Last week, I had the pleasure of joining another BIS panel, this time in Brasília — where everything happens. Once again, I spoke about the importance of treating Responsible Gaming seriously, not as a footnote in a commercial or a social media post.
So, the question remains: are we truly treating Responsible Gaming as the industry’s ultimate trump card?
When an industry grows too fast, it attracts both attention and suspicion. The betting industry, in particular, is one of the few that, even when operating legally, pays a high price for its own visibility. And the greater the success, the more fragile it seems to become.
The sector lives under the spotlight. It sponsors clubs, dominates media spaces, moves huge amounts of money, and inevitably draws scrutiny. But with that spotlight comes the magnifying glass. And under the magnifying glass, any crack becomes a narrative.
The truth is that Brazil’s regulated market still has a glass roof, built from a mix of haste, lack of coordination, and, above all, reluctance to treat Responsible Gaming with the seriousness it deserves.
Since the beginning of the year, we’ve heard repeatedly that the sector is committed to integrity, security, and responsibility. But is it, really?
And I’m not talking about individual operators. Between discourse and practice lies a dangerous gap. Many talk about compliance, few talk about culture. Many display “play responsibly” messages, but few show what they actually do to monitor, prevent, and protect. The risk is that we’re all part of a silent pact — one of shared omission, not shared responsibility.
Time is running. And the chance to build a solid reputation may slip away before the market even matures. The government grants the license to operate. But the social license — that only society can give. And it depends on one simple thing: transparency.
Responsible Gaming is not a department. It is the moral and reputational shield of the industry. Transparency is what turns protection into trust. The operator who communicates clearly about what they monitor, how they act, and why they protect, builds credibility.
As long as each operator acts in isolation, trying to solve problems within their own walls, the sector will remain fragmented, reactive, and misunderstood. Coordination, clear standards, and a unified voice are essential. The public needs to see Responsible Gaming as a core value.
Our roof is made of glass, and it always will be. What can and must change is its thickness. The era of “we’ll deal with it later” is over.
Responsible Gaming is the shield. Not the window tint.
Thiago Iusim
CEO at @Betshield Responsible Gaming - www.thebetshield.com
