Oddschecker goes live in Brazil with localised offering
FairPlay Sports Media brand plans further gains in Latam having already expanded into Mexico and Chile and securing podium positions
Oddschecker is set to launch a localised version of its matrix in Brazil ahead of the regulation in the South American nation later this year.
The brand’s parent company, FairPlay Sports Media (FPSM), confirmed the launch after success across the region in other markets with oddschecker.
The Bruin Capital-owned group already boast a presence in Latam, with oddschecker a top-three ranked traffic driver for sportsbooks in Mexico, Chile, Colombia and Peru.
FairPlay’s expansion into Brazil comes as the regulatory framework for the market continues to be finalised.
Oddschecker’s Brazilian edition will offer a near-identical experience that bettors receive in other markets, but with more focus on the most popular sports in the country, such as football and US sports.
The expansion will also see FPSM bolster its headcount in Brazil to support the brand with its localisation efforts and to deliver better operator partnerships.
Touching on the launch, FPSM CEO Stuart Simms compared the potential of Brazil to that of the US.
He said: “The Brazil market has huge potential, arguably similar to the US in its scale, and this is an ideal time to service the sports-mad fans of the country with a quality, fully localised odds comparison service that will empower them with the insight and pricing edge to take on their favoured sportsbooks.
“We are fully behind recent steps to regulate. We want to play by the rules, execute best practices and demonstrate values that we’ve learned from other maturing markets to bring about a better betting ecosystem for all,” he added.
Richard Gale, FairPlay chief revenue officer, explained that regulation in Brazil means it is the ideal time for the group to enter the market.
He said: “The Brazilian market is both challenging and hugely rewarding. With so many local and multinational operators, our industry leading technology will provide consumers with true comparisons and a fairer betting space.
“With regulation coming in, now is the time for our brands, global expertise and multinational media partnerships to properly enter the market.”
Localisation has been a prominent talking point in Brazil, and, as Gale addressed, there are a significant number of local and international operators battling it out for market share.
At a recent NEXT event in Malta, Vibra Gaming CEO Ramiro Atucha discussed the topic and explained where he feels many operators fall short.
He remarked: “I feel like I’m preaching to the choir but, at the same time, I feel that what sets us up for failure, [a] million times, is missing the basics. And the basics is again, for Brazil, Latin America, for most countries, once again, understand your target audience. This is basic.
“Nobody comes up with a business strategy if you don’t know the demographics, you’re not going to know what makes sense to your target audience. However, I’ve seen so many operators blaming the market [and] bad mouthing the Brazilian and Latin American market.”
“Localisation can be as simple as it is; it’s being able to relate to your target audience, and is as simple as that,” Atucha added.