Real-time content, loyalty programs and interactive resources have taken up increasing space on football-related platforms in recent years. In , released by Deloitte, the consultancy highlights that personalized digital experiences and new forms of interaction with fans are among the strategies adopted by sports organizations to expand their relationship with the public.
Among the initiatives aimed at this type of experience is the 7K Sticker Album, launched by 7K Bet, the group’s platform, during the World Cup. Developed internally by the company’s team, the product takes a traditional practice linked to the tournament to the digital environment: collecting stickers.
Collecting in digital version
The product brings together 116 collectible figurines divided into bronze, silver, gold and shiny categories. Items can be obtained through check-ins, special missions and progression milestones foreseen in the product dynamics throughout the competition.
According to Nickolas Ribeiro, founder and chairman of the board at Ana Gaming, the initiative is part of the company’s strategy to expand users’ experience on the platform.
“Our goal goes beyond entertainment itself. We want to set a new standard for the sector, using technology to build an ecosystem where fun, relationships and responsibility go hand in hand, creating real opportunities to connect with the public”, he states.
How the digital album works
One of the product’s features is the mechanic called Free Choice, which allows the user to choose whether to complete missions in the casino environment or in the sportsbook, according to different usage profiles.
According to Antonio Guerardi, CMO at Ana Gaming, the product was developed based on observing user behavior on the platform.
“We highly value the customer experience and continually work to make it more complete and dynamic. The 7K Sticker Album arose from a genuine perception of what bettors would like to find on our platform. All decisions are based on behavioral data and market perception. With this, we created a gamification service that concretely differentiates us in the sector”, he points out.
The experience is available on the official 7K Bet platform both on the website and in the app.
The brand’s strategy within football
In recent years, it has expanded its presence in national and state competitions through sponsorships, activations and partnerships linked to football.
The company participated in the 2025 and 2026 editions of Paulistão through a partnership with the São Paulo Football Federation. Among the actions carried out were the Craque do Jogo 7K award for highlights of the matches, activations on LED boards, presence on interview panels and spaces in the official broadcasts of the championship.
In the 2026 edition, the brand presented the competition’s main player with a ring made of 18-carat gold, with diamonds, sapphires and rubies. The piece also incorporated visual elements linked to the championship, the participating clubs and the identity of 7K Bet itself. The delivery was carried out by Marco Tulio Oliveira, CEO of Ana Gaming.
Clubs and ambassadors
Over the past few years, the company has also expanded its presence in clubs in different regions of the country. Among the partnerships is the relationship with Mirassol, which began in 2022, when the team was still competing in Series C of the Brazilian Championship. The partnership followed the club’s trajectory until qualifying for Series A, with in-person activations, experiences for fans and distribution of gifts in decisive games.
In 2025, the company assumed the role of master sponsor of Vitória, in an agreement described by the club as the largest commercial contract in its history. The brand also maintained partnerships with Santos, Novorizontino, Brusque and Athletic.
In addition to investments in clubs, the company began to reinforce its presence in campaigns and content linked to sports and entertainment. Since 2023, the brand has featured presenter and former player Craque Neto, identified as a Corinthians idol, and striker Hulk in proprietary campaigns and content. Narrator André Henning also participated in previous institutional actions. Outside of sport, the company carried out actions with singer Xand Avião and influencer Fidelis Falante.
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