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The New Era of AI: how DeepSeek is shaping tomorrow

Fernando Palamone
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The New Era of AI: how DeepSeek is shaping tomorrow

In recent years, artificial intelligence (AI) has advanced rapidly, transforming various sectors and shaping the future of technology. In this scenario, DeepSeek caused a stir in the market, emerging as a significant innovation, offering open and accessible AI solutions.

In its newest version, DeepSeek-R1 not only replicates the capabilities of OpenAI's GPT-4 model but also challenges its dominance across various benchmarks. Furthermore, the advantage of DeepSeek-R1 is that it is an open-source model under the MIT license, making it a powerful alternative in the field of AI.

DeepSeek-R1 was developed by the Chinese company DeepSeek to address tasks requiring logical reasoning, mathematical problem-solving, and real-time decision-making. This model was designed to demonstrate the logical decision-making process, and one of its main advantages is allowing users to follow their decision-making process. This feature replicates the human decision-making and reasoning process, which is especially valuable for applications where transparency in reasoning is essential.

Notably, DeepSeek was developed at a time when international restrictions limited China's access to cutting-edge AI equipment. And to overcome these barriers, the company had to seek alternatives to maximize the use of available resources, which led to the creation of innovative solutions. As a result, DeepSeek-R1 allows the use of existing hardware, ensuring efficiency without relying on highly specialized infrastructure.

Traditionally, Large Language Models (LLMs), such as GPT-4, Claude, and Llama, face challenges for broader adoption, such as high computational requirements, the need for complex infrastructure comparable to supercomputers, and dependence on high-performance AI accelerators. These factors significantly increase development and operation costs, making this technology inaccessible. However, history shows that disruptive innovations often overcome these barriers, reducing costs and expanding access.

Thus, DeepSeek exemplifies this pattern, demonstrating that even incumbent companies dominating this market can be challenged and are not comfortably protected by their technological leadership. The impact was significant in the sector, and it is estimated that leading companies in the industry have lost $1 trillion in market value due to the emerging competition from open and more accessible models.

On the other hand, the dissemination of DeepSeek also raised concerns in some governments. Countries such as Italy, Thailand, South Korea, and Australia have imposed restrictions on the use of their apps, especially by public employees. In the United States, similar measures have been adopted, based on security concerns, similar to the restrictions imposed on companies like Huawei and TikTok.

It is worth noting that these restrictions apply to the applications and the web page, but not necessarily to the model itself. However, security specialists, such as the companies Seekr and Enkrypt AI, warn about potential vulnerabilities in the model, which still need further investigation.

In general, just as happened with personal computing, the internet, and cloud computing, LLMs are on their way to becoming a more accessible technology. With new solutions that reduce costs and simplify infrastructure, the adoption of these models is expected to accelerate, profoundly impacting various sectors.
Looking to the future, more compact models like DeepSeek may be ideal for deployment in trusted computing enclave environments. These environments enable completely secure and encrypted processing of sensitive data, ensuring integrity and privacy—which is essential for privacy-preserving machine learning agents (PPML).

This is essential to meet the growing demand for autonomous AI agents in applications handling sensitive data, ensuring efficiency and security. As AI becomes increasingly central to the economy and global security, reliable and secure infrastructure is needed to meet the demand for AI agents in sensitive applications that require safety and trust.

In this scenario, RT-One is making a strategic advance with the construction of the first AI-focused data center in Brazil, in the city of Maringá, Paraná. This initiative aims to strengthen the country's computing infrastructure, boosting artificial intelligence and cybersecurity at the national level.

With an optimized infrastructure for AI and confidential computing, RT-One and its technology partners are bringing advanced AI solutions to Brazil, ensuring high performance and protection of sensitive data.

In summary, DeepSeek represents a significant advancement in the field of artificial intelligence, offering a powerful and accessible alternative to dominant models. Your impact is already evident in the global market, accelerating the democratization of AI and sparking debates about security, regulation, and technological infrastructure.

RT-One is aligned with this revolution, preparing for a future where AI, data security, and digital sovereignty go hand in hand, with the potential to transform various sectors and applications. By strengthening Brazil's technological infrastructure, RT-One aims to promote innovation in the country, creating the foundation for advances in research and the development of new technologies and ensuring greater digital autonomy.

Fernando Palamone is an executive with over 30 years of experience managing technologies in global markets such as the USA, Europe, and Asia, having worked at Intel, Cisco, VMware, IBM, among others.

Good financial practices drive the growth of small businesses

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Good financial practices drive the growth of small businesses

Financial management is one of the main challenges faced by small business owners. Often, the lack of organization and control over available resources can lead to difficulties that compromise growth and even the survival of the business. However, when well executed, good financial management can be the difference that transforms a regional company into a success story.

According to a survey conducted by Sebrae, 50% of small businesses close within five years of operation, and poor financial management is identified as one of the main causes. The study reveals that many entrepreneurs do not separate personal finances from business finances, nor do they carry out proper planning for the future. These data show that, without effective control, even promising businesses may not reach their full potential.

Samuel Modesto, business management specialist and business mentor, emphasizes the importance of a strategic vision for financial success. "Many entrepreneurs focus only on revenue and forget that real profit depends on strict expense control. Additionally, it is essential to have a plan that includes reserves for unforeseen events and future investments. Without this, any growth can be temporary," he explains. He also emphasizes that neglecting details such as cash flow and fixed costs can lead to wrong decisions, such as cuts in essential areas or unnecessary investments.

Financial planning as a basis for strategic decisions

One of the first steps for efficient financial management is planning. Setting clear goals, both short-term and long-term, helps to direct resources more effectively. For example, a small business looking to expand its operations can start with a plan to reduce operational costs, such as renegotiating contracts with suppliers or adopting technologies that optimize processes.

Another important point is the separation between personal and business finances. Many entrepreneurs make the mistake of using the company's cash to cover personal expenses, which can lead to financial imbalance. Creating a dedicated business account and establishing a fixed pro-labore are simple measures, but they make all the difference.

Cash control and its impact on daily life

Cash control is another essential tool for a company's financial health. Knowing exactly how much comes in and goes out of the cash register allows you to identify spending patterns, avoid waste, and make more informed decisions.

ToSamuel Modestothis control must be daily. "Cash flow cannot be neglected. It will show whether the company is generating profit or just surviving. Additionally, with detailed control, it is possible to identify opportunities for improvement and investment," he states.

A practical example is a small bakery that, when analyzing its cash flow, realizes that part of its products is being wasted due to poor inventory management. With adjustments to the purchasing and production process, the company is able to reduce costs and increase its profit margin.

The importance of savings and investments

Finally, creating a financial reserve is a step that many small businesses ignore, but it can be decisive in times of crisis. Having an emergency fund ensures that the company can face unforeseen events, such as drops in sales or increased costs, without compromising its operations. Additionally, part of the profits must be reinvested in the business, whether in infrastructure, team training, or expansion.

Samuel Modesto concludes with advice for entrepreneurs. "Financial management is not just about numbers, but about vision and discipline. Those who can see beyond the present and plan carefully are better prepared to face challenges and seize the opportunities that arise along the way," he concludes.

Fast delivery in the flower e-commerce: how to ensure customer satisfaction?

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Fast delivery in the flower e-commerce: how to ensure customer satisfaction?

The speed of delivery has become a decisive factor for the consumer experience in e-commerce. According to a recent Capterra survey, delivery speed is the most important criterion for customers, surpassing price and service. The survey revealed that 56% of respondents associate satisfaction with a store to the shipping time, while 64% are influenced by the estimated delivery time. In the flower segment, urgency is even more relevant, as it is a perishable product often purchased for special occasions.The delivery of plants requires specific care to ensure that arrangements arrive at their destination in perfect condition. Proper refrigeration, between 1°C and 7°C, and controlled humidity are essential factors to maintain product quality. Furthermore, appropriate packaging not only protects the structure of the flowers but also helps preserve their durability.

Another key point is the choice of reliable carriers, especially for companies that serve different regions of the country. The use of decentralized logistics hubs can optimize the process, reducing shipping times and ensuring that products reach the final consumer fresh. In case of any damage during transportation, immediate reshipment policies demonstrate a commitment to customer satisfaction and help retain the audience.

Change in consumer profile

THEmarkethas undergone significant transformations in recent years, driven by the growth of e-commerce and changes in consumer profiles. During the pandemic, the search for flowers increased both to gift loved ones and to decorate home environments. Furthermore, online shopping has democratized access to floral arrangements, expanding the age range of consumers.

Previously, most buyers were over 35 years old, but today there is a significant participation of young people from 18 years old, who purchase arrangements, vases, and bouquets for various occasions. This behavior reinforces the need to offer a diversified portfolio and an agile shipping service to meet the demands of the public.

Sector growth and logistical challenges

The floriculture sector has been experiencing significant growth in Brazil. A study by the Advanced Center for Applied Economics Studies (Cepea-Esalq/USP), in partnership with the Brazilian Institute of Floriculture (Ibraflor), indicated that the GDP of the segment jumped from R$ 10 billion in 2017 to R$ 18.4 billion in 2022, an increase of 83.4%. The domestic market absorbs 97.5% of the production, with São Paulo concentrating 75% of the supply and accounting for 55% of national consumption.

Despite the progress, the segment faces logistical challenges, especially due to climate change and the need for improvement in distribution. The adoption of real-time tracking technologies, logistics process automation, and the expansion of strategic partnerships are essential measures to ensure efficiency in shipments. With consumers becoming increasingly demanding, offering speed and quality in flower delivery can be the key to success in the market.

The main reasons for uninstalling apps in 2025

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The main reasons for uninstalling apps in 2025

When a user downloads an app, the expectation is that the experience will be intuitive, functional, and satisfying. However, often this journey is interrupted before the user even explores the full potential of the platform. This is a reality thatLeandro Scalise, CEO of RankMyApp and mobile marketing specialistclosely monitored. Seeking to understand the reasons behind this behavior, Scalise conducted asurveyand identified the five main factors that lead users to uninstall apps in 2025.

The first critical point, according to the professional's analysis, is the usability of the application. Many users uninstall an app because the interface is not intuitive enough. If navigation is confusing, the design seems outdated, or the experience is marked by slowness, the chances of abandonment increase. "The first impression matters a lot, and if a user needs a lot of effort to understand how to use an app, they will hardly continue with it installed," he explains.Scalise.

The lack of efficient support is another reason that frequently appears in the analysis.When a user encounters a problem and cannot resolve it quickly and easily, frustration sets in. He emphasizes that without an accessible and responsive support channel, users are more likely to seek alternatives in the market rather than insist on an app that does not provide adequate support.

Technical failures and recurring bugs are also among the main factors for the cancellation rate.Apps that experience frequent errors or unexpected crashes create a negative experience and cause users to lose trust in the service.ScaliseIt highlights that this is one of the easiest problems to mitigate, as long as companies adopt a proactive approach to fixing issues and continuously updating the system.

Another factor pointed out is the experience ofonboarding, that is, the user's first contact with the application. If this process is slow, bureaucratic, or does not demonstrate value quickly, the abandonment rate increases. The relationship shows that a simplified and interactive introduction can retain more users and significantly reduce uninstalls in the first days.

Finally,ScaliseIt identified that the lack of personalization and segmented communication also negatively impacts retention. Apps that send generic or irrelevant notifications end up being ignored or, in some cases, irritate the user. User behavior-based strategies, such as notificationspushPersonalized campaigns and targeted campaigns can make all the difference in maintaining engagement.

For the C-Level, understanding the reasons for service abandonment is not just a matter of analyzing numbers, but of interpreting behaviors and adjusting strategies to improve the user experience. "THEchurnHigh indicates that acquisition efforts are not resulting in retention, which can compromise business growth. By addressing the main points of friction, it is possible to transform the user experience and ensure sustainable results," statesLeandro.

The executive's assessment reinforces that, in the competitive app landscape, retention has become a key factor for success. "Companies seeking sustainable growth need to look beyond acquiring new users and invest in continuous improvements to ensure that those who download the app remain active and engaged," he emphasizes.the executive.

LWSA opens more than 60 job vacancies in various areas

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LWSA opens more than 60 job vacancies in various areas

LWSA, the digital solutions ecosystem for companies of all sizes, is with69 job openings availablefor various levels and areas of activity. Opportunities encompass the technology, financial, legal, business, and communication sectors, reinforcing the company's commitment to attracting qualified talent to drive innovation and growth in the digital sector.

There are openings for an Information Security Specialist, a Senior Financial Planning Analyst, and a Senior Data Privacy Legal Analyst at LWSA, as well as positions in the company's brands such as Bling with a Mid-level Associate Product Manager, Tray with a Mid-level Agile Methodology Analyst, or Vindi for a Development Coordinator, among other positions. Check the details and all thevacancies hereThe professionals will work in person, hybrid, or remotely in the states of São Paulo (capital and Marília), Belo Horizonte (MG), Bento Gonçalves (RS), and Curitiba (PR).

According to Otávio Dantas, Vice President of Management, Strategy, and People at LWSA, the hires strengthen the company's strategic areas and its units and are important for the holding's growth plans, also considering diversity criteria."We believe that a diversity of talents and profiles strengthens our culture and drives innovation. Additionally, these hires will help us maintain the quality of our products and services, as well as align with our LWSA business expansion plan," he states.

Benefits

The benefits package for the positions includes medical and dental assistance, meal or food vouchers, home office allowance, life insurance, and daycare assistance.day offprofit sharing and partnerships with educational and welfare institutions. Additionally, the company provides social and relaxation spaces, such as a game room and massage area, as well as partnerships for physical activities and quality of life.

LWSA was recognized by the TEVA Women in Leadership Index and the Great Place to Work (GPTW) institute in the Women and Race categories, highlighting its diversity and inclusion initiatives, with a special focus on female representation. Since 2019, the company has maintained an Inclusion & Diversity Committee, which operates in seven areas, including Women and LGBTQIAPN+.

ABcripto launches Tax Self-Regulation Program for cryptocurrency companies to comply with the Federal Revenue Service

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ABcripto launches Tax Self-Regulation Program for cryptocurrency companies to comply with the Federal Revenue Service

The Brazilian Association of Cryptoeconomics (ABcripto) announced, this Wednesday (26), during theCrypto Tax Reporting Summit, the launch ofTax Self-Regulation ProgramThe initiative is aimed at exchanges, tokenization platforms, cryptoeconomic infrastructure platforms, and other service providers of cryptoassets, offering support for these companies to comply with the requirements of the Federal Revenue Service (RFB), including DeCripto and Normative Instruction RFB No. 1888/2019. The Program aims to ensure greater legal certainty, regulatory predictability, and standardization in the fulfillment of obligations imposed on the Cryptocurrency sector.

According to Tiago Severo, Vice President of Legal and Self-Regulation at ABcripto, the initiative represents an important advancement for the crypto market in Brazil.The Program was structured within the scope of ABCripto's self-regulation pillar, with the aim that any market participant, whether a member or not, can have a soft landing regarding the compliance with new regulations issued by the RFB.", affirms Severo."  

The Program takes place in two stages.In the first, the company answers an electronic questionnaire,assessment, and then participates in an interview with the Program Coordinators, whose goal is to identifyGap Analysis.  

In the second stage, the Program Coordination will deliver a customized Action Plan design, with detailed guidelines to ensure the company is fully compliant with the requirements of the Federal Revenue Service. If necessary, ABcripto and its consultants may accompany the company in interviews with the Federal Revenue Service, providing technical and legal support.

Interested companies must fill out the online form available on the ABcripto website and sign the adhesion agreement to the Program (Adhesion Term). It is estimated that within 30 to 45 days of signing the Term of Adhesion, the participating company will have its customized Action Plan.

The program has a pricing structure based on the size and tax regime of the applying institution. Small businesses registered under the Simples Nacional will have different conditions, while those operating under the Actual Profit or Presumed Profit regimes will follow another model. Large corporate groups with international operations will have tailored support to meet their needs, considering challenges such as intragroup transactions and international remittances.

Registrations are already open, and interested companies can find more information about the Tax Self-Regulation Program by visiting the ABcripto website at thislink. 

Luxury brands teach lessons about engagement and exclusivity in digital marketing

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Luxury brands teach lessons about engagement and exclusivity in digital marketing

Luxury brands have mastered the art of exclusivity and desire, building strategies that go beyond simply selling products and create true experiences for consumers. This marketing model has been studied and applied in other segments, including digital, where the need for differentiation and personalization becomes increasingly evident.

According to a survey by Bain & Company, the luxury market grows an average of 6% per year, even during periods of economic instability. This resilience is due to the use of emotional triggers and belonging strategies, which cause consumers to see these products as symbols of status and personal achievement.

ToThiago Finch, digital marketing specialist and founder of Holding Bilhon, premium brands do not compete for sales volume, but for the construction of intangible value. "The luxury consumer doesn't just buy a product; they invest in a lifestyle, in belonging to a club. This logic can be replicated in any market that aims to generate connection and loyalty," he states.

Exclusivity as a marketing tool

The principle of scarcity is one of the pillars of major brands. Companies like Hermès and Rolex use waitlists and limited production to create a sense of rarity. This model, instead of driving customers away, increases desire and strengthens the brand's aspirational identity.

Balenciaga, for example, bets on deconstruction and provocative design to generate engagement, while Loro Piana stands out for the extreme quality of its materials and sophisticated discretion. Dior is positioned in the collective imagination as a synonym for classic elegance and timeless innovation. Each of these brands works with exclusivity in a unique way, creating an ecosystem of meanings that resonate with specific audiences.

This control over supply and demand creates the so-called "scarcity effect," widely studied in consumer psychology. When something is seen as rare or limited, the desire for it grows exponentially. This phenomenon reinforces the idea that these products are more than objects; they are symbols of a status reserved for a few.

In the digital environment, this strategy has been adopted by companies seeking differentiation. Customization has also gained importance: a McKinsey study shows that companies investing in customized experiences can increase their revenues by up to 15%, as consumers value offers tailored to their needs.

"Digital allows scaling strategies that were previously limited to the physical world. Today, with automation and data analysis, it is possible to offer hyper-personalized experiences for each customer, increasing engagement and conversion," he explains.Finch.

Brand building and emotional engagement

Another differentiator of luxury brands is the creation of narratives that reinforce the perception of value. Louis Vuitton, for example, does not position itself only as a manufacturer of luggage and bags, but as a brand associated with sophistication and adventure. This storytelling strengthens the company's identity and creates an emotional bond with customers.

Furthermore, unconventional strategies reinforce this exclusivity. An example was when Louis Vuitton launched a bag inspired by bread packaging, sold for amounts exceeding R$ 20,000. This type of product fits into the logic of contemporary luxury, where identity and irony are more valuable than functionality.

Another key point is the creation of exclusive clubs. Some brands, like Chanel, restrict access to certain collections, while others use invitations to exclusive events as a way to reinforce belonging to a select group. This "joining the club" logic is one of the biggest advantages of luxury brands and can be replicated by digital companies that want to increase the perceived value of their products.

According to Finch, brands that manage to turn their consumers into spontaneous ambassadors have a significant competitive advantage. "Engagement does not come only from marketing campaigns, but from the way the brand is perceived by the customer. Companies that create a strong identity manage to make their consumers become part of their story," he points out.

How to apply these strategies in digital

Thus, companies from different sectors can benefit from the principles used by the luxury market to increase their reach and perceived value. Some practices include

  • Creating exclusivity: launching limited editions, offering early access to products or services, and restricting the number of clients served.
  • Personalization of the experience: using artificial intelligence and data analysis to understand preferences and offer customized deals.
  • Community building: invest in loyalty programs and exclusive groups to strengthen the sense of belonging.
  • Stories that connect: creating narratives that reinforce the brand's values and purpose, fostering identification with the audience.

Technology and exclusivity: the future of marketing

The advancement of artificial intelligence and big data has enabled these strategies to be implemented on a large scale. In digital marketing, personalization is no longer a differentiator but a necessity.

"The luxury market teaches that selling a product is not enough. It is necessary to create a unique experience for the customer. Today, with technology, it is possible to apply this concept to any business and build a memorable brand," concludes Finch.

Start Growth announces a new investment round of R$ 15 million for startups

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Start Growth announces a new investment round of R$ 15 million for startups

A Start Growthannounces the opening of a new investment round aimed at startups seeking acceleration and scalability in their businesses. Registrations are open until April 7th. In this round, R$15 million will be made available, equally distributed among five strategic segments: HRtechs, Fintechs, Edtechs, Database, and Martechs, with investments of up to R$3 million for each area.

In this new round, Start Growth is looking for startups that have already validated their products in the market but are facing challenges in scaling their operations. The goal is to invest in committed and innovative entrepreneurs who need strategic support to overcome obstacles in areas such as marketing, sales, and financial management.

"We are looking for startups with innovative and scalable solutions, led by passionate entrepreneurs determined to transform the market. Our commitment is to provide not only capital but also expertise and operational support to accelerate the growth of these companies," he highlights.Marilucia Silva Pertile, co-founder of Start Growth.

History of support for startups

With the Start Growth Method, developed by the brand, the team led by Marilucia helps scalable businesses overcome challenges, especially the so-called "valley of death" — a critical phase where many startups fail due to lack of traction and capital.

The methodology combines capital, expertise, and operational support, providing not only financial investment but also strategic guidance to accelerate the growth of startups. We delve into the daily operations of these companies to assist managers in structuring solid business models, strengthening their sales machines, and increasing operational efficiency. The method has already helped at least 4 startups achieve profitable exits for their shareholders, points out the founder.

Start Growth has an active portfolio of these startups, which have been standing out in their respective markets. Among the success stories are

  • LogSchoolEdtech that empowers companies and professionals with practical solutions for real logistics operation challenges.
  • Customer BaseFintech that developed a platform designed to manage recurring charges, facilitating management and improving customer relationships.
  • SalvySpecialized in the telecommunications sector, it offers an inventory management system that allows creating, managing, and having an overview of assets allocated by various employees and locations.
  • SmartSaveA platform that facilitates automatic investment from a portion of each purchase, helping users save and invest effortlessly.

Selection process and benefits

Interested startups can register through the official Start Growth website. The selection process will involve a careful analysis of market potential, degree of innovation, traction already achieved, and the composition of the founding team. The selected companies will receive, in addition to the funding, personalized mentoring and access to a network of investors and strategic partners.

For more information about the registration process and investment criteria, visit theStart Growth website.

PGB 2025: number of players in Brazil reaches 82.8%, and gambling is one of the main factors

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PGB 2025: number of players in Brazil reaches 82.8%, and gambling is one of the main factors

A Game Research Brazil (PGB)has just released its newest edition, with the 2025 survey on the behavior of digital game consumers. This year, PGB interviewed approximately6,282 peopleIn Brazil, in 26 states and the Federal District, between January and February. The study is developed by SX Group and Go Gamers in partnership with Blend New Research and ESPM. Among the news for 2025, the research presents three major innovations in its approach:

  • Segmentation by generationsmore precise parameters were implemented to understand the specific behaviors of theGeneration Z(people between 15 and 29 years old), of theMillennials (between 30 and 44 years old), and other generational segments, allowing for more in-depth analyses of consumption, preferences, and gaming habits;
  • Greater detailing of the consumer journeyThe understanding of how games are part of players' routines has been expanded, generating more insights into the relationship between the gaming audience and the products, services, and experiences offered by the market.
  • Refinement of the research "Parents and Children"The PGB now provides more detailed information about children's game consumption, ensuring a more accurate view of how children interact with the digital gaming universe and their purchasing habits;

With these developments, PGB 2025 was able to identify that82.8% of Brazilians claim to consume digital games8.9 percentage points higher than in 2024, and the highest number and increase ever recorded by the study.

For the first time, luck games appeared in several responses during the survey period. "Casinos and online betting games, such as 'Jogo do Tigrinho,' have made their presence felt by attracting an engaged audience willing to spend and motivated by financial, emotional, and social factors," explains Guilherme Camargo, CEO of SX Group and coordinator of ESPM's postgraduate program.

"But precisely because the game is solely focused on luck, and since many of them also appeal to the emotional and financial state of those who 'play,' here we seek to understand what truly motivates the consumer who seeks this type of entertainment, and why they see luck-based games similarly to digital games," concludes Camargo.

Another factor, according to the research, is directly related to thegame consumption on computersand ofgame subscription servicesThe increase in household income and the reduction in the unemployment rate contributed to higher entertainment consumption, in addition to the fact that computer sales surged in 2024.

The PGB also brings the data that88,8% two intervieweesthey consider digital games one of their main forms of entertainment, given that80.1% consider games the main way to have fun.

Player profiles

This year, we observed in practice how certain economic movements also affected some of PGB's indicators, especially regarding the profile of those who consume digital games, says Carlos Silva, CEO of Go Gamers, the creator of PGB. With an increase in players' purchasing power, we notice that games now occupy a larger space in Brazilians' routines, driven by purchases of hardware, software, subscriptions, microtransactions, and investments, thereby expanding the experience beyond just gaming.

The changes in the demographic profile of players were noticeable

  • The number ofwomenplaying digital games had aincrease of 2.3%compared to last year, reaching 53,2%the target audience for this type of entertainment;
  • The majority of the gaming audience areMillennials (between 30 and 44 years old), representing 49.4% of the sample;
  • A middle classrepresents most of the players, being44,4% concentrated among classes B2, C1, and C2. Meanwhile, there was a 1.8% decrease compared to the previous edition of the PGB;
  • The higher-income classes grew, with theclass Arepresenting 17,1% from the sampling (+1.2% compared to 2024), and theB1with19,3%(7.7% more than last year);
  • As classes D and Ethey had a significant increase of12,8% in one year, reaching20,3%of sampling;
  • Currently, people who identify as white are the majority of digital game consumers.53,9%), while black and brown represent43,9%.

The preferred platform of consumers remains thesmartphone, with 40.8%However, the number decreased by 8 percentage points compared to the previous edition. At the same time, the preference forconsolethere was an increase of 3 percentage points (reaching 24.7%); and thecomputer, of 5.5 points (reaching 20.3%). Performing a gender-based cut,womenthey continue to be the majority of game consumers forsmartphone, representing48,4%, and the men,32,2%. Meanwhile,menthey follow as the majority amongthose who consider themselves gamers, in addition to showing a preference for playing on thecomputer (36,1%).

Games of chance and their impact on the consumption of digital games

The numbers are quite significant38,2% both interviewees state that they play recreational luck-based games, indicating a significant presence of this segment in the gaming market. In terms of how often they place bets,39% they play at leastonce a week, with14,2%playingfour times or more weeklyThe vast majority (89,9%) invests money in these games, given that34,6%spend betweenR$51 and R$200 monthly; 8,6% two who bet spend more thanR$500 per monthThe time spent on gambling is also considerable:70,2% two players dedicate up to3 hoursper week, while 19,5%they playmore than 3 hours weekly.

Of course, given the name itself of these games and the fact that there are microtransactions involved, it is natural that part of the audience also considers casino games as entertainment, and that this is also reflected in the results of PGB 2025, explains Guilherme Camargo.

The motivational factor that this type of game causes in the audience was also raised. About 30.4% seek the thrill of victory, and 29% use gaming as a way to relax. The main motivation, however, is always to earn more money (43.9% play for this), and 24.7% see betting on these games as "an investment to improve income."

According to Carlos Silva, it is not possible to say that gambling games are equivalent to digital games for entertainment. "The only reason these games exist is for the player to invest a certain amount of money and expect to receive more than they spent, with an entertainment bias. Digital games are not just about money transactions; there is something much greater in them in terms of narrative construction, characters, and others – microtransactions are part of the experience, and the motivations that lead someone to bet on these games and play digital games are different."

The relationship between parents and children with digital games

This year, Pesquisa Game Brasil refined the "Parents and Children" panel to understand how children and adolescents have been interacting with and consuming digital games. Through parents who participated in the study, it was identified that the so-calledGeneration Alpha(between 0 and 14 years old) already differs in several aspects compared to previous ones, starting with the use of platforms:38,3%they opt for the games inconsole,while the trend among older generations is the preference for smartphones.

"We have been observing for several years the relationship between parents, children, and games, where most parents play with their children and teenagers, creating a culture of digital gaming in the family environment," says Mauro Berimbau, Go Gamers consultant and ESPM professor.

Among the little ones,53,6%are aged between10 to 15 years, and21,8% they play among8 and 20 hours per week.Almost half of Generation Alpha42,7%I do online yoga every day, and19,2% they claim to have spentbetween R$ 101 and R$ 300 on games in the last year.

"Generation Alpha already has contact with digital games from a very early age, being active, engaged, and keeping up with the latest in the digital gaming ecosystem," concludes Berimbau.

The PGB 2025 is now available. To access the full free report,Click here.

The impact of wellness on future generations

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The impact of wellness on future generations

The wellness sector, also known as wellness, has been emerging as one of the fastest-growing markets in the world. According to a study by the Global Wellness Institute (GWI), between 2020 and 2022, the sector generated approximately US$5.6 trillion. With consumers increasingly concerned about physical health, mental well-being, and quality of life, this trend not only drives new businesses but also influences the behavior of future generations.

The pursuit of a balanced life has driven sectors such as healthy eating, gyms, health monitoring technologies, alternative therapies, and self-care practices. This scenario reflects a cultural shift, in which well-being is seen as an investment rather than just a luxury.

"The new generations are growing up in an environment where concern for well-being is a priority from an early age. This means changes in consumption and in how they perceive the companies behind the products. They consume what aligns with their thinking and lifestyle," emphasizes Rodrigo Sangion, CEO of Les Cinq Gym.

The impacts of this change are visible in various sectors. The beauty industry, for example, has been heavily influenced by the growth of natural cosmetics and the concept of clean beauty, with consumers becoming increasingly demanding regarding ingredients and manufacturing processes. In the food segment, the search for functional and organic products is growing rapidly, driving brands to invest in healthier ingredients, traceability, and transparency. The fashion universe is also reinventing itself with the growth of athleisure, a trend that combines comfort and style to cater to an audience that prioritizes well-being in daily life. "It's no longer a niche market. Wellness has become a central pillar of modern consumption, redefining what it means to live well," concludes Sangion.

With this new mindset, brands that want to stand out will need to go beyond offering innovative products; it will be essential to adopt values aligned with this culture. Sustainability, transparency, and personalization are some of the factors that already influence purchasing decisions and should become even more decisive in the coming years.

"The next generations were born into a world where well-being and technology go hand in hand. For them, caring for health, the mind, and the planet is not a passing trend, but a necessity," says the businessman.

Wellness not only drives the global economy but also redefines the relationship between brands and consumers. "The future of consumption is increasingly focused on well-being, and the companies that can interpret this trend will be ahead in this new era," concludes Rodrigo Sangion.

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