The website iGaming Futuro reported that the expansion of Brazil's betting industry into entertainment gained a new chapter with the hiring of Ian Hunter by Netflix to lead commercial alliances with sports betting and gaming companies.
The position is the first at the streaming platform dedicated to the real-money gaming (RMG) sector and could make room for greater interaction between betting brands and digital audiences. Betting companies already have a consolidated presence in cultural events, such as Carnival, and in agreements with influencers, celebrities and athletes, in addition to being major sponsors of first-division soccer.
Revenue and regulation
Betting generated about R$ 37 billion in gross revenue in 2025, with approximately R$ 10 billion allocated to the government through taxes. In July, President Luiz Inácio Lula da Silva signed legislation that gradually raises the share of federal resources from betting allocated to Funapol, the Federal Police fund, from 1% in 2026 to 2% in 2027 and 3% starting in 2028.
Also in July, the government tightened the sector's advertising rules, including warnings about the risks of gambling and restrictions to protect consumers, such as minors. The regulatory evolution occurs amid the challenge of balancing the industry's economic growth and consumer protection.
Illegal market
The illegal market remains one of the main concerns. Industry estimates indicate that a significant portion of betting activity still occurs outside the regulated framework, on platforms that do not comply with responsible gambling, advertising and consumer protection rules. Licensed operators say that a solid regulatory environment can provide greater legal certainty and channel more employment and taxes into the formal economy.
The industry's greater exposure in entertainment also increases challenges for regulators, who need to ensure that commercial expansion does not conflict with responsible gambling guidelines. The next phase of the market will depend on Brazil's ability to maintain regulation that allows competition among legitimate operators and reduces the space for the illegal market.
