Thaise Jupiter, Regional Sales Lead for Brazil at BETBY, explains why “true regionalisation” — in product, service and strategy — is driving the supplier's growth in Brazil.

Could you explain the momentum BETBY is building in Brazil?

TJ: I’d say the biggest secret is the product itself. We’ve been truly regionalising the product for Brazil, and I mean real regionalisation, not just translating the interface.

For example, Betby is the only provider in the industry offering e-sims for vaquejada and footvolley, virtual games created in-house by our team that recreate the real sports. These are culturally relevant sports, so they speak directly to Brazilian users. On top of that, we have a very strong esports portfolio. Esports are extremely popular in Brazil, especially titles like Counter-Strike and League of Legends, and we provide full coverage so operators can attract and retain that audience properly.

We’ve also created tailored markets for niche competitions such as X1 Futebol or Kings League Brazil. Most international providers don’t even look at those segments, but we do. That’s what real regionalisation means for us: answering the specific demands of Brazilian bettors.

What does “regionalisation” mean for BETBY beyond the product?

TJ: It also means regionalising the service. We have Brazilian professionals involved from the very beginning of the sales process all the way through onboarding and post-live operations.

Sales, integration, account management — they’re all based in Brazil. This means we work in Brazilian time zones, we understand the culture, we understand how operators think and we understand how Brazilian users behave.

That proximity helps us build stronger relationships and, ultimately, helps operators build customer loyalty. Understanding the local profile — of both the bettor and the operator — is essential. Without that, you’re just offering technology.

How fragmented is the reality in Brazil when it comes to user behaviour and preferences?

TJ: Very fragmented. Brazil is a collection of multiple markets inside the same borders, and that requires operators to adapt their strategies.

Take the example of Fortaleza in the northeast and Criciúma in the south. They’re almost 4,000 km apart and economically very different. Ceará has one of the highest poverty rates in the country, while Santa Catarina is among the richest states in terms of GDP. That impacts the average revenue per user and, consequently, betting behaviour.

Stake size, frequency and risk appetite change depending on the region.

In wealthier areas, operators can push advanced features like bet builder combinations, player props and higher limits.

In lower-income regions, simpler markets, smaller stakes and boosted odds campaigns tend to work better.

Even sports engagement varies. Unlike in Europe, where leagues like the Premier League or LaLiga dominate, in Brazil, state championships often generate more engagement. Rio de Janeiro bettors focus on the Carioca, while Minas Gerais bettors care about the Mineiro. You can’t apply a single strategy nationwide.

How does BETBY help operators differentiate in such a diverse market?

TJ: Two words: depth and flexibility.

For instance, if we talk about sportsbook features, our Bet Builder has been especially successful in Brazil. It allows combinations within the same match, across matches and even across sports and different verticals like esports.

That flexibility aligns perfectly with Brazilian bettors, who follow different sports and like to build their own betting narratives. We also support Bet Builder across all tiers of football competitions. In Brazil, where state leagues and other niche football competitions generate huge engagement, that matters a lot.

Another strong tool is our Betting Tips solution for both traditional sports and esports, which has the widest coverage in the industry. The insights are delivered in Brazilian Portuguese and work live during football matches, giving users context and helping them make more confident decisions.

Features like these build trust — and trust builds loyalty, which is what operators are looking for.

2026 is a World Cup year. What can operators expect from BETBY?

TJ: For Brazilians and for sportsbooks, this is a huge year. We’re preparing several new features.

One example is a dedicated World Cup page with full statistics and structured content for the tournament.

We’ll also mirror the entire tournament inside our esports feed, Betby.Games, creating a special e-sim that will replicate all the real World Cup matches taking place. That keeps engagement high between live games and gives operators continuous content throughout the event.

But there’s more coming; those are just some of the highlights.

Looking ahead, what defines success for BETBY in Brazil?

TJ: We’re already seeing strong recognition in the market. When operators in Brazil think about switching providers or launching a new brand, Betby is often in the shortlist. That’s not arrogance, it’s feedback we consistently receive.

We’re seen as a long-term partner, not just a supplier — and that really makes a difference.

Brazil is a key market for us, and being on the ground, regionalising both product and service, and staying close to operators is how we plan to keep growing.

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