Zona de Azar Brasil – Betsul: Entertainment and Service are at the Center of the Strategy
Brazil.- July 15, 2024 www.zonadeazar.com When the online betting market arrived in Brazil, investing heavily in advertising, the public found itself in an alphabet soup of “bet” brands. Faced with so much competition, how do you differentiate yourself? One of the pioneers of the sector in the country, Betsul began its marketing journey on football fields, sponsoring clubs. Now, according to Mateus Rosa, the company’s brand manager in the country, the strategy is to entertain and serve well to retain customers.
“Betsul is one of the pioneers in Brazil. When we arrived here, everything was forest. We were one of the first to knock on the doors of football clubs, together with a lawyer, to understand how we could print the shirts. We sponsored 12 teams, including Inter, Grêmio and São Paulo. We took the beginning of this opportunity until the boom. The pandemic came and we remained firm. Now, we are in the moment to communicate our values”, he contextualizes.
Mateus Rosa Imagem: Renan Sartori/Divulgação
According to him, there are three pillars. “Our values are linked to entertainment, customer service and conscious betting”, he says. And it’s all interconnected. Positioning Betsul in the field of entertainment is essential precisely to communicate to the public that the purpose of the games is to have fun – and not to offer possibilities to win money. And this aligns with the premise of responsible gaming.
“We are not an extra income site. We are very concerned about attracting customers who want to have fun. What we deliver is an experience. Have you ever been to Las Vegas? If you’ve never been, this is your experience at Betsul,” he says.
To achieve this, a frictionless betting experience is a necessary part. “We pay a lot of attention to the user experience. And this also means showing that we are available to answer any questions. We were the first bet that knocked on Reclame Aqui’s door to win the RA 1000 seal. Customer service is something that has always been our concern.”
In communication strategies, another focus today is on conscious gambling, which permeates both the bettor’s experience and the marketing discourse. “Internally in the betting system we have several locks, which detect a very high volume of bets and prevent excessive gambling. We have seals that guarantee conscious gaming in line with European legislation. We are 100% attentive to regulations in Brazil.”
In campaigns, the brand has been working with its team of ambassadors also in the field of responsible gaming. The most recent hire is MMA fighter Dayana Silva, who started practicing martial arts through social projects. And the conversation between Betsul and influencers should continue on the journey of telling stories about athletes, some who were born into social projects. The objective is to give visibility to “Jogo do Bem”, a brand initiative that allocates part of the betting money to social sports training institutions. “Our main differentiator is the Jogo do Bem, we are a bet that bets that everyone wins.”
According to Mateus, the choice of the team sought to include different sports, which should also help the brand to open up conversations during the Olympic Games. Among them are former football player Marcos Assunção, Paralympic swimmers Camille Rodrigues and Clodoaldo Silva, former Chapecoense goalkeeper Jakson Follmann and Paralympic cycling athlete Dedé Macedo. Source: https://blog.publicidade.uol.com.br/
Edit: @_fonta www.zonadeazar.com
