Update, 30 September 2026. This article was published on 29 July 2026, when fixed-odds betting was a licensed activity in Brazil. Since 25 September 2026, Medida Provisória nº 1.394/2026 prohibits the operation, offer and advertising of fixed-odds betting in Brazil, and its article 16 extends the prohibition to any content aimed at the Brazilian public that promotes or facilitates access to it, whatever the format. The formats described below cannot be used today to promote betting to Brazilian audiences. The measure is before the National Congress, which lists 23 November 2026 as the end of its deliberation period (MPV 1394/2026). The text is kept as a record of how the market worked before the measure; current status is on our Brazil market page. This is general information, not legal advice.
Until September 2026, Brazil was treated as a high-potential market for betting brands because it combined scale, mobile access, football culture and, from January 2025, a federal licensing regime.
In that period, iGaming conversions in Brazil were not driven by reach alone. According to the market notes this article was based on, Brazilian audiences responded best to content that built trust, felt local and made the platform easy to understand.
Content formats that converted before the ban
Livestreams build trust and drive FTDs
Livestreams were one of the strongest iGaming conversion formats in Brazil because they show the product in real time. Viewers can watch a creator play slots, react to wins and losses, explain the platform and make the experience feel more transparent.
This format works well for:
- first-time deposits
- promo code campaigns
- casino and sportsbook education
For Brazilian audiences, live content reduced friction because the creator made the platform feel easier to understand.
Short-form content creates reach and intent
Short-form content is useful for awareness, retargeting and fast iGaming traffic. TikToks, Reels and Shorts can turn livestream moments, football reactions, wins and betting explainers into quick discovery content.
For betting brands in Brazil, short-form content worked as the top layer of the acquisition funnel: it created familiarity first, then moved users toward livestreams, communities or landing pages.
Creator communities convert attention into action
WhatsApp, Telegram, Discord and private creator communities are powerful because they are direct, fast and less dependent on algorithms. They allow creators to share bonuses, livestream links, registration links and time-sensitive campaigns with highly engaged users.
In Brazil, these channels worked especially well because betting, football and entertainment conversations are highly community-driven. The notes described these spaces as acquisition, conversion, retention and reactivation channels.
Content by campaign goal
Awareness, FTDs and retention need different formats
Each stage of the funnel needs a different content format. Short-form content is best for discovery. Livestreams are stronger for registrations and first-time deposits. Communities are ideal for retention, repeat deposits and reactivation.
The most useful KPIs are:
- reach, clicks and registrations
- FTDs, CPA and deposit volume
- retention, repeat deposits and reactivation
Final takeaway
Before the ban of 25 September 2026, the content formats that drove the most iGaming conversions in Brazil were livestreams, short-form content and creator communities. Each format had a clear role: short-form content created discovery, livestreams built trust, and communities turned attention into action.
The same three-format logic, connected into one creator-led acquisition funnel, still applies in markets where betting advertising is lawful. It does not apply to Brazil while Medida Provisória 1.394/2026 is in force.