Ana Paula Castello Branco, CMO of BetMGM Brasil, joins Alex Tomic, founder of Alea, to discuss why Brazil has become one of the most challenging markets she has worked in at ICE Barcelona 2026.
The post-regulation environment remains complex, with legal and illegal brands operating side by side and acquisition costs rising sharply. Managing CPA inflation while continuing to grow share requires constant budget evaluation and optimisation.
Pausing spend when returns no longer justify investment is also necessary. “We really need to be very strategic,” she says, adding that sustainable growth depends on knowing when to push and when to stop.
Balancing brand strategy with rising acquisition costs
For BetMGM, differentiation comes from translating Las Vegas and MGM brand equity into something that resonates locally. Instead of relying solely on performance media, Castello Branco points out that balancing brand investment is as important as acquisition.
Platform partners, including Meta, Google and TikTok, are actively encouraging operators to invest in brand-led activities to lower CPAs and improve retention over time. BetMGM Brasil is deploying a broad mix of channels, from open and paid TV to digital performance, affiliates, streamers and ambassadors.
“In the markets with so many brands, it’s very important for us to have a clear positioning,” Castello Branco adds. She also highlights responsible gaming, security and regulatory compliance as key trust signals that help retain high-value customers in a crowded market.
Watch more ICE 2026 studio highlights on the iGB YouTube channel.