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Responsible gambling is core value for NossaBet 

Bruna Garcia December 17, 2024
Responsible gambling is core value for NossaBet 

The Brazilian operator NossaBet has been in the market since the beginning of 2024. According to its Marketing director, João Alves, they can’t wait for January 1st, when the online gaming market will be finally regulated. Alves talked to SiGMA News about the transition to the regulated market, responsible gambling, marketing strategies, customer experience, and more. 

NossaBet is part of the Vision Medias group, also 100% Brazilian, and its operation started in the state of Paraná, and grew to the national market. At first, it began with sportsbooks, and then introduced online casino and bingo games to its Salsa platform.

“NossaBet was planned for the regulated market from the beginning. We have lots of expectation and anxiety to see how this new market will be, if the government will be intensely fiscalising the operators,” said Alves to SiGMA News.

The Brazilian operator also hopes to increase its market share next year. “Today, we don’t have a significant market share, but with the market regulation, we expect to have a share compatible with our size. I can’t compare to bigger operators, but baby steps, we act according to the regulations and with responsible gambling actions,” he said.

“Our brand is just at the beginning and I think regardless of the company’s size, next year, with the regulated market, it will be an equal learning curve for everybody. Brazil has a different culture and many microcultures inside it, so the big companies can bring their expertise from other countries, but in the end, it will be about creativity, positioning and what differentiates one company from the others,” he said.

Responsible gambling

The operator has many internal projects to reach for maximum transparency and responsible gambling. “Our goal is entertainment, we aim to entertain people and for that, we must be responsible. We know the bettors can’t stay for a long time playing, for it would be harmful to them socially and physically,” he said. 

Alves said the company thinks about the user experience and aims for the bettor to consume their services in a healthy way. “Our operator’s competitive advantage is a strong CRM (customer relationship management) work, in which we get to know the user’s behaviour, what kind of games they play, the best way to contact them. Another thing that sets our operator apart is our customer support, we have high-quality human interaction, our employees are highly trained and in line with everything that is going on,” Alves said.

In NossaBet’s customer support, the operator calls the user to welcome them, and tries to make them feel at home, in a safe environment for playing. “That is in our name, NossaBet (Our Bet, in English) and responsible gambling is a core value,” he said.

Marketing strategies 

Nossabet employs a multi-channel marketing approach, including social media, email marketing, and influencer partnerships. The company prioritises customer experience and personalisation, tailoring its offerings to individual preferences. 

The ads aim to have a more generic character and to present the games in a dynamic, ludic way. “Around 40% of our advertisements are images, other 60% are text content, via email, to prevent being marked as spam. We also work on didactic video ads, we don’t have any affiliates saying you will be rich, or make money, or extra income. We work on entertainment, our core business. Our message is to have fun together, as you would playing with a videogame, or playing a sport like tennis, you have to buy the racket,” he compares.

The Brazilian bettors

Alves said 95% of the operators offer sportsbooks, online casino and bingo in their platforms. “The gateway for the clients are sportsbooks, and then they dive into the other games and the profile starts to change, between sports, bingo and casino. The online casino’s rentability is much higher than the sportsbooks,” said the director.

Brazilians consume lots of sports, especially football. In South America, around 50% of the sportsbooks are in football. Then there are other sports, such as volleyball, basketball, american football, Formula 1, and esports gaining traction.

The Brazilian betting market is characterised by a diverse player base. The NossaBet bettors are mainly from Southeast and South regions of Brazil. There are around 60% male bettors, mostly between 25-55 years old, and 40% female bettors in NossaBet. “It is almost a balance, it is a penalty to think that gambling is focused on men. No, women also like to entertain themselves. There is no difference in entertainment,” he said. Women started playing more casino and bingo games, but are increasing their share at sportsbooks, too.

As January 1st approaches, online betting operators have the chance to grow with this emerging industry in Brazil. It will be interesting to watch how operators adapt to evolving consumer preferences and regulatory requirements.

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