Brazil is undoubtedly the next major market for the gambling industry. Brazil has 218 million inhabitants, a GDP exceeding $3.9 trillion, and is the sixth most internet-connected country in America. Operators are looking forward to the launch of an online casino.
Some companies are still waiting for a solid regulatory framework to allow them to weigh the pros and cons before applying for a license to play online. However, others are already in the country ready to launch.
Enjoy is one of Latin America’s largest operators. It has taken advantage of its extensive experience in Chile, Uruguay and Argentina to offer one of the most comprehensive offerings on the market.
The operator launched its enjoyWin platform for Brazil in late February. It was hoped, and perhaps certain, that this would be its next major market.
The Chilean company brought 15 people to Montevideo (Uruguay) to work on the project. All 15 people have at least three different languages and are industry professionals.
There are many local operators who know the way to go and will have a slight edge in the race for market share. When it comes to operating experience and local expertise, however, you only need to count on one hand how many operators are able to launch successfully.
EnjoyWin is one. This online project was created to improve its relationship with customers during the pandemic, when casinos were prohibited from operating.
EnjoyWin’s marketing manager, Valeria Monteros and Juan Ignacio Juanena from EnjoyWin, discussed the journey taken by the company in conversation with SBC leaders.
What was the launch process for the EnjoyWin brand?
Launching the EnjoyWin brand posed a huge challenge to the company. The entire company, including the Board of Directors, supported the long and demanding process from the start. We knew that this project would be the beginning of the future of the company.
What will the Brazilian online gaming licensing system look like when a regulation has been implemented? Will you apply for licenses as many states as you can or only a few?
As it is still unclear how the regulatory process will work, I’d be speculating on an uncertain scenario. Enjoy has a strong brand position in the southern part of the country.
We will take full advantage of this benefit, which has been a source of interest for potential partners.
What kind of games do you have available? What other games are you planning to release?
We have a great entertainment offer that includes, among others, table games, slot machines, live casino, bingo video, virtual sports, and sports betting.
Every week, new games are released by the providers we have already integrated. We are also analyzing other product integrations which are of interest to our customers such as bingo and poker.
Which online casino games will you recommend to Brazilians?
Operators have taken positions that are very different. Some operators are only focused on the casino, while others focus on sports betting and esports. If you want to, the variety and business can be segmented by niche. There is a lot of diversity and demand for every product.
It is currently impossible to speak about a specific profile [when it comes to Brazilian players]. According to Enjoy and their clients, video bingo and slots are the most popular games, while roulette and blackjack are amongst casino games.
Brazil will be the leading sports betting market not only in Latin America but on a global scale. What are your expectations for this market?
Brazil’s sports betting market has a huge potential, as can be seen by the number of operators that are already in place. It is unquestionably one of the biggest [markets] on a global scale.
It is clear that sports betting attracts a different type of audience. It draws a challenging and different type of player, which requires increased monitoring and control. On the other hand, the market is much larger than any of the other gaming verticals. This is a place where you can quickly grow and gain a greater share.
Enjoy offers sports betting that is on par with some of the biggest operators in the business. We will continue to improve our product based on customer demand.
EnjoyWin did not reveal the amount of investment when it announced its launch. However, they did mention a team of 15 individuals who were responsible for developing the project. What are your estimates of ROI?
We can’t disclose the exact amount we invested but we expect to recover it in the next few years. Our player base and the positioning of our Enjoy brand should allow us to achieve a return on investment in less time that most operators have projected.
Will you be establishing a team in Brazil? Which city do you think is most important?
The answer will be determined by the regulations and market requirements. Our operation team speaks Portuguese natively and has been praised by our customers in the first few weeks of our operations for their warmth and dedication.
What is the best marketing strategy to employ in a country like Brazil? Has the fact that Brazil is a different language from the dominant language in the region any influence?
When it comes to digital marketing campaigns, such as social media and online ads, it is important to use localization creatively and with regard to the language expressions to reach Brazilian players.
We have native Portuguese speakers on our team, and we are able to communicate effectively and personally with Brazilians.
