Esportes da Sorte, one of Brazil’s leading iGaming companies, has unveiled its national campaign for Carnival 2026 under the concept “Invoke the Fun”, built around the message “There’s no doubt you’ll have fun.”
Rolling out throughout February, the campaign follows a robust multi-platform strategy that includes free-to-air television, radio, digital media, and out-of-home (OOH) advertising. The initiative aims to expand reach and strengthen brand recognition during one of Brazil’s most culturally significant periods.
Beyond institutional branding, “Invoke the Fun” seamlessly integrates product communication into a creative narrative that connects the Esportes da Sorte platform with the authentic Carnival experience, both on the streets and through media-driven content.
“Carnival is a central part of Brazilian culture and one of the most powerful expressions of our diversity. More than just talking about fun, Esportes da Sorte positions itself as an investor in popular culture, plurality, and the experiences that bring Carnival to life on the streets. We go beyond the platform: our goal is to deliver a complete customer experience and contribute to the carnival-goer’s journey, authentically connecting brand, culture, and entertainment”, said Marcela Campos, Vice President of the Esportes Gaming Brasil Group.
The campaign is the result of a co-creation process that directly involved the group’s marketing team. Creative development was led by Brenda, while media strategy was handled by Avesso, both agencies based in Recife. The concept positions Carnival as a space of identity, connection, and tradition, reinforcing a brand narrative rooted in popular entertainment and cultural diversity.
“Esportes da Sorte’s campaign fully immerses itself in this celebration where everything blends together: reality and fantasy, people from all walks of life, colors, music, and constant movement. The original illustrations highlight Brazil’s diversity, its people, and the cities where Esportes da Sorte operates, creating a vibrant, popular, and distinctive identity within the segment”, explained Raphael Pinteiro, Partner at Brenda.
The media plan prioritizes historically iconic Carnival destinations such as Recife, Olinda, and Salvador, while also featuring strategic placements in key markets including São Paulo and Rio de Janeiro, as well as capitals such as Natal, Maceió, and Belo Horizonte. The mix of mass media and street-level formats ensures strong visibility throughout the Carnival period, reinforcing the brand’s connection with the celebration and Brazilian popular culture.
