In 1996, Michael Jackson brought global eyes to Salvador, Brazil, when he filmed the politically charged video for “They Don’t Care About Us” in the historic Pelourinho district. The video’s striking imagery—200 drummers from Olodum, colorful colonial facades, and Jackson dancing through a backdrop of cultural resistance—highlighted both the vibrancy and the deep socioeconomic inequalities of Bahia.
Now, nearly three decades later, the state is making headlines again, this time for taking steps toward formalizing its gaming industry.
The Government of Bahia has announced the beginning of technical and legal studies to evaluate the feasibility of launching a state-run public lottery system. This initiative, led by the state investment arm Bahia Investe, aims to design a secure, efficient, and sustainable gaming framework that could generate significant revenue for public coffers.
The move follows a national trend across Brazil, where states have started to assert their right to regulate lottery and betting operations independently following favorable rulings by the Supreme Federal Court.
According to the Bahia state government, the studies will cover legal, economic, and market aspects, with the goal of structuring a public-private concession model that can attract investment while maintaining strong oversight.
If successfully implemented, the lottery could become a powerful tool for economic development in one of Brazil’s most culturally rich—but economically challenged—regions. Revenue generated could be reinvested in education, healthcare, and social programs that benefit local communities.
Bahia’s effort to join Brazil’s evolving gaming landscape is a reminder that even places known for their history and hardship—like the one Michael Jackson danced through—can chart a new path forward. This time, it’s not through music, but through policy, investment, and regulated opportunity.
