The campaign follows the implementation of Brazil’s new 'Bets' regulations, which came into effect in January 2025, aiming to promote a safer environment for online gaming and betting. This milestone has led companies in the sector to adopt a series of measures to ensure users can play responsibly and stay aware of potential risks.
The campaign’s ambassador for Betano—one of Brazil’s market leaders—is former Uruguayan footballer Sebastián “Loco” Abreu. In a humorous video, he presents himself as “El Responsável” and invites users to “not go loco” when betting, using a phrase that connects directly with younger audiences.
More than a lighthearted take on a serious issue, the company aims to strengthen its educational and preventive role, providing users with transparent information and practical tools.
“We didn’t just want to make a pretty commercial—we wanted to create a platform that truly informs. Educating correctly is our responsibility and a core principle that guides all our actions,” said Guilherme Augusto Figueiredo, Country Manager at Betano Brazil.
The campaign focuses on three main pillars: respecting financial and time limits, playing for fun rather than profit, and knowing when to stop.
At www.NaoMeteoLoco.com, Betano offers a variety of educational content on these and other topics, including links to support organizations such as Gamblers Anonymous. The platform also features tools and resources to help users control their relationship with betting—like financial and time limits, session timers, temporary or permanent self-exclusion, age verification, time-out options, and 24-hour specialized support.
By taking a clear stance on the topic, Betano reinforces its commitment to integrity, transparency, and user well-being.
“We believe companies in our industry play a key role in building a safer and more responsible gaming environment. It’s not just about offering entertainment—it’s about ensuring the experience is healthy and balanced,” said Arthur Niggemann, Senior Marketing Manager for the Americas at Betano Brazil.
Loco Abreu becomes “El Responsável”
Betano chose Sebastián Abreu, a charismatic football icon known for his bold yet disciplined style, to serve as campaign ambassador. Listed in the Guinness World Records as the footballer who has played for the most clubs worldwide, Abreu is also remembered for his legendary “Panenka” penalty against Ghana in the 2010 World Cup, which sent Uruguay to the semifinals.
In Betano’s campaign, Loco Abreu embraces his new alter ego, “El Responsável,” in a humorous film where he uses his charm to promote responsible and safe gaming. He also shares campaign content on his social media channels.
“He was chosen for authentically representing the balance between boldness and responsibility. That’s exactly what our message conveys: confidence is positive—but never at the cost of control,” said Arthur Niggemann, noting that Abreu’s connection with South American audiences helps the campaign resonate beyond Brazil.
Responsible Gaming
Betano campaign helps users respect their limits while betting
Objective:
Promote education about sports betting, reinforce its entertainment aspect, and discourage viewing gambling as a form of investment.
The campaign:
“Não Mete o Loco” (“Don’t Go Loco”) promotes the concept of maintaining control and avoiding impulsive decisions.
Starring former Uruguayan player Loco Abreu—who becomes “El Responsável”—the campaign uses humor to raise awareness about limits and care when betting.
Platform: www.NaoMeteoLoco.com
Features educational and relevant content explaining the risks and the safest ways to play, including examples of setting limits and knowing when to stop.
Communication and control:
The educational messages on Betano’s platform will be reinforced, emphasizing tools for better time and exposure management, such as:
- Setting financial and time limits;
- Session timers and customizable controls;
- Temporary or permanent self-exclusion options;
- Time-out functionality;
- Links to organizations such as Gamblers Anonymous;
- Strict verification to prevent underage access;
- 24-hour specialized support.
Source: GMB
