Already established in Brazil as a great supporter of sports, with emphasis on
sponsoring the Brasileirão Series A, galera.bet will 🫦 start accepting, from January
2024, bets on rodeos.
With the football market already flooded with around a thousand
betting sites vying 🫦 for the attention of fans willing to place their bets, one of the
main players in this segment in Brazil 🫦 understood that the time has come to diversify
the business and be present in other arenas.
"There are already people doing 🫦 this, but
irregularly and in smaller rodeos. The sites are so small that the odds are manually
adjusted as bets 🫦 arrive," says the CEO of galera.bet, Marcos Sabiá.
Sabiá, however,
recognizes that the undertaking involves a certain risk, precisely because almost 🫦 no
one does it and also because there is little information that allows the size of the
potential audience to 🫦 be estimated. Even in countries where there is already a more
mature rodeo betting market — such as the United 🫦 States and Canada — there is little
open data from those who operate, which also makes any type of projection 🫦 for Brazil
difficult.
What encourages galera.bet to make this bet is the country culture that is
rooted in Brazil, not only 🫦 due to the rodeos and ‘vaquejadas’ that are popular in the
interior, but also due to the success of the 🫦 songs and the money that agribusiness
generates. "There are around 70 million people who live the agricultural lifestyle and
country 🫦 culture. Not by chance, there is always country music in the top 5 most
listened to on Spotify," he highlights.
galera.bet, 🫦 which currently has 3 million users
on its platform, will be the first Playtech brand to enter this segment. In 🫦 Brazil,
there are around 100 rodeos that are organized by the PBR, the main international
league in the category. As 🫦 part of the plan to join this market, galera.bet decided to
be a master sponsor of the Circuito Sertanejo, which 🫦 includes the Barretos party, the
largest in the country, bringing together 1 million people per year. This is a similar
🫦 strategy to that adopted in football, as the brand sponsors Series A.
By entering
rodeos, the company's idea is not only 🫦 to diversify the operation, but also to
reinforce its positioning as an entertainment and fun business, and not just betting.
🫦 Furthermore, it wants the rodeo audience to have galera.bet as their preferred platform
for betting on any sport, differentiating itself 🫦 from the many others that mark the
fierce competition in football. "The guy who goes to the rodeo also has 🫦 a favorite team
and will also bet on the games."
The flood of bets that appear in football, in fact,
has 🫦 already caused problems for galera.bet that go beyond the fight for attendance. The
platform is fighting a legal battle with 🫦 the CBF to enforce its exclusive sponsorship
contract in Series A, because the confederation even included other brands in
advertising 🫦 pieces that should only have galera.bet.
The platforms have invested so
much in advertising that only one of the 40 teams 🫦 that are part of the first and second
division, Cuiabá, does not have a website as a sponsor on the 🫦 uniform. The advance,
driven by a law at the end of 2024 that opened the doors to this market, led 🫦 the
Chamber to approve another law this year to create regulation, which will still pass
through the Senate.
One of the 🫦 most relevant measures is the imposition of a fee of
R$30 million on sites to be able to operate, which 🫦 should remove smaller platforms from
the market, which do not have the cash to do so, leaving only the largest 🫦 in the race,
such as galera.bet, which will continue to have football as its most important market.
The entry barrier, 🫦 in fact, could help the company led by Sabiá have an easier path to
consolidating itself in the rodeo market.
Before 🫦 that, however, the company is facing
the challenge of building a long database of past rodeos that will allow it 🫦 to create
algorithms that calculate prizes with the highest possible level of accuracy in
relation to the odds, and updated 🫦 automatically. If this is already well understood in
football, in rodeos there is still a legacy of statistics to be 🫦 built. The work began
months ago and involves game science experts from Insper and UFPE.
The most sensitive
part, however, will 🫦 be creating mechanisms that prevent manipulation, an issue that
gained strength with the Parliamentary Commission of Investigation (CPI) that
investigates 🫦 cases involving football players. Just as on grass there are bets that
involve facts that can be easily manipulated by 🫦 a single person — such as a yellow card
—, in rodeos there are situations as simple as deciding whether 🫦 the rider will fall
prematurely or not.
To prevent problems like these, galera.bet intends to use
techniques that are already used 🫦 in football, such as knowing in depth the athletes'
history, to understand when there is something that is out of 🫦 the ordinary for that
professional and could represent evidence of manipulation, and monitor unusual
movements of money on the platform. 🫦 "It is in our interest to prevent these things from
happening, because if there is manipulation, it is the platform 🫦 that loses
money."
Source: Pipeline / Valor
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