The 2026 FIFA World Cup will be the 1st tournament in which Brazilians will be able to bet on their national team legally. This factor opens up significant opportunities for operators.
The industry’s largest representatives are already preparing for record levels of interest from the wagering audience. Kambi is among the leaders in this field. The company announced its transition to 100% AI-driven trading.
Innovations in Brazil’s Sportsbook Sector
The legal market was officially launched in 2025, and operators are now seeking points of contact with local gamblers. Analysts indicated that the technology stack is increasingly determining the competitive landscape.
The Kambi group remains the undisputed trendsetter. Key notions about it:
- World-class clients. Several leaders in the region utilise the enterprise’s solutions. For instance, KTO and Stake use the provider’s Turnkey Sportsbook. Meanwhile, Superbet recently started leveraging Odds Feed+ for trading and pricing.
- Extensive audience reach. Currently, Kambi processes over 50% of all wagers placed in the Latin American region.
- Data-driven analytics. With access to large volumes of information, the corporation analyses the industry and predicts its key trends in sportsbook software across the Brazilian market.
Mateo Lenoble, the group’s Head of Sales for Latin America, believes 2 factors can bring operators success if applied simultaneously. One of them is a strong tech base, while the other is a deep understanding of national cultural peculiarities.
Among the Brazilians' unique qualities is their interest in everything new and different. For instance, a few years ago, the main trends were cash-out and early-payout features. Now, local gamblers are increasingly using bet builders. This tendency opens up a lot of variation and greatly boosts engagement.
Offer Personalisation for Different Jurisdictions
According to Kambi’s analysts, football accounts for approximately 90% of all processed traffic. Nevertheless, the provider recommends not concentrating all efforts on one area and instead focusing on other niches, especially when targeting a global presence in Latin America.
For instance, American sports are among the most effective when expanding reach across Mexico, Central America, and the Caribbean. At the same time, Major League Baseball is a popular choice among bettors from the Dominican Republic.
Kambi has successful global scaling cases. From the top of this experience, Mr Lenoble highlights the importance of a personalised approach across jurisdictions, emphasising that it goes far beyond language alone.
Each of the following elements must be adapted to a specific GEO:
- pricing;
- trading solutions;
- payment services, etc.
The gambling business in Brazil and Mexico is key to the entire regional ecosystem. These are major markets with unique cultural characteristics. To work here successfully, Kambi’s experts collaborate with flagship brands, including BetPlay and RushBet.
Significant growth across the territories is reflected in the figures. For instance, in the 1st operational year of the Brazilian regulated wagering vertical alone, its GGR hit a record R$37 billion (US$7 billion).
Technology as a Must-Have: New Global Trend
The focus on advanced solutions is particularly pronounced in the region. It is not just a way to expand reach, but a new standard of competitiveness.
Those entering the Brazilian market in 2026 stress that a recognisable brand and a strong promotion campaign are no longer sufficient for success. Bettors expect higher tech sophistication and transparent pricing from their products.
Mr Lenoble notes that good results in this niche depend on the right balance. Some try to apply casino strategies to sportsbooks, but the 2 verticals have too many distinct characteristics. Licensees either independently monitor the slightest market changes and behavioural trends or outsource professional teams.
Today, many brands are unable to adjust odds quickly due to a lack of operational flexibility. Access to dynamic coefficient adjustment is becoming a decisive factor for long-term prosperity, and it is impossible without the appropriate technological foundation.
This summer, Kambi plans to take the next step in its development and implement a fully automated system for the FIFA World Cup. The company has already converted around 60% of its global operations.
For the provider, AI algorithms perform several valuable functions:
- speeding up processing of trading requests;
- ensuring more transparent and accurate pricing;
- increasing long-term margins for partner bookmakers.
Regulatory Prospects of Regional Jurisdictions
The rapid growth of Brazil’s market has sparked public outcry and criticism from those who fear a deterioration in the gambling industry. The debate has escalated after Luiz Inácio Lula da Silva, the country’s President, announced his intention to shut down wagering projects completely.
Yet, Mr Lenoble is sure that grandiose statements and possible tightening of requirements will not have a significant effect on the national betting vertical. It has already adjusted to previous challenges, such as tax rate increases, which is standard practice in most regulated markets. The expert does not foresee any groundbreaking changes.
The jurisdiction’s substantial untapped potential supports his optimism. In other regional countries, operators are already achieving margins of around 13%, while in Brazil, the figure is still 6−7%. Local brands have a lot of room for optimisation and growth.
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