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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.







Weebet, a pioneering iGaming platform in Brazil, has partnered with Betby, a global provider of innovative sports betting solutions. This collaboration aims to enhance the Brazilian bettors’ experience through Weebet’s cutting-edge initiatives in the national market.

Betby stands out for its state-of-the-art sportsbook solution and services, which comprise a highly-customizable intuitive interface, award-winning AI-based sportsbook tools, a proprietary esports feed, and a broad content portfolio for real sports based on official data.

The strategic alliance between the two companies aims to capitalize on the opportunities presented by the highly-promising regulated Brazilian market. Through the Betby sportsbook solution, Weebet will also offer specific services such as customizable odds, trading for local niche sports, and advanced algorithms to enhance risk management. These services are designed to elevate the betting experience for players while improving the operational efficiency for bookmakers.

Lenildo Nogueira, Weebet’s CEO, commented: “We are thrilled with the partnership with Betby, as sports betting has always been very strong in Brazil! The innovative solutions offered by Betby will perfectly complement the platform we provide to our operators, allowing us to deliver an unparalleled experience to bettors. This collaboration reaffirms our constant pursuit of innovation and our commitment to the highest quality of services offered by Weebet.”


Chris Nikolopoulos, CCO for Betby, said: “We are excited to work together with Weebet, which like us strives for product excellence and innovation in the iGaming landscape. I am positive that our advanced sportsbook solutions will not only enhance the betting experience for players, but also provide the means for local bookmakers to differentiate themselves from the competition.”

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Affiliate Industry

MightyTips and Marathonbet collaborate on a new partnership deal to conquer the Brazilian market





Affiliate website MightyTips and betting platform Marathonbet are entering into a new partnership that covers the Brazilian market to dominate the booming iGaming scene.

This strategic partnership will help Marathonbet to skyrocket its presence in the giant South American country with a population of over 215 million, boosting acquisition numbers in an increasingly competitive market.

A recent report by SOFTSWISS estimated that Brazilians participating in sports betting-related activity and online casinos in 2022 exceeded 46%.

The report also suggested the sports betting market in Brazil is significantly larger than that of online casinos. It is with these figures in mind that Marathonbet will seek to capitalise on.


Launched in 1997, Marathonbet has a rock-solid reputation and primarily operates under a licence issued by the Government of Curaçao. It was one of the first sportsbooks to launch an online betting service back in 2002.

Its brand is associated with some of the biggest names in football thanks to a deep-rooted commitment to the sport. In the past ten years, it has sponsored the likes of Real Madrid, Manchester United, Sevilla, and Lazio.

Eugene Ravdin, MightyTips Communications and Marketing Manager said: “Marathonbet is one of the biggest names in betting. Its long and storied evolution from the beginning of iGaming is incredible and we can’t wait to work alongside them.”

A Marathonbet spokesperson said: “We are pleased to announce the beginning of a long and fruitful cooperation with MightyTips. We are sure this will bring us and the players only positive emotions, and we wish all the players good luck and many victories.”

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Aviatrix celebrates São João festival in Brazil and beyond with new game splash




The multi-award-winning crash game Aviatrix is celebrating the most anticipated party in all of Brazil with a new game splash to mark the São João festival.

The festival, which commemorates John the Baptist, is an important occasion across Brazil as well as other countries, celebrated vibrantly with music, forró dancing, bonfires and more.

And now Aviatrix players can also join the action. First, they’ll notice a new icon representing São João, and then they are greeted with a dedicated splash screen as the game loads that captures the magic of the festa.

Gabriela Novello, Head of Business Development LATAM at Aviatrix, said: “Our clients speak, and we listen. That’s why we have created this localized content, our new splash screen is all about bringing a little bit of the Festa Junina to Aviatrix players. This is an important cultural moment when the whole of Brazil comes together and celebrates, we want players to feel that excitement. Team Aviatrix will certainly be enjoying it.”

An important feature of Aviatrix is that the game can be seamlessly localized, both to specific countries and regions or around major events, including holidays and big sports tournaments, meaning the game always feels timely and relevant to players.

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