Montecarlosbet Now Rebranded as Play in Brazil
Expertise: iGaming, Online casinos
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Sistema Lotérico de Pernambuco will retain its three-brand setup in Brazil, as the rebranding doesn’t impact MCGames and Montecarlos, which will continue to operate as usual.
The rebranding process required the operator to submit a formal application to the SPA, followed by a regulatory review and the publication of the ordinance. According to the Secretary of Prizes and Betting, while the name Play has been authorized, the “other authorizations and operating conditions” remain unchanged.
With the green light, the company can now go ahead to effect the name change and other accompanying rebrands on the Montecarlosbet platform and social media pages.
The change aims to refresh the brand’s market presence in a competitive landscape where 79 licenses have been issued; 74 under direct Ministry oversight and five through federal court decisions. The new identity and catchy name could help Play stand out in the crowded market, attract new customers, and build brand loyalty.
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The development comes as the Brazilian government is set to launch a unified self-exclusion system that will allow bettors to close accounts across all licensed platforms simultaneously. The tool will also prevent users from receiving promotional content from gaming platforms, which could fuel their gambling desires.
The government believes this initiative would effectively address problem gambling and help reduce addiction. It is also planning train professionals within the Unified Health System (SUS), to better identify and support individuals struggling with gambling-related issues.
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