How "Serena" works
- Users access the ABJR website and interact via a WhatsApp button/link that initiates a conversation with the virtual therapist Serena.
- During the dialogue, Serena asks questions to understand the user’s context, emotions, betting habits, and motivations.
- Based on this information, she offers guidance using CBT (Cognitive Behavioral Therapy) techniques, suggesting strategies for control, behavioral change, and emotional self-management.
- When she identifies a high level of risk or demands that exceed her capacity, Serena refers users to organizations such as CVV (Centro de Valorização da Vida) or CAPS (Psychosocial Care Centers), depending on the user’s location.
- Serena always makes it clear that her role is complementary and does not replace professional treatment.
ABJR emphasizes the use of technology to provide an accessible and immediate first point of support, especially during critical moments — at night, on weekends, or holidays — when human assistance may be unavailable.
CBT as the technical foundation
The choice of Cognitive Behavioral Therapy as Serena’s foundation is deliberate: CBT has strong clinical evidence for addressing compulsive behaviors, automatic thoughts, and the modification of harmful patterns.
The goal is to make the tool practical, agile, and action-oriented, rather than abstract or overly theoretical.
Expected impact and next steps
With less than a year since the regulation of betting in Brazil, ABJR seeks to consolidate its active role in the responsible gaming ecosystem. In this context, Serena represents:
- Broader support reach — people across different regions of Brazil can access immediate help without depending on the physical presence of services.
- Continuous assistance — available 24/7, including during critical hours.
- Integration with mental health networks — referring users at high risk to the appropriate services.
- Continuous improvement — ABJR is studying additional monitoring features (behavioral alerts, integration with betting limits), while respecting privacy and ethical principles.
- Institutional strengthening — with Serena, ABJR reinforces its authority and visibility through concrete initiatives focused on player well-being.
With Serena, ABJR demonstrates that its role extends beyond regulation and advocacy, underscoring its commitment to human care and practical support for those in need. The association invites players, families, and operators to learn about and promote the initiative, helping strengthen a culture of responsible betting in Brazil.
For ABJR president Bruno Cabrelon, the tool marks a milestone in immediate player support: “We realized that, in many cases, people needed immediate care — someone available to listen and provide support at that exact moment of vulnerability.”
Looking ahead to 2026, ABJR’s goal is to position itself as “the main point of support and reference for responsible gaming in Brazil”, expanding partnerships with companies, government, and health organizations.
Source: GMB
