SBC Summit Rio 2026: Marketing in Brazil's new regulatory rigor
The Brazilian iGaming market has completed its first maturation cycle. After a 2025 characterized by massive investments in acquisition and high-visibility campaigns, 2026 imposes a paradigm shift. In this context, the SBC Summit Rio will dedicate an exclusive day to marketing, bringing together chief marketing officers (CMOs) and compliance experts to decipher the new advertising rulebook in the country.
According to Rasmus Sojmark, CEO and founder of SBC, the second year of regulation will be decisive to gain market share through differentiation and strict compliance with the guidelines issued by the National Council of Advertising Self-Regulation (CONAR).
The rulebook: between creativity and compliance
The opening session, "Breaking Down Brazil’s Marketing Rulebook", will feature key figures such as Juliana Albuquerque (Vice President of CONAR) and representatives from Meta. The discussion will focus on current standards of digital platforms and how to design responsible campaigns that maintain commercial impact without violating responsible gaming policies.
Subsequently, the panel "Why Are Brazilians So Good at Advertising" will analyze the psychology of the local consumer. Experts from brands like BetMGM Brazil and Nossa Bet will explore how Brazilian creativity can leverage cultural moments — beyond mere media investment — to generate genuine brand affinity in a highly competitive ecosystem.
Sponsorships and the "Game Behind Sports Sponsorship"
As Brazil tightens oversight over collaborations between brands and sports organizations, the roundtable "Inside the Deal" will address the evolution of sponsorship. Integrity and compliance leaders from companies such as Flutter Brazil and SIGA will examine priorities for licensed operators, focusing on governance and transparency of current agreements.
Additionally, the event will delve into:
- Bonus Strategies: How to create value-added campaigns under the new technical restrictions.
- Cultural Sponsorship: Leveraging authentic milestones, such as Carnival, to strengthen the emotional connection with the Brazilian bettor.
A comprehensive vision of the sector
The marketing program is just one of the five verticals that SBC Summit Rio will offer, which will also include spaces dedicated to affiliation, technological innovation, payments, and leadership.
For iGaming executives, this summit represents the ultimate opportunity to align their business strategies with the 2026 legal ecosystem, ensuring that marketing investment translates into real sustainability within one of the world’s most dynamic markets.
Tags: SBC Summit Rio 2026, Brasil, SBC Summit 2026