É o jogo da galera is the Portuguese slogan associated with Brazino, a Brazilian online betting brand whose loud, repetitive adverts became a familiar part of Brazilian internet culture. The phrase, meaning roughly it is the people's game, was repeated so often in commercials and parodies that it escaped its original advertising context and became a meme in its own right. Creators now reuse it ironically, especially around luck, gambling and football, because the chant-like slogan is instantly recognisable to Brazilian audiences even without any visual explanation.