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SBT, the Brazilian Television Network (Sistema Brasileiro de Televisão), is considering a daring new direction: starting a television program on sports betting ideas. Based on Folha de São Paulo reports, the program would be used as a marketing tool for the Silvio Santos Group-owned betting platform, Todos Querem Jogar (TQJ), which is still under development.
The action highlights the growing convergence between traditional media and Brazil’s rapidly changing iGaming industry, particularly in light of regulation and market growth. Should it be greenlit, the show might officially change things for Brazil’s mainstream entertainment, incorporating betting.
A Show Modeled After Tele Sena?
First reports imply that SBT may use a style akin to another popular product from the Silvio Santos Group, the long-running Tele Sena draws. The new show may take its cue from Tele Sena’s mix of TV show and prize-based involvement, which is run by Liderança Capitalização S.A.
Insiders say the network might record a pilot episode in the next weeks even if SBT has not formally announced the project. The broadcaster is looking at a familiar star celebrity, now rather well-known to Brazilian viewers present the show and offer it more appeal from the beginning.
The Strategy Behind TQJ’s Launch
Although the tv show is still in development, it is deliberately timed with the scheduled July debut of TQJ, the first Silvio Santos Group’s foray into regulated sports betting.
OpenBet, a worldwide supplier of gaming and betting technology, is helping TQJ to be developed. Another significant Brazilian media company, Grupo Bandeirantes’ betting website BandBet also had OpenBet instrumental in its development.
The project shows a definite plan: using broadcast impact to create a user base for a new betting app, maybe turning devoted TV viewers into online gamblers.
Regulatory Roadblocks: A Temporary Setback
The launch of TQJ has had difficulties even with the ambitious ideas. Under the Finance Ministry, Brazil’s Secretariat of Prizes and Betting (SPA) temporarily halted TQJ’s 90-day license in April 2025. The platform’s inability to present all the necessary paperwork was given as a reason.
Notably missing on the most recent list of licensed betting operators released by the SPA was TQJ. This implies that the Silvio Santos Group will have to address any remaining compliance concerns and obtain complete governmental permission before its public release.
Still, the Group has repeatedly confirmed its intention to act within legal bounds. Confirming the payment of a R$30 million license feemandatory for operating in Brazil’s regulated marketthe business stressed its emphasis on “integrity, player protection, and responsible gaming rules” in a statement released earlier this year.
A Broader Trend
SBT’s action is representative of a larger change in Brazilian media. TV stations are looking for methods to profit from the trend while preserving relevance among a younger, mobile-first audience as betting becomes more normal and controlled.
The emergence of comparable projects such as BandBet’s integrations on Rede Bandeirantes indicates that betting-focused content might soon become a mainstay in Brazilian television programming, especially if it’s combined with well-known entertainment formats.
Should it be successful, the SBT betting show might do more than just support a fresh platform. By turning sports betting from a private digital pastime into a widely visible, socially acceptable kind of entertainment, it could change how the Brazilian people view it.
First, though, TQJ has to negotiate legislative obstacles. Only then will the Silvio Santos Group be able to completely implement its ambitious cross-platform strategyone that combines tech, betting, and television under one recognizable Brazilian brand.
Source: YogoNet
