São Paulo awards 15-year lottery, redefines Brazil gaming map
The Government of the State of São Paulo closed one of the most significant processes in the recent history of gaming in Brazil by signing the concession contract for its state lottery with a consortium made up of Brightstar Lottery and Scientific Games. Through the company SP Loterias SPE S.A., the companies obtained an exclusive 15-year license to operate and develop lottery products in the most populous and economically influential state in the country.
The agreement makes São Paulo one of the most attractive markets in Latin America, both in terms of potential volume and its capacity for innovation. With a population and GDP comparable to those of several European countries, the state consolidates itself as the main laboratory for the new decentralized lottery model in Brazil.
An omnichannel model with a strong digital focus
The concession includes a comprehensive operation that combines physical and digital channels. The deployment plan includes traditional draw products, instant tickets, and a digital offering that covers eInstants and games accessible via web and mobile applications. Brightstar and Scientific Games will provide the technological infrastructure, management systems, and gaming content, aiming to build a unified experience for players throughout the São Paulo territory.
The omnichannel approach is no coincidence. The contract seeks to adapt to a highly digitalized market, with high levels of smartphone penetration and established online consumption habits, especially among younger segments. Under this scheme, the retail network will coexist with digital platforms that expand reach and participation frequency.
A concession with fiscal and social impact
The state government emphasized that the central purpose of the project is to generate resources for public policies, with special emphasis on financing the health system. The lottery is presented as a structural revenue vehicle, designed to channel funds sustainably over time.
The awarding process was carried out within the framework of the state public-private partnership program and was preceded by public consultation stages that allowed for adjustments to the concession model. The auction was resolved in November 2024, when the winning consortium submitted an offer close to R$ 600 million, well above the minimum value established in the bidding documents.
A market marked by openness and competition
The tender took place in a context of profound sector transformation. Since the Supreme Federal Court ruling in 2020, which ended the federal lottery monopoly and enabled states to create their own regulated systems, Brazil has been undergoing an accelerated reorganization phase of state gaming.
This process was not without tensions. During the final phase of the tender, the international operator IGT raised objections related to access to information and transparency of the process, and even considered legal actions. Despite this, the São Paulo government proceeded with the awarding, closing the administrative cycle and moving on to the operational stage.
São Paulo as a reference for the rest of the country
The start of operations of SP Loterias marks a turning point for the Brazilian lottery model. Beyond the economic value of the contract, the concession sets a precedent in terms of scale, digital integration, and commercial ambition. The project combines fiscal interests, technological innovation, and the expansion of regulated entertainment, in a balance closely watched by other states.
With the concession already signed, Brightstar and Scientific Games are preparing to deploy one of the largest lottery operations in Latin America. São Paulo’s performance will be key to measuring the success of the new decentralized scheme and to defining how the state gaming landscape in Brazil will evolve over the next decade.
Tags: Brasil, Brazilian lotteries, SP Loterias, Brightstar, Scientific Games