São Paulo, May 1, 2025 – The importance of public policies as a strategic tool to boost Brazil’s creative economy on the international stage was the central theme of the panel “Brazil’s Creative Economy to the World”, held during the gamescom latam 2025 program. Representatives from sectoral export projects presented initiatives that have been strengthening industries such as gaming, audiovisual, and advertising, while also highlighting the challenges of promoting Brazilian soft power abroad.
During the panel, Patrícia Sato, from ABRAGAMES, emphasized the growing international attention to Brazilian audiovisual production: “It feels like they’ve struck gold here again. The interest in our games, films, and series is a direct result of the public policies now being implemented in Brazil and the collaborative efforts between developers and publishers,” she said.
ABRAGAMES’ experience with biennial programs developed in partnership with companies in the gaming sector was presented as an effective strategy for driving the export of creative projects. These programs range from strategic planning to initiatives for commercial promotion and international brand positioning. For Eros Ramos Tomaz da Silva, from ApexBrasil, the role of government is essential. “Public policies, in the right measure, are vital for a country’s growth. They not only drive strategic sectors but also help reduce inequalities,” he affirmed.
Marianna Souza, president of APRO, also highlighted the importance of long-term state policies for the continuous strengthening of the audiovisual sector. “South Korea is a prime example of how well-structured public policy can turn a country into a global benchmark. We need to move forward, especially with tools like the cash rebate, which remains underdeveloped in Brazil. This structure must happen at the national level, not just regionally,” she stated.
In closing, all panelists agreed that building a strong international presence for Brazilian cultural products depends on sustained investment and public policies that foster innovation and global competitiveness.
al games lies mainly in their ease of access, low learning curve, and fast-paced gameplay — characteristics that make mobile devices the primary gateway for this audience. “Casual players look for games that fit into their daily routine, games they can enjoy for a few minutes or for years, without pressure or frustration. They don’t want to die in the game — they just want to progress,” he said.
The speaker also emphasized the need for the industry to adapt to evolving gameplay habits. Platforms like the Nintendo Switch and increasing synchronization between mobile, PC, and consoles show that players are less concerned with where a game comes from and more focused on how they experience it. “Players want to play wherever they can — on mobile, consoles, or in a browser — and the industry must be ready for this new level of portability,” Vieira noted.
He also advocated for viewing the casual gaming audience as a behavioral community rather than a narrowly defined demographic. “Casual isn’t a lesser category — it’s a gateway to inclusion. It reflects a cross-generational behavior that connects different age groups and makes gaming even more democratic.”
