Published in Poder360, this opinion article by Leo Baptista, founder of Pay4fun,  explores why Pix has become one of the most strategic tools in combating Brazil’s illegal betting market and why financial tracking may be more effective than simply blocking websites.

There is currently a recurring question whenever we talk about the betting market in Brazil: why does the illegal sector continue to operate even after regulation?

The answer is simple and, at the same time, uncomfortable: because we still have not tackled the problem in the most effective way.

For a long time, efforts to combat illegal betting focused on blocking websites.

It is an important measure, but an insufficient one.

The dynamic is familiar: one domain is blocked today, another appears tomorrow with slight variations.

It is an almost endless task, often described by the industry itself as “a losing battle.”

If we truly want to be effective, we need to change the approach.

The path is different: follow the money, and this is precisely where Brazil has an enormous competitive advantage: Pix.

Today, Pix is the only payment method accepted in Brazil’s betting market.

For the first time, this gives authorities an instrument capable not only of tracking, but mainly interrupting, the financial flow that sustains these operations.

When you cut the payment flow, you cut the business itself.

This movement has already begun.

The Secretariat of Prizes and Betting (SPA) now has stronger enforcement tools against institutions operating illegally.

ines can reach extremely significant amounts. At the same time, the Central Bank has substantially increased requirements for payment institutions.

This second point is fundamental.

In recent years, Brazil witnessed a proliferation of smaller institutions, often with weak control structures.

With stricter requirements related to capital, compliance, and anti-money laundering measures, many of these operations have left the market.

In practice, this has already reduced space for illegal activity. But it is still not enough.

The irregular market continues to represent a significant share of the sector: illegal betting currently accounts for between 41% and 51% of Brazil’s betting market, according to research conducted by Instituto Locomotiva and LCA Consultoria Econômica.

In other words, we are talking about an enormous volume of resources that fail to generate taxes, jobs, and consumer protection, losses that could reach up to R$40 billion per year in tax revenue, according to the same industry estimates.

This leads to another important point: it makes little sense to discuss higher tax burdens or additional restrictions for companies operating within the regulated market while such a large portion continues operating outside the law.

If pressure increases on regulated operators, the effect is direct: operators, and often users themselves,  are pushed toward the illegal market.

The most efficient path to increasing tax revenue is not raising taxes.

It is bringing illegal activity into the legal market. If that happens, the regulated sector could practically double in size, and tax collection would grow accordingly.

That is why the focus must be clear: enforcement.

Supervision of payment methods, providers, and operators on both sides of the market is essential.

There is no longer room for companies to remain “on the fence,” simultaneously serving both regulated and illegal operations.

Another area that needs advancement is regulatory integration.

The Central Bank and the Secretariat of Prizes and Betting must work increasingly closely together. Combating illegal activity depends directly on this coordination.

Brazil has built a solid regulatory model for betting in a relatively short period of time.

The market is functioning, generating revenue, jobs, and user protection. Now, the country is entering a new phase: consolidation.

At this stage, there should be no doubt about where efforts must be concentrated.

The fight against the illegal market will not happen on the surface by simply taking down websites. It will happen through financial flows. Pix gives us that possibility.

Perhaps it is the most powerful tool we currently have. The question is not whether it can help. The real question is how willing we are to use it effectively.

Leonardo Baptista

Leonardo is the CEO & co-founder of Pay4Fun, a Brazilian payment institution recognized for its technology, security, and anti-money laundering prevention in Brazil’s regulated betting market.

With more than 20 years of experience in the gaming and IT sectors, he created Brazil’s first online bingo platform in 2004. In 2022, he was named one of the 10 most inspiring CEOs by CIO Business Review.

BetMGM Brasil has appointed Fernando Vieira de Mello, a journalist with more than 30 years of experience across media, journalism and entertainment, to strengthen its government relations strategy in the country.

The hire comes as Brazil’s regulated betting market enters a phase of consolidation and maturity.

Vieira de Mello is widely recognised in Brazil’s communications market for his career at Grupo Globo, TV Bandeirantes, Rádio Bandeirantes and TV Cultura, where he held roles as reporter, anchor, journalism director and institutional relations executive.

Most recently, he served as director of institutional relations for São Paulo at Grupo Globo, building dialogue with market segments and regulatory bodies across the Brazilian ecosystem.

“Fernando brings a rare combination of experience in communications, management, institutional relations and a deep understanding of Brazil’s media ecosystem,” said Almir Ribeiro, CEO of BetMGM Brasil.

“His arrival further strengthens our long-term vision for the country.”

Vieira de Mello pointed to the scale of the opportunity ahead.

“Few sectors in Brazil will go through such an intense process of transformation and reputation building over the coming years as online betting.

BetMGM enters this moment with very solid attributes: an operation backed by two global groups of enormous credibility, exclusive focus on regulated markets and a clear long-term vision for Brazil.”

The appointment reflects BetMGM’s broader effort to deepen engagement with strategic stakeholders and advance its governance, responsibility and sustainable market-building agenda in Brazil.

BetMGM Brasil

Launched in January 2025, BetMGM Brasil is a joint venture between MGM Resorts International and Grupo Globo. Headquartered in São Paulo, the company was among the first 14 operators to receive definitive authorisation to operate in Brazil’s regulated betting market.

Beyond Brazil, BetMGM offers online gaming and betting platforms in 29 regulated US states and across Europe.

The brand transforms its iconic blue hat into a narrative asset, bringing together creators, music and football in a multiplatform film ahead of the tournament

Esportes da Sorte has launched “Convoque,” a campaign designed to strengthen the brand’s connection to the World Cup through a language that blends entertainment, pop culture and football.

The campaign transforms the platform’s already recognisable blue hat into a central narrative element, using it as a “portal” between everyday life and a playful universe inspired by the brand experience.

The move marks a strategic effort by Esportes da Sorte to consolidate its presence in the sports betting space during the tournament while maintaining the entertainment identity that has defined its communications.

The lead film features the iconic blue hat alongside influencers and personalities from music, digital culture and sport, including Léo Santana, Jojo Todynho, Cerol, Duda Gutierrez, Marcelinho Carioca, Luizinho Freitas and Bruno Formiga.

The campaign

A sequel to the first film is set to launch at the end of May. In the narrative, an ordinary character leaves a street football match and finds the blue hat glowing on the ground.

When he puts it on, he is transported to a match “outside of reality,” in an environment that combines references from football, casino and digital culture.

The script uses humour, visual exaggeration and fantasy elements to build a brand journey connected to the world of gaming and responsible entertainment.

“The campaign reinforces our strategy for the World Cup: expanding the brand’s presence in the sports territory without losing the fun and entertainment DNA already recognised by our audience,” said Marcela Campos, vice president of Grupo Esportes Gaming Brasil, which owns the Esportes da Sorte, Onabet and Lottu brands.

“The blue hat moves beyond being a visual element and becomes a narrative asset that connects different universes of the brand experience.”

Created by agency Brenda and produced by Nocandy, the campaign takes a multiplatform approach, with distribution across TV, out-of-home, YouTube and social media, as well as activations planned throughout the tournament.

The strategy reflects the intensifying competition for attention among brands in the sector during the most significant sporting event in the global calendar.

The film closes with responsible gambling messaging, aligning the campaign with the group’s institutional positioning around user protection practices and responsible communication in the regulated market.

Esportes da Sorte

Esportes da Sorte is one of Brazil’s leading sports betting platforms, operating under a licence granted by the Ministry of Finance to Esportes Gaming Brasil, the group that also owns the Onabet and Lottu brands.

The company is certified as a Great Place to Work and generates around one thousand direct and indirect jobs. It holds strategic partnerships with institutions including ANJL, IBIA, Sportradar, EBAC and IAA. Beyond sports betting, the group sponsors clubs including Corinthians, Ceará, Ferroviária and Náutico, and supports cultural initiatives including the Galo da Madrugada and carnival celebrations across multiple Brazilian cities.