Leonardo Baptista - CEO & Co-Founder at Pay4Fun
Leonardo Baptista – CEO & Co-Founder, Pay4Fun
Before founding Pay4Fun in 2017, Baptista developed a broad career that combines experience with operators, suppliers, and consulting within the gaming industry. He served as COO of Patagonia Entertainment and Vision Media N.V., where he led operations, compliance processes, and technological development across multiple international markets. At the same time, he managed E-LACE Media Services, a company focused on digital marketing and online betting services, consolidating his expertise in acquisition, retention, and monetization in highly competitive environments.
His technical background is equally strong: he began his career in cybersecurity as IT Security Manager at C&M Software, leading penetration testing teams, and later as Network Administrator at Novadata, which gave him a solid foundation in infrastructure, security, and technology project management.
Today, as the head of Pay4Fun, Leonardo is recognized for combining his technological expertise with a business vision centered on users and operators, driving payment solutions that prioritize security, agility, and reliability in a sector where trust is essential. His leadership has also made him a frequent voice in international panels and forums on payments, regulation, and the future of iGaming in Latin America.
We spoke with Leonardo Baptista to learn more about his career, his current work, and his human side in More than a Game!
Professional Journey
What did you dream of becoming as a child before entering this industry?
DJ and Formula 1 driver.
What was your first paid job?
DJ. When I was 11 years old, I started playing at birthday parties and small events in apartment buildings and friends’ homes. Later, I worked as a DJ for several years in São Paulo’s nightlife.
And your first job in the betting/gaming world?
In 2004, with the creation of Cara ou Coroa, one of Brazil’s first online bingo sites.
I was invited to join the project because of my tech background — and I’ve never left the industry since.
What do you enjoy most about this industry?
Learning every day. How dynamic it is.
And, of course, the events and the friends I’ve made all around the world.
What current trends will shape the future of betting over the next 5 years?
Definitely Virtual Reality (VR) and Artificial Intelligence (AI) for the User Experience (UX), and in the payment sector, cryptocurrency payments in the Brazilian regulated market.
How do you see the relationship between responsible gaming and sustainable market growth?
Education, education, and education. The less we talk about it—or when we ban certain types of bets or markets—we push users toward the illegal market, which has no control or support for responsible gaming.
Educating players, governments, the press (marketing), and the industry itself is key to building a healthy regulated market and preventing illegal operators from taking over.
What concerns you most about gambling addiction?
The illegal market.
Without control over the illegal market and without proper education (false promises of profit, calling betting an “investment,” etc.), problem gamblers are left with no support at all.
What skills do you consider essential for a leader in this industry?
Resilience. Empathy. Patience. Social skills (communication!).
What was the hardest decision you’ve made in your career, and what did you learn from it?
Turning down two huge clients at the start of Pay4Fun’s operations.
No amount of money in the world is worth compromising ethics (or the lack of it).
And what’s meant for you will come, sooner or later. Keep working hard for the right reasons. Success is a consequence.
What’s the best professional advice you’ve ever received?
Better a bad deal than no deal at all…
Never reply to an email in anger…
Done is better than perfect…
If you had to summarize your leadership philosophy in one sentence, what would it be?
Make it happen! No matter how, just make it happen.
I don’t want excuses, I want results. And my door will always be open, 24/7, to help you make it happen.
If you hadn’t worked in this industry, what profession would you have chosen?
Working in Information Security / Penetration Testing (Ethical Hacking) — that’s exactly what I was doing before joining the industry in June 2004.
Quick-Fire Round
A book you’d recommend?
Professional: Grinding It Out: The Making of McDonald’s – Ray Kroc
Personal: The Godfather – Mario Puzo
A movie that marked you?
Professional: Air (Nike) & House (TV series)
Personal: (again...) The Godfather
Favorite food?
Barbecue and Italian cuisine.
A place in the world to live?
São Paulo and Las Vegas.
A dream still pending?
Attending a Super Bowl from the best seat in the stadium. 😀
A hobby or passion outside work?
Car racing and video games.
Coffee or tea?
Coffee! 500% COFFEE. About 30 coffees a day! hahahahahaha
Remote work or office?
In person. Always. We should already be 100% back.
Casino or sports betting?
Casino. Blackjack and Poker.
Messi or Cristiano?
CR7.
Sweet or savory?
Savory.
Netflix or Disney+?
Netflix… just barely.
Early bird or night owl?
Night owl (I’m a nocturnal creature!).
Beach or mountain?
Mountain.
Paper book or e-book?
Paper.
Data or intuition?
Impossible to choose one. But more intuition.
Cold or heat?
Cold!
Formal or casual wear?
50/50. Casual.
Window or aisle seat?
Aisle.
Wine or beer?
Wine (and whisky).
Born or made?
Too hard… but I believe you can become one.
The Legacy
How would you like to be remembered?
As someone who defended and fought for the regulation of the Brazilian market.
As a loyal friend. And as someone whose name brings a smile when remembered.
What question have you never been asked in an interview that you’d like to answer?
If you died today, what would be the balance of your life?
Fabricio Murakami
(my partner at Pay4Fun)
Natalia Nogues
(CEO of ControlF5)