{"id":392535,"date":"2024-08-08T11:03:00","date_gmt":"2024-08-08T11:03:00","guid":{"rendered":"https:\/\/igamingbusiness.com\/br\/?p=392535"},"modified":"2024-12-10T18:11:11","modified_gmt":"2024-12-10T18:11:11","slug":"entain-faz-do-brasil-e-do-reino-unido-o-centro-de-seus-planos-de-virada","status":"publish","type":"post","link":"https:\/\/igamingbusiness.com\/br\/estrategia\/entain-faz-do-brasil-e-do-reino-unido-o-centro-de-seus-planos-de-virada\/","title":{"rendered":"Entain faz do Brasil e do Reino Unido o centro de seus planos de virada"},"content":{"rendered":"\n

Falando durante a apresenta\u00e7\u00e3o dos resultados intermedi\u00e1rios<\/a> da operadora hoje (8 de agosto), o diretor comercial e presidente da Entain, Sameer Deen, disse que vencer nos dois territ\u00f3rios era necess\u00e1rio para o grupo impulsionar o crescimento org\u00e2nico no futuro.<\/p>\n\n\n\n

A CEO Stella David elogiou o primeiro semestre como uma evid\u00eancia do trabalho para melhorar o desempenho operacional, com a receita crescendo 6% de forma proforma. Juntamente com a regi\u00e3o da Europa Central e Oriental, o Brasil foi um dos principais motores de crescimento nos seis meses at\u00e9 30 de junho.<\/p>\n\n\n\n

Ap\u00f3s a receita l\u00edquida de jogos ter aumentado 9% no Brasil no primeiro trimestre, ela acelerou no segundo trimestre, subindo 48% em rela\u00e7\u00e3o ao ano anterior. A Entain espera que esse momento positivo continue no segundo semestre, com o mercado de apostas legais e igaming sendo aberto a partir de 1\u00ba de janeiro de 2025.<\/p>\n\n\n\n

Isso mostrou o impacto da transforma\u00e7\u00e3o operacional, disse Deen, com o foco agora se voltando para o Reino Unido.<\/p>\n\n\n\n

A receita l\u00edquida de jogos (NGR) do Reino Unido e Irlanda caiu 6%, para \u00a31 bilh\u00e3o, o que a operadora atribuiu a mudan\u00e7as regulat\u00f3rias no ano anterior. A NGR de jogos caiu 7%, para \u00a3611,2 milh\u00f5es, enquanto as apostas esportivas tamb\u00e9m ca\u00edram 5%, para \u00a3393,5 milh\u00f5es, devido a uma queda de 10% nas apostas dos jogadores.<\/p>\n\n\n\n

\u0093Estamos adotando a mesma abordagem de recupera\u00e7\u00e3o operacional no Reino Unido que fizemos no Brasil e, embora o Reino Unido esteja mais no in\u00edcio de sua jornada transformacional, estamos vendo sinais positivos,\u0094 disse Deen aos analistas.<\/p>\n\n\n\n

Brasil \u00e9 o “mercado de crescimento mais r\u00e1pido” da Entain<\/strong><\/h2>\n\n\n\n

O Brasil foi o mercado de crescimento mais r\u00e1pido, enquanto o Reino Unido representou o maior, explicou Deen.<\/p>\n\n\n\n

Os primeiros dep\u00f3sitos de novos jogadores (FTDs) no Brasil foram superiores aos de 2022 e 2023 durante o primeiro semestre de 2024, gra\u00e7as ao investimento melhorado em marketing de desempenho e uma experi\u00eancia de marca renovada para o Sportingbet no Brasil.<\/p>\n\n\n\n

A localiza\u00e7\u00e3o de pagamentos ajudou no crescimento. O lan\u00e7amento de pagamentos instant\u00e2neos atrav\u00e9s do Pix resultou em mais de um milh\u00e3o de dep\u00f3sitos por semana ap\u00f3s o lan\u00e7amento no Brasil.<\/p>\n\n\n\n

Satty Bhens, diretor de produtos da Entain, disse que a localiza\u00e7\u00e3o foi crucial para o desempenho em mercados como o Brasil e que a Entain dobrou sua equipe de localiza\u00e7\u00f5es.<\/p>\n\n\n\n

Quatro vezes mais melhorias no aplicativo ser\u00e3o implementadas em 2024, em compara\u00e7\u00e3o com o ano anterior, observou ele, com a transi\u00e7\u00e3o para um mercado regulamentado sendo \u0093o foco principal\u0094 para os neg\u00f3cios, acrescentou Deen.<\/p>\n\n\n\n

A Entain tamb\u00e9m est\u00e1 fazendo as mudan\u00e7as t\u00e9cnicas e regulat\u00f3rias necess\u00e1rias para atender aos requisitos do mercado de apostas aberto do Brasil, em prepara\u00e7\u00e3o para o lan\u00e7amento de janeiro de 2025. O Sportingbet solicitou sua licen\u00e7a em julho<\/a>, o que significa que, se aprovado, estar\u00e1 entre a primeira onda de licenciados.<\/p>\n\n\n\n

Jogadores casuais, novos produtos e LadBucks para impulsionar a recupera\u00e7\u00e3o no Reino Unido<\/h2>\n\n\n\n

Os neg\u00f3cios da Entain no Reino Unido e na Irlanda retornar\u00e3o ao crescimento at\u00e9 o final do ano, em parte, ao focar em clientes recreativos atrav\u00e9s de suas marcas.<\/p>\n\n\n\n

Simplificar as jornadas principais dos clientes no Reino Unido \u00e9 um foco importante, disse Bhens, juntamente com a melhoria da velocidade do site e o desenvolvimento adicional do seu programa de recompensas e engajamento gratuito, LadBucks. O LadBucks tem impulsionado as taxas de convers\u00e3o para atividades com dinheiro real.<\/p>\n\n\n\n

Uma nova oferta interna de “bet builder” ser\u00e1 lan\u00e7ada antes da pr\u00f3xima temporada da Premier League inglesa, assim como atualiza\u00e7\u00f5es no aplicativo para melhorar a velocidade de carregamento para os jogadores.<\/p>\n\n\n\n

\u0093Estamos vendo sinais de progresso gra\u00e7as ao trabalho \u00e1rduo de nossa nova equipe de lideran\u00e7a do Reino Unido,\u0094 disse Deen.<\/p>\n\n\n\n

A equipe de lideran\u00e7a do Reino Unido da Entain foi separada de uma estrutura de gest\u00e3o europeia mais ampla no in\u00edcio deste ano. Ao excluir v\u00e1rios mercados europeus da responsabilidade da equipe, a lideran\u00e7a pode concentrar toda a sua aten\u00e7\u00e3o no Reino Unido e na Irlanda.<\/p>\n\n\n\n

Bhens disse que uma equipe \u00fanica para os neg\u00f3cios europeus era \u0093demasiada e agora a equipe est\u00e1 totalmente dedicada a simplificar a experi\u00eancia do produto e do marketing no Reino Unido\u0094. O ex-chefe de varejo Andy Hicks lidera esta equipe, com a ex-diretora da William Hill, Charlotte Emery<\/a>, contratada como CMO em junho.<\/p>\n","protected":false},"excerpt":{"rendered":"O sucesso do ano \u0093transformacional\u0094 da Entain em 2024 est\u00e1 centrado em vencer no Brasil e no Reino Unido, disseram executivos da empresa a analistas hoje de manh\u00e3.","protected":false},"author":49,"featured_media":389055,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"pmpro_default_level":"","editor_notices":[],"footnotes":""},"categories":[68,77,71],"tags":[2628,1297,9061],"company_relation":[],"content_series":[],"content_type":[102],"region":[215],"theme":[],"class_list":["post-392535","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategia","category-produto","category-tecnologia-inovacao","tag-brazil","tag-entain","tag-uk","content_type-noticias","region-brasil","pmpro-has-access"],"acf":[],"yoast_head":"\nEntain faz do Brasil e do Reino Unido o centro de seus planos de virada - 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