By Eliane Nunes | CGO at Salsa Technology
iGaming is a global industry, but operating in Brazil requires more than just translating menus and accepting local payment methods. It demands a deep understanding of Brazilian player behaviour, compliance with specific legal requirements, and delivering an entertainment experience that is genuinely culturally relevant.
In recent years, the Brazilian market has consolidated itself as one of the most promising worldwide, driven by a massive and highly connected audience, new regulations, and a growing demand for gaming experiences that go beyond the generic. In this context, the content aggregator becomes a central piece, especially when designed and developed specifically for Brazil.
What is a content aggregator in iGaming?
Conceptually, a content aggregator is a technological solution that connects operators to hundreds or thousands of game titles from various providers through a single integration. It acts as a centralised hub, responsible not only for the portfolio offering but also for essential technical aspects: reporting, promotional campaigns, payment integration, retention tools, and especially regulatory compliance.
In regulated markets like Brazil, this role is even more relevant. The aggregator not only facilitates access to new content but also ensures that all offered games comply with the technical, legal, and tax requirements defined by the local regulator.
Why use a content aggregator?
For operators, developing direct integrations with dozens or hundreds of providers is unfeasible both financially and technically. The aggregator eliminates this complexity, allowing the operator to access a vast catalogue of games with a single connection, reducing integration time, operational costs, and technical risks.
Furthermore, the aggregator performs key functions such as:
- Centralising operational reports and data
- Supporting integrated marketing campaigns and promotions
- Monitoring performance by title and region
- Continuous updates of new games and certified versions
- Compliance management, ensuring each title is homologated according to local regulations
Advantages of a national and localised aggregator
Although there are several global aggregators, operating in Brazil with an international solution can cause friction: limited support, lack of understanding of cultural nuances, and difficulty adapting to evolving regulatory demands.
Moreover, Brazil is not a homogeneous market; it is a country of continental size, composed of multiple cultures, accents, habits, and consumption preferences. What works in the Southeast may not have the same acceptance in the Northeast, and game mechanics that attract players in the South may be less relevant in the North.
Respecting this cultural plurality is not just a differential; it is a prerequisite to create experiences that truly engage and generate retention. A locally developed aggregator, with continuous curation and Portuguese-speaking support, can offer not only content but context, providing operators with tools that genuinely and assertively connect with the audience.
This cultural sensitivity is one of the main factors differentiating solutions created in Brazil for Brazil, providing a more authentic connection with players and driving operational performance.
A national aggregator, conceived and developed within the Brazilian context, offers clear competitive advantages:
- Continuous curation guided by local data
A localised aggregator can more accurately identify Brazilian player preferences. Continuous curation, based on behavioural data analysis, allows for adjusting and refining the game portfolio, ensuring relevance and performance - Personalised and multilingual support
Operations with technical and commercial support in Brazilian Portuguese, as well as English and Spanish, ensure smooth communication and quick resolution of potential challenges. This reduces friction between operator and supplier, speeding up homologation, support, and campaign optimisation processes - Compliance with local regulations
Brazil requires certification of all games in accordance with SPA rules, but it also presents specific tax and policy variations across different states. A national aggregator is already adapted to this complexity, with processes aligned with federal legislation and the ability to quickly adjust to regional, including state-level, requirements — ensuring compliance and operational efficiency - Integration with Brazilian financial and tax systems
Tools such as PIX with automatic split, invoice issuance, and adaptation to local tax regimes are differentials that only a national aggregator can offer natively and integrated - Agility in updating and launching new content
Being close to the Brazilian ecosystem allows the aggregator to anticipate trends and launch content aligned with the local cultural calendar, such as major sports events or regional festivities
The importance of technology made in Brazil for Brazil
Building a localised technological solution involves more than translation: it requires a profound understanding of the legal, cultural, and commercial environment. The development of a Brazilian aggregator like Salsa Gator exemplifies this movement: technology designed from its conception to handle the specific challenges of the national market.
Furthermore, operating with national technology strengthens digital sovereignty and boosts the development of the local industry, creating a virtuous cycle of innovation, job creation, and competitiveness.
The differential of culturally aligned curation
The Brazilian player experience is unique. Recent studies by ENV Media reveal that visual aesthetics, thematic narratives, and game mechanics directly affect key metrics such as average session time, return rate, and loyalty. Moreover, the report “Retention and VIP Loyalty Strategies in Brazilian iGaming” highlights that cultural personalisation significantly influences conversion and retention in the national market, characterised by a highly engaged user base sensitive to elements of local identity. Thus, having culturally aligned curation is not just a differential but a strategic necessity to increase retention, lifetime value, and drive sustainable growth of iGaming in Brazil.
Technology and culture as strategic differentiators
Brazil is not just an emerging market; it is a highly regulated, culturally complex, and competitive environment. Operators wishing to thrive here must go beyond mere legal compliance: they must offer a native experience, built on a robust technological foundation, which understands and caters to local particularities.
And although there are several solutions on the market, operating with a national, localised, and continuously curated aggregator is what will truly allow operators to stand out.
Salsa Technology, through Salsa Gator, has contributed to the evolution of the Brazilian iGaming ecosystem, delivering locally developed technology tailored to market needs. This commitment to Brazil and excellence guides our work.
Discover this and other solutions at: salsatechnology.com/gator | formula-bet.com
Eliane Nunes is CGO at Salsa Technology. With over 25 years of experience in communication and marketing, Eliane has worked in the iGaming sector since 2017 and is recognised for aligning strategic vision with results-oriented execution. At Salsa Technology since 2021, she has played a key role in consolidating the brand in the Latin American market, especially Brazil, leading commercial expansion initiatives, notably for the Salsa Gator aggregator.
