Launching a game in Brazil: market guide and FAQ

Brazil is the largest games market in Latin America and one of the most engaged player bases in the world. This guide answers the questions studios and publishers from China, Taiwan, Korea and Japan ask us most often before a Brazilian launch.

Key numbers

82.8% of Brazilians play digital games (Pesquisa Game Brasil 2025).
Preferred platform: smartphone 40.8%, console 24.7%, PC 20.3% (same survey).
Brazilian Portuguese is consistently among the most used languages on Steam (Valve's Steam Hardware & Software Survey).
Since 17 March 2026, Law 15.211/2025 (ECA Digital) bans loot boxes in games aimed at or likely to be played by minors.

Frequently asked questions

Is Brazilian Portuguese localization worth it?

For most games aimed at Brazil, yes. English proficiency in Brazil is limited, Brazilian Portuguese is consistently among the most used languages on Steam, and Brazilian players often leave negative store reviews when a game ships without it. Even before full localization, a Brazilian Portuguese store page and trailer subtitles make a visible difference.

How should I price my game in reais (BRL)?

Use regional pricing instead of converting from US dollars. Brazilian players compare prices in reais and buy heavily during sales; prices that look like a straight dollar conversion are a common source of complaints. Steam suggests regional prices per currency, which is a good starting point.

How do Brazilians pay? What is Pix?

Pix is the instant payment system run by Brazil's Central Bank, paid with a QR code or a copy-and-paste code. Google Play and the Epic Games Store accept Pix, Steam offers it through a payment partner, and Nintendo sells eShop gift cards paid with Pix. For direct sales (web shops, crowdfunding, merchandise), offer Pix next to cards.

What does Brazil's age rating (ClassInd) require?

Brazil's rating system, ClassInd, is run by the Ministry of Justice, with the ratings L (all ages), 10, 12, 14, 16 and 18. Brazil is a founding member of the IARC system, so stores that use IARC, such as Google Play, generate the Brazilian rating from the IARC questionnaire. Physical releases and some other cases go through ClassInd's own process.

Are loot boxes allowed in Brazil?

Not in games for children and teenagers. Law 15.211/2025, known as ECA Digital, in force since 17 March 2026, prohibits loot boxes in electronic games aimed at minors or likely to be accessed by them, and restricts chat between minors and other users without parental consent. Games with gacha or loot box mechanics should be reviewed before a Brazilian launch.

Which outlets and creators matter in Brazil?

Large outlets include IGN Brasil, TecMundo, The Enemy, Jovem Nerd and UOL, plus specialist sites such as SavePoint, run by our team. Streamers and creators on Twitch, YouTube and TikTok drive much of the discovery; the biggest, such as Gaules and Alanzoka, reach millions of players. The right mix depends on the genre, so we map it game by game.

Which events should I attend?

Brasil Game Show (BGS), held in October in São Paulo, is the largest consumer event in Latin America. gamescom latam, also in São Paulo, focuses on business meetings and indie games in the first half of the year. Brazilian studios also travel with the Brazil Games export program to fairs such as Tokyo Game Show.

How can A3G help?

We review Brazilian Portuguese localization, plan PR with Brazilian and Latin American outlets and creators, evaluate builds before launch, and advise on pricing, payments and ratings. Our team runs SavePoint, a Brazilian games news site in Portuguese, English and Spanish.

Sources

Updated: 2026-10-21

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