Pixbet Partnership Signals a New Phase for Brazil’s iGaming

In a move that underscores the rapid modernization of Brazil’s newly regulated betting sector, technology provider FIRST has entered a long-term partnership with Pixbet, one of the country’s leading gaming operators. The agreement will see FIRST deliver a fully localised sportsbook platform built specifically for Brazil’s legal framework and betting habits.

Under the deal, FIRST’s LATAM-focused system will power Pixbet’s sportsbook operations, offering a native Portuguese interface, real-time PIX payment integration, and dynamic odds models tailored to national football competitions such as the Brasileirão, Copa do Brasil, and regional Série A–C leagues.

 

• Localised Technology for Brazil: FIRST’s sportsbook platform delivers native Portuguese interfaces, real-time PIX payment integration, and dynamic odds for national football competitions, tailored to Brazil’s regulated market.

• Strengthening Pixbet’s Market Position: The partnership enhances Pixbet’s sportsbook operations, complementing its strong brand presence, football sponsorships, and recent iGaming content expansion with Pragmatic Play.

• Driving Regulated Market Growth: The collaboration reflects Brazil’s transition toward a mature, compliance-driven iGaming ecosystem where innovation, infrastructure, and user experience define competitive advantage.

 

Localisation and Regulation Driving Growth

The collaboration reflects a shift in Brazil’s iGaming market toward localisation and compliance-driven innovation. Since the federal government began regulating online betting, operators have been under pressure to meet higher technological and consumer protection standards. Partnerships like this one demonstrate how local and international companies are aligning with those rules while seeking competitive advantage through user experience and infrastructure rather than advertising dominance.

FIRST’s sportsbook solution was developed for Latin America’s fast-growing betting markets. Its modular architecture and automated trading tools are designed to help operators scale quickly as player bases expand under regulation. “Pixbet isn’t just a market leader, it’s part of Brazil’s sporting DNA,” said Tom Light, Founder and CEO at FIRST. “Our partnership reflects a shared belief in high performance, innovation and long-term alignment with regulation.”

 

Pixbet’s Expanding National Footprint

Founded in 2020 in Campina Grande, Paraíba, Pixbet has built its reputation around instant PIX-based payments—Brazil’s dominant real-time transfer system—and extensive sponsorships across more than 29 football clubs. Operating under Brazil’s new betting framework, Pixbet has used these local strengths to build trust and visibility among Brazilian players.

According to Diomar Tadeu Dantas, CEO at Pixbet, the integration of FIRST’s technology has already delivered measurable results. “Our sportsbook has gained remarkable traction since integrating FIRST’s technology,” he said. “We’ve seen a clear shift in player preference from casino to sports, driven by a faster, more intuitive and fully Brazilian experience.”

For Brazil’s broader iGaming sector, the Pixbet–FIRST deal signals growing maturity and competition based on product performance, localisation, and technological depth. As more operators enter the regulated space, those with advanced infrastructure and real-time local payment systems are expected to gain an edge.

FIRST’s presence across Latin America—supporting over 35 licensed operators—positions it to play a larger role in shaping the regional market. For Pixbet, the partnership complements its 2024 collaboration with Pragmatic Play, which expanded its iGaming content with slots, live casino, and virtual sports. The new sportsbook integration now rounds out its offering, focusing on Brazil’s most popular betting segment.

 

Pixbet isn’t just a market leader, it’s part of Brazil’s sporting DNA. Our partnership reflects a shared belief in high performance, innovation and long-term alignment with regulation.

 

Toward a More Competitive Market

As Brazil’s betting regulations continue to take shape, partnerships like this are likely to become benchmarks for compliance and innovation. By blending local payment culture, football-driven engagement, and scalable technology, the Pixbet–FIRST collaboration illustrates how regulation is fostering—not restricting—growth and competition in Brazil’s iGaming landscape.