The short film “Arranha-Céu" (Skyscraper) features two window cleaners working at great heights, using lighthearted humor to discuss self-control. One mentions key platform tools designed for responsible gambling—time limits, transaction history accessible without logging in, two-factor authentication, facial verification, and scheduled self-exclusion.
“At Novibet, Responsible Gaming goes beyond words—it’s a practical commitment. We show that it's possible to enjoy the full entertainment experience responsibly, through concrete and accessible tools. And we do this using the same approachable, warm, and transparent language that runs throughout our campaign,” says Carlos Freitas, Country Manager of Novibet.
As part of this campaign phase, Novibet is now displaying the seal of the Instituto Brasileiro de Jogo Responsável (IBJR) in its promotional materials. The IBJR is a coalition of industry operators dedicated to best practices and recently commissioned a national study on Brazilian betting behavior—revealing the serious impact of the illegal market:
*Illegal betting accounts for 41%–51% of the total market (based on research by Instituto Locomotiva).
*In 2025, 61% of bettors used illegal platforms.
Socioeconomic impacts
1.Fiscal loss: Between R$7.2 billion (US$1.3bn) and R$10.8 billion (US$1.94bn) annually, equivalent to:
*Annual salaries for 123,000–184,000 teachers
*31–47% of the Ministry of Justice’s budget
*27,000–41,000 homes under the “Minha Casa, Minha Vida” program
2.Player risks:
*No legal protections
*Lack of prize guarantees
*Exposure to fraud (e.g., phishing, data theft)
*Money-laundering potential
*Underage access
*No responsible gaming tools (such as self-exclusion or limits)
Responsible Gaming:
1. Requirements for legal operators:
* Self-exclusion tools
* Deposit/betting limits
* Warnings about addiction risks
* Money laundering prevention
2. Failures of the illegal market:
* No time/expense control
* No warnings about gambling addiction
* No protection for vulnerable groups
Conclusions
1. Channeling is the solution: Attract gamblers to the regulated market (not prohibition).
2. Combating illegal gambling generates gains: R$870 million (US$156m) - R$1.1 billion/year (US$197m) for every 5 percentage points reduction in illegality.
3. Ongoing challenge: Need for awareness and integrated oversight.
Aligned with these findings, the “Arranha-Céu” ad will air in premium slots during Brasileirão broadcasts on SporTV, ESPN, and SBT, along with digital and internet placements.
“We want audiences to see Novibet as a brand that innovates responsibly and connects with Brazilians—through humor, football, and conscience,” adds Freitas.
The release wraps up a campaign of six standalone videos highlighting Novibet’s unique offerings—from instant Pix and early payouts to a next-gen bet builder and live broadcasts with Golden Sub—now culminating in its responsible gaming features. The brand also continues to roll out market-leading tools and competitive offers alongside the campaign under the slogan “Want something new? Come to Novibet!”
Why Novibet is the game-changing newcomer.
An ENV Media study of 13 licensed Brazilian platforms ranked Novibet as:
*The 2nd best platform in Brazil for user experience and safety policies
*In the top 3 for self-control tools (financial limits, self-exclusion, transaction history access without login)
*Notable for 24/7 support (90% of responses under 2 minutes)
Operating globally and recognized by the Financial Times as one of Europe’s fastest-growing companies (FT1000 2025), Novibet combines cutting-edge technology and regulatory compliance to offer a safe and diverse platform in Brazil.
Source: GMB
