Brazil: The North-East Establishes itself as a Betting Hub
BiS João Pessoa 2026 will bring together Brazilian and Latin American leaders for a programme combining educational content, sector-specific debates, networking opportunities, entertainment and business meetings.
Brazil.- July 23, 2026 www.zonadeazar.com The growing importance of the North-East to the Brazilian market for gaming, betting, prize draws and lotteries will be at the heart of the BiS João Pessoa 2026 event. Scheduled for 16 and 17 September at the Tauá Resort in Paraíba, the event will bring together leaders from the Brazilian and Latin American industries, institutional representatives and businesspeople for an experience that combines educational content, sector-specific debates, executive networking, entertainment and business meeting sessions.
Historically recognised for its tourism potential and the diversity of its cultural expressions, the North-East is also taking on a more prominent role in the development of the regulated market. The presence of state lotteries, popular prize draws, capitalisation bonds and various forms of entertainment demonstrates the diversity of this ecosystem and paves the way for new business and institutional opportunities.
The programme for BiS João Pessoa will explore how the region’s cultural, economic and tourism characteristics can contribute to the development of products, services and business models that are tailored to the needs of local consumers and have the potential to drive the region’s socio-economic development. Topics to be covered include the strengthening of state lotteries, the evolution of the regulated market, the potential for new investment in tourism and entertainment, and opportunities for cooperation between companies, governments and sector organisations.
This focus will also include sports authorised for fixed-odds betting that have strong cultural and popular ties to the North-East, such as the ‘vaquejada’, rodeo events and other equestrian activities. Alongside these traditional events, the programme will highlight contemporary sports with growing appeal amongst younger generations, such as X1 football and mixed martial arts (MMA).
The discussions will also analyse the activities of authorised operators in the Brazilian market, particularly those based in the Northeast or which maintain closer ties with consumers in the region and invest in sports linked to local identity and sporting preferences. The role of technology providers — many of them international — who recognise this demand and develop sports betting platforms, known as sportsbooks, tailored to the characteristics of the competitions and the betting habits of different audiences in the Northeast, will also be discussed.
Another distinguishing feature will be the immersive experience offered by holding the event at a resort. Content, networking and entertainment will form part of an integrated programme, extending the duration and enhancing the quality of interaction amongst participants. The format will also include pre-scheduled meetings between senior executives from authorised operators and event sponsors, channelling these connections towards concrete commercial interests.
“The North-East combines tradition, a strong tourism sector and an economic environment with the potential to generate new opportunities for the industry. BiS João Pessoa has been designed to recognise this significance and bring together companies, institutions and leaders in an experience where content, networking and business take place in an integrated manner,” says Flávio Figueiredo, managing director of BiS SiGMA Americas.
BiS João Pessoa will be held alongside the conference organised by the Corporación Iberoamericana de Loterías y Apuestas de Estado (CIBELAE). The Paraíba State Lottery (LOTEP) will act as the local host and be responsible for organising the event in João Pessoa. The participation of these two institutions strengthens integration with the Latin American lottery ecosystem and the regional market.
Further information on the programme and registration details can be found on the official BiS João Pessoa website.
Edited by @pererarte www.zonadeazar.com
