Betano launches responsible gaming campaign and platform in Brazil
The operator’s latest initiative highlights financial limits, self-control and awareness tools.
Betano has launched a new responsible gaming campaign following Brazil’s recent implementation of its betting regulation framework.
The initiative focuses on promoting safer gambling habits and encouraging users to view betting as entertainment, not as a source of income.
Betano said the initiative is designed to inform users about responsible play through both education and accessible tools. Its website offers articles on self-control and links to support organizations such as Anonymous Players.
The platform also provides features like deposit limits, session timers, temporary or permanent self-exclusion, time-outs and 24-hour support.
“We believe that companies in our sector have a fundamental role to play in building a safer and more responsible gaming environment,” said Arthur Niggemann, Betano’s Senior Marketing Manager for the Americas.
“It’s not just about offering an entertainment platform, but about ensuring that this experience is healthy and balanced for users”
The campaign, fronted by former Uruguayan footballer Sebastián “Loco” Abreu, adopts a light tone to communicate a serious message. In the campaign video, Abreu takes on the persona of “El Responsável,” urging players to “não meter o loco”, a colloquial phrase in Brazil that warns not to act recklessly.
“He was chosen because he authentically represents the balance between boldness and responsibility. This directly relates to the campaign’s message: trusting yourself is positive, but without losing control,” says Niggemann.
The message targets younger audiences while reinforcing focus on balance and awareness.
The campaign’s timing aligns with compliance efforts under Brazil’s regulatory framework, which obliges licensed operators to adopt responsible gaming measures.
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