Exclusive: Loreta Caporrino on branding and the challenges of Brazil’s betting market
The growth of Brazil’s regulated betting market has required a new way of thinking about branding, communication and relationships with the public. In an exclusive interview, executive Loreta Caporrino, Head of Brand at BetMGM, spoke about the challenges of building identity in a sector that is still consolidating, the importance of cultural relevance and the impact of regulation on marketing and operational strategies.
Brand and trust go hand in hand in new markets
Operating in an industry that has only just entered a regulated environment requires more than creative campaigns or a strong advertising presence. According to Loreta, the priority at times like this is to establish trust and consistency in positioning.
Throughout her career at global companies and in markets at different stages of maturity, she says she has learned that the emergence of a sector requires reputation and awareness to be built in parallel. “When a market is taking shape, a brand needs to convey trust and credibility from the outset,” she explains.
This scenario is particularly relevant in Brazil, where regulation has brought new rules, greater oversight and higher expectations from consumers. In this context, communication needs to go beyond the direct promotion of products and develop narratives that connect entertainment, responsibility and experience.
Another point highlighted is the need for consistency. Products, campaigns, sponsorships and activations must tell the same story so that the public perceives real value in the brand’s proposition.
Cultural relevance as a competitive differentiator
In an increasingly competitive environment, understanding the cultural context becomes a decisive factor for brands. In Brazil, entertainment is strongly linked to collective experiences, such as festivals, concerts, sports and major events. Therefore, strategies that prioritise interaction and shared experiences tend to generate a greater emotional impact. Participation in cultural and sporting events, for example, has been used as a way to bring brands closer to the public in a more natural and less intrusive manner.
According to Loreta, initiatives of this kind have already directly reached millions of people, transforming brand presence into part of the consumer’s experience. The logic is simple: when people create positive memories at an event, the association with the brand happens naturally.
This approach follows a global trend in entertainment marketing, in which traditional sponsorship gives way to immersive activations and content that encourages social sharing.
Local partnerships and integrated communication
Another point addressed in the interview is the importance of strategic alliances with groups that have a deep understanding of the Brazilian market. This type of partnership makes it possible to develop campaigns that are more aligned with consumer behaviour and to expand presence across different channels.
“BetMGM Brazil is a joint venture between MGM Resorts International and Grupo Globo. This combination brings together two important assets: MGM’s global experience in the entertainment industry and Grupo Globo’s deep understanding of the Brazilian audience,” the executive said.
Even without disclosing specific metrics, Loreta highlights that building an integrated communication ecosystem — combining media, content, live experiences and digital platforms — plays a relevant role in strengthening brands in the sector. The idea is to engage consumers throughout the entire journey, from first contact to long-term relationship building, avoiding dependence on a single acquisition channel.
Regulation changes the game for marketing and operations
The launch of the regulated market has brought greater predictability to the industry and raised the level of demand in areas such as compliance, governance and consumer protection. For Loreta, clear rules make it possible to build more structured and sustainable operations.
This includes rigorous campaign approval processes, proper audience segmentation and messages aligned with responsible gaming practices. In addition, technology and data analysis are gaining prominence both in fraud prevention and in identifying risky behaviours.
At the same time, positioning linked to entertainment continues to be an important element in communication. The challenge lies in balancing fun and responsibility in an environment that is still evolving and maturing.
Brazil should maintain regional leadership
Recent figures show that Brazil already holds a prominent position in Latin America, driven by factors such as population size, strong sporting culture and high levels of digitalisation. If you have not yet seen SiGMA’s exclusive report on figures across Latin America, click here to read it.
In Loreta’s view, the country is likely to remain relevant in the coming years, especially with the arrival of new investments in technology, user experience and marketing. Even so, she stresses that the industry’s growth in the region should not be seen merely as competition between countries. Progress in regulatory processes in other Latin American markets may contribute to the maturation of the sector as a whole, creating a more structured and attractive environment for different players.
“The growth of the industry in Latin America does not need to be seen as direct competition between countries, but as a process of regional maturation. In the case of Brazil, which is already considered the fifth-largest market in the world, we believe the country will continue to play a highly relevant role in the region and remain one of the main hubs for industry development in the coming years,” she commented.
More than competing for market share, brands need to demonstrate consistency, responsibility and the ability to generate relevant experiences. In this market, those who manage to balance global positioning with local understanding will have a greater chance of consolidating their presence in a sector that is still defining its own rules of engagement with consumers.
This article was first published in Portuguese on 23 March 2026.
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