Stake’s Meteoric Rise: Brais Pena Sanchez on Crypto, Community, and Conquering New Markets

Known for its trust-based strategy and innovation, Stake has capitalized on strategic celebrity partnerships and a vibrant community to achieve success. Now, the company is expanding into regulated markets, with potential growth in North America on the horizon.

Sanchez emphasized that Stake’s philosophy revolves around creating “fans” rather than just customers. 

"We don’t talk about customers; we talk about fans," Sanchez said, highlighting the importance of community and engagement across Stake and its streaming platform, Kick. "We have Stake fans, and we have Kik fans. That’s a different approach when you go to market."

This fan-centric approach has helped distinguish Stake in the competitive online gambling and streaming markets, setting it apart from traditional operators.

Stake was founded as a crypto-based casino offering classic games like dice, crash, and blackjack, focusing on community interaction. 

Sanchez, one of the early employees, joined the company shortly after moving to Australia, bringing his gambling industry experience. 

"When I joined, we immediately connected over our shared passion for gambling and crypto," Sanchez recalled.

This connection ultimately led to the creation of Stake, a platform built around the idea of combining crypto-gaming communities into one cohesive platform. 

"A few months later, we launched Stake, and it was a compilation of classic crypto casino games," he explained.

From the start, Stake differentiated itself in a crypto environment plagued by scams. The company built trust through transparency and direct communication with players, particularly in forums and on social media. 

Sanchez explained that trust was more than just celebrity endorsements—though partnerships with Drake and an F1 team helped—it was also about being visible and approachable.

"People could see thousands of players online and ask others about their experiences," he said, stressing that Stake built credibility by being open and transparent. This trust helped form the foundation for the company's growth.

Stake’s partnerships with high-profile celebrities like Drake have been instrumental in its rise. The rapper, who was already a player on the site, became an ambassador in a move that felt organic and authentic.

"It turns out Drake was already a player. That authenticity made the partnership work, and it’s been hugely successful," Sanchez explained. Similarly, Stake’s partnership with UFC fighter Israel Adesanya was another strategic collaboration that aligned perfectly with the brand’s values.

These partnerships weren’t just marketing gimmicks—they were built on genuine connections between the personalities and the product. 

Sanchez noted that both Drake and Adesanya enjoyed the platform, which made the partnerships even more impactful.

Stake’s relationship with the streaming community was key to its early success. 

However, when Twitch banned gambling streams in 2022, Stake took swift action and launched its own streaming platform, Kick.com.

"Internally, we were already working on a live streaming platform before the Twitch ban happened," Sanchez said. The ban accelerated the project, and Kick.com was born. In just one year, the platform amassed 35 million registered users and continues to grow, particularly in Spanish-speaking markets.

Kick.com’s success further underscores Stake’s commitment to innovation and adaptability in rapidly changing markets.

Initially known as a crypto casino, Stake is shifting its focus toward regulated markets. The company has made strides by acquiring licenses in key markets such as Colombia and Peru, and it is actively pursuing a license in Brazil. 

According to Sanchez, Stake is no longer just a crypto platform—more than half of the transactions on the site are now conducted in fiat currencies.

"We’re focused on entering regulated markets to reach more customers," Sanchez said, mentioning that Stake plans to enter Brazil and Canada and expand further in North America.

As Stake has grown from a startup to a global powerhouse with over 1,000 employees, managing hyper-growth has been one of the company's key challenges. 

"We’re making sure we have the right people and systems in place to keep evolving," Sanchez explained.

He added that the company has had to build strong teams across departments, including finance, HR, legal, and compliance while ensuring flexibility and innovation aren’t lost along the way.

Stake’s focus on community engagement sets it apart from other operators. Unlike traditional gambling platforms, Stake has invested in creating a space where players can interact with each other and with the company. 

Forums, live chat, and active social media engagement have helped build a loyal fanbase.

"Our community is one of our biggest assets. We give them the tools to engage, and that’s something other operators haven’t even tried," Sanchez said. This strategy has allowed Stake to create a thriving, engaged user base.

While many new crypto casinos have emerged, Sanchez believes that most lack the innovation that sets Stake apart. 

"Some of these new casinos are just trying to copy what we’ve already done without adding anything new," he said. 

He emphasised the importance of genuine innovation over imitation for long-term success.

One of the most exciting developments for Stake is the possibility of entering the U.S. regulated market. 

Currently, Stake is operating Stake.us, a social casino in the U.S., but the company is actively exploring ways to enter the regulated sports betting market.

"We’re exploring options and working on possibilities. The U.S. is a complex market, but we’re taking a humble and strategic approach," Sanchez noted. Canada is also a focus, with plans to enter Ontario and Alberta.

"Our ambition is to keep growing and pushing boundaries. Whether it’s through Stake, Kick, or our other ventures, we’re always looking for new ways to entertain and engage people," Sanchez concluded.

As Stake continues its expansion into new markets and its focus on innovation, it remains one of the most exciting companies to watch in the iGaming and streaming industries.