You have generally been involved in the communications and marketing areas, both within and outside the gaming sector. Recently, you shifted your focus towards a commercial approach and are even pursuing a postgraduate degree in Business. What prompted this change in your professional profile?
My background is in journalism, and most of my career has been in corporate communications. At its core, that work is about understanding an organization from the inside and translating its value into stories that resonate with people. Even without a price tag attached, the process is remarkably similar to sales: what ultimately drives results is the end reader’s perception, not just the message. The events sector is what led me into iGaming and where I fell in love with this industry. It was through that same lens, of understanding audiences, building narratives, and connecting dots, that I started seeing how naturally communications and commercial thinking overlap. In 2022, I took on a Head of Marketing & Sales role at Salsa Technology, and something clicked. Understanding what clients need, understanding what the market offers, and building bridges between the two. That’s where I belong.
As part of this change, you recently joined Atucha Strategic Advisory. What aspects of this opportunity attracted you to working alongside a renowned executive like Ramiro Atucha, and what do you believe you can contribute based on your skills and experience?
Ramiro and I first talked about working together in 2023 and kept coming back to the conversation, because synergy and mutual respect were always there. Those things are non-negotiable for a real partnership. What I brought to this move was something built the hard way: I lived the transition from an unregulated to a regulated market from inside an aggregator, with all the complexity that comes with it. This includes everything from compliance demands to tough commercial negotiations to decisions that hit cash flow in real time. That experience shaped how I think and how I operate. ASA was the natural next step to putting it to work at a different level.
The company has recently participated in BiS SiGMA South America. Both you and Atucha joined important industry panels. What were your objectives for the event?
Events are irreplaceable. A lot gets done in online meetings throughout the year, but nothing replaces face-to-face. The hallway conversations, the ideas that surface unexpectedly, the connections that actually turn into something. As a true Brazilian, I’m deeply kinesthetic, and the hundreds of hugs I exchanged over those days are part of how I work and who I am. The panels were especially meaningful. Ramiro joined the discussion on Mergers and Acquisitions as a Driver of Scale in Latin American iGaming, and I participated in the panel on Effective Enforcement Against Illegality Without National Boundaries. Both topics sit right at the heart of what we think about every day, so those were not just visibility moments. They were genuine conversations. In terms of objectives, BiS SiGMA was a working event for us. ASA is Ramiro’s company, and I joined to add to what he has already built. Part of what we wanted to reinforce at the event was exactly that: a boutique consultancy where two senior professionals operate as one, bringing complementary strengths to every client’s engagement. Two of our clients were also present, Kiron Interactive, a leading virtual sports and numbers games provider, and End2End, the company behind Playbingo, and we used the opportunity to facilitate conversations and move relationships forward in person. We were also talking to operators on the ground to understand their current demands and identify opportunities for immensity.ai, an AI-driven solutions platform we work with. Events are where strategy meets reality. That’s why we show up.
How do you see the Brazilian gaming market today, and how do you think businesses in the local industry can be strengthened, as well as responsible gaming and integrity in betting, in the lead-up to the 2026 FIFA World Cup?
The Brazilian market is moving fast. Regulation has brought real progress: licensing frameworks, responsible gaming mechanisms like KYC and self-exclusion, and sports integrity tools that are already quite sophisticated, capable of flagging bets that fall significantly outside expected patterns, for example. The industry has worked hard to get here and is working harder to show government that these mechanisms are real, proven, and worth protecting. However, there is a structural tension that slows everything down. Just when alignment starts to build across regulators, operators, and the broader ecosystem, political interference resets part of the progress. In an election year, that tension is sharper. While the regulated market navigates this complexity, illegal operators continue to run freely, with no friction at all. The World Cup is both a major opportunity and a pressure test for where Brazil’s market actually stands. I hope the right hands stay on the wheel long enough to see it through.
What ambitions and projects will the company seek to realize during the remainder of 2026 and beyond?
ASA is a boutique consultancy, and we work with clients from the inside out, helping realign products and strategies when needed, reading the market to identify real demand, and doing what we do best: building bridges. Our goal for the rest of 2026 is to complete our portfolio with two additional clients while continuing to deliver real, measurable impact for the ones we already serve. Not just contracts. Not just integrations. Actual results and genuine win-win outcomes, the kind everyone says they want but not everyone knows how to build. That’s what we’re here for.