### Embracing the Brazilian Market: OddsMatrix’s Strategic Insights
Tor Skeie, CEO of [OddsMatrix](https://oddsmatrix.com/), delves into strategies for thriving in Brazil’s soon-to-be-regulated betting market, opening on January 1. In the third installment of this ongoing series, Skeie examines the features that most captivate Brazilian players in betting and gaming.
#### Part 3: Key Features
As Brazil gears up for regulated market operations in January 2025, OddsMatrix has thoroughly investigated the crucial features that operators will need to prioritize. In collaboration with ENV Media, a significant survey was conducted involving over 1,800 Brazilian sports bettors. This comprehensive study spans five themes: Entertainment, Localization, Features, Coverage, and Brand.
Our third analysis focuses on ‘Features,’ examining which current sportsbook products and trends appeal to the innovative and regulation-ready Brazilian audience.
#### Features: The Competitive Edge in Brazil’s Betting Market
Over the past two decades, online sports betting has evolved tremendously, introducing novel products and features for sportsbooks. Live betting emerged in the 2000s, followed by innovations like Cash Out, Odds Boost, and Bet Builder. These features have transformed from novel offerings to essential sportsbook components, making them crucial tools for attracting and retaining players in the new Brazilian market. With 92% of participants betting online and 64% not tied to any brand, digital-first operators have noteworthy opportunities to distinguish themselves with cutting-edge features.
#### Exploiting Opportunities
One significant trend is the option for multiple selections within a single sportsbook event. Known as Bet Builder in Europe and Same Game Parlays in North America, it accounts for more than half the bet totals for some operators. In Brazil, 83% of respondents have used this product, with 31% citing it among their most-used features. Despite its draw, a gap remains between product performance and player expectations; 43% of survey participants were neutral or dissatisfied with their current platform’s Bet Builder feature, indicating a potential market for operators offering superior, same-game multi-selection products.
#### The Vital Role of Cash Out
Similarly, Cash Out has become an integral sportsbook feature. It allows players to exit live bets early and is seen as a vital part of the player experience in Brazil. Among surveyed bettors, 95% have used Cash Out, with 45% using it frequently. As such, it’s crucial for operators to provide top-quality features like Cash Out and Bet Builder to boost satisfaction and engagement, ensuring sustained player retention.
#### The Call for Innovation
Although Cash Out led a wave of sportsbook innovation a decade ago, the pace of new product development appears to have slowed. Many Brazilian players express dissatisfaction with current offerings; 37% rated their platforms’ innovation as average or worse. However, there’s a strong interest in further development, as 71% are likely to try a new betting site that offers innovative features. Therefore, operators must pursue forward-thinking product development to capture and keep players in Brazil. Providing a comprehensive suite of modern features—like pre-live and live Bet Builder, enhanced Cash Out options, Early Payout, and Odds Boost—will be essential for success.
#### OddsMatrix: Bridging the Features Divide
Our research shows a strong demand for innovative sportsbook features among Brazilian bettors. The OddsMatrix platform addresses these needs with a comprehensive range of features designed to engage the numerous players interacting with our platform. Here are some examples:
– OddsMatrix provides an 11-sport pre-live and live Bet Builder, covering events like football, basketball, American football, and table tennis.
– We offer a versatile multi-layered cash-out option, including full, partial, and automatic player choices.
– Our multi-sport Early Payout feature, introduced in 2024, triggers payouts when specific conditions are met (e.g., a football team leads 2-0 or a male tennis player takes a two-set lead).
– The OddsMatrix Odds Boost allows operators to issue tokens for players to enhance the odds of their choices.
– The Stake Back feature equips operators to return some losing stakes on single and multiple bets.
These features ensure that OddsMatrix meets the evolving expectations of Brazil’s sports bettors, positioning us as a preferred choice in this dynamic market.