Flutter Brazil CMO Says Regulation Has Raised Expectations For Betting Brands

Brazil's regulated betting industry must go beyond simply complying with legislation if it is to build long-term trust among consumers, according to Flutter Brazil chief marketing officer Alvaro Garcia.

Speaking during Rio Innovation Week, Garcia said the introduction of regulation had fundamentally changed expectations surrounding betting companies, placing greater emphasis on how operators communicate, protect customers and approach their involvement in Brazilian sport.

The Flutter Brazil executive addressed the issue during the panel ‘Bets in the spotlight: how the sector positions itself’, alongside Betano Brasil director of institutional relations Guilherme Figueiredo and Ana Gaming CMO Antonio Guerardi.

The discussion, moderated by journalist Felipe Lobo, examined advertising, sports sponsorship, responsible gambling and the challenges facing brands as Brazil's regulated market continues to develop.

Trust Goes Beyond Regulatory Compliance

Garcia said regulation had brought greater structure to the Brazilian betting industry but argued that meeting the new requirements alone would not be enough to establish a sustainable market.

Instead, operators must demonstrate how consumer protection, responsible gambling and corporate governance requirements are being implemented throughout their businesses while communicating those measures clearly to the public.

“The regulation has changed the way the sector operates, but it has also changed the level of expectation about companies.

“Complying with all the rules is just the starting point. The consolidation of this market will depend on how brands communicate, protect their consumers, support sports responsibly and build relationships of trust over time.”

Garcia highlighted clearer advertising, responsible gambling tools and greater accountability around sports sponsorship as areas that will influence how the regulated industry is perceived.

His comments come as betting advertising and sponsorship remain prominent areas of debate in Brazil, with licensed operators facing increased scrutiny over how their brands and products are presented to consumers.

Communication Key To Building Credibility

Garcia also outlined Flutter Brazil's approach to the changing environment, with the company responsible for the Betnacional and Betfair brands in the country.

He said governance, technology and consumer protection have become increasingly important alongside responsible marketing as operators attempt to establish confidence in the newly regulated sector.

However, Garcia argued that implementing appropriate internal procedures is only part of that process. Companies must also ensure consumers and wider society understand the safeguards being introduced and can recognise the difference between responsible practices and those that fail to meet regulatory standards.

The comments were made during the sixth edition of Rio Innovation Week, held at Píer Mauá in Rio de Janeiro from 4 to 7 August. The event brought together businesses, entrepreneurs and industry leaders for discussions covering technology, innovation and digital transformation.