As Brazil’s gaming industry undergoes considerable changes, with the country’s newly regulated iGaming and betting market launched on January 1, Stake continues making moves to position itself as a key player in the region.
At iGB Affiliate, which attracted industry leaders from around the world last week along with sister show ICE Barcelona, Thomas Carvalhaes, recently appointed as Stake’s Country Manager for Brazil, shared insights into the company’s ambitions, strategies, and growing presence in the Latin American country.
In an exclusive interview with Yogonet, held on the third day of the summit, Carvalhaes discussed Stake’s main takeaways from the show, the company’s rapid expansion in Brazil, and its strategic partnerships with high-profile brands such as Juventude, UFC Brazil, and Formula One drivers Pietro Fittipaldi and Enzo Fittipaldi.
What are your main takeaways from the show? Has it met your expectations?
I think the event has exceeded expectations in every possible way. Initially, I was slightly apprehensive, wondering if attendance might be lower since it’s the first ICE outside of London. However, I am genuinely impressed.
There’s a stronger intention and focus in every conversation I’ve had. Additionally, there is a notable emphasis on Brazil, likely due to the new regulations that came into effect from January 1st. Overall, it has been a fantastic event, delivering beyond expectations in many ways.
Can you tell us more about Stake’s presence at the show and your goals for it? Have you been able to network and explore new partnerships?
My primary goal here, specifically for Stake Brazil, is to strengthen our existing partnerships while continuing to expand our portfolio. We are focusing on optimizing the user experience for our customers through our existing B2B partnerships, whether they are IT providers, KYC solutions, or other aspects that contribute to our end product for Brazil. So far, it has been very productive, and I can confidently say it’s been a valuable experience.
You were recently appointed as Country Manager for Brazil. First of all, congratulations. Second, can you share what this role entails and provide some insights into Stake’s presence in Brazil, including the opening of the São Paulo office?
Thank you. I’ve always admired Stake as one of the top performers in the market, and I’m grateful for the opportunity to take on this role. What drew me to Stake was its alignment with my perspective, focused on innovation and doing things differently. The Brazilian market, in many ways, lacks innovation, with most operators doing similar things. This presents a significant opportunity for growth and differentiation.
I have been entrusted with the task of establishing our presence in São Paulo, and I’m proud to say that in less than two months, we have grown from just myself to a team of 15. Our office space is already feeling small, and we are looking to expand soon.
As for the launch of the Stake product in Brazil, it has been challenging given how new the regulated market is, but we are continuously working to optimize all aspects and provide our customers with the best possible experience.
Stake’s Brazil presence is bolstered by its partnership portfolio in the country. The brand is a sponsor of football team Esporte Clube Juventude and also has agreements with UFC Brazil and drivers Pietro and Enzo Fittipaldi. Can you tell us more about these partnerships and how they contribute to brand awareness?
When it comes to partnerships, we seek concepts that align well with the spirit of Stake, innovation, thinking outside the box, and breaking the norm. As you can see at the show, we are associated with Formula One, UFC fighters, and even high-profile figures like Drake. This is the mindset we carry into Brazil.
The partnerships you mentioned, such as those with UFC Brazil and the drivers, will soon be activated in a very intentional and strategic manner. I can’t reveal too much, but I can say there are exciting surprises ahead. We are currently in discussions with a potential brand ambassador for Brazil, and I believe Brazilian customers can expect relevant, engaging, and impactful communication from us in the near future.
With Brazil’s regulated market now in place, what does the future look like for the sector? What role do you anticipate Stake playing in this evolving market?
I believe we have everything it takes to be at the top. To start, my immediate goal is to position Stake within the top five in Brazil this year, and we are working hard to achieve this.
However, with our intelligence, our capacity to innovate, and our strong global sponsorships, plus those we are considering for Brazil, I am confident that in time, we will be among the top three.
Ultimately, our ambition is to be number one. We are not a small brand; we are Stake. We have the resources and the vision, and we are ready to push towards that goal.
Original article: https://www.yogonet.com/international/news/2025/01/31/93270-stake-we-have-everything-it-takes-to-be-at-the-top-of-the-brazilian-market-34
