There are currently 160 authorized betting operators in Brazil and thousands of offshore platforms (still) accessible from its territory. Such a competitive market creates the need for differentiation. Whether through user experience, payment methods, product innovations, or personalized promotions, operators can try to stand out in a number of ways.
However, it is important to distinguish between acquisition and retention strategies. While promotions for new users are now prohibited by regulation, the focus of this article is on customer retention. In particular, loyalty schemes used to reward and retain VIPs and high-value players.
Most loyalty programs are based on the premise of collecting points and exchanging them for a prize, progressively. This could be rewards, discounts or special promotions for program members.
In this analysis, we explore the retention strategies of 7 of the top iGaming operators in the Brazilian market. By retention strategies, we refer to any structured effort aimed at retaining high-value players. We examine how these initiatives are designed and how they maintain player engagement.
Methodology
In this study, we aim to provide a deeper understanding of retention strategies across casino and sports betting segments in Brazil.
In order to do this, our research team mapped loyalty initiatives on 7 of the biggest online gaming platforms licensed to operate in the country. We focused on the structure of the initiatives, what they offer and the maintenance of the VIP player lifecycle.
Contextualizing Loyalty and VIP Schemes in Brazil
Loyalty programs are a set of actions that a company creates to retain its best customers. They are usually based on a points and rewards mechanism, which can be cashback, exclusive discounts, special prizes and so on.
According to ABEMF (Associação Brasileira das Empresas do Mercado de Fidelização), there was a 3.2% increase in loyalty program registrations from Q3 2023 to Q3 2024.
Loyalty programs have proven to be valuable assets in the market. CX Trends 2025 report provides insights into the experience along the consumer journey.
According to the study, 75% of the respondents feel more inclined to buy from brands that offer a loyalty program. Also, the top reasons for joining a loyalty program include exclusive discounts (43%), ease of accumulating rewards (33%) and special offers for members (29%).
Points that can be exchanged for rewards are the most valued type of benefit for 44% of people. Following this trend, iGaming operators have been investing in loyalty schemes as a way to engage with players.
Loyalty Schemes as Part of Customer Lifecycle Management
An important concept for brands to improve their retention strategy is customer lifecycle management. According to Zendesk, it consists of five stages that run throughout the customer journey.
The Retention phase is when the work of building the customer relationship begins. After the purchase, it is important to continue to offer a good service, through a personalized experience and efficient support – crucial throughout the entire journey.
A loyal customer can easily become a lifelong customer, and one of the ways to keep them loyal to your business is to provide incentives and loyalty initiatives, such as those discussed in this research.
In the next section, we’ll explore the retention strategies of 7 iGaming brands in Brazil.
iGaming Market Overview: Retention Strategies
For the majority of iGaming brands in Brazil, loyalty initiatives are based on the exchange of points for rewards, which can be:
- Cashback
- Bonuses
- Bets
- Exclusive benefits
- Free spins
| Brands | Initiative | Type | Tiers | Reward |
| Betano | Clube Betano | Casino | 2 tiers: Gold (10 levels) and Silver (10 levels) | Free spins and cash prizes |
| Betfair | Clube de Vantagens Betfair | Sports | No explicit tiers | Bonus bets, exclusive promotions, raffles and enhanced odds |
| Blaze | Blaze VIP Club | Casino | 7 tiers: Bronze, (22 levels), Silver, Gold, Platinum (each with 24 levels), Diamond (49 levels), Diamond II (50 level) and Diamond III (single level) | Personalized rewards, higher withdrawal limits, cash prizes and exclusive benefits |
| KTO | Liga do Milhão | Sports | No explicit tiers | Free bets, cash prize and an exclusive event |
| Clube KTO | Casino | No explicit tiers | Cash prizes | |
| Novibet | Novibet Cassino Club | Casino | 2 Tiers: Premium (5 levels) and VIP (7 levels) | Cash prizes |
| Pixbet | Sistema de Níveis | Casino and Sports | 4 tiers: Bronze, Silver, Gold (each with 5 levels) and Diamond (single level) | Free spins and a prize roulette wheel |
| Caixa Misteriosa | Sports | 5 tiers: Classe Econômica; Classe Executiva; Primeira Classe; Jato Privado; Explorador Espacial. | Cash prizes and exclusive bonuses | |
| Superbet | Mete Brasa | Sports | 3 levels: Gold, Silver and Bronze | Free bets and cash prizes |
Betano
Clube Betano is a tiered loyalty program exclusively for bets on casino games. For every R$5 wagered on any of the website’s slots, you earn one coin. As you earn coins and reach milestones, you are rewarded with prizes.
There are two tiers, each consisting of 10 levels, with the Silver Tier offering from 10 to 250 free spins, while the Gold Tier offers cash prizes ranging from R$50 to R$5,000. Once you have unlocked the Gold level, you will have a limited amount of time to earn coins and progress through the levels.
Betfair
You must bet at least R$100 and the minimum odds must be 1.5 to qualify and become part of the Clube de Vantagens Betfair. Rewards are awarded on a weekly basis and include prizes such as bonus bets of up to R$20, raffles, exclusive promotions and enhanced odds.
Although there are no explicit tiers, the prizes change according to the amount of money wagered. This indicates levels within the initiative.
Blaze
Players can join the Blaze VIP Club from Bronze tier. There are seven tiers, which differ in the number of internal levels.
The first one is the Bronze tier with 22 levels. The Silver, Gold and Platinum tiers each have 24 levels, the Diamond tier has 49 levels and the Diamond II tier has 50 levels. The last tier, Diamond III, consists solely of level 200.
From Silver level, the member has access to a daily spin, a cash prize and cashback. These three rewards are increased as you progress through the tiers. Along the way, some tiers add exclusive benefits and the final tier offers a $1 million cash prize.
On the Blaze VIP Club page, when logged out, the user has no access to the rules or even the conditions for joining. This makes it difficult to get clear information about the Club and limits the interest of users who are not yet customers.
KTO
In Liga do Milhão, KTO has a more competitive loyalty initiative. Players can collect points by placing a winning bet with a minimum value of R$5 and a minimum odds of 1.30. The number of points is calculated based on the value of the bet, the total odds and the number of selections.
Every day, the player with the most points will receive R$1,000 in free bets, with a maximum of 5 wins per month. The top 500 players of the month share R$100,000 in free bets, the amount depending on their position.
The top 10 players each month will also win a place in an exclusive event to be held in December, where they will get the chance to win R$1,000,000 in cash.
Another initiative is Clube KTO, where players win cash prizes in daily tournaments. In order to participate, players must wager R$1 or more on casino and live casino games (excluding crash games).
Prizes ranging from R$25 to R$1,000 are awarded to the top 50 players each day. As part of this gamified strategy, it is also possible to access a leaderboard with the initials of the players who have made it to the podium.
Novibet
Novibet Cassino Club has 2 tiers, Premium (5 levels) and VIP (7 levels). You earn credits by betting on certain games, and with 11,000 credits you can claim your first Premium reward.
In terms of rewards, Novibet focuses on cash prizes. The maximum bonus per player is R$3,000 at the Premium tier and the prizes range from R$140 to R$1,100 depending on the tier. Club VIP only takes into account credits earned during the month, with prizes ranging from R$250 to R$22,200.
Pixbet
Pixbet has two separate loyalty initiatives: Sistemas de Níveis and Caixa Misteriosa.
With Sistemas de Níveis, you earn points for every bet you place in casino and sports betting. The number of points varies according to the amount wagered, with bets over R$100 equating to a fixed 10 points. Another aspect of this program is that you lose points for going a certain number of days without betting.
The points you earn determine your loyalty level, which has four tiers: Bronze, Silver, Gold (each with 5 levels) and Diamond (single level). These unlock rewards such as free spins and a prize roulette wheel.
Pixbet’s other loyalty strategy is specific to sports betting and consists of 5 tiers: Classe Econômica; Classe Executiva; Primeira Classe; Jato Privado; Explorador Espacial.
Caixa Misteriosa allows you to accumulate coins as you place bets. These coins are used to purchase Chaves Misteriosas, which enable the player to open boxes and receive cash prizes.
As you level up, you will also be offered exclusive bonuses. However, players are automatically demoted after 90 days of inactivity.
Superbet
Mete Brasa, the initiative of Superbet, allows players to earn points by answering questions about sporting events. The more questions a player gets right, the more points they will earn and the further they will progress through the 3 levels of the competition.
Regular prizes are awarded every two weeks and the player’s progress is reset every month. In addition, if a player gets an answer wrong or doesn’t participate for two days, their streak will be reset.
In the Gold Level, the prize of R$50,000 in free bets will be shared by all players who have collected at least 76 points. In the Silver Level, R$70,000 will be shared between players who have accumulated between 56 and 75 points. Finally, players who have accumulated between 40 and 55 points in the Bronze Level will share a prize worth R$80,000.
Players who get at least 12 consecutive correct answers in a round, regardless of their leaderboard position or the number of points they have accumulated, can win the jackpot prize. The jackpot prize has a cash value of R$250,000 and will be split between the users who qualify for it.
Internal Selection and Transparency in VIP Clubs
Some operators have an internal process for selecting VIPs players. This is the case with Aposta Ganha, where internal selection is the only way to access VIP status. To get this information we had to contact their customer support as we could not find any information on their website.
As an example, Stake also selects its VIP players, but with more transparency. From the moment you sign up, you can get information and track your progress, and then players are notified by email when they reach the required level to become a VIP.
This approach is strategic: by making the possibility of joining the VIP Club visible, it creates anticipation and motivation. It tends to encourage engagement because the user knows they can be rewarded along the way, unlike purely internal and non-communicated systems.
Main Takeaways
Analyzing the retention strategies of the major Brazilian iGaming operators reveals a variety of approaches, both in structure, transparency and promotional appeal.
Some brands, such as Blaze, Betano and Pixbet, focus on robust structures with many levels, targeting the more engaged public who are willing to wager larger sums. However, complexity or a lack of clear information (as in the case of Blaze) can compromise the potential to attract new users.
Other operators have more competitive and gamified models, such as KTO and Superbet. KTO uses a leaderboard format with daily and monthly prizes, while Superbet uses a quiz as its main challenge.
When using the internal process to select VIPs, brands need to make sure not to limit the motivating effect of loyalty. It’s a good idea to give visibility to the initiative, so that players are aware of the rules and criteria in place.
In general, operators are embracing initiatives that involve the accumulation of points, levels and progression of rewards. Some are moving towards classic loyalty models, others are adopting more competitive or gamified formats, but the goal is the same: to engage and retain customers in a highly competitive market.
