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Magalu joins Acredita No Primeiro Passo, a project encouraging employment for beneficiaries of federal government social programs

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Magalu joins Acredita No Primeiro Passo, a project encouraging employment for beneficiaries of federal government social programs

Magalu has just joined the Acredita No Primeiro Passo Program, a Federal Government initiative aimed at the socioeconomic inclusion – through the formal job market – of people registered in the Single Registry (CadÚnico) and beneficiaries of social programs.

Luiza Helena Trajano, Chair of the company's Board of Directors, and Frederico Trajano, CEO, participated in the partnership signing in São Paulo. Wellington Dias, Minister of Development and Social Assistance, Family and Fight Against Hunger (MDS), also attended the event.

With this partnership, Magalu reinforces its commitment to development through job and income generation. "The program is a highly effective solution for integrating the most vulnerable segment of the population into the formal labor market and reducing their dependence on government social programs," says Frederico Trajano. "These are very important programs, but they should be temporary, with the exit door being the individual's ability to generate income through work."

With a presence across virtually the entire country, Magalu generates over 1,000 job opportunities each month across a wide range of areas within the company. Now, these positions will also be offered to participants in the Acredita No Primeiro Passo program: people aged 16 to 65, with priority given to women, young people, people with disabilities, residents of Black communities, and traditional populations, such as riverside communities and quilombolas. Candidates must have their information updated in CadÚnico.

According to Federal Government data, between 2022 and 2024, the Acredita program contributed to a 10.7% increase in the income of 50% of the poorest and changed the social status of 14.8 million Brazilians, who rose above the poverty line. In February of this year alone, according to the Federal Government, almost 60% of the new formal jobs in the country – 253,000 of the 431,000 positions created – were allocated to CadÚnico members. In addition to fostering formal employment, Acredita also invests in professional training for high-demand positions.

Samsung Electronics announces Samsung AI Forum 2025

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Samsung Electronics announces Samsung AI Forum 2025

Samsung Electronics Co., Ltd. today announced the opening of the Samsung AI Forum 2025, which will take place on September 15 and 16. Now in its ninth year, the forum has established itself as a global venue where renowned scholars and industry experts gather to share the latest advances in AI and explore future research directions.

“Samsung is applying AI across our operations to develop foundational technologies that make AI more intuitive and seamless,” said Young Hyun Jun, Vice Chairman and CEO of Samsung Electronics, in his opening remarks. “This year’s Samsung AI Forum brings together leading experts from industry and academia to discuss how AI is transforming society and business, and to share insights that we hope will result in a meaningful exchange of ideas.”

This year's forum features talks from renowned AI scholars, including Yoshua Bengio, a professor at the University of Montreal and a pioneer in deep learning; and Stefano Ermon, a professor at Stanford University and co-founder of the startup Inception, who led the development of the diffusion-based language model (DLM).

Day 1: Global Academics Explore the Future of AI in Semiconductors

Samsung's Device Solutions (DS) division led the first day of the forum themed "Vertical AI and Vision Strategies for the Semiconductor Industry," held near Samsung's semiconductor complex in Yongin, Korea.

Professor Bengio delivered the keynote address, highlighting the far-reaching risks of current AI models, including the ability to bypass human control and the potential for misuse. As a safeguard, he introduced Scientist AI, a new model designed to help mitigate these concerns.

"Unlike models built to mimic or please humans, Scientist AI focuses on providing truthful answers, based on facts and verified data," said Professor Bengio, highlighting the model's potential to improve AI safety and accelerate scientific discoveries. He also shared his latest research on using AI for materials development.

Amit Gupta, Senior Vice President of Siemens EDA, led the session titled "The Future of Electronic Design Driven by AI." During his presentation, he highlighted the importance of integrating AI into electronic design automation (EDA) tools and noted that end-to-end systems spanning the entire workflow will be key to unlocking the full potential of AI.

The technical sessions featured Yong Ho Song, Executive Vice President and Head of the AI Center at DS; Professor Seokhyung Kang of Pohang University of Science and Technology (POSTECH); and Professor Il-Chul Moon of the Korea Advanced Institute of Science and Technology (KAIST). Each speaker shared recent research advances in AI applications for semiconductor design and manufacturing, as well as offered perspectives on the industry's evolution.

"AI is already an essential tool in chip design and software development," Song said. "As semiconductor manufacturing becomes more complex, we hope AI will help address the emerging technical challenges."

The forum also recognized three award winners Samsung AI Researcher of the Year (Samsung AI Researcher of the Year), including Professor Nicolas Papernot of the University of Toronto, Professor Rose Yu of the University of California, San Diego, and Professor Lerrel Pinto of New York University. All awardees were invited to present their work and share insights from their latest research.

Day 2: Focus on the Age of Agentive AI and Increasing Productivity

The second day of the forum will be held online by Samsung's Device eXperience (DX) division and streamed live on Samsung Developer YouTube channel, with the theme “From Generative AI to Agentive AI”1.

"Generative AI has already become an essential tool in everyday life and across various industries," said Paul (Kyungwhoon) Cheun, CTO of Samsung Electronics' DX Division and Head of Samsung Research. "As we enter the era of Agentive AI, Samsung will continue to focus on developing AI technologies that deliver tangible benefits to users."

The second day will feature keynote addresses by Joseph E. Gonzalez, a professor at the University of California, Berkeley (UC Berkeley) and a leading researcher in language models and AI agents; Subbarao Kambhampati, a professor at Arizona State University and a world authority on AI planning and decision-making; and Stefano Ermon, a professor at Stanford University and co-founder of Inception.

Professor Gonzalez will present his research on how to extend the agentive capabilities of systems based on large language models (LLMs). In particular, he will introduce the sleep-time compute paradigm, which allows agents to use idle interaction intervals to reason, learn, and plan.

Professor Kambhampati will share his research on large-scale reasoning models (LRMs), which aim to overcome the limitations of LLMs. He will highlight that, while current models excel at generating text, they still have limitations in factual accuracy, planning, and complex reasoning—highlighting key challenges such as ensuring response reliability, enabling context-adaptive computation, and providing interpretations of intermediate reasoning steps.

Professor Ermon will present the Diffusion-Based Language Model (DLM), which applies diffusion models—widely used for image, video, and audio generation—to the language domain. This approach seeks to overcome the limitations of traditional sequential text generation methods and propose a more efficient paradigm for language models.

In the technical sessions, representatives from Samsung Research will present their latest developments, including:

• Camera AI technology for automatic color temperature adjustment
• Knowledge distillation-based methods for more efficient training of LLMs and their applications
• On-device AI technologies designed to bring LLMs to consumer electronics such as smartphones and TVs
• Automatic dubbing technology, which generates narrations in the original speaker's own voice
• Deep dive technology that uses multi-agent systems to automatically analyze and generate various reports
• Document AI technologies, which automatically convert different document formats into structured data for LLMs and agent systems
• An on-device AI studio for developers that shortens the development cycle for generative AI models.

Brazilian e-commerce faces cart abandonment rates above 60% and seeks solutions to increase conversion

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Brazilian e-commerce faces cart abandonment rates above 60% and seeks solutions to increase conversion

Brazilian e-commerce continues to expand rapidly, but still faces challenges that directly impact sales conversion, especially at the time of payment. According to a survey by Moosend, more than 60% of online purchases are not completed due to authorization errors, lengthy processes, and redirects that undermine consumer confidence. Pix, which already accounts for more than 50% of digital transactions in the country, according to the Central Bank, requires fast and secure checkouts. Each percentage point lost in conversion translates into billions of reais in potential revenue. The Brazilian Electronic Commerce Association (ABComm) projects that the sector will generate significant revenue by 2025.

For Hugo Venda, CEO of UnicoPag, payment should be treated as a central part of the shopping experience. "The checkout moment is the most critical point in the online journey, where all investments in marketing, traffic, and customer experience can either convert into a sale or be lost due to cart abandonment. Technologies such as real-time anti-fraud, intelligent retry, and personalized checkouts are essential to increase approval rates and reduce losses," he states.

Experts point out that adopting solutions that integrate payments, automation, and e-commerce management into a single platform has proven to be crucial. Transparent, customizable checkouts aligned with the buyer's profile not only increase approval rates but also strengthen loyalty and improve operational efficiency. Combining native payment methods, such as Pix, with anti-fraud and intelligent retry technologies allows retailers and marketplaces to capture previously lost sales, transforming payment into a strategic competitive advantage.

According to Hugo Venda, viewing payment as part of the experience and investing in technology to make it fluid, secure, and tailored to the customer's profile will be a competitive differentiator in the coming years. "Those who treat payment as part of the experience and invest in technology to make it fluid, secure, and tailored to the customer's profile will have a clear competitive advantage in the coming years," he concludes. 

How does cross-selling strengthen long-term partnerships?

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How does cross-selling strengthen long-term partnerships?

When it comes to generating value for customers and strengthening lasting relationships, the first thought that comes to mind is delivering robust and reliable solutions. However, there's one element that's often overlooked: the customer service strategy. cross-sell, or cross-selling. This involves offering additional products and creating service layers that enhance results, increase efficiency, and make the partnership strategic for the client's business.

For cloud infrastructure partners, selling technology is just the first step. Successful migration projects require planning, management, and ongoing monitoring, as well as reliable infrastructure. Without assessment initial, many companies face high costs, low performance or even returns to the environment on-premises, compromising the success of the operation.

One assessment Adequate information allows you to understand the current architecture, identify optimization opportunities and ensure that the migration is efficient, paving the way for offering additional services.

After migration, a world of possibilities emerges. The partner can offer managed services, covering everything from operating system maintenance to more advanced layers like security, backup, and database-as-a-service. These offerings guarantee recurring revenue and cement the partner's image as a strategic advisor to the client, not just a supplier.

Examples of services that can be implemented include backup as a service, across different regions or federated clouds; database as a service, using approved software integrated into the company's platform; and container and microservices management, leveraging existing infrastructure.

These solutions go beyond selling infrastructure and become high-value-added services, helping customers maintain business continuity and explore innovations faster.

The success of cross-sell It also depends on the partner's ability to educate the customer on the correct use of cloud-native functions. When the customer understands the resources and their applications, the perception of value increases and the cloud ceases to be seen as commodityThis is where the partner's advisory role comes in: showcasing available resources, explaining operational benefits, and creating solutions that truly add value to the client's business. In other words: cross-sell It is not about pushing products, but about delivering solutions that make sense for the customer and sustain a long-term relationship.

Osmar Leão is CSM at Zadara, a global company specializing in Infrastructure as a Service (IaaS) solutions, focusing on hybrid, multicloud, and sovereign cloud environments. Email: zadara@nbpress.com.br

Security becomes a strategic priority in payment methods, points out Worldpay

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Security becomes a strategic priority in payment methods, points out Worldpay

Brazil is experiencing a unique moment in the global payments landscape. According to the Global Payments Report 2025, prepared by Worldpay, a technology and payments solutions company, Brazil is among the leaders in innovation, driven by the success of Pix and the rapid adoption of digital wallets. Now, the next challenge will be to combine the speed and convenience achieved in recent years with new layers of security and trust.

The study shows that Pix is already used by three in four Brazilians and moved more than US$1,000,000 in transactions last year, and is expected to surpass the volume of point-of-sale cards by 2025. Since its launch in 2020, Pix has helped halve the share of cash in Brazil, which fell from 351,000 in 2020 to just 171,000 in 2024.

Despite the progress of the successful system developed by Brazil, the Worldpay report indicates that the next chapter of digital transformation in Brazil will be trust.

"Pix has transformed the way Brazilians pay and is already being considered a successful model in several countries. However, the priority for financial technology companies in general is to expand their innovative systems and solutions with a focus on protecting against fraud and digital scams," says Juliana Campos, vice president of operations at Worldpay Latin America.

The study also highlights that, by 2030, digital payments are expected to account for more than 80% of the value spent in Brazilian e-commerce, in line with the global trend. This puts the country in a strategic position to set trends not only in Latin America, but worldwide.

Instant payment systems already existed worldwide before the development of Pix. This is the case with India's UPI (Unified Payments Interface), launched in 2016 and which reached 58% of in-store payments by 2024. In Brazil, Pix introduced innovations that meet the unique needs of Brazilians, such as the financial inclusion of thousands of people. In the last five years, it has already reached nearly 40% of participation at points of sale (POS), surpassing methods such as debit and boleto.

Another relevant fact is how Brazilians use multiple payment methods simultaneously. The study shows that 53% of consumers in the country fund their digital wallets with cards, a figure close to the global average (56%), but well below the 70% recorded in the US and the UK. For Worldpay, this indicates that Brazilian consumers are multichannel by nature, easily switching between Pix, cards, and digital wallets.

"The balance between agility and trust will be crucial for the future of retail. Brazilian consumers value convenience, but they don't compromise on security. The key differentiator for companies will be offering seamless, secure, and reliable digital experiences," adds Juliana.

Global Payments Report 2025

Conducted ten years ago, the Worldpay study analyzes the payment methods market in 46 countries across five continents. Today, it is established as the leading global payment methods guide and supports merchants in developing business plans and understanding their audience profiles and trends. To read the full study, visit: Link 

Customer Week: Six trends for retailers to boost their sales strategies

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Customer Week: Six trends for retailers to boost their sales strategies

With the arrival of Customer Week and the approach of other promising dates for retail, such as Children's Day, Black Friday and Christmas, retailers must be attentive to the use of strategies that combine experience, convenience and quality service to attract consumers, especially in online retail.

According to Eduardo Esparza, VP General Manager of Tenerity Iberia and Brazil, a leading international engagement company that enhances the value of relationships between companies and their customers, it's crucial that target audiences have an enhanced purchasing journey. "Increasingly, Brazilian consumers are seeking experiences that make them feel valued from the very first contact. In e-commerce, this means investing in targeted advertising—using retail media—benefits programs, and seamless integration across all channels, for example," explains the executive.

Eduardo also adds that "benefits programs have established themselves as strategic tools, capable of constantly evolving to offer exclusive advantages and experiences with each new purchase. This allows brands to deepen their relationships with customers."

This is confirmed in studies such as Opinion Box – CX Trends 2025. The document indicates that 66% of consumers say they have been impacted by better-targeted ads in the last 12 months, with the majority (30%) saying this type of advertising influenced their purchasing decisions. And approximately 70% of them say they prefer service that takes their purchasing preferences into account.

Considering this context, six trends stand out as fundamental to guiding retail strategies in the coming months:

Hybrid shopping journey: consumers move between online and physical stores in a continuous search for the best experience. Therefore, adopting omnichannel strategies ensures a seamless experience and enables consistent pricing and integrated service.

Experience as a decisive factor for repurchase: in this scenario, a positive shopping experience becomes the key differentiator for customer retention, with 78% prioritizing brands that offer good service.

Agility in service: quick response is one of the most important factors in customer return. CX Trends 2025 indicates that this directly influences consumers' purchasing decisions.

Enhanced journey: Consumers expect brands to understand their needs and consider their purchase and search history. This understanding of consumer desires strongly influences the purchasing decisions of 68% Brazilians, according to research.

8Preferred digital channels: Customers prefer online stores (68%) and marketplaces (66%). Having a presence in these channels with the same strength as physical operations ensures greater reach and competitiveness.

Purposeful consumption: When prices are similar, consumers prioritize brands with clear values that demonstrate social and environmental responsibility. This information strengthens the brand's reputation and ensures consumer preference when purchasing.

"Brazilian consumers are no longer tied to a single channel or store to purchase their products. They seek fluidity throughout the purchasing journey, trust, and exclusive benefits. It's essential that retailers adapt and develop the ability to create omnichannel strategies that balance all these factors," Eduardo concludes.

Ransomware boom shows no signs of slowing down worldwide

Felipe Guimarães
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Ransomware boom shows no signs of slowing down worldwide

The year 2025 has confirmed the worst fears of digital security experts: the ransomware epidemic continues to expand, with no signs of slowing down. In the first months of 2025, the global volume of ransomware attacks saw a staggering jump, increasing by 1,261 TP3T compared to the previous year, according to data from SonicWall. Between January and June, 4,198 attacks were exposed on dark web forums, almost 501 TP3T more than in the same period in 2024.

Criminals are profiting from and reinvesting in these digital attacks, making them increasingly frequent and sophisticated. While these attacks affect organizations of all sizes, some sectors and business profiles have been hit harder. The impacts have been exacerbated by the difficulty of protecting geographically distributed operations and the persistence of legacy systems without security patches.

Furthermore, small and medium-sized businesses are not immune: organizations with between 50 and 200 employees led the statistics worldwide. Studies indicate that this vulnerability of medium-sized businesses is due, in part, to their dependence on third-party IT providers and a lack of comprehensive cybersecurity measures.

Global Climbing and Most Active Groups of 2025

Amid this global wave of attacks, some ransomware groups stand out for their aggressiveness and the volume of incidents they cause. In the second quarter of 2025, for example, three gangs topped the rankings for criminal activity: the Qilin group was responsible for 214 attacks in the period, closely followed by SafePay (with 201 incidents) and Akira (200 attacks). These relatively new names join the ranks of already well-known cybercrime conglomerates.

Veteran groups like LockBit 3.0, BlackCat (ALPHV), and Cl0p remain among the most feared and active in the world—to give you an idea, LockBit alone was attributed to over 1,400 attacks in the first three months of 2025. This large-scale operation makes LockBit and similar groups a ubiquitous threat across multiple continents. The United States continues to lead in number of victims, accounting for about half of the cases reported worldwide in early 2025.

But the operations of these groups are truly global: companies in Europe, Asia, and other regions are also targeted, including less prepared emerging markets. In practice, criminals target where there's money and vulnerabilities. Critical sectors such as manufacturing, financial services, healthcare, and even education have already been hit by different ransomware variants. In Brazil and Latin America, the scenario is no different, with attacks paralyzing everything from factories to government agencies. For victim organizations, the damage goes far beyond the financial ransom: there's interruption of essential operations, loss of sensitive data, and potentially devastating reputational damage. It's important to note that ransomware criminals have professionalized their operations.

Latin America in the spotlight: critical sectors and strategic responses

If anyone still sees Latin America as a supporting player in the cyberthreat landscape, recent figures dispel that misconception. The region has become a strategic target for both financial gangs and other malicious actors. According to a CrowdStrike report, ransomware attacks grew 15% in Latin America last year, with particular incidence in Brazil, Mexico, and Argentina. Brazil, in particular, is the country most targeted by cybercriminals in the region, leading not only in the number of incidents but also in the volume of stolen data exposed in dark web leaks.

A SonicWall survey reinforces this scenario: Latin America saw the largest proportional increase in ransomware attacks in 2025, with Brazil recording more than 4,000 attacks in the first quarter of the year alone. In February 2025, the country reached an all-time high, with more than 960 ransomware attacks in a single month.

These statistics highlight that the region has firmly entered the crosshairs of global ransomware groups. Several factors explain this trend. Experts say that heterogeneous digital infrastructure, still-undeveloped security governance, and even evolving laws make many Latin American countries vulnerable targets.

For criminals, markets like Brazil offer excellent value for money: the chances of success are high, and ransoms paid locally can often approach those charged in wealthier countries. This has led to a shift in the focus of attacks: gangs that previously targeted Europe or the US have now expanded their campaigns to Latin America.

As a result, critical sectors are not being spared. Reports indicate that industry, government, agriculture, energy, and retail are among the prime targets of attacks in the region. In other words, essential infrastructure, public services, and strategic businesses have suffered disruptions and data leaks.

Given this scenario, the reality is clear: there's no longer room for improvisation or negligence. Latin American companies need to abandon their reactive stance and adopt a proactive and integrated strategy that combines robust technology, rigorous processes, and constant team awareness. Ransomware attacks won't disappear anytime soon, and those slow to react will likely face larger and more frequent crises.

It's now up to business leaders to recognize that cybersecurity is no longer just a technological challenge, but a matter of strategic business survival. Investing in solid preventive measures, strengthening response plans, and prioritizing digital security as a fundamental pillar is the only viable way to protect business continuity.

The question is no longer "if" an organization will be attacked, but "when." Therefore, staying one step ahead of criminals, with an assertive and defensive posture, will be the difference between companies that succumb to attacks and those that thrive, even in the face of the constant threat of ransomware.

LinkedIn: A business trend in 2026

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LinkedIn: A business trend in 2026

In recent years, LinkedIn has undergone a quiet but powerful transformation. From a social network seen solely as a "resume database," the platform has become an ecosystem of business, connections, and opportunities.

Today, with 1.2 billion members and 480 million active users, LinkedIn is one of the best places to build your personal brand, strengthen your reputation, and attract clients or strategic partners.

As I've emphasized, LinkedIn was created for business and personal and corporate achievements. However, after the COVID-19 pandemic, this content agenda spread to Instagram. Now, with algorithmic restrictions and direct competition from TikTok, Instagram is likely to reposition itself in entertainment, while LinkedIn reassumes its original role as the social network best suited for business, authority building, and strategic content.

Some brands have already realized this and their sales content is becoming more subtle and generally using influencers, no longer following a classic advertising stance. 

For brands and professionals who want to stand out, the issue isn't just "being" on the platform, but using it strategically to generate high-value connections and real opportunities.

And here's a warning: being on LinkedIn isn't enough. If your profile is dormant, or if you only appear when you're looking for a job, you're missing out on great opportunities. LinkedIn isn't just a bulletin board; it's a living space that rewards those who consistently show up, interact, and build authority.

A recent study by Buffer, published by Social Media Today, analyzed more than 2 million LinkedIn posts from 94,000 accounts and showed that posting frequency directly impacts reach—a simple rule that many professionals still don't apply.

The study found that posting two to five times a week generates, on average, more than a thousand impressions per post; increasing to six to ten posts per week raises that number to around five thousand; and those who publish more than eleven times a week can gain more than sixteen thousand additional impressions per post.

In other words, the more consistent you are in your posts, the greater your visibility and engagement. But that doesn't mean posting just anything. Strategic content, aligned with your positioning, is what builds authority and attracts the right connections.

Therefore, professionals and companies that want to use LinkedIn to achieve real results need to go beyond having an updated profile. It's essential to assess your digital presence, plan content aligned with your desired positioning, interact consistently, track metrics, and transform reach into concrete opportunities. LinkedIn shouldn't just be an online business card, but an active business-generation tool.

I've seen entrepreneurs form partnerships that changed the course of their businesses, and professionals gain market recognition because they decided to use LinkedIn consistently and strategically. This proves that the platform isn't just about job openings or resumes.

So, reflect:

What does your LinkedIn profile communicate today? Are you consistently showing up for the audience that matters? Does your digital presence reflect the brand or professional you want to be a year from now?

LinkedIn is at a historic moment in engagement. Small actions can open big doors. Start today: show up, share your ideas, tell your story. With the right planning, you can increase your visibility, build authority, and turn connections into real results.

Vinícius Taddone is the marketing director and founder of VTaddone® www.vtaddone.com.br

From warehouse to customer: the invisible path of logistics that travels more than 4 thousand turns around the Earth

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From warehouse to customer: the invisible path of logistics that travels more than 4 thousand turns around the Earth

Despite going unnoticed by the end consumer, logistics is the invisible gear that connects industries, businesses and customers, ensuring that products are available to those who buy, whether in large cities or more remote regions logistical costs in 2023 they represented 18.4% of Gross Domestic Product (GDP), according to data from the Institute of Logistics and Supply Chain (ILOS) (IS the equivalent of almost a fifth of the entire economy of the country.

It is in this scenario that a JSL, company with the largest and most complete portfolio of logistics services in the country. The company ensures that everything reaches the end consumer, offering integrated solutions ranging from warehouse management and port operations to urban deliveries. JSL carries an average of 6,821 cargoes per day, operating with a fleet of more than 26 thousand vehicles that supply different regions of the country. In 2025, the company it has traveled more than 170 million kilometers, equivalent to more than 4 thousand turns around the Earth 2 Transporting loads from various sectors, such as food & Beverage (24%), agribusiness (17%), automotive (14%), consumer goods (11%), chemical (8%), steel and mining (7%), retail/e-commerce (6%) and others (13%). Only in commodities, the projection for this year it is to move more than 105 Million tons.

“The customer is the most visible end of the chain, but there is an entire system that needs to work for the product to reach it. Our role is to make this gear turn every day, in different sectors and regions, from the field to e-commerce, from Brazil to Africa”, to Africa” ramon Alcaraz, CEO of JSL.

For a product to be available to the customer, whether individual or legal, there is a complex chain in action: collection at source, storage, processing, road, rail, air or sea transport, distribution in regional centers and, finally, delivery. The logistics sector is fraught with challenges and each step requires technology, efficiency and detailed planning to reduce costs and ensure that the item arrives on time and in perfect condition.

KaBuM! strengthens its presence in the competitive scene and announces new partnerships with Kyuki and Sacy I

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KaBuM! strengthens its presence in the competitive scene and announces new partnerships with Kyuki and Sacy I

KaBuM!, a technology and gaming e-commerce company, announced two new moves to strengthen its presence in the competitive scene. The company signed Kyuki, a transgender woman and champion of the Street Fighter 6 "KaBuM! Perfect Combo" tournament, and partnered with VALORANT pro player Gustavo "Sacy" Rossi, one of Brazil's biggest FPS legends and a member of MiBR.

"The Fighting Games and VALORANT communities are passionate and highly engaged. Deepening our presence in these sports is a strategic priority for KaBuM!. With Kyuki, we're taking an important step by transforming a champion from our tournament into a professional athlete. With Sacy, we're creating content and experiences that connect fans directly behind the scenes of the most important championship on the calendar. It's KaBuM!'s way of giving back and further strengthening these massive scenes," he says. Renato Lourenço, Esports and Communities Manager from KaBuM!.

Kyuki made her international debut on Saturday (13) at the Ultimate Fighting Arena (UFA) 2025 in Paris, one of Europe's most prestigious tournaments. The announcement of her signing has already mobilized the community, with the presentation video surpassing 150,000 views in just 12 hours. Considered one of the best Street Fighter 6 players in Latin America, Kyuki is a landmark of representation for the Brazilian FGC (Fighting Game Community).

The partnership with Sacy will feature exclusive activations during VALORANT Champions 2025, such as behind-the-scenes vlogs from Paris, special social media content, and live community interactions. The goal is to bring fans closer to the competitive scene and create unique experiences for VALORANT fans.

These initiatives consolidate KaBuM!'s role not only as a sponsor, but as an active part of the evolution of the Brazilian competitive scene, investing in talent and creating real connections with the gaming community.

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