KTO marks Planeta Atlântida’s third decade with stronger ties to Rio Grande do Sul

In style, KTO celebrated the 30th anniversary of Planeta Atlântida — the largest pop music festival in southern Brazil.

Under the banner “KTO: The Most Gaúcho Betting Company on the Planet’, the brand also marked its connection with the cultural ecosystem and lifestyle of Rio Grande do Sul. As in 2025, KTO’s brand activations offered exclusive experiences, translating the brand’s philosophy for audiences aged 18 and over. 

“Planeta Atlântida is part of so many people’s lives. At the same time, it is of great importance to the Brazilian state of Rio Grande do Sul.”

Flávia Pires, Marketing Director

Around 5,000 people engaged with KTO over the two days of this milestone edition of the festival, which is held annually at SABA — a club located on Atlântida Beach in the coastal town of Xangri-Lá, southern Brazil.

Brand experience

Encouraging a sense of togetherness with festivalgoers (‘planetários’), KTO’s strategy unfolded across two distinct spaces.  Inspired by casino aesthetics, the Rooftop Open Bar — sold out for the second consecutive year — served as a meeting point. 

Guests enjoyed the shows from a privileged location, dancing and toasting with a selection of drinks. Additionally, the interactive circuit offered prizes and branded merchandise to participants of the challenges.

According to Marketing Director Flávia Pires, these initiatives reinforced the connection between KTO and the festival audience.“Planeta Atlântida is part of so many people’s lives”, she explains. “At the same time, it is of great importance to the Brazilian state of Rio Grande do Sul”.

Feel the Game

For Flávia Pires, the brand activations brought the emotions embodied by the ‘Sente o Jogo’ (‘Feel the Game’) campaign to life. Ahead of the 2026 World Cup, the campaign is being broadcast on platforms including CazéTV. 

“Our interactive installation and Rooftop Open Bar were a hit with audiences at this landmark edition of Planeta Atlântida, showcasing the strength of the industry,” she says. “In addition, it proved our ability to bring KTO’s national campaign concept to life.

The same energy could be seen behind the scenes, where the KTO team worked tirelessly to set up the interactive spaces. According to Nathan Marques Silveira, Regional Marketing Manager and project lead, “recreating the KTO atmosphere at a festival as traditional as Planeta Atlântida was truly exciting”.

“We’re extremely satisfied with the final result and with how warmly the public embraced our brand activations,” Nathan adds. “It was rewarding to see people really ‘feel the game’ with us and experience the brand so intensely over the two days of the event.

The Rooftop Open Bar was a popular gathering spot at the festival, bringing people together to watch the performances with a prime view of the stages.