Loteria Aldeota
- Founded
- 2005-01-01 in Aldeota, Fortaleza, Ceará, Brazil
- Headquarters
- Fortaleza, Ceará, Brazil
Loteria Aldeota is a Brazilian lottery house headquartered in the Aldeota neighborhood of Fortaleza, Ceará, founded in 2005 by Alessandro Montenegro. The company has grown into the country’s top-selling bolão (pool) lottery retailer, earning the title “Rei do Bolão” (King of the Bolão). It holds a long-term accreditation from Caixa Econômica Federal and has been recognized as the No. 1 lottery house in bolão sales in Brazil for 82 consecutive months. Over its 20‑year history, Loteria Aldeota has paid out more than R$ 370 million in prizes, including multiple Mega‑Sena jackpots, and has created 135 millionaires through its group betting campaigns. The company operates through a physical store in Fortaleza, a dedicated website, telephone sales (0800 999 5051), WhatsApp‑based customer service, and direct delivery across the city and, in special campaigns, by Sedex nationwide. Its business model focuses on high‑value bolões with a large number of shares (cotas), making lottery participation accessible to a broad audience while expanding the pool’s coverage of numbers. Being both a Caixa‑licensed retailer and a media personality in the lottery space, Loteria Aldeota has become a reference point for large‑scale, community‑oriented betting in Brazil.
Detailed Review
History and Founding
Loteria Aldeota was founded in 2005 by Alessandro Montenegro in the Aldeota neighborhood of Fortaleza, Ceará. Starting as a traditional lottery house, Montenegro gradually shifted the business toward the bolão model, which aggregates many small bettors into large group tickets. This approach proved highly successful, and by the mid-2010s the company had become the top bolão seller in Brazil, a position it has held for over six consecutive years.
Business Model
Loteria Aldeota sells shares in synthetic lottery tickets, known as bolões, for all major Brazilian federal lotteries: Mega-Sena, Lotofácil, Quina, Dia de Sorte, Dupla Sena, and Federal. These bolões cover a larger set of numbers than individual tickets, increasing the statistical chance of winning while keeping the cost per participant low. The tickets are generated and registered by Caixa Econômica Federal, with Loteria Aldeota acting as an authorized reseller. Revenue comes from the sale of shares, and the company also offers instant scratch cards (Raspadinhas) at its physical store.
Market Position and Media Presence
Loteria Aldeota is widely recognized as the “Rei do Bolão” and has been the top bolão retailer in Brazil for 82 consecutive months, according to Caixa’s internal rankings. Founder Alessandro Montenegro is a frequent media commentator on lottery results and has personally won multiple lottery prizes, adding to the brand’s credibility. The company’s aggressive social media marketing on Instagram and YouTube, combined with its high-touch WhatsApp sales channel, has built a loyal customer base across Brazil.
Responsible Gaming and Challenges
The company’s website includes a dedicated section on responsible gaming, with guidelines to prevent underage gambling and to inform about problem gambling. Despite its success, Loteria Aldeota has faced impersonation fraud, prompting an official warning on its YouTube channel. Its reliance on manual WhatsApp service may limit scalability, but the personalized approach is seen as a trust-building strength.
Recent Developments and Impact
In May 2026, a R$ 168 million Mega-Sena jackpot was shared among 100 bolão participants organized by the company. This win attracted widespread media coverage and further cemented the brand’s reputation. Loteria Aldeota remains a family-run enterprise with a lean management structure, focusing on expanding its hybrid online-offline model while maintaining its position as Brazil’s leading bolão retailer.
Key Products
Bolões da Mega-Sena
Synthetic pool tickets for Brazil’s flagship lottery, drawn three times per week. Shares cover more numbers than a single bet, increasing win probability.
Bolões Lotofácil
Pool tickets for the 15‑number lottery with lower entry costs and frequent payouts.
Bolões Quina
Pool tickets for the 5‑number lottery, drawn daily.
Bolões Dia de Sorte
Pool tickets for the “Dia de Sorte” lottery, where numbers match days of the month.
Bolões Dupla Sena
Pool tickets for a lottery with two draws per ticket.
Bolões Federal
Pool tickets for the weekly Federal Lottery, with fixed‑prize brackets.
Raspadinhas (Instant Scratch Cards)
Physical scratch‑card games sold at the Fortaleza store.
Rei do Bolão Brand
Market persona used in marketing, YouTube channel, and Instagram presence.
WhatsApp Sales Channel
Primary digital sales interface where customers select bolões, confirm shares, and receive e‑tickets or physical delivery.
0800 Telephone Sales
Inbound call center for nationwide orders.
Bolão Delivery
Free delivery within Fortaleza and metropolitan region; Sedex shipping for special campaigns to all Brazil.
Key Persons
- Alessandro Montenegro
Founder and Chief Executive Officer