Pixbet is one of the players that has been investing in advertising in recent years
Pix, a payment method, everyone already knows, after all, it has become one of the darlings of Brazilians from 2020 to now. But what some people still don’t know is that he is present even in the most unusual activities, such as in bookmakers.
Incidentally, one of them is here to stay and has strengthened itself in the market by investing in advertising: Pixbet. The name is self-explanatory and it is easy to understand that the bookmaker has Pix as the brand’s flagship and the focus on the Brazilian market is undeniable.
Just do a quick market analysis to see that the operator is making a name for itself. After all, it prints uniforms from clubs such as Flamengo, which is sponsored by Pixbet; in addition to other teams such as Santos, Juventude, Amrica-MG, Cruzeiro, Ituano, among others.
But where is the situation of the advertising and sports betting market in Brazil?
Advertising and sports betting today
In theory, Brazil does not have laws that authorize the exploitation of sports betting and casino games. But in practice, we see more and more advertising by bookmakers in highly visible sports tournaments and sponsorship of clubs, especially football.
The bill responsible for legalizing betting is stalled in the Senate after being approved by the House. Therefore, despite this legal imbroglio, there is also no type of ban on advertising from betting operators.
After all, none of the platforms is based in Brazil, taking advantage of the legal loophole of exploiting games. Incidentally, that is why there is an interest in legalizing (or not) the activity in Brazilian lands. Thus, it will be possible to determine and establish rules on the exploitation of sports betting and casino games.
as if Brazil were in a zone where it is neither legal nor illegal to bet. This is because the decree of 1946 that banned gambling and casino in the country obviously does not reach online platforms.
So, taking the chance to advertise without facing any kind of legal punishment, bookmakers like Pixbet are finding a promising market and making investments to capture their market share right off the bat. Because, if sports betting moves a lot of money, certainly the advertising around them owns a good share.
The marketing strategy of being seen in the uniforms of big clubs or even in big tournaments is a way of attracting potential bettors. It is even more interesting if, in addition to sponsorships, complementary actions are created such as special promotions for customers. This is already a reality.
What to expect from the advertising market if legalization comes?
It is certainly possible to expect the establishment of norms for advertising campaigns, if a possible legalization takes place. Incidentally, some rumors on the subject are already debated and considered in the bill.
Among the rules that can be established, campaigns should inform about the possible harms of sports betting. More specifically, advertisements should inform about the possibility of addiction that games can cause.
Much like what happens on cigarette packets, warnings should be displayed on tickets on online platforms or physical spaces.
Furthermore, sports betting cannot be sold as activities that can solve punters’ financial problems. Any direct or indirect mention of success linked to betting will be prohibited in advertising.
It is worth remembering that any type of misleading advertising or that may induce the consumer to have harmful behavior is a crime. And that goes for the advertising of bookmakers or any other market sector. The punishment ranges from a fine to detention.
So, the legalization of sports betting will not be a guide only for the exploration of games on platforms or even physical locations. The agencies and creators of advertising content themselves must adapt when designing bookmakers’ campaigns.
In the meantime, what we see is a heated market, with more and more advertisements on betting platforms. Everything is still implied and there are no big mentions about sports betting or even about the sites themselves.
