Are you .bet.BR ready?

Are you .bet.BR ready?       

The Brazilian iGaming market is currently undergoing significant changes. Life is certainly exciting in the land of the holy cross right now. From the influx of sports betting sponsorships in the Campeonato Brasileiro – Brazil’s premier football division – to the new opportunities around the Copa Libertadores final, which is now an all-Brazilian affair between Botafogo and Atletico Mineiro, LatAm is on the rise as a global leader in the industry. 

Brazil began formal steps to legalise and regulate sports betting in January 2024, following a law passed in December 2023 that established clear rules and taxes for operators.  

The Ministry of Finance outlined requirements such as age verification and Brazilian ownership, attracting over 130 companies eager to enter the market.  

By September, Brazil further tightened control, meaning all operators need federal licences. In October, unlicensed betting was prohibited, setting up the industry for a fully regulated launch on January 1, 2025. 

Operators must provide self-exclusion options from 24 hours to six weeks and have a Brazilian board member holding at least 20% ownership. They must also verify bettors’ identities, ensuring all are over 18, using facial recognition technology. 

These measures have gone a long way to enhancing Brazil’s reputation within the LatAm market – promoting responsible gambling, local accountability, and transparency. Self-exclusion options protect players, local ownership aligns interests with Brazil, and facial recognition ensures secure, age-verified access. 

Another critical change requires all online betting platforms to use the .bet.br domain, ensuring a clear, locally regulated presence in the market. 

Operators who haven’t already secured this domain will need to make the switch before they can legally operate in Brazil. This includes both international and local platforms, potentially requiring many to adjust their branding and infrastructure to comply with new regulations. Given the strong global interest in Brazil’s expanding market, the move will impact numerous companies aiming to enter or continue operations in the country. 

But why does this matter? That is the question on everyone’s lips. Many reputable journalists in the industry are predicting substantial growth for a betting market not only infatuated with sport, but one that also has a population of over 215 million people. 

Brazil is poised to become a highly competitive market, with global players like Betano and Caesars Sportsbook entering alongside established local brands such as Rei do Pitaco and Esportes da Sorte, all seeking licenses.  

The .bet.br domain change means that hundreds of Brazilian and international operators will need to ensure compliance by migrating their platforms to this new domain by the new year. 

With the transition to the new domain, operators will need to treat the move as a site migration, following standard procedures for rebranding and reconfiguring their online platforms.  

A key step in this process is implementing 301 redirects from all old URLs to the new domain. This ensures that link equity, which contributes to search engine rankings, is preserved and that users are seamlessly directed to the new site without encountering broken links or error pages. 

Failing to move to the .bet.br domain by January 1, 2025, could have serious consequences for operators.  

Any company that does not follow will lose their legal standing to operate within the Brazilian market, as unlicensed betting will be prohibited. This could result in significant penalties, including fines and the suspension of their services.  

Likewise, without the required domain, operators will be unable to benefit from search engine visibility, which could severely impact their online presence and ability to attract customers. This loss could lead to a significant drop in traffic, as search engines will prioritise compliant sites, leaving non-compliant operators at a severe disadvantage in a market that is only going to get more competitive. 

The shift will likely require many companies, particularly local brands, to engage with experts familiar with Brazil’s domain regulations and technical requirements.  

At Receptional, our team of specialists can provide crucial assistance in managing the migration process, ensuring that platforms meet all legal, security, and operational standards set by the government, maintaining their ability to operate legally in the Brazilian market. 

On top of this, our team of creative Showstoppers turn heads in crowded markets. Having built relationships with multiple tier-one betting brands in the LatAm market across several years, we can devise a bespoke content plan that best leverages your brand’s transition into a new era for Brazilian iGaming.  

With just a few weeks to go until deadline day, operators must adapt to the .bet.br domain shift, paving the way for a competitive and thriving future in South America’s expanding gaming industry. 

______________

Want to know more about Brazil and the iGaming industry? Be sure to read our other blogs here. Alternatively, fill out the form below to sign up for our newsletter to get our trends and updates delivered straight to your inbox every month.