Todos Querem Jogar (TQJ) has received formal approval from Brazil’s Secretary of Prizes and Betting to remove the Tele Sena Bet brand from the regulated market. The change was authorised via SPA/MF Nº 2.149/2025 and published in the Official Gazette. TQJ remains part of Grupo Silvio Santos’ media portfolio and will continue operating its other two brands: Bet do Milhão and Baú Bingo.
Why the Brand Exit Makes Sense
Operators in Brazil are increasingly consolidating brands to sharpen marketing focus and reduce operational overhead. Running multiple separate brands requires duplicate compliance, customer support and promotional budgets. By retiring Tele Sena Bet, TQJ can concentrate resources on strengthening its remaining two properties and avoid diluting reach across too many consumer-facing sites.
What TQJ Has Been Building
While winding down Tele Sena Bet, TQJ has pushed forward with strategic integrations and supplier deals. The company launched with OpenBet earlier this year, secured official sports data from Genius Sports, and rolled out immersive streaming via BetVision. For casino content, TQJ partnered with Pragmatic Play to supply games across its platforms.
How This Reflects Market Dynamics
Brazil currently counts roughly 80 licensed companies managing 82 licences and 181 brands, but operators are trimming portfolios as competition intensifies. TQJ’s move signals a broader industry shift toward fewer, stronger brands rather than maintaining many underperforming banners. With Grupo Silvio Santos’ media reach behind Bet do Milhão and Baú Bingo, TQJ is positioning to maximise promotional clout and operational efficiency in Brazil’s evolving regulated market.
