Kaizen Gaming’s Brazilian team relocates to new São Paulo office
Management expects the headcount to double to 400 by the end of 2025 to keep pace with growth ambitions
Kaizen Gaming, the company behind international brand Betano, is looking to press home its advantage in the newly regulated Brazilian market with the unveiling of a new office in São Paulo.
Situated less than a mile from Kaizen Gaming’s old base, the new office is in the west of the city, close to the Shopping Eldorado mall and less than 100 metres from a train station.
The floor space spans 4,324 sq m and includes 500 workstations for staff employed across business functions including business and operations, product and technology, customer support, marketing, HR and finance.
More than 200 people are currently based out of the office, although management have said the plan is to double the headcount by the end of the year.
The company said the new hub supports Betano’s operations in Brazil, while its opening comes just a few weeks after Betano was issued with a licence in the newly regulated Brazilian market.
In a post on LinkedIn last week, Kaizen Gaming’s country manager for Brazil, Guilherme Figueiredo, said the relocation represented a “unique moment in our trajectory”.
He added: “It is not just a new physical space, but the representation of our growth, leadership and commitment to excellence in the Brazilian market.
“We are in a crucial phase for our sector. The regulation of sports betting in Brazil comes to bring improvements and contribute to greater development of the market. And we continue with an increasingly robust global strategy.
“And this new office will be the meeting point for innovation, collaboration and the strengthening of our position as leaders in the sector.”
While there isn’t any official data, Betano is widely considered the leader in the South American country, having first entered Brazil in 2020 when it was a grey market.
Last year, H2 Gambling Capital put the brand out in front with a market share of 23%, while Regulus Partners pointed out in December that Betano was “now probably the market leader”.
The rise to the top can be partly attributed to high-profile sponsorship deals. For instance, Betano is the title sponsor of Brazil’s top league, Campeonato Brasileirão Série A, and the main domestic cup competition, Copa do Brasil.
In a recent interview with EGR, Kaizen Gaming CEO George Daskalakis discussed how high-profile marketing and providing a localised product means a common misconception among consumers in Brazil is that Betano is a homegrown sports betting brand.
Besides São Paulo, Kaizen Gaming has offices across South America: Bogotá in Colombia; Buenos Aires in Argentina; and Lima in Peru.
Betano was rolled out in the regulated Colombian market at the back end of 2024, making it the company’s 18th jurisdiction.
There were launches in Mexico and Argentina earlier in the year, while Betano is also live in Ecuador and Chile.
Headquartered in Athens, Kaizen Gaming started out with just 20 staff in 2012, yet today employs more than 2,700 globally and boasts over 13 million active customers.
Group sportsbook gross revenue jumped 42% year on year in 2024, while igaming revenue increased 37%.