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OpenBet: Harnessing the power of BetBuilder in LatAm
Marc Crean, VP for LatAm and Canada at OpenBet, outlines how BetBuilder products present a golden growth opportunity for operators in LatAm looking to boost engagement.
Brazil has football running through its veins and sports betting brands currently sponsor 19 out of 20 of the Campeonato Brasileiro Série A (Brazil Serie A) teams. The LatAm betting boom continues amid an expected market increase to $3.4bn by the end of 2025, and operators are likely to face a battle to attract bettors in the near future as competition within the region intensifies.
The LatAm market is expanding exponentially, and Brazil remains the focal point of discussions for the industry given its recent progress in making regulation a reality. The overall potential of this passionate sports nation is huge, which means having the right product offering is essential.
Campeonato Brasileiro Série A continues to be the main driver of engagement for sportsbooks given its local appeal. This is despite the increased popularity of some of the world’s biggest football leagues, including the Premier League and La Liga, which play host to Brazil’s biggest stars such as Real Madrid’s Vinícius Júnior and Arsenal’s Gabriel Jesus.
From a betting perspective, we are finding that BetBuilder products are delivering increased value for sportsbooks and helping them to attract a wider audience. The product itself allows sports fans and bettors to create a single betting slip that incorporates multiple match outcomes, ultimately leading them to build their own narrative during a sporting event. As we have seen across mature European regulated markets, this low stake/high margin product is incredibly valuable to sportsbooks.
OpenBet’s pioneering BetBuilder solution, powered by SportCast, has proven to help local operators create engaging experiences that pique the interest of bettors with revenue-boosting results. The product, connected with the player protection expertise of Neccton, enables operators a way to capture revenue from sports fans.
Since the Brazil Serie A season began in April, approximately 1.9 million bet slips have been processed by the solution in the LatAm region alone, making up 28.3% of all LatAm soccer slips during the last six months. With nearly $3 million (AUD) staked on the league already and the popularity of BetBuilder growing amongst bettors in the market, sportsbooks have an opportunity to expand their revenue streams for this intriguing betting concept.
Furthermore, the product continues to evolve with new markets being added that are already resonating with bettors. Player stat markets were introduced in July, including Shots and Shots on Target, with top scorer Tiquinho Soares of Botafogo receiving the most backing from bettors due to his impressive recent form.
Period markets are also attracting significant activity, with bettors enjoying the ability to wager on outcomes such as the next corners, cards and goals. Ultimately, it provides an alternative to more traditional betting product types and helps to elevate the overall user experience.
What lies ahead?
Looking to the future, BetBuilder products will continue to develop and operators offering more targeted markets to players should enjoy a continued boost in engagement.
LatAm is a diverse market with tastes varying across each country and the key to growth is differentiation and customisation. BetBuilder products, such as SportCast’s, get this right and have the relevant sports that appeal to local sports fans.
This was demonstrated recently when SportCast offered the industry’s first UFC BetBuilder product. Brazil has a particularly rich heritage in the mixed martial arts space, and UFC is estimated to have a fanbase of over 34 million Brazilians. The potential of this sport within the betting market is huge and we believe this product will grow exponentially as sportsbooks utilise it during quieter periods of the sporting calendar.
As the regulatory landscape evolves in LatAm and Brazil prepares to regulate sports betting, operators will understandably be preparing to hit the ground running.
Technology that enables players to personalise their experience will see operators stand out from competitors in a crowded landscape and those who can offer the widest range of markets will remain a cut above the rest.
Esportes Gaming Brasil, the owner of Onabet and Esportes da Sorte, is making its debut at the 58th Parintins Folklore Festival with an interactive project that blends cultural promotion, economic development, and social responsibility.
The brand becomes the first regulated betting operator to offer institutional support to the event, which welcomes around 120,000 visitors and generates BRL 184 million in local economic activity, according to the Amazonas State Government.
This cultural commitment comes on the back of Esportes Gaming Brasil sponsoring 31 São João festivals during June in 27 cities across the Northeast and Southeast regions. This initiative strengthens the brand’s strategy of connecting with the public through the appreciation of Brazilian cultural expressions.
Esportes da Sorte’s focus was creating memorable experiences as each event featured scenography by Pernambucan artist Perron Ramos. Another notable element was the Vila Junina (June Village), a themed area blending traditional elements with interactive experiences. Classic games such as Pescaria da Sorte (Fishing of Fortune), Barraca do Beijo (Kissing Booth), and Argola da Sorte (Ring Toss) bring nostalgia to the festivities.
For the three-day Parintins Folklore Festival starting today, the brand will be energising Parintins with a series of experiences celebrating local culture. These include a panoramic lounge with a special view of the Bumbódromo, the Truck da Sorte — a space combining karaoke and free hydration — as well as a Social Arena installed in the Garantido and Caprichoso neighborhoods, featuring artistic performances, rest areas, free water distribution, and Instagram-worthy spots. Festivalgoers will also be able to get their hands on custom giveaways throughout the festival. All elements of the visual project are inspired by Amazonian art. The graphics feature illustrations by Curumiz, a Parintins-based duo formed by Alziney Pereira and Kemerson Freitas.
Sofia Aldin, CMO of Esportes Gaming Brasil, the group behind the brand commented: “Esportes Gaming Brasil cares passionately about regional values and strengthening Brazilian popular culture. It’s more than simply showcasing our brand, we want to create value for the people who live for events like the Parintins Folklore Festival and the São João festivals. Being part of these events backs our strategy of supporting traditions that drive local economies and celebrate regional identities.”
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- The CONMEBOL Copa América Femenina 2025™ will be held in Ecuador from July 12 to August 2.
CONMEBOL (Confederación Sudamericana de Fútbol) and Kaizen Gaming are proud to announce the later’s premium sports betting and online gaming brand, Betano, as the Official Sponsor of CONMEBOL Copa América Femenina 2025™.
Hosted in Ecuador from July 12th to August 2nd, this year’s tournament is especially significant as it marks the 10th anniversary of the CONMEBOL Copa América Femenina™. Bringing together South America’s 10 women’s football teams, the tournament is a celebration of both football in the continent and women’s sport. At the end of each game, Betano will present the top-performing player with the “MVP Betano” award.
Alejandro Domínguez, President of CONMEBOL, said: “South American women’s football is experiencing an extraordinary moment. Each edition of the CONMEBOL Copa América Femenina showcases the growth of talent, passion, and commitment of our players—true ambassadors of the sport and a source of inspiration for millions of girls across the continent and around the world. Having Betano’s support encourages us to continue raising the level of the tournament and to provide more opportunities for our athletes to shine on the field and keep leaving their mark both on and off the pitch.”
Julio Iglesias Hernando, Chief Commercial Officer of Kaizen Gaming, commented: “We are proud to be once again collaborating with CONMEBOL for what promises to be an exciting tournament for all football fans to enjoy. Sponsoring CONMEBOL Copa América Femenina 2025™ is very important for us, as we continue supporting the development of football globally and women’s football in particular. It is amazing to see how the competition has grown in size and strength, while showcasing the skills of some of the world’s best female footballers.”
The sponsorship of CONMEBOL Copa América Femenina 2025™ is part of Betano and CONMEBOL’s broader partnership, which started with the CONMEBOL Copa América™️ 2024 and extends through 2028. In addition to supporting CONMEBOL Copa América Femenina 2025™, the partnership also sees Betano as the Official Sponsor of the CONMEBOL Pre-Olympic tournament, CONMEBOL Copa América Futsal Men and Women and CONMEBOL Copa América Beach Soccer.
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