Ana Gaming has made a significant leadership move, bringing in Antonio Guerardi as its new Chief Marketing Officer as the Brazilian iGaming holding prepares to double down on customer experience as a core driver of growth.
Ana Gaming operates three of Brazil’s active betting brands 7K Bet, Cassino Bet and Vera Bet and the appointment signals a clear intent to professionalise and accelerate its marketing operations at a time when Brazil’s regulated betting market is still in its early but fast-moving phase.
Guerardi arrives from Unidas, one of Brazil’s largest vehicle rental companies, where he held the dual role of CMO and Executive Director of Customer Attendance and Customer Experience. His track record there gives a strong indication of what Ana Gaming is looking for. At Unidas, he led the integration of marketing, customer relations and CX functions, built a data-driven marketing operation, and guided the company through one of its most important transformations — the rebranding following its merger with Locamerica. He also spearheaded the launch of Unidas Livre, which expanded the company into the vehicle subscription market, a category that required both brand building and deep customer engagement strategy.
On paper, a vehicle rental executive moving into iGaming might seem like an unusual fit. But the skills Guerardi has spent nearly two decades sharpening digital transformation, customer lifecycle management, cross-functional marketing integration and data-led decision making are precisely what a betting operator needs to compete effectively in Brazil’s crowded and rapidly consolidating market. The ability to acquire, retain and meaningfully engage users is arguably the central challenge for every operator in this space, and Guerardi’s background speaks directly to that.
His academic credentials back up the practical experience. Guerardi holds degrees in Communication and Marketing along with MBAs from IBMEC and Fundação Getulio Vargas, two of Brazil’s most respected business institutions. He also completed international education at the University of Tampa’s John H. Sykes College of Business, with a focus on economics, artificial intelligence and entrepreneurship a combination that suggests he is comfortable thinking about long-term technology trends as much as near-term marketing execution.
The timing of the appointment also carries context. Ana Gaming recently picked up recognition at the BiS Awards 2026, taking home awards in three categories including Best Online Casino Brand for Cassino Bet, Best Customer Service for ConvertaX and Best Platform for Cactus Gaming. That kind of industry recognition suggests a company that is already performing well but is now building out the leadership team to sustain and accelerate that momentum.
Guerardi himself acknowledged the scale of what he is stepping into. He described Ana Gaming as a giant in the sector and said he is motivated by the challenge of building and evolving within such a dynamic segment. It is the kind of language that reflects genuine enthusiasm rather than routine corporate messaging, and for a company looking to strengthen its brand identity and deepen user relationships, that energy matters.
For Brazil’s iGaming market, the broader message from this hire is clear. The days of operators relying on pure acquisition spend and promotional offers to grow are giving way to something more sophisticated. Customer experience, brand consistency and data intelligence are becoming the real battlegrounds and Ana Gaming has just brought in someone who has fought and won on exactly that terrain.
