Betano launched a responsible gaming campaign in Brazil last week. The timing isn’t random. Brazil just put its new betting regulations in place, and operators need to show they’re serious about player protection.
Arthur Niggemann runs marketing for Betano across the Americas. He says companies in the sector have a key role in building safer gaming.
“It’s not just about offering an entertainment platform,” he told press. The goal is making sure the experience stays healthy and balanced for users.
The campaign uses Sebastián “Loco” Abreu as its face. He’s a former Uruguayan footballer with strong name recognition across South America.
Why Betano’s Using a Football Star for Compliance
Abreu wasn’t picked just for his football fame. Niggemann says he authentically represents the balance between boldness and responsibility. That fits the campaign’s core message perfectly.
The “Loco” nickname helps too. In the campaign video, Abreu plays “El Responsável” and tells players “não meter o loco.” That’s Brazilian slang for don’t act recklessly. It’s a light touch on a serious topic.
But the real driver here is regulation. Brazil’s new framework requires licensed operators to adopt responsible gaming measures. This campaign helps Betano show compliance while reaching younger audiences.
The company wants betting viewed as entertainment. Not as income.
What Tools and Features Betano’s Rolling Out
The platform now offers several control features. Players can set deposit limits and use session timers to track how long they’re gambling.
Self-exclusion options exist for both temporary breaks and permanent account closure. Time-outs give players a cooling-off period when they need it. And there’s 24-hour support available.
Beyond the tools, Betano’s website includes articles on self-control. It also links to support organisations like Anonymous Players for those who need additional help.
These aren’t just checkbox features. The campaign puts them front and centre in its messaging.
How This Shapes Brazil’s Betting Market
Brazil’s operators now face clear expectations around player protection. Betano’s campaign sets a template other licensees might follow. Combine educational content with practical tools and public-facing messaging.
The choice to target younger audiences makes sense. That demographic drives much of Brazil’s online betting growth. Getting responsible habits established early matters more than trying to change behaviour later.
Other operators will watch how this performs. The regulatory framework doesn’t leave much choice about offering protection tools. But how companies communicate about them varies widely.
Betano’s betting on a conversational approach with a celebrity hook. Whether that resonates better than more formal compliance messaging remains to be seen.
The real test comes over time, though. Features only work if players actually use them. And campaigns only succeed if they change behaviour, not just awareness.
