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Blending humor, education, and social responsibility, one of the leading Brazilian sports betting platforms, Betano, has just launched an innovative responsible gaming awareness campaign. The initiative, recently featured in EstúdioFolha by Folha de S.Paulo, was designed to pass on information in a light, pleasant way and educate users about safe game practices.
The central message of the campaign reinforces a very important principle: sports betting should be enjoyed as entertainment, not as an investment. The initiative is very timely for the industry, which increasingly faces demands for transparency, user protection, and ethical behavior, given the new betting regulation in Brazil that came into effect at the beginning of this year.
A Campaign to Educate through Humor
At the center of the campaign is Sebastián Abreu, nicknamed Loco Abreu, one of the most charismatic, brave, and iconic Uruguayan football players, known for his unforgettable “Panenka” penalty in the 2010 World Cup. Recognized by Guinness World Records as having played for more clubs than any other player in history, Abreu now plays a new position: El Responsável.
In one humorous short film, Abreu invites players to “não meter o loco” (don’t go crazy), a phrase that, with a wink and a nod, speaks to Brazil’s youth about keeping things under control, being responsible in gaming.
But beyond the humor, the campaign represents Betano’s wider mission of fostering awareness and education. “We didn’t want to create just a beautiful ad-we wanted to create a platform that really informs“, Guilherme Augusto Figueiredo, Country Manager at Betano Brazil, said. “Educating users properly is a responsibility for us, and it guides all our actions.”
Clear Principles for Responsible Play
This initiative rests on three key pillars:
- Respect financial and time limits – Bet responsibly and stay in control.
- Play for fun, not for profit: consider betting as a form of entertainment, not investment.
- Know when to stop: Recognize limits and take breaks when necessary.
To assist users, Betano designed a special website for this purpose: www.NaoMeteoLoco.com
Educational content, advice on how to get appropriate support from organizations such as Jogadores Anônimos.
Tools of Control and Protection
Betano integrates a number of tools on its platform to support users in maintaining healthier gaming behaviors. This includes:
- Setting financial and time limits
- Session timers and reminders
- Temporary or permanent self-exclusion
- Under-18 entry restrictions
- Timeout functions and 24/7 support
These features enable active management of their relationship with gaming and are in line with international standards related to responsible betting.
A Message of Balance and Integrity
For Betano’s Senior Marketing Manager for the Americas, Arthur Niggemann, this is more than an awareness campaign; it reflects the company’s long-term vision.
“We strongly believe that companies in our industry have a fundamental role in building a safer, more responsible gaming environment“, said Niggemann. “It is about providing entertainment but also making sure that the experience remains healthy and balanced.”
“El Responsável” Inspires a Cultural Shift
By selecting Loco Abreu, Betano brings together genuineness, humor, and responsibility. His image–a mix of boldness and self-control–perfectly captures the spirit of the campaign.
“He embodies the balance between daring and responsibility,” added Niggemann. “It’s about trusting yourself, but without losing control.”
With his social media presence and through the movement’s viral video, El Responsable has already become a relatable symbol of a new generation of players who value entertainment with awareness. Besides consolidating its leadership in the Brazilian regulated iGaming market, this initiative positions Betano as a reference for the promotion of responsible and sustainable gaming.
Source: BNL Data
