{"id":395239,"date":"2025-10-07T10:38:47","date_gmt":"2025-10-07T10:38:47","guid":{"rendered":"https:\/\/igamingbusiness.com\/br\/?p=395239"},"modified":"2025-10-08T10:42:08","modified_gmt":"2025-10-08T10:42:08","slug":"intensidade-da-concorrencia-e-a-maior-preocupacao-da-superbet-no-brasil","status":"publish","type":"post","link":"https:\/\/igamingbusiness.com\/br\/estrategia\/intensidade-da-concorrencia-e-a-maior-preocupacao-da-superbet-no-brasil\/","title":{"rendered":"Intensidade da concorr\u00eancia \u00e9 amea\u00e7a maior do que o mercado negro no Brasil, diz gerente-geral da Superbet"},"content":{"rendered":"\n

De acordo com Mark Flood, gerente geral da Superbet no Brasil, o ambiente altamente competitivo do mercado \u00e9 o que o mant\u00e9m acordado \u00e0 noite, e n\u00e3o a amea\u00e7a do mercado negro, que tem dominado as conversas desde o lan\u00e7amento do mercado em 1\u00ba de janeiro<\/a>.<\/p>\n\n\n\n

H\u00e1 quem estime que o mercado negro represente at\u00e9 70%<\/a> do total do setor de apostas no Brasil, mas, em entrevista recente \u00e0 iGB, ele acredita que esse n\u00famero esteja mais pr\u00f3ximo de 15%.<\/p>\n\n\n\n

Embora muitos operadores e outras partes interessadas do setor destaquem os operadores ilegais como sua principal preocupa\u00e7\u00e3o, Flood e a Superbet afirmam que seu forte in\u00edcio no mercado \u00e9 sua principal \u00e1rea de foco.<\/p>\n\n\n\n

“N\u00e3o acordo todos os dias pensando no mercado ilegal”, diz Flood \u00e0 iGB. “O que me faz levantar todos os dias \u00e9 a intensidade competitiva, \u00e9 nisso que penso quando acordo.<\/p>\n\n\n\n

Acho que h\u00e1 muitos dados que sugerem a import\u00e2ncia disso em termos de tamanho total. Acho que isso pode se tornar algo grande e assustador quando as pessoas usam o volume de dep\u00f3sitos para dimensionar esse mercado.<\/p>\n\n\n\n

Em termos reais de receita capturada, que \u00e9 um indicador mais preciso do que quanto os jogadores est\u00e3o gastando, acho que \u00e9 um pouco menor do que a maioria das pessoas estima\u201d.<\/p>\n\n\n\n

No entanto, ele diz que est\u00e1 preocupado com a amea\u00e7a que o mercado negro representa para os jogadores em termos de padr\u00f5es de prote\u00e7\u00e3o de jogadores.<\/p>\n\n\n\n

Superbet procura manter a posi\u00e7\u00e3o no p\u00f3dio<\/strong><\/h2>\n\n\n\n

A Superbet teve um in\u00edcio impressionante no mercado regulamentado do Brasil, ficando entre as tr\u00eas principais operadoras licenciadas em termos de participa\u00e7\u00e3o de mercado, de acordo com dados da H2 Gambling Capital.<\/p>\n\n\n\n

Flood tem \u201cmuita confian\u00e7a” de que a posi\u00e7\u00e3o atual da Superbet no p\u00f3dio \u00e9 firme. Ele tamb\u00e9m acredita que a empresa est\u00e1 se aproximando do segundo lugar.<\/p>\n\n\n\n

Como muitos, ele espera consolida\u00e7\u00e3o no Brasil conforme o mercado amadurece. O esperado \u00e9 que tr\u00eas marcas dominem o mercado como l\u00edderes, \u00e0 medida que os operadores menores v\u00e3o desaparecendo devido aos custos elevados e \u00e0 falta de competitividade face \u00e0 Superbet, Betano e Bet365.<\/p>\n\n\n\n

“O que vemos \u00e9 que vai haver uma onda de consolida\u00e7\u00e3o em algum momento do mercado, conforme a economia unit\u00e1ria da concorr\u00eancia endure\u00e7a um pouco”, continua Flood. “Altos encargos fiscais, o custo da publicidade, alguns pre\u00e7os de patroc\u00ednio disparando.<\/p>\n\n\n\n

\u00c9 incrivelmente caro construir notoriedade de uma marca no Brasil e construir confian\u00e7a. O mais prov\u00e1vel, na nossa opini\u00e3o, \u00e9 que algumas dessas marcas menores poder\u00e3o desaparecer em algum momento e o mercado ser\u00e1 dominado por tr\u00eas grandes players, essa \u00e9 a nossa estimativa. Esperamos, e estamos bastante confiantes, que seremos um dos tr\u00eas.<\/p>\n\n\n\n

Localiza\u00e7\u00e3o \u00e9 o segredo do sucesso da Superbet<\/strong><\/h2>\n\n\n\n

Antes de 1\u00ba de janeiro, havia especula\u00e7\u00f5es de que as marcas internacionais poderiam ter dificuldades para se estabelecer no Brasil, com as operadoras locais levando vantagem devido \u00e0 localiza\u00e7\u00e3o e ao conhecimento aprimorado da cultura diversificada de seu pa\u00eds natal.<\/p>\n\n\n\n

Mas a Superbet tem investido fortemente em talentos locais, aprofundando a sua conex\u00e3o com apostadores brasileiros.<\/p>\n\n\n\n

“Se perguntassem porque tivemos sucesso, eu diria que \u00e9 porque investimos em encontrar pessoas locais que nos ajudassem nos conectar com o p\u00fablico brasileiro, com a base de torcedores brasileira”, explica Flood.<\/p>\n\n\n\n

“Isso vai muito al\u00e9m de como comunicamos com os clientes, at\u00e9 mesmo o tom da marca, essas quest\u00f5es.<\/p>\n\n\n\n

N\u00e3o se pode pegar uma proposta europeia e simplesmente colocar bandeiras brasileiras ou traduzi-la para o portugu\u00eas e apresent\u00e1-la aos clientes. \u00c9 preciso encontrar maneiras de se conectar.<\/p>\n\n\n\n

O investimento da Superbet se estendeu ao patroc\u00ednio do Carnaval do Rio de Janeiro de 2025 e da S\u00e9rie B, a segunda divis\u00e3o do futebol brasileiro. Al\u00e9m disso, o clube tamb\u00e9m \u00e9 o patrocinador da camisa dos clubes de primeira divis\u00e3o Fluminense e S\u00e3o Paulo.<\/p>\n\n\n\n

“A base de torcedores brasileira \u00e9 t\u00e3o apaixonada pelo esporte e t\u00e3o emocionalmente envolvida nele, que h\u00e1 maneiras diferentes de se conectar”, diz Flood. \u201cE n\u00f3s transformamos isso em realidade.<\/p>\n\n\n\n

Mas se resume a colocar uma ins\u00edgnia naquela camisa. \u00c9 assim que concretizamos isso em termos de ativa\u00e7\u00f5es. S\u00e3o formas de nos ligarmos com esses clientes locais e com o p\u00fablico local de uma forma muito, muito mais profunda.”<\/p>\n\n\n\n

Investimento em marketing da Superbet no Brasil continuar\u00e1<\/strong><\/h2>\n\n\n\n

Flood diz que a Superbet \u201ccom certeza\u201d chegou aonde queria com o investimento inicial de marketing no Brasil.<\/p>\n\n\n\n

“Quando se olha para a marca que constru\u00edmos em t\u00e3o pouco tempo no Brasil, esse talvez seja um dos meus maiores orgulhos\u201d, continua ele. “Isso \u00e9 prova do trabalho da equipe de marketing local que criamos, que toma todas essas decis\u00f5es no dia a dia.<\/p>\n\n\n\n

Quando voc\u00ea analisa o reconhecimento da nossa marca, ele tem sido incrivelmente bom. Acreditamos que isso se traduziu no que consideramos ser uma clara terceira posi\u00e7\u00e3o no mercado neste momento\u201d.<\/p>\n\n\n\n

Esse investimento em marketing continuar\u00e1, de acordo com Flood.<\/p>\n\n\n\n

“Definitivamente, manteremos uma parte dos nossos esfor\u00e7os de investimento nesta \u00e1rea, devido \u00e0 sua comprovada efic\u00e1cia”, conclui ele.<\/p>\n\n\n\n

“Acreditamos que isso faz parte do nosso superpoder de nos conectarmos com os clientes locais e da nossa capacidade de executar bem nesses espa\u00e7os. At\u00e9 onde conseguimos prever, continuaremos a perseguir esse objetivo\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"Apesar da estimativa de preval\u00eancia de at\u00e9 70% do mercado negro no Brasil, o gerente geral da Superbet no Brasil, Mark Flood, acredita que o valor real est\u00e1 mais perto de 15%.","protected":false},"author":293,"featured_media":395244,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"pmpro_default_level":"","footnotes":""},"categories":[58,68,10172,11362,43,47,11368],"tags":[11221,11694,1967],"company_relation":[],"content_series":[],"content_type":[98,100,102],"region":[215,210],"theme":[],"class_list":["post-395239","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-apostas-esportivas","category-estrategia","category-jogos-offshore","category-juridico-conformidade","category-marketing-afiliados","category-patrocinio","category-regulamentacao","tag-brasil","tag-mark-flood","tag-superbet","content_type-em-profundidade","content_type-entrevistas","content_type-noticias","region-brasil","region-latam","pmpro-has-access"],"acf":[],"yoast_head":"\nIntensidade da concorr\u00eancia \u00e9 a maior preocupa\u00e7\u00e3o da Superbet no 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