Start Bet filmed its latest promotional video in Aglomerado da Serra, the largest favela in Minas Gerais state, bringing in local influencers from Belo Horizonte’s south zone to front the campaign.
Diego Bittencourt, Start Bet’s Chief Marketing Officer, designed the whole thing around accessible language because he wanted direct connections with local audiences rather than some generic national approach that wouldn’t resonate.
The operator’s partnered with recognised local influencers who already have strong community ties in the region, which makes sense given they’re trying to build authentic local credibility.
Why This Campaign Targets Local Identity
Start Bet chose Aglomerado da Serra deliberately to tap into authentic local culture, and the location choice shows they actually understand Belo Horizonte’s diverse communities instead of just throwing money at billboards.
The timing works well too since Belo Horizonte’s mayor suggested tax cuts on betting earlier this year to encourage licensed operators to expand locally – so there’s political support building.
What’s interesting is how the campaign emphasises Start Bet’s regulated status while highlighting local identity, which becomes crucial as Brazil’s betting market continues developing its regulatory framework and operators need to differentiate themselves from unlicensed competitors.
What the Campaign Actually Includes
While the video production in Aglomerado da Serra serves as the campaign’s centrepiece, Start Bet didn’t stop there and rolled out an extensive Out of Home strategy across Belo Horizonte and surrounding metropolitan areas.
They’ve got static panels and digital screens at key transport hubs, including Belo Horizonte’s main bus terminal and all 19 metro stations, plus they secured placement at a major commercial destination that wasn’t specified in their announcement.
Digital displays have also been deployed on sidewalks and newsstands throughout the city, which broadens the campaign’s visibility well beyond just transport locations where commuters might see them.
How This Reflects Market Development
Start Bet’s local approach shows how operators are adapting to Brazil’s regional betting preferences, since generic national campaigns clearly aren’t cutting it anymore in a market this diverse.
The Minas Gerais focus makes strategic sense too, in the same state, Araxá recently approved a local law authorising casino operations once Federal Regulation passes, and that city previously hosted Brazil’s first legal casino.
This suggests Minas Gerais is becoming increasingly gambling-friendly at the municipal level, so Start Bet’s investment in Belo Horizonte positions them well for future expansion opportunities as more cities warm up to regulated gambling.
Other operators will likely watch how this local-first strategy performs, and if it’s successful, expect similar community-focused campaigns in other major Brazilian cities where operators need to build trust and recognition.
