The World Cup 2026 promises to be a turning point for the Brazilian sports betting market, the first major stress test in a fully regulated environment, with projections reaching R$ 19 billion in turnover in the country.

In this scenario, Stellar Gaming (EstrelaBet) positions itself at the center of this transformation, where technology, legal security, and user experience become strategic pillars of growth.

In an exclusive interview, Fellipe Fraga, CBO of Stellar Gaming, analyzes how the maturity of the regulated market, the advancement of responsible gaming, the evolution of technological infrastructure, and the fight against the illegal market will shape the “best World Cup of all time” for digital entertainment in Brazil, and the legacy this event will leave for the industry.

The World Cup 2026 is the first major ‘stress test’ of the fully regulated Brazilian market, with projections of around R$ 19 billion in turnover in the country. How does Stellar Gaming assess that legal certainty and operational maturity will make this tournament the ‘best World Cup of recent times’ for digital entertainment in Brazil?

Fellipe Fraga – In the 2022 World Cup, we were still fighting for market regulation, which unfortunately did not happen in time.

This time, we will have the opportunity to test not only at the technology level, but also in terms of customer behavior, as we will see the impact of the biggest sporting event in the world.

In addition, in regulated operations, the control tools provided for in the specific regulations ensure a safe experience for the customer and enhance the reach of responsible gaming.

With this, the next two months represent great expectations for the sector.

In a mass event that attracts millions of new bettors, concerns about problem gambling come into focus. EstrelaBet has a pioneering partnership with FUMEC. How does the AI-based predictive risk matrix work in practice to identify atypical patterns and ensure that the World Cup is a safe leisure moment, distancing the brand from the stigma of the ‘gray’ market of the past?

One of the great advantages of technological advancement is being able to use it to improve the collective experience, and it is no different when we talk about responsible gaming.

By introducing machine learning mechanisms with data and behavioral science concepts, we can improve risk predictability in behaviors where the customer shows signs of moving away from responsible gaming.

This allows the operation to act to reduce these risks, ensuring that betting entertainment is only what it is meant to be: fun.

We know that Brazilian users are mobile-first and do not tolerate friction during an important match. EstrelaBet has recently improved loading time by 60% and reduced live betting latency by 80%. How does this “Formula 1” infrastructure, led by the technology team, translate into trust and user retention during tournament peak moments?

The main direction we must take is to put ourselves in the customer’s shoes and understand what can create friction in the experience. A site that is unstable and slow is not well received.

That is why we adopted a mindset we called “EstrelaTech”, focused on technological development to improve the customer experience.

This automatically generates confidence in performance, stability, and service quality, which, combined with our technology partners, enables the delivery of a platform where entertainment happens more smoothly.

The brand’s CEO, João Gerçossimo, recently brought from SXSW the concept of the “Attention Economy 3.0”, where community belonging surpasses aggressive offers. How does EstrelaBet plan to apply this philosophy during the World Cup to retain customers without relying solely on transactional acquisition bonuses?

The World Cup is an excellent opportunity to bring the customer closer to the brand.

On June 5th, we will launch a major campaign that connects the audience and the brand to the national desire to achieve the sixth world title.

This connection goes beyond the product itself and is about the relationship between the customer and the company.

Our marketing team’s work has been outstanding, including in the choice of media partners, who are able to communicate with the audience and deliver key messages, not only about entertainment but also about a modern mindset regarding health, physical activity, and technology.

Sports integrity is a cornerstone of a strong regulated market. Today, EstrelaBet uses AI systems that achieve up to 90% accuracy in detecting suspicious behavior, such as multi-account abuse. How will this technology be used to protect the platform against fraudsters during the high volatility of the World Cup?

The betting product is essentially about uncertainty about the future, whether in an online game or a sporting event.

Any situation that tries to guarantee a future outcome empties the essence of the product.

Therefore, defending sports integrity is extremely important to us in itself, and combined with our passion for sport as an entertainment platform, it makes us even more committed to protecting it.

With technology and partnerships, we are able to monitor suspicious behavior and track fraud attempts in real time.

Although the World Cup carries the weight of being the biggest sporting event, with all eyes on it and consequently reducing the risk of suspicious behavior on the field, it is essential to ensure that there is also no negative influence on operations, allowing not only AI but also dialogue with partners to work in the best possible way.

With the World Cup taking place in the Americas (USA, Mexico, and Canada), the time zone is extremely favorable for Brazilian bettors. Combined with the advancement of 5G, what is EstrelaBet’s expectatio for the explosion of in-play betting and micro-moments during Brazil’s matches?

The Brazilian market already predominantly uses mobile phones. Matches taking place, often outside working hours, will allow the act of sitting down and watching a game to be enhanced.

Therefore, the trend is for a significant increase in activity during the World Cup, where the social factor—being with friends, watching the game together, and betting—will play an important role.

You, Fellipe Fraga, as the brand’s CBO, have been vocal about the fact that overly restricting licensed platforms only pushes users toward the illegal market. During an event with the scale of the World Cup, how can the regulated sector and the government work together to educate the public and prevent revenue leakage to unlicensed operators

The World Cup is a huge opportunity for the public sector in a broad sense, not only the regulator, but also the Federal Government and even legislators, to join forces in favor of the regulated sector.

Only through proper operations is it possible to have data, access to behavioral insights, and proper tax collection that will enable the country’s development, along with the correct promotion of responsible gaming initiatives.

We hope this awareness helps to combat an illegal market that, if not addressed, will only benefit illicit activities.

For the market, the 2026 World Cup is considered the “extended Super Bowl.” After the final whistle on July 19, what will be the main legacy of this US$ 35 billion tournament for the Brazilian sports betting market, considering the advances achieved in governance, technology, and end-user protection?

The 2026 World Cup will allow a full understanding of customer behavior in the betting market.
We will have data, results, and information collected from the various initiatives and strategies the market adopts.

The increase in volume will allow the validation of responsible gaming and sports integrity theses, as well as ensuring that users treat betting as proper entertainment during leisure moments while watching matches.

Boomerang Partners, an Official Regional Partner of AC Milan, has delivered the main prize of its completed TIME TO WIN affiliate tournament. It ran from February 12 to March 31, 2026, with 57 affiliate teams taking part. Two winning teams travelled to Milan for a three-day programme built around the Club. The winners attended AC Milan v Juventus at San Siro Stadium, visited Casa Milan and the Mondo Milan Museum, and completed the trip with an exclusive visit to Milanello Sports Centre powered by Clivet.

Matchday at San Siro opened the three-day programme

The programme began on April 26 with AC Milan v Juventus at San Siro Stadium. The winning teams arrived at the stadium ahead of kick-off and were met by an AC Milan representative, who guided the group through the matchday process.

Before the match, the guests were taken to the pitchside area to watch the teams warming up. The partners had time to take photos and videos from close to the field. After the warm-up, they watched the match from their seats and experienced the atmosphere of one of the key fixtures of the Serie A calendar. The group also had access to the hospitality lounge with food and drinks before and during the match.

Inside Casa Milan: history, trophies, and hospitality

On April 27, the programme continued at Casa Milan, where the group joined a guided Mondo Milan Museum tour in English. The tour covered AC Milan’s history, trophies, and key achievements, giving partners more context after the matchday experience at San Siro Stadium.

After the Mondo Milan Museum tour, the winners had time to visit the Casa Milan Store. The hospitality part of the day continued with snacks and drinks arranged for the group. The partners also received AC Milan shirts, which became a pleasant surprise during the visit.

The final day brought winners to Milanello

On April 28, the winners visited Milanello Sports Centre powered by Clivet, AC Milan’s legendary training base. The group was welcomed in the hospitality area before starting a tour of the facility, including the training fields and facilities used by the team.

Daniele Massaro, Club Ambassador and former AC Milan player, also joined the group at Milanello. He spoke with the guests and signed autographs. After the tour, the partners watched the team training session and joined an autograph session with the players. They also had time to speak with them, take photos, and have AC Milan shirts signed.

For the winning teams, Milanello was the strongest part of the programme. It gave them access to a setting usually closed to the public and direct contact with the Club, its players, and its training environment.

Liliia Sudachenko, Affiliate Team Lead at Boomerang Partners, who joined the winners during the trip, commented: “The trip went very well, and the feedback from partners was extremely positive. The programme was rich and very well organized, but balanced enough for everyone to enjoy all three days in Milan without feeling exhausted. The strongest emotions came from the pitchside access before AC Milan v Juventus, the warm-up at San Siro, the visit to Milanello, and the opportunity to meet the players, take photos, and get autographs. For us, the main result was stronger relationships with partners and a higher level of trust in Boomerang Partners. Everyone genuinely enjoyed the time in Milan, and for us that reaction was the best confirmation of the value of this prize.”

From TIME TO WIN to Golden Boomerang Awards 2026

Following the TIME TO WIN activation, Boomerang Partners continues its affiliate tournament series with Golden Boomerang Awards 2026. On April 3, the company launched the third season of its annual tournament for affiliate teams.

The 2026 season runs under the “Beyond the Moment” concept and includes exclusive sports experiences such as the trip to the Wimbledon Championships, the Formula 1 Grand Prix in Monza, and an exclusive dinner with an AC Milan Legend. The final ceremony will take place in Lisbon during the SBC Summit.

Further details on participation in the Golden Boomerang Awards 2026 are available on the official GBA 2026 website.

About Boomerang

Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is an Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards – a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Partners of the Agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.

The Agency’s clients’ portfolio contains 10+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide incentive programs and 24/7 multilingual support.