Fresh off of being named one of the ‘Ones to watch’ in the EGR Power 50 2025, EstrelaBet CEO João André Gerçossimo is already looking ahead. At just 26, Gerçossimo is one of the youngest execs in the industry. Supported by a team that includes industry newcomer Leandro Machado, who joined as CFO in August, and chief business officer Fellipe Fraga, the local hero brand is intent on making its mark in Brazil.
Running the EstrelaBet and VUPI brands via its licence, which it secured ahead of the regulated Brazilian market going live in January, Gerçossimo is targeting becoming a leading brand in the market. However, there is the threat of the black market and growing concerns around new tax hikes to loom over any growth story. Gerçossimo will be hoping EstrelaBet will be able to fend off the headwinds and come out on top in a highly competitive arena
EGR: Can you take us back to the start. Where did the idea for EstrelaBet come from and how was the business formed?
João André Gerçossimo (JAG): EstrelaBet was born from an ambitious vision to build a platform tailored to the Brazilian audience, combining entertainment, technology and responsibility. From day one, our goal was not only to launch a sportsbook, but to create an aspirational brand with its own identity and a strong connection to our audience’s lifestyle. We focused on simplicity, safety and authenticity from the very beginning. Seeing millions of active users and the brand presence across major sports broadcasts, clubs and events confirms what we always believed; when you dream big and execute with discipline, results follow.
EGR: What are the challenges and benefits of being a young CEO, specifically in the gambling industry?
JAG: Being a young CEO in such a complex sector comes with both challenges and opportunities. One of the most significant challenges is balancing the speed of innovation with the regulatory pace of the market. The gaming industry moves fast in terms of technology, but operates under strict and constantly evolving rules. Navigating this duality requires vision, good judgment, and the ability to make decisions that respect both the present and the future. On the other hand, youth is a real advantage. It brings openness to new solutions, agility to change direction and less attachment to outdated models. My journey has been guided by responsible speed, discipline and continuous learning to help shape the future of this industry.
EGR: How would you summarise the regulated Brazilian market since it went live in January?
JAG: Regulation has brought clarity, predictability and credibility to the sector. We are in a natural adjustment period, where operators refine processes, interpret the rules and align expectations. But the greatest benefit is that we no longer operate in a grey area. We now have clear parameters, which strengthen companies that work seriously and invest in the country.
EGR: Where would you place EstrelaBet’s market share/positioning in Brazil?
JAG: We are among the most recognised and present brands in the country. We have built a strong position in sports entertainment and have become a reference for Brazilian players. And there is an additional element that reinforces this position. EstrelaBet is undeniably one of the most innovative and technologically advanced operators in Brazil. We invest consistently in product, data, experience and infrastructure because we believe performance and trust come from strong technological foundations. This approach allows us to deliver a smoother, safer and more personalised journey, strengthening our relationship with the people who matter most: our customers.
EGR: Is there a market share target for the company?
JAG: Our goal is not just a number. We aim to remain among the most relevant brands in the regulated market, prioritising quality, responsibility and a meaningful presence in the player’s journey. We believe leadership is built through satisfaction and retention, not just aggressive acquisition.
EGR: How large of a concern is the black market? And what can be done to disrupt unlicensed operators?
JAG: The illegal market is a serious concern. It does not protect players, does not pay taxes and harms fair competition. Combating it requires compliant operators, an active regulator and consumer education. As the public becomes more aware of the risks associated with unlicensed platforms, the illegal market naturally loses strength.
EGR: Are you fearful that legislators may revisit the tax issue and introduce other regulatory restrictions? What would be the impact if these came to fruition?
JAG: A regulated market needs stability so that serious operators can invest, hire and innovate. When there are abrupt changes in taxes or requirements, the risk is always the same. It weakens the competitiveness of legal operators and creates more room for illegal ones to grow. And this point is crucial. It is estimated that the illegal market moves around BRL38bn (£5.2bn) without paying a single real in taxes. For that reason, we believe the most effective path is not to raise barriers for those who operate legally, but to strengthen enforcement against illegal operators. Clear rules, effective oversight and ongoing technical dialogue are essential for building a modern, sustainable regulatory environment aligned with the public interest.
EGR: What has been the impact of your AI chatbot on player engagement? And are there plans for further AI use across the business?
JAG: Estela has become a cornerstone of our operation. She currently handles about two-thirds of all customer requests, with an accuracy rate of 94%. This reduced average waiting time from roughly 16 minutes to about three minutes. These results show the real impact of technology when applied with user experience as the priority. The latest version of Estela already works proactively, anticipating difficulties and offering support even before the user asks for it. We believe AI can further contribute to personalisation, risk prevention, responsible gaming and operational efficiency. It enhances the experience and reinforces our commitment to quality.
EGR: Staying with technology, are there any product developments for the sportsbook and casino in the pipeline that you are excited about?
JAG: We are continuously advancing our personalisation journey for the sportsbook, with more intuitive interfaces, more relevant content and an experience that adapts to each player’s style. We are also strengthening our portfolio with exclusive titles and more immersive mechanics. Every technological evolution follows our core culture of simplicity, speed, transparency and respect for the player.
EGR: Are you planning on expanding into markets outside of Brazil?
JAG: Our current focus is to strengthen our operation in Brazil and maintain our high standards of quality before considering any international expansion.
EGR: What is your core strategy for the next five years?
JAG: Over the next five years, our strategy is to consolidate EstrelaBet as the leading reference in regulated entertainment in Brazil, combining technology, responsibility and simplicity. We want to evolve the platform, expand our use of data, strengthen our products and maintain a culture that truly listens to the player. Brazil is our core, but the world is our horizon. My vision is to establish EstrelaBet as the number one brand in the country within the next five years and turn it into a global benchmark in digital entertainment. We are prepared to lead this movement with discipline, responsibility and boldness.
The post EstrelaBet CEO: “Brazil is our core, but the world is our horizon” first appeared on EGR Intel.
João André Gerçossimo tells EGR he wants EstrelaBet to become the leading Brazilian brand within the next five years, as well as gains across AI, product and personalisation
The post EstrelaBet CEO: “Brazil is our core, but the world is our horizon” first appeared on EGR Intel.