Plínio Lemos Jorge, the president of ANJL, recently discussed the surging growth of Brazil's betting industry, emphasizing the impressive revenue increase observed in the first five months of this year.
He noted that revenue rose sharply from BRL3.1 billion ($620 million) between January and May 2025 to BRL5.89 billion in 2026. "This leap reflects the progress of the regulated sector, with benefits flowing back to society through tax contributions," he stated.
Lemos Jorge believes the upcoming World Cup will also positively impact figures for June, which have yet to be released. "It was the first World Cup played with the Brazilian market already regulated. Football brought consumers closer to responsible entertainment platforms," he commented.
He highlighted how authorized operators adhered to stringent rules during the tournament, stating, "The SPA reinforced requirements regarding integrity, advertising, and communication prior to the competition." He considers this adherence crucial for the sustainability of the sector.
The ANJL president pointed to successful in-person activations at public venues and initiatives that engaged fans. "These initiatives helped digital brands create experiences beyond the screen," he remarked.
Regarding new federal advertising regulations, Lemos Jorge views them as an essential protective measure for both bettors and operators. The ANJL advocates for clearer and more responsible advertising, positioning the sector at a decisive juncture.
Conversely, he criticized municipal bans on advertising in public spaces, stating that the Constitution grants authority over commercial advertising to the federal government. "Divergent local rules could create legislative confusion and legal uncertainty for operators," he assessed.
Looking ahead, Lemos Jorge anticipates increased political pressure on betting companies as elections approach. He maintains that the industry must remain resilient and dedicated to responsible gaming, predicting, "Once this turbulent period passes, we believe the market will likely face less criticism."
A significant challenge remains the prevalence of illegal betting websites. He stressed the need for vigilance as these sites pose a major risk and could grow if the regulated market appears unviable. Lemos Jorge stated, "We cannot let our guard down. What encourages us is that the government as a whole has recognized the need to combat this issue."
When asked about the sports betting industry's performance so far in 2026, Lemos Jorge mentioned that the Federal Revenue Service has not yet released final figures. However, the tax revenue data from the first five months underscores the growth of the regulated sector and its societal importance.
He indicated that it's too early to gauge the World Cup's contribution to revenue for fixed-odds betting operators but acknowledged its likely significant impact. "Everyone knows that Brazilians are passionate about soccer… Substantial revenue is the result of work that is well-executed, well-targeted, and conducted responsibly for the public," he stated.
He affirmed that operators have adhered to strict regulations throughout the World Cup, including Law No. 14.790/2023 and guidelines from the SPA, which oversees compliance. The SPA has stressed its commitment to maintaining the sector's integrity and responsibility ahead of the tournament.
Positive practices during the World Cup, such as partnerships with bars and restaurants and fan engagement, were highlighted by Lemos Jorge. He emphasized the importance of transparency and responsibility in fostering a safe environment for consumers and businesses alike.
In response to criticism of advertising during the World Cup, he suggested that such concerns often stem from sectors threatened by the regulated market. He assured that any potential lapses during the tournament would be addressed by relevant oversight bodies like Conar and SPA, asserting that operators are well aware of the established rules.
With the government implementing new advertising regulations, Lemos Jorge expressed confidence in these measures as they provide additional protection for both bettors and operators. He believed that clearer communication through mandatory advertising elements would enhance market safety and responsibility.
Regarding local advertising bans, he articulated significant legal concerns, arguing that the Federal Constitution dictates that such legislation should fall under the federal government’s jurisdiction. He warned that varying advertising regulations across states and municipalities could generate confusion and uncertainty in the industry.
Calls for consistent self-regulation within the industry were also addressed by Lemos Jorge, who described the collaborative efforts among ANJL, IBJR, and Conar to establish a strong self-regulatory framework. He contended that the scrutiny faced by the betting industry, especially in terms of responsible gaming messaging, does not reflect an understanding of the sector’s broader context.
As Brazil heads into elections, Lemos Jorge recognized the potential for increased scrutiny and labeled betting companies as scapegoats. He advised the industry to remain steadfast in its commitment to responsible gaming, predicting that post-election, the market would face less criticism amidst its integration into society.
Nonetheless, he conceded that illegal websites remain a daunting challenge, potentially claiming nearly half of Brazil’s online betting market. He cautioned against complacency in combating these sites, noting that their market share could rise if regulations threaten the stability of the legal sector. He emphasized ongoing governmental recognition of the need to address illegal betting, mentioning ANJL's collaboration with Anatel to gather intelligence and monitor the betting market.
