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.

In iGaming products, gamification often shapes how engagement is structured. Missions, level systems, progress indicators, and challenge mechanics turn gameplay into a guided journey. As responsible gaming (RG) evolves from a compliance obligation into a product design requirement, these same mechanics are being used to make RG tools more visible and easier to use—so they feel like part of the experience rather than something hidden or separate.

In this article, Atlaslive shares its perspective on how technology can support safer, more transparent player journeys.

The Shift: RG as a Core Product Function

Responsible gaming is increasingly seen as a capability the platform must deliver effectively, not just offer in theory. Features such as limit-setting, reality checks, and session breaks are expected to be easy to find, simple to understand, and accessible without friction.

For instance, the UK Gambling Commission requires financial limits and time-based controls to be available at all times, not buried in complex navigation or hidden menus. These expectations also apply to how operators present and implement RG tools, emphasizing clarity, usability, and genuine player choice rather than a box-ticking approach to compliance.

At the same time, safer play organizations stress the value of approachable support. GambleAware materials highlight player-focused tools that help users reflect on their habits, review activity, and maintain control.

Practical Applications of Gamification in RG

Gamification becomes useful in RG when it improves the visibility and approachability of these features. Structured prompts and familiar UI elements can draw attention to tools without disrupting the player experience. Gamified elements can also provide helpful context—such as time or spend snapshots and gentle check-ins—without creating alarm or discomfort.

It also supports normalization of responsible actions. Step-by-step limit setting, clear confirmations, and neutral prompts around pauses or reality checks can frame these moments as standard parts of play rather than interruptions. In this way, gamification helps position breaks and reviews as choices, not restrictions.

What to Avoid

Gamification loses its value when it drives intensity instead of control. Mechanics that create urgency or reward extended sessions and higher spending can undermine RG goals. Problems also arise when RG tools are difficult to access—when players have to search for limits or breaks—or when messaging feels overly heavy, making support features uncomfortable to use.

In short, when applied thoughtfully, gamification helps RG tools integrate naturally into the overall product experience and supports long-term player trust.

This document is provided to you for your information and discussion only. This document was based on public sources of information and was created by the Atlaslive team for marketing usage. It is not a solicitation or an offer to buy or sell any gambling-related product. Nothing in this document constitutes legal or business development advice. This document has been prepared from sources Atlaslive believes to be reliable, but we do not guarantee its accuracy or completeness and do not accept liability for any loss arising from its use. Atlaslive reserves the right to remedy any errors that may be present in this document.

About Atlaslive

Atlaslive is a B2B software development company that specializes in creating a multifunctional and automated platform to optimize the workflow of sports betting and casino operators. Key components of the Atlaslive Platform include Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and Retail Module. Follow the company on LinkedIn to stay updated with the latest news in iGaming technology.