- Founded
- 2024-01-01 in São Paulo, Brazil
- Headquarters
- São Paulo, Brazil
TQJ (Todos Querem Jogar) is a Brazilian sports betting and iGaming operator launched in 2024 as a venture of Grupo Silvio Santos (GSS), a major media, retail, and entertainment conglomerate. The company entered Brazil's regulated betting market with strong brand recognition from GSS's iconic television game shows, such as Show do Milhão and Gol Show, reaching over 113 million monthly viewers. TQJ is committed to responsible gaming and compliance, aiming to set industry standards. Its technology is powered by OpenBet, providing a fully compliant sportsbook engine, player account management, managed trading, and responsible gaming tools from Neccton. The first consumer brand, Bet do Milhão, launched in July 2025, followed by Baú Bingo. TQJ also partners with Genius Sports for official sports data and BetVision live streaming, and with Pragmatic Play for slots, live casino, and virtual sports. Licensed by the Brazilian Ministry of Finance, the company is led by Leonardo Sampaio as COO and operates from São Paulo. With the backing of GSS and a focus on entertainment and safe betting, TQJ is positioned as a major player in Brazil's growing iGaming sector.
Detailed Review
History and Founding
TQJ was established in 2024 by Grupo Silvio Santos, a family-owned conglomerate with over 65 years in Brazilian media, retail, and entertainment. The venture was announced in August 2024 when GSS applied for a betting license within Brazil's initial 90-day preference window. The license was granted in June 2025. The company is fully owned by GSS but operates as a distinct entity.
Licensing and Regulatory Compliance
TQJ is licensed by the Brazilian Ministry of Finance (Secretaria de Prêmios e Apostas) and complies with the country's strict regulatory framework for sports betting and iGaming. The licensing was a key milestone, allowing TQJ to launch its brands.
Products and Platforms
TQJ operates two main brands: Bet do Milhão, launched in July 2025, and Baú Bingo. Bet do Milhão is an online sportsbook and casino named after GSS's iconic game show Show do Milhão. It offers sports betting with BetBuilder, iGaming, live casino, and virtual sports. Baú Bingo likely focuses on bingo and lottery-style games, referencing GSS's Baú da Felicidade product.
Technology and Partnerships
The company's technology backbone is provided by OpenBet, which supplies a fully compliant end-to-end betting ecosystem, including sportsbook engine, Player Account Management (PAM), Managed Trading Services, and responsible gaming tools from Neccton and OpenBet Locator™ for geolocation. TQJ also partners with Genius Sports for official sports data from leagues such as the Premier League, Brasileiro Série A, and NFL, as well as BetVision interactive live streaming. For casino content, Pragmatic Play provides slots (e.g., Gates of Olympus 1000, Sweet Bonanza 1000), live casino, and virtual sports.
Leadership and People
The venture is led by Leonardo Sampaio, who serves as COO of TQJ, as confirmed by a Genius Sports press release. Earlier, he was cited as CIO of Grupo Silvio Santos during the OpenBet partnership announcement. Leonardo Gadelha holds the role of Director of Innovation, confirmed in the Pragmatic Play partnership news. The parent company's CEO, José Roberto Maciel, has also been quoted speaking on behalf of TQJ.
Market Position and Commitment
TQJ is positioned as a responsible gaming leader, leveraging the strong brand equity of GSS and its vast media reach. The company aims to become the market leader in compliance and safe betting in Brazil's regulated market. With partnerships with leading technology providers and a focus on entertainment, TQJ is well-placed to compete with other major operators in the Brazilian iGaming space.
Key Products
Bet do Milhão
Flagship online sportsbook and casino brand launched in July 2025, offering sports betting, iGaming, live casino, and virtual sports. Named after GSS's iconic game show Show do Milhão.
Baú Bingo
Another brand operated under TQJ's license, likely focusing on bingo and lottery-style games, referencing GSS's Baú da Felicidade product.