BGaming partners with Centurion Association in Brazil
Slots and casino provider BGaming has partnered with Centurion Association, a Brazilian non-profit organization, to support social development programs in underserved communities.
The collaboration with Centurion Association is organized around the principle of using combat sports to promote social mobility and discipline in disadvantaged groups. It will focus on initiatives that are designed to improve access to sports, education, and personal development opportunities.
As part of the agreement, the two organizations will participate in a three-month program that includes distributing 150 food baskets, expected to benefit around 600 people in underfunded areas.
Weekly martial arts workshops are also available through the association’s Faculdade da Luta program, as well as a youth athlete support project designed to help new students.
BGaming Chief Executive Marina Ostrovtsova said, “This collaboration with Centurion Association reflects our genuine commitment to building meaningful relationships with local communities in Brazil.
“Social initiatives are not about visibility; they must create tangible and measurable impact. Brazil is one of the most dynamic markets in the industry right now, and we are proud to contribute not only to its business ecosystem, but also to meaningful community-driven long-term projects.”
Roberto Gallo, Founder and Chief Executive of Centurion FC and President of the Centurion Association, added that it was an honor to be working with BGaming and that it looks forward to supporting communities through the planned initiatives.
In January, BGaming partnered with online poker platform PokerStars to supports its plans of global expansion.
Verticals:
Sectors:
Topics:
Dig Deeper
Related stories
The Backstory
BGaming’s community play in Brazil didn’t happen in a vacuum
BGaming’s tie-up with a Brazilian nonprofit to fund food aid and youth sports caps months of groundwork in a market the studio has targeted as a growth engine. The move reflects a dual-track strategy: win distribution with licensed sportsbooks and casinos, and invest in culture-forward campaigns that localize the brand. The approach has unfolded in quick sequence since Brazil’s legal betting market opened in January, creating new pressure on suppliers to scale content, meet compliance and show social value.
The company’s Brazil plan accelerated after it secured Brazil licensing approval from Gaming Associates Labs and Gaming Laboratories International in early February. That clearance allowed BGaming to supply titles like Snoop Dogg Dollars and Aztec Clusters through licensed operators. It also set the stage for a sprint of commercial and marketing deals meant to build reach before rivals cement share.
Regulatory green light unlocked rapid distribution
Licensing was the hinge. With certification in hand, BGaming moved to convert pipeline talks into signed contracts. Within weeks, the studio announced a partnership with Pixbet, one of Brazil’s best known online operators. The deal put the full BGaming portfolio in front of Pixbet’s customer base, an important early win given the operator’s marketing heft and local brand recognition. BGaming framed the tie-up as a way to get “as many players” as possible exposed to its content, signaling a volume-first mindset in the opening months of regulation.
The company also broadened beyond a single flagship partner. BGaming followed with a content deal with Betcris, a Latin American sportsbook with more than 100 retail shops and a growing casino platform. While Betcris’ core strength is sports, its cross-border footprint offers slots suppliers a path to regional scale. BGaming cast Latin America as a “major focus” for 2025 and positioned the Betcris agreement as proof of concept that local certification can translate into multi-country distribution.
These integrations matter for two reasons. First, they anchor recurring revenue in a market where brand loyalty is still forming. Second, they give BGaming data on Brazilian player behavior that can inform localized features, volatility profiles and themes. That feedback loop is crucial as more certified studios flood the lobby with similar mechanics and jackpot formats.
Culture as a market entry strategy
Commercial reach alone rarely builds durable share in new markets. BGaming has tried to balance operator signings with community and cultural activations that create a local identity. Before this latest social development push, the studio launched its “When Art Meets Gaming” project with São Paulo’s A7MA Art Institute. The initiative put Brazilian street art at the center of BGaming’s presence at industry events, including BiS SiGMA Americas, and sponsored a gallery exhibition to spotlight local artists.
The art program serves a branding purpose beyond aesthetics. It associates BGaming with São Paulo’s creative scene, a signal to operators and regulators that the company plans to invest in local culture, not just import content. That positioning can help in a crowded supplier field where titles often look interchangeable and where public scrutiny of gambling’s social footprint is rising.
The company’s latest community effort extends that thesis. By funding food baskets and organizing martial arts workshops with a Brazilian association, BGaming aligns market entry with social programs that emphasize discipline, education and youth development. The visible, measurable outputs — from weekly classes to household aid — aim to preempt criticism that industry CSR is soft or performative. It also creates touchpoints in underserved neighborhoods that brands often struggle to reach through traditional advertising.
Influencers and environmental ties raise brand visibility
BGaming has also leaned on creator-led campaigns to reach younger audiences who consume gaming content on YouTube and Twitch. In July, the company struck an ambassador deal with Brazilian YouTuber Jon Vlogs, linking gameplay streams to a conservation-themed series in the Amazon. The partnership blended product promotion — streaming titles like Aztec Clusters — with environmental messaging and a donation to a jaguar conservation group.
The influencer strategy complements the art and community programs by meeting audiences where they already spend time. It also helps normalize casino-style content alongside mainstream gaming creators, a key objective in markets transitioning from gray to regulated channels. For operators, a supplier that can draw organic attention to specific titles can be more valuable than one that relies on generic promotional packages.
The environmental angle has practical upside, too. As lawmakers fine-tune advertising standards and responsible gaming rules, suppliers with a track record of social investment may find it easier to navigate scrutiny or secure promotional placements with risk-averse operators. Tying creator content to measurable causes gives BGaming a defensible narrative if regulations tighten around advertising to young viewers.
A regional plan shaped by timing and competition
Brazil is the centerpiece, but BGaming has positioned its Latin American push as a multi-market campaign. Its February clearance in Brazil followed certifications in Peru and Colombia late last year, according to the Brazil licensing announcement. Staggered approvals let the company test content performance across different regulatory regimes while refining localization. Deals with cross-border operators like Betcris create operational leverage as titles can roll out simultaneously across jurisdictions.
Speed matters. As more suppliers obtain Brazilian certification, early integrations with leading operators harden into default lobby placements and bonus bundles. Cultural and CSR programs build recognition that can cut acquisition costs over time. Together, those moats can shield share when incentives and promotional budgets tighten.
The stakes are significant. Brazil’s size and sports culture support a large funnel for online betting, and casino content is a core retention tool. For BGaming, embedding with top operators through its Pixbet partnership and Betcris agreement, while investing in art, influencers and community projects, is a bet that brand equity will pay dividends as the market matures. The company’s public messaging underscores that ambition, calling Latin America a priority through 2025 and beyond.
What to watch next
Three questions will determine whether this strategy sustains. First, can BGaming translate cultural programs into game engagement metrics that operators value, such as session length and retention? Second, will regulatory shifts allow continued use of influencers and art-led activations, or push marketing into stricter channels? Third, how quickly can the studio refresh localized content so that early hits do not fade under competitive pressure?
Future partnerships will offer clues. Additional operator deals across Spanish-speaking markets would validate the Betcris-led regional playbook. More creator collaborations tied to measurable social outcomes would extend the Jon Vlogs model. And any new certifications would signal continued regulatory momentum. For now, BGaming’s Brazil campaign blends compliance, distribution and community investment — a template built to endure as the country’s regulated market takes shape.
