BiS SiGMA 2026: Silvio Santos Group, Responsible and Global Marketing

Brazil.- April 14, 2026 www.zonadeazar.com In the context of BiS SiGMA 2026, one of the leading international gatherings of the gaming industry, a representative from the Silvio Santos Group led a discussion focused on the role of marketing within the regulated market and outlined the initial strategic priorities ahead of the upcoming World Cup.

The presentation, held on 9 April, brought together advertisers, marketing professionals, agencies and affiliates, and highlighted the responsibility these stakeholders have in building a sustainable ecosystem for the industry.

Marketing and responsible gaming: a key commitment

One of the central themes of the talk was the need for advertising strategies in the gaming and betting sector to reflect genuine responsible gaming practices.

In this regard, it was emphasised that it is not enough to communicate messages aligned with regulations; rather, these must be backed by products and operations that guarantee transparency, control and user protection.

The speaker stressed that marketing professionals play a decisive role in the public perception of the industry, and must therefore actively contribute to consolidating a positive and responsible narrative around regulated gaming.

World Cup: preview of a comprehensive strategy

During the talk, a preview was also given of the actions the group is preparing ahead of the upcoming World Cup, one of the most significant sporting events globally.

Whilst no details of the official campaign were revealed, it was anticipated that the project will include a series of complementary initiatives and programmes that are still under development and subject to confidentiality.

The aim will be to integrate the event into a multi-platform ecosystem, covering not only football but also other sectors such as basketball and eSports, thereby strengthening the group’s presence in sports entertainment.

A sector in transformation

The presentation made it clear that the growth of the regulated market depends not only on regulation and technology, but also on the commitment of those involved in the communication and promotion of the products.

In this context, the message was clear: the future of the industry will be shaped by the ability to align commercial strategy with social responsibility, particularly during high-profile events such as the World Cup.

With this approach, the Silvio Santos Group is positioning itself as one of the key players seeking to lead the convergence of entertainment, sport and responsible gaming in Latin America.

Edited by @pererarte   www.zonadeazar.com