LATAM: Codere unveils strategy for Brazil’s first digital betting platform

LATAM: Codere unveils strategy for Brazil’s first digital betting platform

Thursday, April 21, 2016 Totally Gaming
Andre Gelfi is confident about the success of

Andre Gelfi, Codere Brazil’s managing director, said the global gaming operator wants to turn the Latin American superpower’s niche horseracing sector into a huge recreational market when it soon launches its much-anticipated digital platform.

Codere is already the pre-eminent racing betting operator in Brazil, having developed its business over the past decade in Brazil’s limited gaming market through the licensed betting offices that it runs thanks to partnerships with regional Jockey Clubs.

However, with the company’s wealth of digital market knowledge from its operations in other parts of the world, and Brazil believed to be close to legalising much of the gambling industry, Gelfi said that Codere will use all its experience to make sure its new offering is not just a success, but generates an entire new market in a country with a population of more than 200m.

“This will be first locally regulated betting platform in Brazil,” Gelfi told “We want to offer as much contents as we can through the platform, and have been working with our local partners such as the country’s influential Jockey Clubs to make sure that this is a great product.

“This platform will offer live horse racing from around the world, with bettors able to access live racing throughout their day from South Africa, Europe, Latin America and the US, and then Australia.

“The challenge is to create a recreational market in Brazil that appeals beyond the smallish racing world that currently exists. The strategy is based on digital, and we will be reaching out to the public in the places that they hang out, such as Facebook and Google.”

While the schedule for Suaposta's launch is still to be confirmed, with reports suggesting it could go live in May, Gelfi rejected claims that the traditional racing sector is wary of the push towards digital.

“They are curious as to how this new product will be received,” he said. “They’ve been around for a long time, but there is now a lot of expectation as to how online will perform and what it could do for racing in Brazil. They are keen on attracting recreational punters on both local and international racing.”

The Brazilian government is currently in crisis, with the lower Chamber of Deputies voting in favour of impeaching President Dilma Rousseff just this week, and Gelfi believes that legislation that would allow gambling will not be formally passed until next year.

With the public finances in meltdown, Gelfi expects all gambling to be legalised and regulated, with the government forced to find new sources of income.

“The government is in big trouble here and they need to find alternatives to bring money in,” said Gelfi. “There is very little room for raising taxes, and gaming arises as an alternative because it is a painless tax that only bettors pay.

“It’s looking good for the legislation in the Senate, and all verticals will be legalised as it is a necessity to generate revenues.

“Offline will be the largest chunk of the pie. Bingo is very popular and will be the biggest part of the market through traditional live games and video lottery terminals (VLT). Destination casinos could also be around.

“Betting shops will be a big success as Brazilians are mad on football, and hopefully that will lead to the success of online sports books.

“Codere’s stategy is to develop the gambling market in Latin America and Brazil is key," Gelfi said. "We are keen to be a major player in Brazil.”

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