Ana Gaming CMO Says Regulation Can Help Brazil Distinguish Licensed Operators From Illegal Market

Ana Gaming CMO Antonio Guerardi has defended Brazil’s increasingly stringent betting regulations, arguing that stronger oversight can help licensed operators differentiate themselves from businesses continuing to target consumers illegally.

Speaking at Rio Innovation Week 2026, Guerardi rejected the suggestion that new federal rules and ordinances should necessarily be regarded as restrictions on the regulated industry.

Instead, he said regulatory requirements surrounding areas such as advertising and consumer protection should form part of the conditions under which licensed betting companies operate in Brazil.

Guerardi, whose company Ana Gaming operates the 7K Bet brand, discussed the issue during a panel examining the opportunities and challenges facing betting businesses in the Brazilian market.

“Brazil accomplished in two years what took other markets a decade: it moved betting out of a grey area and built a regulated, supervised market with clear rules for player protection,” Guerardi said.

“For us, this is not a restriction; it is a condition of doing business. Responsible advertising informs the consumer and distinguishes those operating with a license from those acting without any oversight.”

Credibility Key To Sports Sponsorship

Guerardi also addressed the relationship between betting operators and Brazilian sport, arguing that sponsorship agreements should be viewed as long-term investments rather than simply opportunities to maximise brand exposure.

“And in our view, sports sponsorship is not merely a form of opportunistic media; it is a long-term relationship with the fan, built on data, listening, and respect,” he said.

“The sector will be judged less by the size of the contracts and more by the credibility that underpins them.”

The comments come as Brazil continues to tighten advertising and operational requirements for licensed operators while simultaneously attempting to tackle the substantial number of offshore betting platforms continuing to serve consumers without federal authorisation.

Guerardi said wider public discussion of the regulated industry would also be important as the market develops, particularly given the continuing stigma surrounding betting and online gaming.

“Rio Innovation Week is a widely respected global conference, and their initiative to open up a space for a conversation about our market is commendable,” he said.

“Sports betting and online gaming are part of Brazilian culture, and despite being legalized and regulated operations, they still face significant stigma.

“Debates like this are important because they allow us to provide a deeper perspective on the sector, dispelling myths and contributing to a more balanced understanding of the economic, social, and technological impacts this industry generates for the country.”

Regulated Market Reached 25.2 Million Players In 2025

Figures from the Secretariat of Prizes and Bets (SPA) and Ministry of Finance show that 25.2 million Brazilians used federally authorised betting platforms during 2025.

The regulated market generated approximately BRL37bn in gross gaming revenue (GGR), alongside BRL8.8bn in federal tax receipts.

Separate projections from the Brazilian Institute of Responsible Gaming (IBJR) and National Association of Gaming and Lotteries (ANJL) estimate that the sector supports approximately 15,500 direct and indirect jobs.

Enforcement against the illegal market has also formed a significant part of Brazil’s regulatory efforts. The SPA and National Telecommunications Agency (Anatel) have worked together to restrict access to unauthorised operators, resulting in more than 25,000 websites being blocked during the first year of regulation.

The Rio Innovation Week discussion was moderated by Sport Insider's Felipe Lobo and also featured Flutter Brazil CMO Álvaro Garcia and Betano Brazil director of institutional relations Guilherme Figueiredo.