7K Bet bets on user experience to grow in Brazil’s regulated market

Brazil’s fixed-odds betting market has moved into a new phase: with regulation in place, licensed operators are competing less on visibility and more on product quality, support, and retention. That matters for PSPs and acquirers because the winning operators are the ones building longer user relationships, not just chasing one-off traffic spikes.

1. According to the Secretaria de Prêmios e Apostas of the Ministério da Fazenda, about 25.2 million Brazilians used authorized platforms in 2025. In a market that size, the business question is no longer whether there is demand; it is which operators can keep users active without creating avoidable compliance or payment friction.
2. 7K Bet, a brand run by Ana Gaming Brasil, says it has built its operation around that logic, focusing on technology stability, customer service, and structured activations with a fixed calendar. The company compares this to the “owned dates” model used by large retail and e-commerce players: recurring relationship moments instead of sporadic campaigns.
3. Antonio Guerardi, CMO of Ana Gaming Brasil, said that as the regulated market matures, user relations stop being a sequence of commercial actions and become a continuous relationship strategy. His description of the product priorities is blunt enough: platform stability, transparent rules, and communication that respects the consumer.
4. The same approach applies to sports sponsorship. 7K Bet is the master sponsor of Vitória and uses the sponsorship as a relationship channel with fans, with activations in the club’s physical and digital spaces and an agenda driven by data and user feedback.
5. Brazil’s regulatory framework under Law No. 14.790 of 2023 includes identity verification, restrictions for users under 18, and responsible gambling tools such as usage limits and self-exclusion. At 7K Bet, those controls are part of the product itself, not an afterthought: the company frames sustainable betting as adult entertainment, not a source of income.

The broader market numbers explain why operators are focusing on retention. The sector posted approximately R$ 37 billion in gross gaming revenue in 2025 and about R$ 8.8 billion in federal tax revenue, according to the same ministry source. Since July, it has also been operating under expanded advertising rules that tighten consumer warnings and extend responsibility across the advertising chain.