Despite the regulatory disruption that has enveloped Brazil’s legalised marketplace since a landmark date at the turn of the year optimism continues to rightly reign supreme, believes Cacaniqueisonline Chief Operation Officer, Christian Lowe.
In a year that many predicted will be dominated by a desire to achieve stability as the industry gets to grips with the country’s requirements, he notes that the hype, which shows little sign of abating, is entirely justified.
In the second part of an SBC Media special, Lowe reflects on a milestone date that kicked off the year, as well as assessing the country’s current standing and potential within the content of the wider industry.
“The hype around Brazil among industry participants is happening for a reason,” he comments. “The population of 215 million people and demand already there can make Brazil one of the biggest markets in the world.
“It will be interesting to see the new regulation take shape, and I hope the regulators will find a good balance to ensure a strong channelisation, and that we see very low amounts of people playing on the unlicensed casinos.”
However, the process of entering a new jurisdiction is far from a simple one, with an intense workload necessary to not only ensure compliance but to hit the ground running upon receipt of a green light.
“It will be interesting to see the new regulation take shape”
Lowe continues by touching on the steps that were taken in order to be best placed to hit the ground running once the path to a legalised jurisdiction became clear.
“First, we had to read up on the details of the new legislation with the primary objective to ensure compliance and to establish a vision of how we think the landscape would change with the new regulation in place,” he says.
“Secondly, we had to read up on which operators that would be going for a license to establish key relationships with these. We were very ready.”
With operations spread across numerous geographies, Lowe expresses that the brand took a hybrid approach when putting together a plan of how to address entering the Brazilian market.
In addition to stressing that balance and creativity ultimately prove to be key, the importance of guaranteeing that you remain compliant while also not compromising the overall visitor experience is critical.
Looking at how the Cacaniqueisonline offering was tailored to the regional audience, Lowe comments: “Before we launched Cacaniqueisonline, we did extensive research around the Brazilian people and culture to make certain that we can create a strong brand.
“We have a long list of plans on how we should leverage AI product wise”
“This has played a crucial rule in the success of our other assets. After the branding process was done, we investigated other Brazil specific details for the online casino market, such as most popular slot machines on desktop and mobile.
“Which payment options are most popular, which kind of promotions appeal to the Brazilian population. To ensure that we take all these details into account once we review an online casino to confirm that we can find the best online casinos that cater for the Brazilian people.”
These investigative explorations do not simply cease upon entry having been undertaken, with a close eye having to be kept on developments in order to stay ahead of the game.
To this end, Lowe points to one popular set of technologies that could be key in ramping up the brand’s overall quality, in addition to touching on what could increase the entertainment factor across the nation.
“We have a long list of plans on how we should leverage AI product wise,” he concludes. “There are many use cases for informational content and improving the experience for our visitors.
“Another thing we hope to roll out is slot tournaments. I would say Brazilian people are more competitive by nature and free slot machine tournaments would really appeal to this audience.
“It is also a fun way to make the site feel more alive with leaderboards and other kinds of related content.”
