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Салса технологија: заузимање пол позиције у Бразилу

By - 3. фебруар 2025

Sitting down with newly promoted Eliane Nunes as ICE Barcelona opens its doors, Salsa Technology’s Chief Growth Officer discusses the market that’s on many people’s lips over the following three days: Brazil.

Having secured certification for the content aggregator prior to the go-live on January 1, Eliane shares her thoughts on how the market is shaking down in its first few chaotic weeks and introduces the company’s newly announced FORMULA-BET ecosystem.

Promoted to the position of Chief Growth Officer in December, Eliane Nunes’ new role is designed to align Salsa Technology’s growth strategies with the demands of the Brazilian market, as well as other countries in Latin America. Eliane joined Salsa in February 2021 as Marketing Manager before assuming the role of Head of Marketing and Sales in October 2022.

“Because of my history with Salsa, my role is to help all departments within the business,” explains Eliane. “Part of this remit is breaking siloes and facilitating different teams to work together and collaborate. So far it has been great, albeit challenging.

“It helps that everyone in the business is nice, and because most of us are Brazilian we share that “happy-to-help” mindset which makes my job easier. The role is also external in nature. For example, I am currently renegotiating provider agreements to ensure they can go live in the newly regulated Brazilian market whilst remaining competitive. Brazil’s taxation structure is crazy, so it’s a learning process for everyone no matter how intimately you understand the market.”

BRAZIL CERTIFICATION

Salsa Technology’s content aggregator, Salsa Gator, received GLI certification ahead of Brazil’s iGaming regulation taking effect at the turn of the year, enabling Salsa to deliver content to operators in Brazil. In addition to strengthening its prominent position in the market, the certification ensures seamless and efficient operations for its clients in the new regulated landscape.

As per the rules of the Secretariat of Prizes and Bets (SPA) of the Ministry of Finance, the certification process for the aggregator platform included content agreements with some of the largest global gaming providers, such as Evolution, Pragmatic Play, Games Global, PopOK RubyPlay, Zitro and FBM, among others.

“Simultaneously certifying the technology of the platform and integrating with providers was a lengthy process, and the latter is still ongoing. It has been challenging but we are delighted to have secured the certification before the go-live at the turn of the year. We have some clients who are still waiting for a licence, but we are now live in the market and in the process of integrating more providers to diversify our games offering to clients.

For Salsa, a business based in the country with a team that’s 95 per cent Brazilian, knowing the culture and understanding market nuances is their main point of differentiation from competitors.

“What we have seen so far is a continuation of a common misconception that South America is just one entity. Brazil is completely different from Argentina, and south Brazil is completely different from north Brazil.

“What we have observed is that it’s difficult to understand these differences if you aren’t on the ground. You need to have an open mind and having a team that’s 95 per cent Brazilian helps us hugely. Some people believe having Portuguese speakers is enough in terms of localisation, but Portuguese is significantly different from Brazilian Portuguese.”

A striking example of how betting behaviours differ from one state to the next is the varying levels of interest in betting on vaquejada, a sport typical to the Nordeste region of Brazil, in which two cowboys (vaqueiros) on horseback pursue a bull, seeking to pin it between the two horses and direct it to a goal often consisting of chalk marks, where the animal is then knocked over.

“A lot is made of the fact that Brazilians are crazy about soccer, but it’s about more than that. There is plenty of betting on other sports such as UFC and basketball. From an iGaming perspective, many game suppliers think it’s as simple as creating a game centred around soccer or samba. However, it’s horror and candy games that are proving most popular. I believe being in the market and in touch with the people is the only way you can understand these preferences.”

FORMULA-BET

Inspired by the dynamism and precision of Formula 1, Salsa Technology formally announced FORMULA-BET on the opening day of ICE. An ecosystem designed to put operators in the pole position of Brazil’s regulated market. FORMULA-BET ensures fast delivery, offering the Salsa Omni PAM platform, along with secure, agile and certified integrations with aggregators, payment methods and sports betting.

Salsa Technology ensures full compliance with the Betting Management System (Sigap) and holds GLI certifications for its PAM platform and integrations with the Salsa Gator content aggregator, payment solutions, and the First sports betting platform, all aligned with the requirements of SIGAP, Brazil’s Central Bank, and the Federal Revenue Service.

FORMULA-BET focuses on three main pillars, explains Eliane: speed of implementation with optimised technology for fast delivery and integration, meeting the demands of the regulated market in record time; high-performance team with specialised local support and proven expertise to drive results; compliance and security with full adherence to regulations, ensuring trust at every turn of the market.

“Our product suite is evolving. We want to increase the AI components in automation and gamification. I know that the tech and product teams are preparing a roadmap of new features. Alongside our FORMULA-BET ecosystem, we also have a consulting company to help companies set up in Brazil. It’s incredibly complex to achieve but we can help partners in this goal. With this ecosystem we can have an operator live in 10 days with all the necessary certifications.”

According to Eliane, the consensus is that Brazil’s regulation itself, whilst imperfect, will improve over time. “It took forever to become certified – I’ve been hearing about this market ever since I joined the industry in 2017 – but the catalogue of delays made us learn what not to do once the market went live.

“Because of the money required to pay the licence fee and the level of taxation, your business cannot be small so our operator partners in Brazil are large, so it’s Darwinian self-selection in a sense. In other markets, we do have smaller scale operator partners.

“What we’re seeing with our aggregator is that some providers who weren’t top performers in the non-regulated market are upping their game in the regulated environment. Likewise, some of the biggest players pre-regulation are going the other way and not engaging enough with a market that has given them so much. I think that some providers will continue to lose market share due to their martyrdom.”

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