On 3 December 2025, Kaizen Gaming, a leading force in the global GameTech industry and the owner of the Betano online sports betting and gaming brand, was awarded “Operator of the Year – Brazil” and “Affiliate Programme of the Year” at the inaugural EGR Latam Awards. The event took place on 28 November in Rio de Janeiro, marking a significant achievement for Kaizen Gaming as it reaffirmed its dominance in the Brazilian market.
Kaizen Gaming’s accolade as “Operator of the Year – Brazil” highlights its preeminent position in the Brazilian gaming industry. According to various research reports, the company currently leads in both market share and brand awareness. This recognition coincides with the conclusion of Brazil’s first year operating under a new regulatory framework for gaming, a milestone during which Kaizen Gaming distinguished itself as the first operator to secure a license under the new regulations.
A cornerstone of Kaizen Gaming’s success in Brazil has been its robust support and sponsorship of Brazilian sports. The company is the principal and title sponsor of major leagues such as Brasileirão Betano (Campeonato Brasileiro Série A) and Copa Betano do Brasil (Brazilian Cup). In August, Betano expanded its influence by becoming the principal and front-of-shirt partner for Clube de Regatas do Flamengo, the reigning Copa Libertadores champions. This partnership extends to Flamengo’s women’s football team and its Olympic sports divisions. Betano’s influence in Brazil is further cemented by its brand ambassador, Felipe Massa, a former Formula 1 driver who now competes in Stock Car Racing.
Beyond its sports sponsorships, Kaizen Gaming has demonstrated a strong commitment to Responsible Gaming and Social Responsibility within Brazil. The company launched a Responsible Gaming campaign titled “Não Mete o Loco” (Don’t Go Crazy) with former Uruguayan player Loco Abreu to promote awareness about Responsible Gaming tools. Additionally, the company’s social responsibility initiative, Fund 4, was launched in partnership with Afroesporte. This program provides support to 10 high-performance Black athletes, offering monthly financial scholarships, psychological support, professional mentorship, financial education, and social media training for one year. In a further demonstration of its commitment to social causes, Betano supports the Laço Rosa Foundation, offering 3,000 free mammograms across Brazilian cities to promote early breast cancer detection.
Kaizen Gaming’s receipt of the “Affiliate Programme of the Year” award underscores the company’s innovation in building a scalable, data-driven, and compliant affiliate programme. Currently, Kaizen partners with over 1,500 affiliates across 17 markets, reflecting the programme’s robust expansion and success.
Guilherme Figueiredo, the Commercial Director for Kaizen Gaming in Brazil, noted that winning ‘Operator of the Year – Brazil’ at the first EGR Latam Awards is a significant honor. He emphasized that this achievement is a powerful validation of their long-term strategic focus and commitment to the market, reaffirming their position as the leading operator and dedication to responsibly regulated operations. The accolades also highlight the data-driven excellence of their global teams, a testament to their commitment to understanding and engaging their audience effectively. The company is determined to continue investing in the region to offer the most compelling, safe, and customer-focused entertainment experience available.
However, not everyone views the rapid expansion and dominance of Kaizen Gaming in an entirely positive light. Critics argue that while the company has made significant strides in promoting responsible gaming and supporting local sports, the broader societal impacts of increased gaming activity are yet to be fully understood. Concerns linger about the potential rise in problem gambling and whether the regulatory framework is robust enough to handle these challenges effectively. Some industry observers caution that while awards highlight achievements, they should not overshadow the ongoing need for vigilance and accountability in the rapidly evolving gaming landscape.
Despite these concerns, Kaizen Gaming’s strategic investments and partnerships in Brazil have positioned it as a trailblazer in the gaming industry. The company’s focus on responsible gaming, social responsibility, and robust affiliate partnerships sets a benchmark for others in the industry. As Brazil continues to adapt to its new regulatory environment, companies like Kaizen Gaming play a critical role in shaping the future of gaming in the region.
With the gaming industry in Latin America on the cusp of significant growth, the achievements of Kaizen Gaming at the EGR Latam Awards could signal a broader trend of increased competitiveness and innovation in the sector. As new markets open and regulations evolve, the role of operators such as Kaizen will be pivotal in ensuring that this growth is both sustainable and beneficial for all stakeholders involved.
Erik Agary is a seasoned writer at True Games Reviews, specializing in gaming, casino games, and interactive entertainment. With a passion for all things digital, Erik dives deep into the latest trends and developments in the gaming world, offering insightful reviews and detailed analysis. His expertise spans across multiple gaming platforms, ensuring comprehensive coverage that resonates with both novice and experienced gamers alike.
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