-General of the Gaming and Betting Law Commission of the OAB/DF (Brazilian Bar Association, Federal District chapter). Author of the book ‘The Regulation of Luck on the Internet’.
The post The necessary containment of predictive markets in Brazil appeared first on Americas iGaming & Sports Betting News.
apuestas
Nuevas reglas del CMN y SPA reorganizan el tablero del iGaming y las apuestas deportivas
Rafael Brunati y Celso Basílio, abogados de Silveiro Advogados especializados en mercados regulados, derecho corporativo y derecho de la competencia, analizan las recientes medidas adoptadas por el Consejo Monetario Nacional (CMN) de Brasil y la Secretaría de Premios y Apuestas (SPA/MF), así como su impacto en la industria del iGaming y las apuestas deportivas.
En este artículo, examinan cómo el nuevo marco regulatorio redefine los límites entre las apuestas, los instrumentos financieros y los modelos emergentes de mercados digitales, al tiempo que refuerza la Ley N.º 14.790/2023 como pilar central de la regulación del sector.
Por Rafael Brunati y Celso Basílio
El conjunto de medidas adoptadas recientemente por el Consejo Monetario Nacional (CMN) y la Secretaría de Premios y Apuestas del Ministerio de Hacienda (SPA/MF) representa un nuevo capítulo en la consolidación regulatoria del mercado brasileño de iGaming y apuestas deportivas.
Más que una respuesta puntual a los llamados mercados predictivos, las iniciativas señalan un intento más amplio de reorganizar los límites entre apuestas autorizadas, instrumentos financieros y actividades consideradas irregulares en el país.
La Resolución CMN N.º 5.298/2026 prohibió la oferta y negociación de derivados vinculados a apuestas, eventos deportivos, juegos en línea y temas políticos, electorales, culturales o de entretenimiento sin referencia económico-financiera.
En la misma línea, la Nota Técnica SPA/MF N.º 2.958/2026 encuadró las plataformas de mercados predictivos como explotación ilegal de apuestas de cuota fija, lo que derivó en el bloqueo de decenas de plataformas por parte de la Anatel.
El movimiento refuerza de manera clara la centralidad de la Ley N.º 14.790/2023 como marco regulatorio exclusivo para la explotación de apuestas de cuota fija en Brasil.
En la práctica, el gobierno ha comenzado a delimitar con mayor precisión quién puede operar en este mercado y bajo qué condiciones.
Las plataformas que buscaban posicionarse como mercados financieros, contratos de eventos o estructuras tecnológicas alternativas pasaron a ser tratadas materialmente como operadores de apuestas.
El mensaje regulatorio es directo: si el producto compite por el mismo público, utiliza una lógica económica similar a las apuestas y conlleva riesgo asociado a eventos futuros, tiende a quedar dentro del perímetro regulatorio de la SPA.
Desde la óptica regulatoria y de competencia, esto genera un efecto relevante para los operadores autorizados.
Las empresas que invirtieron en licencias, cumplimiento normativo, prevención de lavado de dinero, integridad deportiva, políticas de juego responsable y estructura regulatoria dejan de competir con plataformas que operaban al margen de estas exigencias mediante encuadres jurídicos alternativos. Se produce así un fortalecimiento indirecto del valor económico de la licencia regulatoria otorgada por la SPA.
Al mismo tiempo, este fortalecimiento viene acompañado de un aumento significativo de las obligaciones operativas y de cumplimiento.
Las recientes medidas también reabren un debate importante sobre los límites regulatorios de las llamadas betting exchanges y los modelos peer-to-peer.
La propia Nota Técnica SPA/MF N.º 2.958/2026 reconoce que la negociación entre apostadores y la existencia de precios dinámicos no desnaturalizan necesariamente la condición de apuesta de cuota fija. Esta interpretación es relevante porque acerca los mercados predictivos a las estructuras de bolsas de apuestas ya previstas en la Ley N.º 14.790/2023.
Este punto podría abrir espacio, en el futuro, para modelos regulados de betting exchange en Brasil, siempre que estén dentro del perímetro autorizado por la SPA.
Sin embargo, la regulación operativa de este formato aún no ha sido desarrollada por la autoridad, lo que mantiene un nivel importante de incertidumbre para los operadores interesados en innovación de producto.
Desde otra perspectiva, las medidas también tienden a generar una intensa judicialización. Existen debates relevantes sobre los límites de la competencia del CMN para restringir ciertos tipos de derivados, sobre la actuación interpretativa de la SPA respecto a los mercados predictivos y sobre el bloqueo de plataformas sin orden judicial.
Independientemente del desenlace de estas disputas, lo cierto es que el mercado brasileño de iGaming y apuestas deportivas entra en una nueva fase.
La lógica regulatoria deja de centrarse únicamente en la autorización formal para operar y pasa a incorporar de forma más intensa temas como integridad financiera, protección de usuarios vulnerables, gobernanza de datos, trazabilidad de pagos y supervisión operativa continua.
El sector continúa creciendo, pero ahora dentro de un entorno significativamente más sofisticado —y más exigente. Para los operadores autorizados, esto representa simultáneamente una barrera de entrada para competidores irregulares y un aumento relevante en los costos de cumplimiento. En un mercado cada vez más regulado, la diferencia competitiva tiende a depender menos de la capacidad de ofrecer apuestas y más de la capacidad de operar con seguridad regulatoria, integridad operativa y rápida adaptación a las nuevas exigencias del Estado.
The post Nuevas reglas del CMN y SPA reorganizan el tablero del iGaming y las apuestas deportivas appeared first on Americas iGaming & Sports Betting News.
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