Grupo Silvio Santos to launch betting platform in July with OpenBet

Grupo Silvio Santos (GSS), one of Brazil’s largest and most recognisable media conglomerates, will officially enter the sports betting space with the launch of Todos Querem Jogar (TQJ), a new brand developed in partnership with UK-based betting technology provider OpenBet. The project will roll out in the second half of 2025 and marks a move by a traditional broadcast company into the regulated gaming sector.

TQJ will operate under a BR30m ($5.3m) licence. According to the group, the decision to launch its own betting brand follows the path of other Brazilian broadcasters like Globo and Band, which have also partnered with international companies to enter the betting market.

OpenBet will supply a full end-to-end solution to TQJ, including its Player Account Management system, Managed Trading Services and responsible gaming tools powered by Neccton. The platform will also feature OpenBet Locator, a geolocation service designed to comply with Brazil’s regulatory requirements. For players, the experience will include personalisable tools like BetBuilder and unified access to both sportsbook and casino offerings. OpenBet has been part of the Brazilian sports betting market in 2023.

Leonardo Sampaio, CIO at Grupo Silvio Santos, said, “OpenBet’s ecosystem allows us to deliver a secure, transparent and responsible experience.

“We are confident this partnership will allow us to enter the betting market in full compliance with local regulations while delivering entertainment in line with our audience’s expectations.”

Reports also say SBT is considering a dedicated programme offering betting tips and promoting the platform.

Good to know: GSS reaches more than 113 million Brazilians monthly through its television network and executives believe this visibility will help TQJ quickly gain traction

OpenBet CEO Jordan Levin added: “Grupo Silvio Santos is an iconic name in Brazilian media, and this agreement strengthens our presence in Latin America. TQJ is positioned to set a high standard for responsible gaming in Brazil’s fast-evolving regulated market.”

The platform is expected to be available from July. Until then, GSS plans to finalise the tech integration and build up public awareness through SBT programming and social media campaigns.

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