Betano, the leading online sports betting and gaming brand owned by Kaizen Gaming, proudly announces the launch of its new responsible gaming campaign, featuring former Uruguayan football star Sebastián Abreu, affectionately known as “El Loco.” This initiative aims to educate the public about sports betting, emphasizing its entertainment value and dispelling the notion that gaming is a viable investment.
A New Role for “El Loco”
Renowned for his bold style both on and off the pitch, Abreu holds the record for playing for the most clubs worldwide and is celebrated for his memorable “panenka” penalty kick during the 2010 World Cup quarterfinals (Uruguay vs Ghana). Now, as Betano’s ambassador, he takes on the new title of “El Responsável” (The Responsible One).
The campaign, themed “Não mete o Loco” (Don’t Go Crazy), features a 60-second entertaining film starring Abreu. In his signature “portunhol” (a blend of Portuguese and Spanish), he shares popular phrases and insights to raise awareness among football fans about the importance of setting time limits, implementing controls, and taking breaks. The campaign invites the public to access educational resources, which include scenarios on respecting limits and knowing when to stop.
Arthur Niggemann, Senior Marketing Manager for the Americas at Betano, stated, “We brought a light and relaxed approach that will capture our audience’s attention to discuss a serious topic that Betano has been committed to, since the beginning of its operations for responsible gaming.”
The campaign will be rolled out in phases, ensuring ongoing education on responsible gaming practices. Niggemann added, “Future phases will focus on direct public education, featuring guides and step-by-step instructions for safe betting, reinforcing self-control and confidence as essential pillars for a responsible betting experience.”
In addition to Brazil, the campaign will also be launched in Peru, Mexico, Chile, Colombia, Ecuador, and Argentina. Created by the Wieden + Kennedy SP agency, the campaign leverages Latin American football’s beloved figure to enhance awareness.
José Ferraz and Felipe Paiva, Group Creative Directors at W+KSP, explained, “Responsible gaming is a serious and essential topic for Betano. To educate our consumers in a fun and relatable way, there’s no one better than the charismatic Loco Abreu.”
Key Rules of Responsible Gaming
The campaign reinforces three fundamental rules of responsible gaming:
- Respect Your Limits: Always play with amounts that align with your financial reality.
- Take Breaks: Ensure gaming does not become an overwhelming routine.
- Bet for Fun: Engage in gaming solely for entertainment, not as a source of additional income.
The campaign will be communicated through various platforms, launching in three distinctive phases. In addition to the main film, engagement will occur through outdoor media near stadiums and social media interactions. There will also be advertisements during football broadcasts on open and Pay TV channels, often preceding other betting house ads.
With support from content creators and brand ambassadors like Adriane Galisteu and Felipe Massa, the campaign aims to clarify that sports betting is primarily about entertainment, with fun as the top priority.
Commitment to Player Safety
Betano is dedicated to responsible gaming. The platform will enhance its educational communications, emphasizing features that promote better time management and responsible gaming practices, including:
- Setting financial and time limits
- Session timers and customizable features
- Temporary and permanent self-exclusion options
- Time-out functionality
- Links to support organizations like Gamblers Anonymous
Additional player protection resources will inform users to avoid chasing losses, only play when financially able, and monitor time and spending closely, with messages like “A good player knows when to stop” and “Respecting limits is part of the game.”
