The world of online gambling in Brazil is at a crossroads, and the stakes have never been higher. With the first edition of BiS Brasília—an event designed to bring together industry leaders, government officials, and regulators—set to take place on October 21 and 22, 2025, at the Royal Tulip Brasília Alvorada, the country is preparing for a pivotal conversation about the future of its rapidly expanding iGaming market. But behind the scenes, a fierce debate is raging over the social, economic, and political impact of an industry that, some argue, has grown too powerful, too fast.
According to reporting from The Nation, the influence of online gambling is now felt in places as far-flung as NFL stadiums in Philadelphia and soccer stadiums in São Paulo. On September 4, 2025, the NFL season opener at Lincoln Financial Field saw online sports betting companies handle over $26.7 billion in bets the previous year, with projections for the current season topping $30 billion. Just a day later, São Paulo hosted its second-ever regular-season NFL game, where Brazilian sportsbooks, led by EstrelaBet, reported a staggering 217 percent surge in NFL wagers. As EstrelaBet put it, this was clear proof of Brazil's potential as a profit center for the global betting industry.
Brazil’s relationship with gambling has changed dramatically since the legalization and regulation of sports betting in 2024. The market now generates billions of reals every month. By the end of 2025, gross gaming revenue is projected to hit BRL 31 billion, and by 2030, that figure could soar to BRL 64 billion. Sports betting is the engine of this growth, propelling Brazil to become the third-largest online gambling market globally, trailing only the United States and the United Kingdom.
The upcoming BiS Brasília event, organized by BiS SiGMA in partnership with ABRAJOGO, ANJL, and ANALOME and supported by the SiGMA Group, is a testament to the sector's newfound prominence. Alessandro Valente, co-founder of BiS SiGMA, described the gathering as “more than an event, it's a movement that promotes constructive dialogue between the industry and the government. Strengthening the vision of an ethical, innovative, and economically relevant sector for the country. BiS was born from the purpose of connecting leaders and building bridges of understanding for the future of regulated entertainment in Brazil.”
The event’s agenda leaves no stone unturned. Over two packed days, panels will tackle issues ranging from the legalization and economic impact of casinos, the taxation of gambling, and the legal framework for municipal lotteries, to responsible gaming, advertising, and the role of big tech in safe betting. The lineup features prominent figures such as Magnho José (President of the Brazilian Legal Gaming Institute), André Fufuca (Minister of Sports), and Camilo Brito (President of Analome), among others. The goal, according to organizers, is to foster sustainable and responsible development in the sector—no small feat given the market’s explosive growth.
Yet, as The Nation highlights, the industry’s success has come with significant social costs. Gambling advertisements are now ubiquitous in Brazilian soccer stadiums, with companies like Bet365, Pixbet, Superbet, and Betano sponsoring teams and venues. Influencers on platforms such as TikTok play a central role in marketing gambling to millions, often promoting slot-like fixed-odds games such as Fortune Tiger (or Jogo Tigrinho), which are designed to entice users with small wins before draining their balances. Investigations have revealed that influencers are not paid by clicks or views, but by the net betting losses of their followers—a practice known as the “fee of others’ misfortune,” or cachê da desgraça alheia.
This business model came under intense scrutiny after a controversy involving Virginia Fonseca, one of Brazil’s most popular influencers. Fonseca, with over 50 million Instagram followers, was reportedly receiving 30 percent of her followers’ gambling losses. The story made national headlines and triggered a congressional inquiry into the industry. Fonseca denied any involvement in such schemes during her Senate testimony, but investigative reporting by Revista Piauí suggested otherwise.
High-profile endorsements have only deepened the industry's reach. International soccer superstar Neymar fronts Blaze, a gambling company under investigation for allegedly failing to pay out the highest prizes, with a contract worth $100 million. Neymar’s father is reported to have collected R$4.5 million for brokering Blaze’s partnership with Santos FC. Other celebrities, such as Galvão Bueno for Pixbet and Vinícius Júnior for Betnacional, lend their names and faces to betting campaigns, amplifying the allure of gambling across the country.
The consequences have been particularly severe for Brazil’s most vulnerable populations. Research by the Favela Diz Institute shows that 55 percent of favela residents are influenced by celebrity endorsements, and nearly two-thirds admit to betting because of advertising. In 2024, consulting group Strategy& found that online gambling consumed 1.38 percent of household budgets in Brazil’s poorest social classes, with 1.3 million people falling into default and BRL 1.1 billion siphoned from retail consumption. The impact is not abstract—money lost in gambling often comes from rent, groceries, and welfare payments.
Perhaps most alarming is the siphoning of government assistance into gambling platforms. A Central Bank report from September 2024 found that 5 million Brazilians transferred $3 billion in Bolsa Família welfare funds to gambling companies via Pix, Brazil’s instant payment system. In response, the Supreme Federal Court (STF) banned online gambling companies from hosting individuals receiving government assistance, but enforcement has proven difficult. As reported by SBC News, loopholes in the system allow most welfare payments—disbursed via bank transfers rather than traceable prepaid cards—to continue flowing into gambling apps.
The political battle over gambling regulation is fierce and far from settled. Since President Lula signed Law No. 14,790 in 2023, Congress has struggled to agree on a regulatory framework. The Chamber of Deputies has approved a bill covering licensing, taxation, and advertising, but the Senate’s vote has been repeatedly delayed. As of January 1, 2025, only operators incorporated in Brazil with at least 20 percent Brazilian ownership and a R$30 million licensing fee can legally accept bets.
The gambling lobby, known as the “betting caucus,” is a diverse coalition. It includes center-right politicians like Adolfo Viana, who pushed to reduce betting companies’ contributions to Social Security, as well as left-leaning figures such as Joao Carlos Bacelar Batista, who has worked to expand the range of government-certified e-sports. On the opposing side, President Lula and the STF have framed online gambling as a public health and economic emergency, warning that if regulation fails to protect welfare recipients, a total ban could be on the table. This position has found unexpected allies among Brazil’s influential evangelical bloc, who view gambling as a moral and social ill.
As BiS Brasília approaches, the industry’s leaders, lawmakers, and civil society are set for a crucial debate about the future of gambling in Brazil. Whether the outcome will be a more responsible, regulated industry or a continued tug-of-war between profit and public interest is a question that remains unresolved. One thing is certain: the fight over online gambling in Brazil is not just about money—it’s about the very fabric of society and who gets to shape it.