Esportes Gaming Brasil CEO Darwin Henrique da Silva Filho wants the company’s new LOTTU brand to become a leading brand in Brazil within the next five years.
In August, Esportes Gaming Brasil launched its new LOTTU brand, which will operate alongside its existing Esportes da Sorte and OnaBet brands in the newly regulated Brazil online gambling market.
The new platform will offer faster navigation, better customisation options and an improved user journey for players, powered by a new in-house platform.
Filho believes LOTTU fills a gap in the hugely competitive Brazil gambling market, offering a highly customisable, dynamic and interactive experience for bettors.
With this enhanced user experience, Filho hopes LOTTU will soon become one of the top brands in Brazil, consolidating Esportes Gaming Brasil’s position as a major gaming group in the market.
“LOTTU was built to evolve with the market,” Filho tells iGB. “Our vision is that, in the next five years, it will become one of the leading platforms in terms of innovation, personalisation and digital engagement.
“We will continue investing in technology, data intelligence and interactive features to keep LOTTU ahead of the expectations of Brazilian users.”
How will Esportes Gaming Brasil differentiate LOTTU?
The launch of LOTTU may raise questions over how exactly Esportes Gaming Brasil plans to differentiate the new brand within the market.
Esportes Gaming Brasil has now reached the maximum of three brands permitted per licence with LOTTU, raising a further question of how it will differ from the company’s existing Esportes da Sorte and Onabet brands.
But for Filho, each brand holds its own identity, with LOTTU designed to complement the portfolio, rather than directly compete with its existing brands, by catering towards distinct player profiles.
“Esportes da Sorte is our institutional brand, with a strong presence in sports and cultural sponsorships,” Filho continues. “OnaBet connects with its audience creatively, through digital campaigns and influencers.
“LOTTU, on the other hand, was designed to be bold, fast and interactive, with a complete focus on user experience.
“All brands coexist complementarily, without direct competition between them. It’s a strategic segmentation. This way, we can reach different profiles of bettors while maintaining the identity of each brand.”
LOTTU created from the ground up
LOTTU’s new in-house platform has been designed to deliver players a smoother user experience and greater adaptability.
This was a months-long process for Esportes Gaming Brasil, involving planning, testing and adjusting the LOTTU product until it was ready to deliver true value to bettors.
“Creating a brand from scratch requires strategic vision, dedication, an eye for technology and understanding consumer behaviour,” Filho says.
“The biggest challenge was developing a platform that combined performance, aesthetics and innovation, without compromising on security and responsibility.”
Filho believes LOTTU will tap into the Brazilian audience’s desire for dynamism and engagement, especially through its real-time promotions, dynamic layouts and the ability for player experiences to be personalised.
Esportes Gaming Brasil’s overall market position
Data from H2 Gambling Capital currently ranks Esportes da Sorte as the fifth biggest brand in Brazil, with Onabet approximately 43rd.
The expectation from many is that the Brazilian online gambling sector will consolidate, with Christian Tirabassi, founder and senior partner of M&A advisory firm Ficom Leisure, previously telling iGB he predicts ten to twelve operators will dominate the market.
Filho is confident Esportes Gaming Brasil will be in that mix of leading operators.
“It is natural that regulation will lead to a consolidation process,” Filho explains. “Esportes Gaming Brasil is already prepared for this, as we have a solid operation, three regulated brands and responsible management.
“We are keeping an eye on potential market moves, but we are confident that our well-structured base positions us as leaders in this process.”
LOTTU will play a key role in securing Esportes Gaming Brasil’s place among the chief operators in Brazil.
“We believe that LOTTU will play a key role in this process, helping to expand our customer base and further consolidating the group’s position as a leader in the regulated sector in Brazil,” Filho concludes.
“We always work with ambitious and sustainable targets to continue growing solidly and responsibly.”
Amid a hugely competitive Brazil online gambling market, Esportes Gaming Brasil’s CEO believes the company’s new LOTTU brand will cement its position as one of the leading operators.