Control F5, provider of Media, Programmatic and Ads

History and origin of Control F5

Control F5 is a Brazilian integrated-services agency for the iGaming market, active since 2002, with headquarters in São Paulo in the Berrini district (Edifício Landmark, Av. Nações Unidas 12399). After more than two decades building expertise in the Brazilian market, in 2024 it relaunched under the Solutions Hub positioning, consolidating ten specialised service verticals under a single identity targeted at operators holding a national licence and international brands looking to enter the regulated Brazilian market.

Media buying and performance for the Brazilian market

The advertising core of Control F5 is built around a multidisciplinary media and performance team with direct relationships with Brazil's leading national channels. The agency runs omnichannel campaigns that blend traditional and digital buying, with particular focus on optimising cost per acquisition (CPA) and cost per first deposit (FTD), the operational benchmarks for Brazilian iGaming after regulation.

In-house BI hub to optimise CPA and FTD

The technical differentiator of the media operation sits in a dedicated business intelligence hub focused on cutting CPA and FTD across betting-operator campaigns. The team cross-references attribution, per-channel performance and post-registration behaviour to reallocate budgets based on actual profitability rather than raw volume of clicks or impressions. This data layer separates the agency from generic media shops that run without visibility into the operator's conversion funnel.

In-house creative team

Control F5 runs an in-house creative team producing advertising assets adapted to Brazilian regulatory compliance and to local players' psychographic and demographic profiles. In the post-regulation context, where the SPA at the Ministry of Finance monitors the ad content of nationally licensed houses, having internal creative that understands industry rules shortens approval cycles and avoids rejections for advertising non-compliance.

Solutions Hub ecosystem across ten service areas

The Solutions Hub positioning groups ten service verticals designed so international operators can enter Brazil with a single provider covering the full stack.

• Marketing, custom campaigns, omnichannel strategies and brand positioning
• Advertising, omnichannel campaigns, sponsorships and sports-event activation
• Consulting, opportunity mapping, process adaptation and regulator communication
• Legal, company setup, contracts and gaming licence management
• Compliance and KYC, specialised recruitment and HR, technology (mobile apps, cloud, SAP Business One, ERPflex), finance, affiliates, 24/7 customer service and professional training

Industry awards and recognition

Control F5 picks up recurring recognitions at the sector's leading awards in Brazil and across Latin America, with mentions concentrated in marketing, acquisition and retention.

• CGS Awards 2023, Best Marketing Agency of the gaming market in Brazil, awarded at CGS Brasil in Florianópolis
• SBC Affiliate Leaders Awards 2025, Marketing Agency of the Year
• EGR Awards Latam 2025, finalist in Partner for Acquisition and Retention, gala held November 28 at the Fairmont Copacabana in Rio de Janeiro
• SBC Awards 2025, nominated in Acquisition and Retention Partner, Aggregator of the Year and Multichannel Supplier of the Year
• SBC Affiliate Leaders Awards 2025, also nominated for Affiliate Management Platform of the Year

Operator client portfolio

Control F5's commercial roster includes nationally licensed operators and international brands that use the agency as their entry point to the Brazilian market. Among the known clients and declared partners are Esportes da Sorte, Joguebet, Bacana Play, Lotominas, Mr Jackbet, Aposte Bet and Betsul. In recent cycles the agency added marketing-services and local-landing deals with Lotto Master, Masterbets365, BetPet and Betalha, each with specific growth objectives in the post-regulation Brazilian market.

Industry events and ecosystem presence

The agency maintains visible presence at the main iGaming events in the region, which reinforces its commercial positioning in front of international operators.

• CGS Recife 2025, Super Host for the second consecutive year with its own marketing panel
• SBC Summit Lisbon 2025, Affiliate Networking Lounge F532
• BiS SiGMA Americas, announcement of new developments at the 2025 edition
• CGS Brasil, recurring participation with panels on strategies for Brazilian operations

Operational fit for operators

For operators that need to enter the Brazilian market without building a local structure, Control F5 offers a shortcut to acquisition and retention with a multidisciplinary media team, BI dedicated to CPA and FTD, in-house creative and established relationships with the main national media outlets. The combination of more than two decades of local operation, awards in marketing and acquisition, and complementary services across legal, compliance, affiliates and customer service, positions it as one of the most complete media and programmatic agencies in the Brazilian iGaming B2B ecosystem.