Esportes da Sorte unveiled two projects aimed at Brazilian audiences this week. The operator, part of Grupo Esportes Gaming Brasil, built its campaign around three music artists: Kevinho, MC Daniel, and Léo Santana. Darwin Filho leads the group as CEO. Marcela Campos serves as vice-president.
The company also partnered with Homem da Meia-Noite, a traditional Carnival block in Olinda. Heitor Pina coordinates sponsorships for the group. He’s working to connect the brand with established cultural events.
Why This Matters for Market Position
The operator wants people to think of it first when they consider betting sites. That’s a direct quote from Campos, who said the company aims to “occupy a unique space in people’s minds and hearts.”
Filho told media the brand was “created with the purpose of celebrating what Brazilians have best: their joy and passion for gaming.” But he added that fun needs responsibility and transparency. The campaign tries to balance both messages.
This approach sets the operator apart in Brazil’s crowded market. Most competitors don’t tie their brands to traditional folklore and prime-time entertainment.
What the Campaign Actually Does
“Olha a Diversão” (“Check out the Fun”) premiered during prime-time TV slots. It takes a popular song and adds responsible gaming themes. The three artists appear together, celebrating Brazil’s diversity through music.
The campaign isn’t just TV. It extends into digital spaces and social media. The company’s using content creators to spread the message nationwide.
And the Carnival sponsorship? That’s separate but connected. Homem da Meia-Noite represents traditional folklore. Pina said the group needs to “use our brand as a platform to give visibility to this culture.”
The sponsorship brings Carnival energy to “Brazil and the world,” according to the coordinator.
How This Reshapes Brand Strategy
These two projects mark a shift toward cultural positioning. The operator’s connecting itself to Brazilian identity through entertainment and heritage.
The TV campaign reaches mass audiences during peak viewing hours. The Carnival tie-in gives the brand presence at physical events where competitors aren’t active.
Campos emphasised credibility, entertainment, and responsibility as the three pillars. That’s the space the company wants to claim. Other operators focus mainly on sports partnerships or celebrity endorsements.
The dual approach targets different audience segments. TV viewers get the responsible gaming message. Carnival participants see the brand supporting traditional culture. Both reinforce the same positioning: a Brazilian operator that understands local values.
