Licensing
We help you select specialist legal counsel for the SRIJ process and coordinate it with the rest of your launch.
Portugal.
No blind bets.
Brand, marketing and sponsorships for iGaming in Portugal. We help operators and suppliers become the name Portuguese players recognise, and we coordinate everything else your market entry needs.
- Brand strategy
- Go-to-market
- Sponsorships
- Media buying
- Affiliates
- Localisation
- CRM and retention
- Influencer programmes
In iGaming since 2007Nearly two decades inside the industry, on the operator and supplier side.
Built in PortugalWe know the players, the media, the sport entities and the rules that shape this market.
One point of contactBrand, marketing and partners managed together, so nothing falls between the cracks.
Win the market, not just the licence.
Getting licensed puts you on the start line. What decides who wins in Portugal is how strong your brand is, how well you launch and where your name shows up. That's our focus.
Brand
A brand that feels made for Portugal, not translated for it.
- PositioningWhere you win against local and international competitors, and why players should care.
- Brand localisationIdentity, naming and tone adapted for Portuguese players and culture.
- Tone of voiceHow your brand speaks in PT-PT across site, app, CRM and social.
- Brand complianceCreative that works within Portuguese advertising rules for gambling.
- Launch campaignThe big idea and assets that introduce you to the market.
- Brand guidelinesA system your agencies and partners can apply consistently.
Marketing
A launch plan with the right mix of channels, budget and partners from day one.
- Go-to-market planChannels, budget, timing and targets for your first 12 months.
- Media and performanceMedia buying and paid acquisition with local agencies and publishers.
- AffiliatesProgramme design and introductions to the affiliates that matter in Portugal.
- CRM and retentionBonus strategy, segmentation and lifecycle journeys for local players.
- Content and socialAlways-on content built around the local sporting calendar.
- Influencers and creatorsProgrammes that respect the rules on who can promote gambling.
Sponsorships
The right shirt, stadium or event, at the right price, activated so it pays back.
- Property searchSport entities, leagues, athletes, events and media properties matched to your goals.
- NegotiationDeal structure, rights and pricing, handled by someone who knows the market rates.
- ActivationTurning logos into campaigns, content and player acquisition.
- MeasurementClear reporting on reach, brand lift and return on every deal.
In Portugal, sports are the media plan.
Sponsorship is the fastest way to become a household name here, and the easiest place to overpay. We make sure every euro buys visibility you can use.
Find
We map the options against your budget and audience.
- Sport entities and federations
- Leagues, cups and broadcasters
- Athletes and ambassadors
- Events, padel, basketball and more
Close
We negotiate the deal and the details that decide its value.
- Rights and exclusivity
- Pricing and performance clauses
- Compliance with advertising rules
- Contract terms with your lawyers
Activate
We turn the partnership into campaigns that bring players.
- Launch and matchday campaigns
- Content with sport entities and athletes
- Hospitality and B2B moments
- Reporting on reach and return
And we coordinate the rest.
Entering Portugal involves many specialists. We don't replace them. We choose the right ones with you and keep every workstream moving on one timeline.
Compliance
Introductions to AML, KYC and responsible gambling providers, and follow-up so deadlines are met.
Tech and payments
Platform, content and payment partners that fit the Portuguese market, including local methods like MB Way.
Talent
Hiring support for your local team, from country manager to customer service.
Betal does not obtain licences on behalf of clients. Licence applications are made by the operator with qualified legal advisers; we coordinate the process.
How we work.
Diagnose
Where you are, what you want from Portugal and what stands in the way.
Plan
Brand, marketing and partner roadmap with budget and timeline.
Build
Brand, campaigns, sponsorships and partners, coordinated as one project.
Launch and grow
Go-live, then ongoing optimisation as the market moves.
Why Betal.
Industry first, agency second
We come from iGaming. We speak the language of GGR, retention and regulation, not just creative.
Local where it counts
Portuguese players, media and sport entities have their own logic. We work inside it every day.
Senior on every project
You work directly with the founder, not a junior account team.
Responsible by design
Every campaign and deal is built to respect advertising rules and protect players.
Frederico Formigal
Founder
Frederico has worked in iGaming since 2007 and knows the people, partners and rules that shape the Portuguese market.
He works with operators already active in Portugal and with international brands preparing to enter, helping them build brands that last and launch with the right partners.
Questions we often get.
Do you get the SRIJ licence for us?
No. Licences are applied for by the operator with specialist legal counsel. We help you choose that counsel and coordinate the process alongside your brand, marketing, tech and hiring.
Can you start before we're licensed?
Yes. Positioning, brand localisation, launch planning and sponsorship scouting can all be prepared in advance, so you're ready to go live the moment your licence is granted. Promotion to Portuguese players only starts once you're licensed.
Do you work with suppliers as well as operators?
Yes. We help game studios, platforms and other B2B suppliers position themselves and build relationships with operators in Portugal.
Are gambling sponsorships allowed in Portugal?
Yes, within the country's advertising rules for gambling. We build those rules into every deal and campaign from the start.
How do engagements work?
Either as a defined project, such as a brand localisation or a sponsorship deal, or as a monthly retainer covering ongoing brand, marketing and coordination.
Let's make your name in Portugal.
Tell us a little about your plans and we'll set up a first call.