Control F5 was present at the latest edition of SBC Summit Rio, held in Rio de Janeiro in late February. The company, which describes itself as a solutions center for gaming operators and service providers, provided Yogonet an exclusive interview during the show, with CEO Natalia Nogues offering details of how Control F5 has been working with operators and suppliers in the Brazilian market.
“Right now, in these two months, companies have been going through a whirlwind of things, especially operators. A lot of traffic drop, KYC [know your customer] issues, efforts to improve acquisition, all of that. So Control F5 has been very focused on the strategy of regaining this base, acquiring new operators, thinking about new strategies,” she stated.
Nogues also discussed the first anniversary of the Association of Women in the Gaming Industry (AMIG), an organization of which she is one of the founders and which presented a brochure on responsible gaming during SBC Summit Rio.
We’ve had regulated gambling in Brazil for two months now. During this period, how has Control F5 helped operators and other companies in the sector to adapt to all these new rules involving advertising, financial, and legal aspects?
Control F5 has supported many companies, mainly operators, but also all suppliers – by suppliers, I mean service providers, payment methods, tools, and everything else in the ecosystem of the gaming industry – seeking to position themselves in Brazil.
We know that in terms of regulation, in these two months, companies have gone through a whirlwind of things, especially operators. A lot of drop in traffic, KYC [know your customer] issues, efforts to improve acquisition, all of that.
So Control F5 has focused a lot on the strategy of recovering this base, acquiring new players, thinking about new strategies, focusing a lot on responsible gaming, also in terms of Conar [National Council of Advertising Self-Regulation] rules.
As for suppliers, we help to bring them in and position them in Brazil. Many of them are opening companies in Brazil, they are trying to make themselves known here and join this universe not only of federal [operations] but also of all the companies that are part of the state ones as well, with lotteries, in short.
The landscape is starting to take shape and Control is closely following this moment of structuring.
After all this process, are there any points that companies still have many doubts or difficulties with?
Yes, quite a few. Especially when it comes to federal regulations, there are still a lot of doubts about the rules and a lot of confusion about what can and cannot be done or how it should be done, but we knew that this was going to be normal precisely because everything is so new.
It is normal that everybody keeps adapting, trying to get the situation back on track. I think that one thing that is fundamental today, that companies are looking for a lot, are professionals who are really in charge of this information, who can generate all this security for these companies or provide efficient work to generate the right results.
Control is part of an ecosystem of solutions that we offer to all these companies and I think it is important that we also provide these professionals. We do recruitment and selection. We bring in talent or train talent in this area.
The company underwent a change of ownership at the end of last year, and you took over 100% of the company. What are the plans for this year in terms of participation in events and where do you want Control F5 to be in 2025?
We have done a restructuring and we have services in the areas of relationship, customer care, ombudsman, call center, 360 marketing, the area of market consulting, market research, and strategic planning. We created all the marketing consulting and customer service, being experts in these solutions.
We also take care of recruitment and selection, with specific training for this gaming market. The commercial part is bringing in those partners that the operators don’t know, the suppliers don’t know. We have a range of suppliers, and partners of ours that we trust to be able to present and do a good job.
And that’s what we want for 2025, to strengthen this whole gaming ecosystem and for them to feel confident in the work that they’re doing and the work that we’re doing.
You are one of the founders of the Association of Women in the Gaming Industry (AMIG), which is now one year old. What is your assessment of the association’s work to date?
AMIG is exactly one year old at SBC Rio. We have done a lot of work this year, of which we are very proud, because we have reached a thousand members. We have been mentioned in awards, and we have won industry awards. We have brought a lot of knowledge to our members and we have also contributed a lot to the industry as a whole.
Many members were very active in this part of the regulation, the creation of the ordinances. They were there arguing with the government and many helped each other to get what we have today. Many of them are still working hard.
Here, at SBC Rio, we are going to have a happy hour where, in addition to celebrating AMIG’s first year, we are going to present some surprises, and some news, mainly related to responsible gaming.
So we are doing justice not only to the female part of the industry but also to our ecosystem.
Original article: https://www.yogonet.com/international/news/2025/03/14/98079-control-f5-34what-we-want-for-2025-is-to-strengthen-the-entire-gaming-ecosystem-34
