Betsson released a short film during European Safer Gambling Week. The Malta-licensed operator compared sports safety equipment to responsible gaming tools.
EstrelaBet took a different route. The Brazilian operator unveiled “Vai pra cima” (Go up), created entirely by its internal team using artificial intelligence.
Both campaigns landed within days of each other. But they address responsibility and innovation from opposite angles.
Why These Approaches Matter Now
Betsson’s film draws direct parallels between helmets and deposit limits. CEO Jesper Svensson said responsibility “should be a natural part of gaming” the same way safety gear is standard in sports. The company frames player protection as enhancement rather than restriction.
This comes when regulators across Europe increase scrutiny on operator marketing. The film positions safety tools as empowerment for players who want to stay in control.
EstrelaBet’s campaign signals something different. The operator describes itself as a gaming-technology company going through maturation. Using AI for the entire campaign reflects this identity shift.
The Brazilian market has seen rapid expansion. EstrelaBet’s approach suggests operators there are competing on innovation credentials, not just product offerings.
What Each Campaign Actually Does
Betsson’s film uses athlete imagery throughout. Protective gear appears alongside responsible gaming features. The company says it wants “people-centred dialogue” where players actively use available tools.
Svensson told media that players can “enjoy gaming safely and sustainably” with proper protection in place. The campaign ran across Betsson’s European markets during the awareness week.
EstrelaBet’s AI-generated content marks a more aggressive positioning. The operator says the campaign highlights “innovation, autonomy and internal culture.” It frames AI as core to operations, not just marketing.
The company recently added Stats Perform as a data partner. That deal brings sports analytics and more AI integration.
How This Reflects Industry Splits
These campaigns show two paths operators are taking. Some emphasise traditional responsibility messaging with fresh creative angles. Others push technology as brand differentiation.
Betsson’s approach fits established regulatory expectations. The sports safety parallel makes player protection feel intuitive rather than imposed. It’s designed for markets where compliance standards keep rising.
EstrelaBet’s strategy targets a different audience. Brazilian players see innovation as a selling point. The company positions AI not as automation but as evidence of sophisticated operations.
Neither campaign directly addresses gambling harm reduction through specific tools or limits. Both focus on brand positioning around responsibility and technology themes.
The timing suggests operators are preparing for increased regulatory pressure. They’re testing which messages resonate with players while satisfying oversight bodies.
