The second day of BiS SiGMA South America 2026, held this Wednesday, April 8, in São Paulo (SP), was marked by discussions ranging from the legalization of land-based casinos to the role of user experience and local culture in the evolution of the online betting market.
During the panel on casinos, former Minister of Tourism Vinicius Lummertz stated that Brazil has lost 80 years of tax revenue and job creation by not allowing this type of gaming to operate — the ban dates back to 1946, when a decree-law placed the sector in illegality.
Meanwhile, Senator Irajá Silvestre, rapporteur of Bill (PL) 2.234/22, which seeks to legalize land-based gaming, expressed confidence in the approval of the measure after previous failed attempts to bring it to a vote in the Senate plenary. The bill was originally introduced in 1991 and has since been under discussion in the Brazilian Congress.
“I am confident in the approval of PL 2.234 in the Senate. Two years ago, I saw a greater gap. Now, we are gradually advancing and gaining the support of more senators. We have a window of opportunity until June for the president of the Senate [Senator Davi Alcolumbre] to bring this matter to the agenda so we can approve it. This will give the market time to organize and allow investments to take place in Brazil by the turn of next year,” said Irajá.
Regarding online betting, discussions focused more on how companies are adapting to consumer behavior.
Panels throughout the day also highlighted that competition in the regulated market is increasingly defined by the user experience offered. Elements such as personalization, payment speed, and usability were identified as key factors for retention and growth.
The discussion also addressed the role of technology in building these experiences, including the use of data and algorithms to understand behavioral patterns and deliver more fluid and interactive user journeys.
Once again, BiS SiGMA South America welcomed major names from the world of sports. After former footballers Júlio César, Diego Lugano, Zinho, and Aloísio Chulapa attended the first day, it was the turn of Vampeta, Müller, and Luizão to take part in a panel. The three share a common achievement: they are all FIFA World Cup winners with the Brazilian national team. The sports betting sector is also looking ahead to the next World Cup, set to begin in about two months.
Another topic discussed was the need for cultural adaptation. Companies operating in Brazil have been adjusting their strategies to connect with an audience deeply engaged with sports — especially football — and highly active on social media.
Debates pointed out that generic campaigns tend to have less impact compared to initiatives that incorporate local cultural references and language closer to the audience.
This adaptation is also reflected in partnerships with clubs, influencers, and sports figures, which help build identification and trust among users.
“When there is no more space to place a brand on a club’s jersey, companies turn to athletes as the ones who communicate the message. Brazilians will always be fans of sports, and the gateway to iGaming is through sport,” said Fellipe Fraga, CBO of Stellar Gaming.
The event program continues this Thursday, April 9, with discussions focused on innovation, state lotteries, and future perspectives for Brazil’s betting market.
The full agenda for the final day can be accessed here.
Inside BiS SiGMA South America 2026
Original article: https://www.yogonet.com/international/news/2026/04/09/118490-second-day-of-bis-sigma-south-america-deepens-discussions-on-casinos-and-online-betting
