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Betano is rolling out a new responsible gaming campaign just as Brazil’s freshly enacted betting regulations take effect. The effort centers on helping players understand that betting should be a form of entertainment, not a way to earn income.
Good to Know
The initiative is rooted in education and awareness. Betano’s website now features guides on self-control, links to support groups such as Anonymous Players, and easy-to-use tools for setting betting limits and managing playtime.
Arthur Niggemann, Betano’s Senior Marketing Manager for the Americas, said the campaign reflects the brand’s belief that operators should lead the effort to make gaming safer:
“We believe that companies in our sector have a fundamental role to play in building a safer and more responsible gaming environment. It’s not just about offering an entertainment platform, but about ensuring that this experience is healthy and balanced for users.”
The campaign’s video, featuring Abreu, uses humor to deliver its message. Playing the character “El Responsável,” the former Uruguayan striker tells viewers to “não meter o loco” — a Brazilian phrase meaning “don’t act crazy.” The line captures the campaign’s purpose: enjoy betting but stay in control.
Niggemann said Abreu’s involvement was intentional:
“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.”
Betano’s timing isn’t accidental. Brazil’s regulatory framework, which recently came into force, now requires licensed operators to implement responsible gaming practices. These include clear player protection policies, accessible self-exclusion tools, and ongoing awareness campaigns.
To meet these expectations, Betano introduced a suite of player-centric tools such as deposit and loss limits, cooling-off periods, and temporary or permanent account suspension options. The company’s support team also provides around-the-clock assistance for users seeking help with gambling behavior.
The campaign aims to connect with younger bettors — the group most active in Brazil’s rapidly expanding sports betting scene. Through social media content and Abreu’s recognizable persona, Betano blends humor with social responsibility, delivering a message that feels relatable rather than preachy.
The tone may be light, but the purpose is serious: to ensure that as the Brazilian betting market grows, responsible play becomes part of the culture from the start.
It coincides with the enforcement of Brazil’s betting regulation, which requires operators to promote responsible gambling measures.
The platform includes deposit and session limits, self-exclusion, time-outs, and 24-hour support to encourage balanced play.
The Uruguayan football legend stars as “El Responsável,” symbolizing confidence with restraint — the campaign’s core message.
It uses humor, casual language, and relatable content to make responsible gambling approachable for digital-native bettors.