Strengthening Your Employer Brand in Brazil's iGaming Industry

While now regulated, there is still some stigma surrounding casinos and gambling which can make attracting talent difficult, especially those unfamiliar with the industry. Furthermore, as a newly regulated market there's a limited pool of professionals with directly relevant experience.

The good news is, there are creative solutions which can help you build trust in your brand and the iGaming sector as a whole, and compete for top-tier talent in a candidate-driven market.

In this newsletter, we're focusing on how shifting the narrative can build trust in your employer brand. This is an excerpt from our report which you can access here:

Brazil’s relationship with casinos and gambling is complex and historically rooted in negativity. There are several reasons for this and it’s helpful to understand them in order to effectively address lingering concerns and build a positive reputation:

• Religious Influence: Brazil has a large Catholic population, and the church traditionally views gambling as a vice. This moral disapproval has permeated societal attitudes.
• Association with Crime: In the past, illegal gambling was often linked to organised crime and money laundering, contributing to a sense of danger and illegality around gambling activities.
• Lack of Regulation: For a long time, casinos and gambling operated in a legal grey area, leading to concerns about exploitation and a lack of consumer protection.
• Focus on Addiction: Public discourse often emphasises the potential for gambling problems, overshadowing the concept of responsible gaming.

These factors have created a general distrust and negativity towards casinos and gambling in Brazil. Therefore, to attract top-tier talent and differentiate your business in a competitive market, it’s important to proactively combat these negative perceptions by emphasising your commitment to responsible gaming practices and highlighting the positive aspects of the industry.

Build a narrative across all your employer branding and highlight the positive impact such as:

Industry Growth & Innovation

Emphasise the exciting growth potential of the iGaming industry in Brazil. Showcase your company’s role in shaping this new market and its contribution to the economy.

Responsible Gaming

Address the negative stigma by promoting your commitment to responsible gaming practices. Highlight safety measures, age verification and problem gambling initiatives. Include employee testimonials highlighting training programs and responsible gaming features within your products. Proactively addressing negative stigma and building trust in your brand is a crucial step in attracting top talent. However, the limited pool of directly experienced professionals in the newly regulated Brazilian iGaming market requires a broader approach.

How we can help

As you navigate the complexities of talent acquisition in Brazil’s iGaming sector, remember there’s support available. Our team at Pentasia understands the challenges and opportunities that come with building a skilled workforce tailored to the unique demands of the Brazilian iGaming landscape. Whether you need assistance in identifying the right local talent or leveraging global networks to access top-tier candidates, we’re here to help.

If you would like to discuss your talent acquisition strategy for Brazil, or need support hiring in this market, we can support your needs. Please feel free to reach out to [email protected] to schedule a chat and learn more about how we can help you achieve your hiring goals in Brazil.

Download the full report here.