Matchbook partners with First to launch sportsbook in Brazil
Operator Matchbook has partnered with technology provider First to launch its Brazil sportsbook platform.
As part of the collaboration, Matchbook’s betting exchange and fixed odds will be combined with First’s technology to expand Matchbook’s sportsbook, enhancing scalability, localisation, and operational reliability.
First Chief Executive Adriano Rodrigues said, “The joint presence of Matchbook and First on matchbook.bet.br represents a significant milestone for the Brazilian market. Both brands are globally recognised for their technical excellence, operational integrity, and long-term commitment to regulated environments. Our role was to ensure that this collaboration translated into a seamless, high-quality experience tailored to Brazilian players.”
The partnership reflects both companies’ long-term goals in the Brazilian market, as well as their commitments to quality, integrity, and regulatory alignment in Brazil.
First Chief Executive Tom Light added, “Working with Matchbook on their Brazilian launch demonstrates what can be achieved when strong technology and a clear product vision come together. Brazil is a highly competitive and sophisticated market, and this project reflects our focus on delivering sportsbook solutions that are built for scale, compliance and long-term growth.”
Late last year, Brazil licensed sports wagering brand Brasil da Sorte, partnered with sports betting supplier Altenar to have its sportsbook powered by Altenar’s technology.
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The Backstory
Brazil’s market moment, explained
Brazil’s regulated sports betting market has reached a tipping point, drawing fresh investment from operators and suppliers racing to localize at scale. The country’s fixed-odds betting framework took effect in Jan. 2025, creating a formal pathway for licensing, compliance and supplier certification. That change has catalyzed a steady stream of product launches and partnerships aimed at local players, payment rails and football-first content. One sign of momentum: igaming supplier Pragmatic Play secured approval to supply its sportsbook stack in Brazil, touting pre-match and in-play markets, player props and bet builder tools tuned for local demand. The company framed the approval as a “major milestone” tied to a long-haul commitment to the market, underscoring the value of native features and managed services for operators building in a regulated environment. Read more on Pragmatic Play’s Brazil sportsbook certification.
The stakes are significant. Brazil’s early revenue signals have drawn broad supplier attention, while rising tax receipts have reinforced expectations for continued growth. Industry executives now describe a market where speed to market must be balanced with compliance, local payments and deep football coverage to capture share and survive intensifying competition.
First’s groundwork with local partners
Before today’s tie-up, First had already laid a foundation in Brazil with a focus on local infrastructure and cultural fit. In a notable move, the company established a long-term alliance with Pixbet to deliver a localized sportsbook built on LatAm-native technology. The platform supports real-time PIX payments, Portuguese-language functionality and odds models tuned to domestic competitions such as the Brasileirão, Copa do Brasil and Série A–C. First positioned the deal as a blueprint for scale under Brazil’s new rules, while Pixbet cited a measurable shift in player behavior—greater engagement with sports over casino—following the tech upgrade. Details are in First’s partnership with Pixbet in Brazil.
That partnership also highlighted First’s broader LatAm footprint, with the supplier saying it serves more than 35 operators across the region. The emphasis on modularity and automation resonates in Brazil, where operators must adapt quickly to a fluid regulatory environment and event-driven demand spikes, particularly around domestic football calendars. First’s positioning—local payments, localized modeling and automated ops—has set expectations for how international brands should localize if they want to endure the compliance and cost pressures of a maturing market.
Rivals scale across Latin America
Brazil’s prospects are part of a wider Latin American expansion wave, with suppliers using regional footholds to seed multi-market growth. Kambi Group, for instance, signed a long-term omni-channel sportsbook deal with RedCap to power its Betpro and Starplay brands, starting online in El Salvador and Panama with retail to follow. RedCap will swap out its current provider and integrate Kambi’s end-to-end technology into its proprietary player account management stack, a move meant to boost control, speed and product breadth. The companies called the deal a key step in an expansion strategy that spans multiple brands and jurisdictions. See Kambi’s turnkey sportsbook partnership with RedCap.
While not Brazil-specific, moves like Kambi-RedCap show the regional playbook: establish a modular core, plug into local PAM systems and layer country-by-country compliance and retail where needed. That approach matters for Brazil-bound operators and suppliers, who must plan for both national rules and cross-border growth. The result is a competitive field where technical flexibility and operational readiness often decide who captures early share when regulations settle.
Feature parity becomes a battleground
A parallel race is underway on product experience, with operators investing in speed, live betting and data-rich interfaces to feed demand from football-heavy audiences. Entain recently rolled out new sportsbook tools across the United States, Brazil and Europe, including next-generation BetBuilder products, faster withdrawals and in-play features powered by official data. The company said 90% of withdrawals now clear within one minute, while its proprietary football BetBuilder lifted pre-match turnover by 80%. In Brazil, Entain introduced Fantasy Markets, AccaBoost and Stats Pro, a live analytics hub with advanced football data such as expected goals. The upgrades reflect a pivot from catching up to differentiation through live same-game parlays, cash-out and research tools. Details are in Entain’s sportsbook feature rollout across Brazil and other markets.
These developments set a high bar for any entrant. Brazilian bettors now expect localized markets, rapid payouts and intuitive bet builders that translate complex wagers into a few taps. Suppliers that can deliver compliant, low-latency trading and reliable risk controls—while keeping odds and markets locally relevant—gain an edge as operators seek to convert casual fans into multi-sport, multi-market customers.
Supply lines thicken under new rules
Supplier competition has intensified as brands seek compliant tech fitted to Brazil’s regulatory framework. Altenar, for example, extended its footprint by powering the Multibet sportsbook, giving the operator customized betting tools tuned to local demand. The company cast the agreement as proof it can deliver flexible, regulation-ready products in one of the world’s most competitive markets. Multibet executives pointed to Altenar’s local presence and track record as decisive factors as the brand adapts to the new rules. Read more on Altenar’s expansion through a Multibet sportsbook deal.
These supplier alignments are more than tech swaps. They determine how quickly operators can localize odds, integrate Brazil-first payments like PIX, and scale responsibly when marquee events spike volumes. They also influence cost structure, as outsourced managed services—from trading to risk management—can compress time-to-market while ensuring compliance. With regulators sharpening oversight, the ability to bundle certified technology with operational discipline is becoming a prerequisite rather than a differentiator.
What today signals
The latest partnership underscores how Brazil’s market is coalescing around three imperatives: local-first product design, industrial-grade scalability and regulatory alignment. Recent moves—from supplier certifications that unlock compliant stacks to localized partnerships built on PIX and domestic football models—show operators and vendors converging on the same playbook. At the same time, regional deals like Kambi’s pact with RedCap and product sprints like Entain’s feature rollout reveal a market where speed and feature parity are table stakes.
For Brazil, the near-term question is how quickly new partnerships can translate into durable share as regulation matures and marketing constraints evolve. The medium-term challenge is whether suppliers and operators can maintain reliability and compliance while expanding live markets and personalization. With competitors from Tier 1s to regional specialists stacking capabilities at pace, Brazil’s sportsbook race will reward the brands that marry local fluency with operational depth and keep shipping features that matter on matchday.
