Esportes da Sorte
Esportes da Sorte champions Responsible Gaming with strong internal culture and compliance focus
Internal training and strong compliance are the foundation for protecting bettors and meeting new requirements under Brazil’s gambling regulations
Grupo Esportes Gaming Brasil, the company behind the Esportes da Sorte and Onabet platforms, is taking a proactive approach to player protection by embedding responsible gaming into its organisational DNA.
A strong internal culture focused on physical, emotional, and financial wellbeing, open dialogue around diversity, and hiring practices rooted in collaboration, customer focus, and ethics all lay the groundwork for an environment where protecting players is second nature.
In June, 600 employees took part in the immersive program “Learn to Protect.” Over three days of workshops led by the Instituto de Apoio ao Apostador (IAA) and the Empresa Brasileira de Apoio ao Compulsivo (EBAC), the team simulated real cases, learned to recognise signs of risk, and adopted international support protocols. The content has since become mandatory e-learning, with refreshers every six months.
The Brazilian betting market, which already moves over R$12 billion a year according to estimates from the Ministry of Finance, is undergoing its first full regulatory cycle. The new law requires each licensed operator to demonstrate preventive actions against gambling addiction, support channels, and self-exclusion mechanisms.
Grupo Esportes Gaming Brasil has further strengthened its Responsible Gaming commitment with the appointment of new manager Ana Carolina Luna Maçães. In addition, the group launched a Code of Ethics and Conduct outlining five core principles — integrity, respect for people, privacy, responsible gaming, and compliance — which apply to employees, suppliers, and partners.
Technology is crucial in supporting this layer of protection by identifying issues before they occur. Machine learning models monitor dozens of behavioural variables (bet value, frequency and time, session duration), and when risk is detected, they trigger conscious gambling alerts, offering instant deposit limits or self-exclusion options. Monthly reports are sent to the Compliance team for ongoing audit and review. High-risk alerts are individually handled by a support team trained in active listening to better engage with users.
Over the past two months, the group hosted the Match-Fixing Prevention Forum for clubs including Náutico, Ceará, and Corinthians, equipping athletes and coaching staff with training in sports integrity.
Hugo Baungartner, Director of Institutional Relations and Partnerships at Esportes Gaming Brasil, said: “Promoting responsible gaming internally is the first step toward bringing education, protection, and transparency to the market. When our team is prepared, we can share that knowledge outward and protect those who bet. With a strong culture, rigorous compliance, and continuous education, we aim to give increasing visibility to a culture of Responsible Gaming.”
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betting brand marketing
Esportes da Sorte Secures Major Sponsorship for FIFA World Cup 2026 Broadcasts on SBT and N Sports
Leading Brazilian iGaming brand Esportes da Sorte has announced a high-profile sponsorship agreement for the FIFA World Cup 2026 broadcasts on SBT and N Sports, reinforcing its presence during one of the most influential sporting events in the world.
The partnership includes extensive brand activations throughout the entire tournament, spanning television, streaming, and digital media.
The sponsorship package delivers wide national exposure through SBT’s free-to-air broadcasts, simulcast coverage, the +SBT streaming platform, and the N Sports pay-TV channel. In addition to traditional broadcast placements, Esportes da Sorte will activate across the broadcasters’ digital ecosystems, including official websites, YouTube channels, and other owned digital platforms.
According to Marcela Campos, Vice President of the Esportes Gaming Brasil Group, which owns the Esportes da Sorte brand, the initiative strategically aligns the company with one of the largest moments of audience engagement in global sport. The FIFA World Cup represents a unique opportunity to amplify brand recall, increase engagement frequency, and strengthen emotional connections with football fans.
“The World Cup is a global event that concentrates attention, conversation, and excitement on an unparalleled scale. In Brazil, it represents one of the most powerful moments of sports audience mobilisation. Maintaining a consistent and high-frequency presence on SBT’s broadcasts allows us to expand our brand positioning and deepen Esportes da Sorte’s connection with the football fan experience,” Campos explained.
On television, Esportes da Sorte will feature prominently through promotional spots, opening and closing idents, commercial break placements, and video inserts. The agreement also includes sponsorship of a dedicated FIFA World Cup 2026 programme, airing throughout the competition, alongside integrated editorial content within the broadcasters’ schedules.
Digitally, the brand will be embedded within the official World Cup broadcasts on SBT and N Sports, while also appearing in additional content initiatives produced by both channels. This multi-platform strategy ensures comprehensive coverage of the tournament, maximising visibility and engagement across broadcast and online audiences.
With this partnership, Esportes da Sorte further cements its position as a major player in Brazil’s regulated iGaming market, leveraging the cultural power of football and the global reach of the FIFA World Cup to strengthen brand equity and long-term consumer affinity.
The post Esportes da Sorte Secures Major Sponsorship for FIFA World Cup 2026 Broadcasts on SBT and N Sports appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Leading Brazilian iGaming company Esportes da Sorte has launched its national Carnival 2026 campaign, built around the messaging “There’s no doubt you’ll have fun” and the tagline “Summon the Fun.”
The campaign, which runs throughout February, employs a multi-platform strategy, with a presence on broadcast TV, radio, digital media and out-of-home (OOH) advertising. The objective is to expand reach and reinforce brand awareness during one of the most culturally significant periods in Brazil.
Beyond institutional positioning, the campaign organically integrates product communication into the creative narrative, connecting the platform to the Carnival experience lived both in the streets and through media content.
“Carnival is a central part of Brazilian culture and one of the most powerful expressions of our diversity. More than just talking about fun, Esportes da Sorte positions itself as an investor in popular culture, plurality and the experiences that make Carnival happen on the streets. We go beyond the platform: we seek to deliver an experience for the customer and contribute to the reveller’s experience, connecting brand, culture and entertainment in a genuine way,” says Marcela Campos, vice president of the Esportes Gaming Brasil Group.
The campaign is the result of a co-creation process directly involving the group’s marketing team, with creative development by the Brenda agency and media strategy conducted by the Avesso agency, both based in Recife. The concept uses Carnival as a territory of identity, encounter, and tradition to support the narrative of a brand that is strengthening itself in the field of popular entertainment, expanding its connection with different audiences and cultural expressions.
“The Esportes da Sorte campaign dives headfirst into this celebration where everything blends together: reality and fantasy, people from all corners of the world, colors, music, and endless movement. The proprietary illustrations reinforce the diversity of Brazil, its people, and the cities where Esportes da Sorte is present, creating a vibrant, popular, and unique identity within the segment,” explains Raphael Pinteiro, partner at Brenda.
The media plan prioritizes historically central Carnival destinations such as Recife, Olinda, and Salvador, while also including strategic insertions in markets like São Paulo and Rio de Janeiro, as well as capitals including Natal, Maceió, and Belo Horizonte. The combination of mass media and street-level formats increases presence and frequency throughout the Carnival period, reinforcing the brand’s connection with the festival and with Brazilian popular culture.
The post Esportes da Sorte launches “Summon the Fun” for Carnival 2026 appeared first on Americas iGaming & Sports Betting News.
Brazil iGaming Regulation
Esportes Gaming Brasil Joins IAB Brasil to Reinforce Responsible Advertising Standards
Esportes Gaming Brasil, the parent group behind licensed betting brands Esportes da Sorte, Onabet, and Lottu, has officially joined IAB Brasil (Interactive Advertising Bureau). The move signals a major commitment to high-standard digital advertising and transparent marketing practices within Brazil’s newly regulated iGaming landscape.
IAB Brasil is the country’s leading authority on digital advertising, bringing together agencies, media platforms, and advertisers to foster a sustainable and ethical ecosystem.
A Commitment to Transparency in a Regulated Market
As Brazil completes its first full regulatory cycle, the role of advertising has shifted from pure customer acquisition to a tool for consumer protection. By aligning with IAB Brasil, Esportes Gaming Brasil aims to ensure its marketing efforts prioritize player safety and educational communication.
Key aspects of this partnership include:
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Adherence to Best Practices: Implementation of the IAB Brasil “Digital Advertising Guide for Sports Betting,” released in August 2025.
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Consumer Education: Using advertising to help players identify licensed, monitored, and safe platforms.
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Ethical Marketing: Moving away from aggressive “get rich quick” narratives and focusing on high-energy, responsible entertainment.
Leadership Insights: Compliance as a Competitive Edge
The group’s leadership views this membership as a natural extension of their “Responsible Gaming” DNA, which already includes rigorous internal training and AI-driven player monitoring.
“IAB Brasil plays a fundamental role in shaping responsible digital communication,” said Hugo Baungartner, Executive Director of Institutional Relations and Strategic Partnerships at Esportes Gaming Brasil. “In a regulated environment, advertising is not just commercial—it is essential to help consumers identify which platforms are licensed and safe.”
Supporting Long-Term Industry Credibility
Participation in IAB Brasil also allows Esportes Gaming Brasil to contribute to broader industry policy discussions and knowledge-sharing. This strategy is designed to strengthen the long-term credibility of the Brazilian betting market, ensuring it remains a sustainable sector built on trust and operational integrity.
The post Esportes Gaming Brasil Joins IAB Brasil to Reinforce Responsible Advertising Standards appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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