Start Bet kicked off a new promotional campaign in Aglomerado da Serra, the largest favela in Minas Gerais, featuring local influencers from Belo Horizonte’s south zone. Chief Marketing Officer Diego Bittencourt said the goal was to use accessible language to connect directly with residents rather than relying on a generic nationwide approach.
Why This Focus on Local Identity
The choice of Aglomerado da Serra reflects Start Bet’s attempt to tap into authentic Belo Horizonte culture while building community credibility. The move comes as the city’s mayor pushes tax cuts to attract licensed operators, giving the campaign a supportive political backdrop. Emphasising both regulation and local identity helps distinguish the brand from unlicensed competitors.
Campaign Details
The centrepiece is the favela-filmed video, but Start Bet also deployed an extensive Out of Home strategy across the city. Ads span static panels and digital screens at Belo Horizonte’s main bus terminal, all 19 metro stations, plus high-traffic commercial destinations. Additional digital displays on sidewalks and newsstands ensure citywide visibility beyond commuter hubs.
Market Implications
The campaign highlights how operators must adapt to regional preferences in Brazil’s fast-developing betting market. Minas Gerais is emerging as a gambling-friendly state, with Araxá recently authorising casinos once federal regulation arrives. Start Bet’s Belo Horizonte investment positions it for future growth, and success here could inspire similar local-first campaigns across other Brazilian cities.
