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.

An engaged, mobile-first audience represents one of the biggest revenue opportunities in the global sports betting market.

Optimove, the #1 player engagement platform for iGaming and sports betting operators, today released its LATAM 2026 World Cup Betting Intentions Report, revealing that 86% of Latin American bettors plan to place bets on the tournament.

The study was conducted by Optimove Insights, the company’s research and data analytics division.

The report positions Latin American audiences as mature, highly engaged, and mobile-focused bettors. The combination of strong interest, confidence, and continuous engagement, even after their national team is eliminated, creates a significant opportunity for the industry.

Among bettors planning to participate, 75% have already bet on a previous World Cup, including 20% who bet in both 2018 and 2022.

The remaining 25% will be betting on a World Cup for the first time, driven by the expansion of legal sports betting across the region.

At the same time, 94% describe themselves as moderately or highly confident in their betting knowledge, reinforcing that this is an experienced audience that expects precise and relevant communication.

The LATAM 2026 World Cup Betting Intentions Report is based on a survey of 882 bettors worldwide, conducted in early 2026, including 264 respondents from Latin America.

Research highlights 

• High confidence and year-round engagement. 60% of Latin American bettors rate themselves as highly confident in their betting knowledge, while another 34% consider themselves moderately confident—totaling 94%. Additionally, 35% bet on football several times per week, and another 26% do so weekly.

• Strong loyalty to national teams. 90% support a favorite national team during the World Cup. When their team plays, 50% say they will definitely bet, and another 37% are very likely to bet. Even after elimination, 78% will continue betting.
• Live betting and multi-betting behavior. 77% plan to bet live during the tournament. For 33%, this is the preferred format, while 44% combine pre-match and live betting.

• Push notifications dominate communication. 38% prefer push notifications as their main communication channel, far ahead of email, which is preferred by only 14%.
• The World Cup as an engagement accelerator. 91% will continue betting on football after the tournament. Among their preferred destinations, 72% will move to the Copa Libertadores, 62% to the UEFA Champions League, and 34% to the Premier League.

• Use of multiple betting operators. 65% plan to use two or more platforms during the tournament. The main selection criteria are ease of use (59%), promotions (52%), and a trusted, familiar platform (46%).

“This is one of the most engaged sports betting audiences in the world. Nearly nine in ten Latin American bettors will follow the World Cup through betting and remain active year-round, mobile-first, and demanding personalization, not generic promotions.

Operators that succeed in LATAM will be those able to match this level of intensity with equally precise communication.

This is what Positionless Marketing enables,” said Optimove Founder and CEO Pini Yakuel.

To the full report here.

Optimove 

Optimove is the creator of the Positionless Marketing concept and the #1 player engagement platform for iGaming and sports betting operators.

Positionless Marketing frees marketing teams from fixed-role limitations, empowering every marketer to execute any task instantly and independently.

Positionless Marketing has been proven to improve campaign efficiency by 88%, enabling marketing teams to drive more personalized engagement with existing customers.

For the second consecutive year, Optimove was named a Visionary in the Gartner Magic Quadrant for Multichannel Marketing Hubs, recognized for its AI-driven decisioning, prescriptive insights, and ability to orchestrate thousands of real-time personalized campaigns across channels.

AI-driven marketing is a hallmark of Optimove’s leadership.

By embedding AI directly into its platform since 2012, Optimove helped establish today’s Positionless Marketing standard.

Its platform includes Optimove Engage and Orchestrate for cross-channel campaign decisioning and orchestration; Optimove Personalize, a digital personalization engine; and Optimove Gamify, a loyalty and gamification platform.

Today, its full AI-powered suite is at the forefront of enabling marketers to streamline workflows from insight to creation and optimization.

Optimove delivers industry- and use-case-specific solutions for leading consumer brands worldwide.

 Optimove insights 

Optimove Insights is Optimove’s analytics and research arm, dedicated to delivering valuable market insights and data-driven research to empower B2C businesses.

 The Supreme Federal Court (STF) fast-tracks lawsuit over Rio Grande do Sul betting ad restrictions.

The STF could soon determine whether individual states possess the legislative competence to regulate marketing campaigns for federally licensed betting platforms.

Depending on the outcome, this decision could redefine not only the regulatory map of the iGaming sector but the overarching governance model of the Brazilian digital economy.

Supreme Court Justice Cármen Lúcia, the rapporteur assigned to the Direct Action of Unconstitutionality (ADI 7971), ordered a fast-track procedure (rito acelerado) to evaluate state Law 16.508/2026 enacted by Rio Grande do Sul.

The local statute imposes severe restrictions on sports betting advertisements within state lines.

Published on May 22, the judicial order follows a legal petition filed by the National Association of Games and Lotteries (ANJL), signed by senior constitutional attorneys Pietro Cardia Lorenzoni and Bernardo Cavalcanti Freire.

The Justice requested formal institutional clarifications from both the Governor of Rio Grande do Sul and the President of the state’s Legislative Assembly within a maximum timeframe of five days.

Following their response, the Office of the Attorney General of the Union (AGU) and the Office of the Prosecutor General of the Republic (PGR) will have three days each to submit their official legal assessments.

Once these deadlines are met, the case file will return to the rapporteur for a decisive ruling on the requested preliminary injunction (medida cautelar) which, if granted, would fully suspend the state law until a final plenary judgment is reached.

Structural restrictions established by the state law

Sanctioned on April 24, 2026, state Law 16.508 establishes severe limits on betting advertisements across Rio Grande do Sul territory.

Audiovisual advertising is strictly restricted to a late-night broadcasting window between 9:00 PM and 6:00 AM across free-to-air television, pay TV, live streaming, and radio platforms.

Furthermore, the law bans any betting marketing displays inside stadiums and sports complexes, unless the platform functions as an official corporate sponsor of the event or the participating teams.

The use of animations, mascots, or characters designed to appeal to younger demographics is entirely prohibited, alongside any physical advertising located near schools and educational institutions.

The local statute also dictates that all marketing materials must display explicit health warning phrases in a font size occupying at least 15% of the total advertising space.

Authorized platforms have been granted a 120-day grace period from the publication date to adapt their ongoing marketing campaigns and active corporate sponsorship agreements.

Core arguments presented by the ANJL

The association contends that the Rio Grande do Sul law directly violates the exclusive competence of the Federal Union to legislate on lotteries, commercial advertising, and national telecommunications, as explicitly dictated in Article 22 (Items I, IV, XX, and XXIX) of the Federal Constitution.

In its formal petition, the ANJL argues that the federal regulatory framework already enforces a sufficiently protective regime for consumers, meaning that regional intervention adds no real protection, but instead introduces severe regulatory asymmetries.

A central pillar of the legal defense highlights the high risk of a counterproductive effect. According to the association, implementing heavy marketing barriers for licensed operators makes it difficult for consumers to distinguish legal, federally monitored platforms from illicit domains.

This dynamic could inadvertently funnel bettors toward underground offshore websites that operate entirely outside the oversight of state inspectors,  a consequence that “runs entirely counter to the federal regulatory agenda,” in the words of the petition.

Consequently, the ANJL has requested the full preliminary suspension of the state law via an urgent injunction, followed by a final merit ruling declaring the statute unconstitutional on both formal and material grounds.

Broader market implications for the digital economy

For Carlos Akira Sato, co-founder of Fenynx Digital Assets and an expert in regulated markets, ADI 7971 carries implications that extend far beyond the iGaming sector.

“The core issue is determining whether a state can create its own operational restrictions for an economic activity that has already been regulated nationally by the Federal Union,” Sato points out.

Sato argues that by enforcing distinct boundaries on advertising slots, time frames, and commercial communication, Rio Grande do Sul has moved past consumer protection to construct a parallel regulatory regime.

He emphasizes that the underlying issue is structural: digital platforms, streaming networks, and online advertisements do not operate within physical state borders.

“A nationally authorized corporation cannot operate efficiently if it is forced to alter campaigns, contracts, and commercial strategies for each individual state.

This creates regulatory fragmentation, legal insecurity, and pushes up operational costs,” he explains.

Should the STF rule in favor of the ANJL, the expert evaluates that the legal precedent will safeguard other tech-driven sectors, including fintechs, digital banks, virtual asset providers, telecommunications, and digital payment systems.

“The real discussion centers on who holds the ultimate authority to regulate the Brazilian digital economy: the Union or the states.”

Conversely, the opposite scenario raised substantial market concerns. If the Supreme Court fully validates the regional law, it is highly anticipated that other states will rush to create localized rules for digital platform marketing and operations.

“This would pave the way for a ‘regulatory balkanization’ of the Brazilian digital economy, forcing 27 distinct operational models to coexist simultaneously,” Sato warns.

The government of Rio Grande do Sul has been contacted to comment on the ongoing lawsuit. This report will be updated as the judicial process advances in Brasília.