In this roundtable discussion, iGaming Expert gathers views around innovation in the online casino vertical of Brazil’s regulated market. As we approach the one year mark of the Bets market, is the framework stifling or promoting innovation?
Offering their insights and takes are Izabela Słodkowska-Popiel, Head of Account Management for North and Latin America at Wazdan, Malcolm Agius – Lead Casino Manager for Superbet Brazil and Eduard Verdaguer, Partnerships Manager at Alea.
The trio assess how operators can innovate and discuss the pivotal role that suppliers play in promoting innovation.
iGaming Expert: Does the Brazilian regulatory model support or prohibit innovation?
Izabela Słodkowska-Popiel: Brazil’s regulatory framework marks a significant leap forward for Latin American iGaming. Its robust nature is clear with transparent licensing rules, strong KYC and AML requirements, integrated responsible gambling tools and real-time data monitoring through SIGAP. It is not just about legislation, it is about building trust and ensuring long-term sustainability.
Zoning in on innovation, one of the most significant opportunities lies in Brazil’s immense player base and cultural openness to gaming. Slot studios can tap into passionate, mobile-first audiences with high engagement potential. The diverse population also encourages innovation in game mechanics and localised content, something we have emphasised in our approach. However, the competitive landscape is rapidly saturating. Navigating the taxation system and marketing restrictions is crucial and requires local insights and flexible tech stacks.
Malcolm Agius: It does both; that’s not necessarily a bad thing. Since January 1, 2025, when Brazil officially regulated online iGaming, the market has reported monthly betting volumes of around R$20 billion (over US$4 billion), with industry data showing more than 5 billion visits across licensed platforms in Q1 alone. This clearly shows that regulation is fuelling overall market growth.
At the same time, new layers of compliance, licensing and added responsible gaming requirements have slowed the rollout of new content and features. In practice, regulation is steering innovation toward safe, high-integrity solutions rather than fast but risky experimentation. A trend already evident in the first months of regulation.
Eduard Verdaguer: Brazil’s regulatory framework is still evolving. On one hand, it ensures essential safeguards; on the other, it leaves room for suppliers who can adapt their products to local requirements. In practice, regulation can act as a catalyst for innovation, provided that operators and suppliers are flexible and willing to invest in localisation.
iGX: What value do international suppliers bring to the local market?
MA: They bring scale, maturity and proven best practices. For operators, this means sustainable revenue streams and a diverse mix of engaging content that offers customers a variety of mechanics and gameplay styles. With over 200 million people, Brazil is among the ten most populous countries in the world and international suppliers have the expertise to support this level of traffic without compromising the player experience.
Cultural diversity strengthens this further. Brazil has the world’s second largest Asian community outside of Asia, giving suppliers with strong roots in Asian markets the chance to deliver themes and mechanics that resonate strongly with this audience.
EV: International suppliers bring experience from multiple regulated markets, proven technologies and broad game portfolios. This allows operators to benefit from solutions that have already demonstrated strong performance, while also gaining access to innovative mechanics and retention-driving tools. As Brazil is a newly regulated market, the demand for tried-and-tested solutions is high, making the expertise and reliability of experienced suppliers particularly valuable.
ISP: I would pinpoint three key factors: battle-tested launch playbooks, a faster path to quality and effective retention tooling. Global studios arrive with data from dozens of rollouts and the know-how to act on it. Configurable volatility, pacing control and network promotions can all be adapted effectively. Taking Wazdan’s suite for example, our Volatility Levels™ and Hold the Jackpot™, Chance Level™ and Cash to Infinity™ mechanics have resonated strongly within mature LatAm markets because they blend global versatility with local preferences around progression and perceived control.
iGX: Do Brazil’s regulatory demands affect how you choose suppliers?
EV: Yes, compliance is a key factor when selecting partners. Beyond the quality of the games, it’s crucial that suppliers can quickly and efficiently adapt their products to local regulations and maintain compliance over the long term.
ISP: Absolutely, compliance by design is non-negotiable. We continue to prioritise partners already aligned to SPA criteria that have transparent onboarding and AML controls, audited tools and jurisdictional flexibility. The BRL 30m authorisation fee, capital requirements and strict advertising standards raise the stakes. Suppliers who can display certification and rapid, responsible approvals earn more shelf space.
MA: Absolutely. Operators now need suppliers who are regulatory ready from the start. This means being licensed or willing to license locally and being able to adapt their products to meet compliance requirements while still delivering a strong customer experience. With gaming taxes set to rise from 12% to 18% in October 2025, cost efficiency becomes even more critical.
Supplier selection is therefore not only about offering great content but also about ensuring commercial viability and speed to market. Compliance and cost pressures are making supplier partnerships an increasingly important strategic differentiator.
iGX: How important is it for a supplier to offer not just games, but also strategic and promotional support?
ISP: It is critical. Content without orchestration leaves little value on the table. Our promotional tools are a fundamental part of our offering. Take Multidrop, for example, our most diverse network promotion to date. What sets it apart is the combination of three rewarding tools: Mystery Drop™, Mystery Multiplier™ Drop and Jackpot Drop.
These tools offer instant, real-time rewards in innovative ways, featuring pick-style bonuses, surprise multipliers and jackpots that can occur outside of traditional game mechanics and are proven to captivate LatAm audiences. Our back-office and campaign teams are built to execute segmentation and compliance copy at an efficient rate for Brazilian execution.
MA: It is essential. Content is only part of the equation. The suppliers who add the most value are those who actively support operators in amplifying visibility and engagement. This includes co-investment in campaigns, providing localised promotional tools and extending the reach of their games through marketing channels beyond the operator’s own platform.
When suppliers help create buzz around their titles, it not only attracts new players but also keeps existing players engaged for longer. This kind of collaboration transforms content from being just another game in the lobby into a consistent driver of player engagement and commercial success.
EV: Very important. In a highly competitive market, games alone are not enough, marketing tools, network promotions, data analytics and dedicated support are essential to help operators stand out and build player loyalty.
iGX: How do you approach innovation at a market-specific level – for example, what kinds of new solutions really connect with Brazilian players?
MA: In Brazil, cultural relevance is just as important as technical innovation. Players are highly socially driven, so leaderboards, multiplayer features and crash games with interactive mechanics resonate strongly. That said, culture is not the only driver. Making games look Brazilian for the sake of it is not always the best choice. Quality mechanics, engaging gameplay and universal themes are equally important to ensure mass appeal.
The sweet spot is combining global best practices with selective local touches, delivering experiences that feel authentic without limiting their broader appeal. Done well, this balance drives both engagement and long-term loyalty among Brazilian players.
EV: It starts with understanding local player preferences and behaviours. In Brazil, this means focusing on mobile-first experiences, fast-paced gameplay and visually engaging mechanics. Tailoring content and features to local trends, while integrating cultural elements, allows products to truly resonate with the audience.
ISP: The analysis of local playstyles and constraints is key, for example, mobile data, session cadence, payments and building upwards from there. In Brazil, players respond to clear, high-impact mechanics with perceived progression. Jackpot paths and collectors, for instance, wrapped in culturally attuned audio-visuals. Our Freedom of Choice philosophy gives players agency with selectable volatility and buy-ins, while operators can tune the same toolkit to Brazilian frameworks. The aim is to stay compliant whilst being inspired by integrating fresh twists to gameplay, innovation that feels native, not imported.
Find out how Wazdan is shaping the future of iGaming in LatAm and across Europe more here
