At Centurion FC, we love to shine a spotlight on the industry’s most innovative minds. This month, we had the privilege of interviewing Alan Brincat, Director at Propane, a full-service marketing agency specializing in the Brazilian iGaming market. Beyond marketing, Alan is also an avid MMA fan who trains regularly with elite fighters. Here’s the full conversation—questions and answers—on everything from Brazil’s gaming boom to influencer strategies and MMA.

1. Let’s start with the basics—tell us a little about yourself!

Alan:
“I’ve been working in the iGaming industry for the past 15 years, with the last six focused almost exclusively on the Brazilian market. Beyond that, I’m a huge MMA fan, which makes this conversation particularly exciting for me.”

2. How did your journey with Propane begin? What sparked the connection?

Alan:
“Propane was born to fill a clear gap. Most local Brazilian marketing agencies lacked deep iGaming expertise, while European agencies often struggle to grasp the nuances of Brazilian culture and consumer behavior.

Our agency bridges this divide by combining years of experience in other international regulated markets with a strong, creative team we nurtured in Brazil. This unique blend allows us to execute highly effective marketing strategies, tailored specifically for the region.”

3. For those unfamiliar, what is Propane all about, and what makes it stand out in the iGaming industry?

Alan:
“Propane is a full-service marketing agency specializing in the Brazilian iGaming market. Our primary focus areas are sponsorship activation and influencer marketing. What sets us apart is our proven methodology in influencer curation, ensuring precise audience targeting.

We don’t just match brands with influencers; we craft compelling narratives and structured content strategies that drive authentic engagement. With increasing restrictions on welcome offers and new advertising guidelines, our holistic approach is more critical than ever.”

4. We’re kicking off 2025—should we expect any surprises from Propane? Give us a little teaser!

Alan:
“2025 is shaping up to be a landmark year for Propane. We have some major initiatives in the pipeline. In Q1 2025, we’re launching an upgraded, all-in-one HUB platform for operators and providers to seamlessly manage their influencer campaigns, deliverables, and results.

Additionally, we’re rolling out our first affiliate portal to educate the public on Brazil’s new regulatory framework, along with a series of online courses aimed at equipping professionals with the knowledge they need as the industry expands.”

5. Brazil’s booming gaming market has become a hot topic in recent years. What set this surge in motion?

Alan:
“Brazil’s online gaming boom can be traced back to three key factors. The introduction of Pix in 2020 transformed online payments, making transactions seamless and accessible. At the same time, the rise of crash games, which are simple and engaging, helped to attract a new wave of players by offering a sense of perceived control and excitement.

Additionally, around the same time, brands like Blaze and Stake invested heavily in trusted personalities to share their gaming experiences. These elements combined to create a perfect storm, making Brazil one of the most dynamic and fast-growing markets in the world.”

6. How do Brazilian consumers engage with influencers differently compared to other markets?

Alan:
“Brazilians are among the world’s most engaged social media users. While the core mechanics of influencer marketing remain universal, influencers played a pivotal role in reshaping the perception of online gaming in Brazil. Casino was once considered taboo, but strategic influencer partnerships are helping to shift it into mainstream acceptance and pop culture.”

7. What are the biggest trends currently shaping the Brazilian influencer marketing scene? Any game-changers on the horizon?

Alan:
“Right now, regulatory changes—especially the new advertising guidelines—are the biggest external force shaping influencer marketing, particularly in light of recent enforcement action and over 50 influencers being fined over the past few weeks. We’ve noticed a bit of a slowdown as iGaming operators assess and adapt to the new landscape.

However, we have a big announcement lined up for the end of February, designed to help mitigate risks and provide peace of mind for operators working with influencers. Propane will also be hosting an Influencer Academy workshop at SBC Rio, together with CONAR.”

8. What influencer marketing strategies work particularly well in Brazil’s iGaming industry?

Alan:
“Success in influencer marketing today requires a structured, strategic approach. In the past, some operators managed to just wing it, but with increasing regulations, today’s reality is more challenging. From our experience running over 38 multi-influencer campaigns in 2024 alone, we’ve seen that the two most critical factors for success are precise audience matching and authentic storytelling.

Choosing the right influencers based on data-driven insights ensures the message reaches the right audience, while creative, engaging content makes it feel less like a hard sell and more of an organic experience. When these ingredients are there, the results speak for themselves.”

9. What advice would you give to brands looking to enter the Brazilian market through influencer marketing?

Alan:
“In Brazil, influencer marketing is an essential component of a well-rounded marketing strategy. You can’t just sign a few influencers and expect long-term success without investing a lot of energy into educating them about the product and supporting them by developing creative content strategies that resonate with their respective audiences.

I always recommend brands talk to us so we can demonstrate our HUB platform, extensive network, and case studies, and explain how we do things differently. Unlike traditional agencies, we offer a flexible model—whether you want full-service management or prefer onboarding influencers directly—we adapt to your needs to maximise results.”

10. What are some common mistakes brands make when working with influencers in Brazil?

Alan:
“The biggest misconception is assuming influencer marketing is as simple as hiring an influencer and expecting instant returns. Success requires a lot of different pieces to align. For our full-service campaigns, we deploy at least eight different specialists—from curation experts to content writers, videographers, and data analysts—to optimize performance. This level of execution via Propane is accessible at a fraction of the cost of hiring an in-house team.”

11. Can you share a standout campaign where Propane played a key role in the Brazilian market?

Alan:
“One of my favorites was a 6-month influencer activation campaign centered around MMA. We collaborated with multiple fight promotions, including Centurion FC, and partnered with established UFC fighters. The campaign combined offline, social media, CSR, PR, and digital performance elements, delivering over 32,700 first-time depositors for our client. It was a massive success, setting a new benchmark for non-football sponsorship activations in Brazil.”

12. Lately, you’ve been making waves as an influencer in the iGaming world. How has that impacted Propane?

Alan:
“Yes, I’ve been making an effort to share more of my insights and learnings on LinkedIn. As someone who considers himself an introvert and likes to work behind the scenes, this wasn’t an easy step, but the response has been overwhelmingly positive. Now, I wish I had started sooner. It’s a great way to control the narrative, share expertise, and connect with industry peers.”

13. I’ve heard you’re passionate about martial arts and train daily—often with some of the world’s best. How has that shaped your mindset and professional life?

Alan:
“Training is an integral part of my life. Beyond the physical benefits, it instills discipline, mental resilience, and a competitive drive—all qualities that translate directly into business and leadership.”

14. If you could train for a full day with any fighter in the world, who would it be and why?

Alan:
“This is a tough one! I’ve had the privilege of working and training with some of the biggest UFC fighters in Brazil. But if I had to choose, I’d say it’s a split decision between Charles Oliveira—to sharpen my ground game—and Khamzat Chimaev, whose relentless mindset I deeply admire.”

15. If you were to give advice to young athletes striving to make it in the fight scene, what would it be?

Alan:
“Success in MMA, like in business, requires relentless dedication, continuous learning, and surrounding yourself with the right mentors. Stay disciplined, stay humble, and always be willing to evolve.”

16. And finally, let’s talk about Centurion FC! What can fans expect from CFC25 Carnival on February 25th in Barra da Tijuca?

Alan:
“I actually just had to reschedule my flight from SiGMA Dubai to Rio just to make it to this event! So, it’s safe to say I am really looking forward to this one. Centurion FC is doing phenomenal work in Brazil and beyond, with a strong vision for the sport’s future.

The events are getting bigger and better, and I have no doubt CFC25 will be another electrifying spectacle. I truly believe 2025 will be the year Centurion FC cements itself as Brazil’s top fight promotion.”

Final Thoughts

From fueling the Brazilian influencer marketing scene to sparring with some of MMA’s most elite athletes, Alan Brincat seamlessly blends passion and expertise in both arenas. As Propane launches innovative platforms and forges ahead with new campaigns, it’s clear that 2025 will be a defining year for the agency—and for Brazil’s iGaming market as a whole.

For those looking to keep a pulse on the rapidly evolving worlds of iGaming and MMA, stay tuned for CFC25 Carnival on February 25 in Barra da Tijuca. We’ll see you cage-side!