"The key word in Brazil is now retention: acquisition is working well, but the challenge is keeping players"

At SBC Summit Lisbon 2025, InPlaySoft arrived with a clear mission: to showcase how flexibility, customization, and data-driven insights can redefine the operator experience. From unveiling a fully customizable CMS that allows partners to reshape their platforms in just a few clicks to presenting a new BI structure that enables real-time, personalized reporting, the company made it clear it wants to empower operators to stand out in an increasingly competitive market.

Yogonet sat down with Gustavo Salvador Ferreira, Business Development Director at InPlaySoft, to discuss the company’s latest innovations, its foray into esports through a partnership with Oddin.gg, and its broader strategy in Brazil and Latin America. Ferreira also highlighted the pressing challenge of retention in the Brazilian market, where the average player lifecycle remains under three months.

What are the main highlights you are showcasing this year at your stand?

We have two big highlights this year. The first is our new full customization solution. We’ve created a product that allows operators to completely personalize their platforms — from the home page to casino and sportsbook sections. It goes far beyond just reordering games or changing menu names. Operators can now fully redesign their sites with animations, resizing, repositioning elements, and adding comments. In just a few clicks through the back office, they can rebuild the entire website. We’ve invested heavily in this over recent months, and we truly believe it’s a real differentiator in the market.

The second highlight is our new BI (Business Intelligence) structure. We’ve always aimed to provide high-quality dashboards and reports, but now we’ve reached a new level. Alongside the main dashboard, we’ve introduced a BI system that gives operators real-time data and the ability to generate personalized reports instantly. This flexibility makes it a powerful tool for data-driven decision-making.

Another big announcement is your new esports vertical in partnership with Oddin.gg. How do you see esports shaping the future of betting, and what role will InPlaySoft play in this sector?

We’re very excited about esports. Our sportsbook has already been recognized with nominations in two SBC Awards categories this year, and adding esports is a natural next step. Previously, we relied on odds from Sportradar, but now, through our collaboration with OdinGG, we’re expanding coverage and strengthening the esports offer.

For Brazil and Latin America, this is especially important. Esports is a fast-growing market within a fast-growing market. The audience is younger, highly engaged, and dynamic, and we see huge potential here.

Your back office CMS has been updated. What makes this solution a game-changer for operators, particularly in Brazil?

Traditionally, operators have had two options: wait a long time for custom development, or settle for a faster but less flexible solution. Our CMS strikes a balance — it allows operators to launch quickly while giving them total freedom to customize.

This freedom means they can create a unique identity, adapt the platform to their market, and avoid long waits for even small changes. In Brazil, especially, this flexibility is critical, as operators want to differentiate themselves and respond to player expectations quickly.

Player engagement and retention are always top priorities in the industry. How does your platform address these challenges across casino, sports, and now esports?

Retention starts with stability. If a platform crashes or struggles under heavy traffic, players will leave. That’s why we’ve integrated dynamic services with AWS to ensure uptime. We have not had any unplanned downtime since launch in July 2021, which is key to keeping players engaged.

Beyond stability, we’ve built strong retention tools: a robust bonus engine, integrations with push notifications, pop-ups, apps, and even a Google API for communication. These tools allow operators to engage players through multiple channels.

And of course, cross-product engagement is vital. A player may come for esports, then move to the sportsbook or casino thanks to promotions and tailored experiences. This creates a natural ecosystem where players stay longer and explore more.

InPlaySoft often emphasizes learning from operators’ insights. What trends or needs are you hearing from Brazilian operators right now, and how are you addressing them?

Brazil is maturing quickly as regulation moves forward, and operators are learning alongside us. We share our European experience, but we also adapt to what works locally. For example, registration processes need to reflect Brazilian habits, so we give operators the freedom to localize and “tropicalize” their platforms.

We also track player behavior closely through tools like heatmaps, which show what users are engaging with. This feedback translates into features such as dynamic game cards that prioritize the most popular or newest titles. Essentially, we give operators the data and flexibility to tailor their offering in real time.