Celina Guedes, EGT: “Brazil has officially moved from promise to measurable reality”
Focus Gaming News spoke with Celina Guedes, EGT Regional Director Brazil, regarding the company’s strategic goals for SBC Summit Rio and its expansion within the country’s regulated gaming market.
Exclusive interview.- With Brazil’s regulated market now firmly established as one of the world’s most dynamic gaming ecosystems, EGT is shifting its focus from entry to consolidation, positioning itself as a long-term technology partner for licensed operators rather than a pure content supplier. In this exclusive interview with Focus Gaming News, regional director Brazil Celina Guedes discusses how the company is aligning its commercial strategy with a compliance-driven environment, the rollout of new VLT solutions, and the operational priorities shaping its next phase of growth.
The discussion also examines the rapid maturation of Brazilian player behaviour, the importance of mobile-first UX and instant payment flows such as Pix, and the need for true regional localisation in a market of continental scale. Guedes outlines how regulatory discipline, omnichannel convergence and retention-led strategies are redefining competition — not only in Brazil but across Latin America — as EGT prepares for deeper integrations and potential land-based developments in the months ahead.
What are EGT Brazil’s primary objectives for SBC Summit Rio this year, both in terms of commercial outcomes and brand positioning?
SBC Summit Rio represents a defining moment for Brazil’s regulated gaming market.
In 2025, Brazil’s licensed betting market generated approximately BRL 37 billion (around $7bn) in gross gaming revenue (GGR) in its first full year under regulation, firmly positioning the country among the most relevant emerging markets globally. That scale changes the conversation.
Our objective at SBC goes beyond signing short-term commercial agreements. We are focused on strengthening strategic partnerships with licensed operators who are building sustainable businesses in this new regulatory framework.
From a brand perspective, we want EGT to be recognised not simply as a content provider, but as a long-term partner that understands compliance, scalability, and local market dynamics. In a market of this size and momentum, credibility and operational excellence are what differentiate suppliers.
Which new products is EGT highlighting on the exhibition floor this year?
Among the main highlights will be the brand-new Video Lottery Terminals Super Sorte 27/27 ST and Super Sorte 43V. The Super Sorte 27/27 ST is a slant top cabinet with two 27-inch full HD touch monitors with 4K UHD resolution, delivering a dynamic and well-balanced gaming experience. The vertical Super Sorte 43V will also offer guests an immersive gaming journey with its single 43-inch full HD large-format curved touch display. Both terminals include digital LED lighting, a surround sound system and an electromechanical button keyboard, providing comfortable and precise interaction during play.
How has EGT Brazil’s footprint evolved over the past 12 months?
The last 12 months have been transformational.
With regulation fully implemented in January 2025 and the market already reaching tens of billions of reais in GGR, operators have shifted from aggressive expansion to structured, compliance-driven growth.
During this period, EGT Brazil moved from market entry positioning to structured consolidation. We strengthened our local presence, reinforced commercial and technical teams, and aligned our operations entirely with the regulatory framework.
More importantly, our footprint evolved in perception. We are no longer seen as an international supplier testing opportunities. We are recognised as a committed stakeholder in Brazil’s regulated ecosystem, investing locally and building long-term partnerships.
What integrations or installations are planned for EGT Brazil over the next few months, and how will they support your expansion plans?
The next phase for us is execution and controlled expansion.
We currently have multiple integrations with licensed operators in advanced stages, including direct integrations and expanded aggregator partnerships.
Operators are now prioritising certified content, technical reliability, and fast deployment. Our upcoming go-lives are aligned with this demand, strengthening our distribution footprint and reinforcing our presence across different operator tiers.
At the same time, we remain fully prepared for potential land-based developments. Should the regulatory discussion advance in that direction, EGT’s global land-based expertise positions us to respond immediately with certified, market-ready solutions.
“Operators are now prioritising certified content, technical reliability, and fast deployment.”
Celina Guedes, regional director Brazil at EGT.
What are the most significant shifts you are observing in player behaviour in Brazil?
Brazilian player behaviour is clearly maturing.
Before regulation, acquisition and bonuses drove much of the engagement. Today, with millions of users interacting with licensed platforms, we are seeing increased awareness around brand credibility, payment security, and responsible gaming tools.
There is also a noticeable diversification of engagement. While sports betting remains dominant, online casino — particularly slots — is gaining traction as a long-term entertainment vertical rather than a purely transactional add-on.
Brazil is a highly mobile-first market, and user experience has become a decisive factor. Players expect seamless onboarding, instant payments — especially via Pix — and intuitive gameplay. Retention now depends much more on content quality and UX fluidity than on promotional intensity alone.
Do you see regional differences within Brazil that require differentiated product strategies?
Absolutely. Treating Brazil as a single behavioural market is a strategic oversight.
The Southeast, particularly São Paulo, leads in digital maturity and purchasing power, often reflecting higher-value players and more competitive operator landscapes.
In other regions, engagement patterns, promotional sensitivity, and even thematic preferences may differ. Brazil’s cultural and economic diversity requires a localised approach supported by data and close collaboration with operators.
Localisation is not just translation — it is cultural alignment. And in a country of continental dimensions, that nuance matters.
“Localisation is not just translation — it is cultural alignment.”
Celina Guedes, regional director Brazil at EGT.
Which gaming sector trends are influencing EGT’s strategy, and how do they intersect with Brazil’s market potential?
Several global trends are directly shaping our strategy in Brazil.
First, regulation as a competitive filter. Now that the market has demonstrated its scale, compliance is no longer optional. It is a competitive differentiator.
Second, omnichannel convergence. Even in a predominantly online environment, operators are thinking in ecosystem terms. Should land-based expansion move forward, convergence between digital and physical experiences will accelerate.
Third, quality over acquisition. As markets mature, operators shift focus from aggressive acquisition to retention, personalisation, and lifetime value.
Brazil’s digital scale, combined with a newly structured regulatory framework, creates ideal conditions for these trends to evolve rapidly. The fundamentals are strong — but disciplined execution will determine long-term leaders.
What is EGT’s roadmap for the next 12–18 months in Latin America?
Our roadmap is built on disciplined growth.
Brazil remains a strategic anchor due to its scale, regulatory clarity, and economic impact. Over the next 12–18 months, we will continue consolidating our presence locally while selectively expanding in other regulated or soon-to-be-regulated Latin American markets.
The focus is depth, not just geographic spread — strengthening partnerships, enhancing technical infrastructure, and maintaining proximity to operators.
Latin America is entering a more structured regulatory cycle. Companies that invest early in compliance, local expertise, and operational excellence will be better positioned as markets mature.
Is there anything else you would like to highlight to operators and stakeholders attending the event?
Brazil has officially moved from promise to measurable reality.
The market has proven its scale and resilience. The opportunity is real — but so are the expectations.
My message to operators and stakeholders is simple: build for sustainability. Regulation has created the framework; now the industry must focus on responsible growth, product excellence, and long-term brand credibility.
EGT is committed to that journey. We are here not for short cycles, but to help shape the next chapter of gaming in Brazil and Latin America.
