The popularity of the online slot game Fortune Tiger, also known as “Jogo do Tigrinho,” has triggered unintended consequences for a Brazilian manufacturer, Tigre, as social media users began blocking the word “tigre” in response to concerns surrounding the game.
The game, developed by PG Soft, a company based in Malta and founded in 2016 by Ken Zhang, has turn into a phenomenon in Brazil, attracting both players and scrutiny. Even as PG Soft is the creator and distributor of Fortune Tiger, its operation within Brazil involves a network of platforms and intermediaries, including One Internet Group (OIG), controlled by Fernando Oliveira Lima, who maintains he merely hosts the game and utilizes international aggregators.
The surge in the game’s popularity has coincided with reports of financial scams and legal challenges. Influencers have promoted Fortune Tiger, promising substantial returns, but many players have reportedly lost significant sums of money. This has led to a public backlash, with some users attempting to block the term “tigre” on social media platforms as a form of protest against the game.
The Tigre company, a Santa Catarina-based manufacturer of pipes and fittings, found itself inadvertently caught in the crossfire. Recognizing the potential damage to its brand, Tigre launched a lighthearted marketing campaign urging users not to silence the company’s name, replacing the word “tigre” with a roar in its communications. The campaign acknowledged “the little tigers filling everyone’s Instagram,” attempting to preemptively address the issue of brand visibility.
Brazilian authorities are investigating the game, and its promotion. The game’s rise has also prompted concern from Nubank, which has attempted to dissuade its customers from using Pix, the Brazilian instant payment system, for bets.
