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In 2025, Brazil collected almost BRL10 billion ($1.97 billion) in tax revenue from the licensed sector. In the first seven months of this year alone, BRL8.7 billion generated by the activity was delivered to public coffers. The Federal Revenue Service itself estimates that the sector should reach BRL16 billion in revenue during 2026.

Besides revenue collection, another concern is legal and economic. Companies have paid over BRL2.5 billion for licences since the sector’s regulation. Certainly, the end of the activity would lead to litigation to recover the amounts paid and compensation for investments made. Furthermore, the revenue from betting is already included in the Annual Budget Law and the Budget Guidelines Law, which define the priorities for federal government spending.

What worries the sector is not just the threat of drastic measures against legalised betting. So far, the government has consistently fallen short in its attempts to curb the illegal market, which still represents almost half of the segment.

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The participants suggested timely and relevant interruptions as well as enhanced onboarding processes and in-game assistance, which could include free-play modes, easy access to concise game rules and AI-driven help to clarify complex terms.

For land-based venues, unobtrusive and empathetic staff checks to identify signs of distress without creating a sense of surveillance was suggested.

The study drew parallels with evolving financial regulation, such as the Financial Conduct Authority’s Consumer Duty, which stressed the importance of providing information and ensuring customers understand and can act on it. 

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Troubles continued as it faced declining growth within its digital business. Reports of failed integrations amid a frenzy of acquisitions further dampened Entain’s reputation and the operator subsequently committed to a major turnaround effort to cut costs and return its digital business to growth.

Efforts to update its legacy tech were also set in motion, and short-lived CEO Gavin Isaacs told iGB at ICE in January 2025 that his biggest challenge in the role was to modernise its core platform.

The operator declined to comment on losing its spot in the FTSE 100, but recent sentiment from the senior management team has been positive in recent quarters as its turnaround efforts have shown green shoots amid growth returning to its core markets. This is despite various regulatory and tax headwinds across Europe.