Bragg Regional Director: Focus on Low Entry Level Players in Brazil, Let Them Reach Bonus Games

Posted on: January 19, 2025, 02:38h. 

Last updated on: January 19, 2025, 02:38h.

Mark Keast Read More

Expertise: Canadian Gaming, iGaming, Las Vegas, Sports Betting, NFL, Boxing, UFC.

This past week saw the announcement that Bragg Gaming Group is now live Brazil’s new regulated igaming market, the company taking a different growth strategy there compared to Canada and the U.S.

Brazil Market: $3.7 Billion by 2030

That’s according to Sara Mosallaee, the LatAm Regional Director, for Bragg, the Toronto-based igaming content and platform technology solutions provider that works with online and land-based gaming operators. The company is also operating in Europe.

The Brazilian market went live Jan. 1. The online casino market in that market is projected to be worth $1.4 billion USD in 2025, and $3.7 billion USD by 2030, according to H2 Gambling Capital. In a statement, Bragg said it is is hoping that the Brazil igaming market will represent up to 10% of the company’s total revenue in 2025. Bragg expects to have deals with half of the licensed operators in Brazil by the end of Q2 2025.

Simple Refined Games

Brazil isn’t Canada or the U.S., Mosallaee told Casino.org. The markets “differ significantly.”

Where the North American gaming markets were traditionally built on steppers, Brazil has a long history of Jogo De Bicho, later seeing significant success with 3×3 games paired with bonus games, and as of late, Crash games,” she said. “Players in both markets started out the same way, looking for simple games, but then players in the U.S. moved into more complex layered games, while Brazilians retained their interest in refined simple games.”

Focus on Game Art

Players in those markets also have different income levels, she added. Brazilians prefer low entry bets, allowing them to gain a similar entertainment value for the money they are willing to spend, compared to U.S. players who have over the years adopted a tolerance for bets starting as high as one dollar.

“The important part for suppliers is to offer that low entry level to players from Brazil, and allow them to reach bonus games, which may result in high jackpot wins,” she said. “Games that do that have proven to be very successful.”

Brazil Launch Tied to Bragg Growth Plans

Bragg is currently live in Brazil with one-third of licensed operators in Brazil, including Superbet, KTO, Betano, Novibet, Betboo and Sportingbet.

Game art is another major difference. While U.S players prefer strong symbols such as buffalos, eagles, tigers and even symbols and styles one would associate with Asian culture, which is generally based on darker colours, Brazilian players tend to prefer light, fresh, striking colours and symbols you would tend to find around carnival, with strong female characters taking leading roles.

Live with One-Third of Licensed Operators

“Bragg Gaming’s product portfolio is well-aligned with local preferences. We can cater for low-volatility to high-volatility titles, we have a variety of themes that are appealing to Brazilian players, and our commitment to delivering localized content resonates strongly with Brazilian consumers,” Mosallaee said. “Furthermore, our robust platform technology and data-driven insights position us to adapt swiftly to evolving market dynamics, ensuring sustained user engagement and loyalty.”

How does Bragg’s strategy to boost proprietary content, delivering higher gross profit margins, meld with the company’s growth strategy in Brazil?

“By developing high-quality content tailored to regional tastes, we aim to enhance player retention and lifetime value,” she said. “The approach of localization and innovation in our proprietary content enables us to build strong partnerships with local operators and create brand loyalty among players.”

Bragg has also introduced exclusive online casino games in Brazil via its “Powered by Bragg” partnerships with Bluberi, Sega Sammy Creation and King Show Games, and is offering online casino content aggregation through its Bragg HUB delivery platform (over 10,000 online casino games, including from Brazil content providers). There will also be future announcements about partnerships with local studios.

The move into Brazil is all part of Bragg’s top level growth plans for 2025.