The Brazilian Institute for Responsible Gaming (IBJR) has appointed Carlos Lima as its new Executive President. With extensive experience in Government Relations, Advocacy, and public policy development, the executive takes the helm of the organization at a pivotal moment for the consolidation of Brazil’s regulated fixed-odds betting and online gaming market.

As head of the Institute, Carlos Lima will be responsible for strengthening technical and institutional dialogue with the Federal Government, the National Congress, regulatory authorities, and civil society. His work will focus on improving the regulated environment and promoting the value of authorized operators that conduct their activities in compliance with Brazilian law.

“The maturation of Brazil’s betting market requires an approach grounded in data, transparency, governance, and legal certainty. The regulated environment is the most effective tool for ensuring consumer protection, preserving the integrity of the sector, and fostering its sustainable development,” said Carlos Lima.

According to the new Executive President, regulation represents a fundamental milestone in distinguishing authorized and supervised operators from illegal platforms that operate outside the law.

“Regulation serves as a seal of security for consumers and a benefit to society as a whole. By establishing clear rules, user protection mechanisms, and responsible gaming policies, it reduces the social and economic costs associated with the illegal market. Strengthening the regulated market means protecting citizens, creating jobs, attracting investment, and increasing public revenues,” he added.

Throughout his professional career, Carlos Lima has led strategic initiatives related to institutional relations, corporate governance, regulatory compliance, and sector-specific regulation in industries of significant economic and social relevance. His experience includes fostering collaboration between the public and private sectors on complex issues, always with a focus on building regulatory environments that are more transparent, predictable, and sustainable.

André Gelfi, co-founder of IBJR and one of the leading figures behind the regulatory process for the sector in Brazil, will continue to support the organization as a Board Member and Director. In this role, he will contribute to the continuity of the Institute’s institutional agenda and to the strengthening of the regulated market alongside the other members of the board.

Founded to promote a safe, responsible betting market aligned with international best practices, IBJR brings together some of the leading companies authorized to operate in Brazil. The Institute remains committed to safeguarding industry integrity, protecting consumers, and supporting the sustainable development of the sector across the country.

The Brazilian Institute for Responsible Gaming (IBJR) has warned that the effectiveness of the financial protection measures included in Desenrola 2.0 fundamentally depends on a strict crackdown on the illegal betting market.

In 2025, bets placed on licensed platforms accounted for only 0.46% of household consumption in the country — an extremely small share of the average Brazilian family budget — according to data from a study conducted by LCA Consultoria. This reinforces that the main driver of household indebtedness in Brazil continues to be the high cost of credit.

The IBJR emphasized that restricting access to the regulated sector may encourage users to migrate to illegal platforms, which already handle around R$40 billion per year and operate without any oversight or consumer protection mechanisms.

Combating the illegal market is the most urgent step to prevent unlicensed operators — often linked to organized crime — from taking advantage of restriction windows to attract vulnerable consumers. This concern is heightened by the proximity of the FIFA World Cup, a period that naturally increases the volume of sports betting activity, as well as by the potential loss of R$10.8 billion in tax revenue if consumption shifts to the underground market.

IBJR reiterates that real consumer protection and the integrity of Desenrola 2.0 depend on coordinated action between the government and the private sector. The organization advocates for public policies that combine financial education, the strengthening of responsible gaming practices, and a strategic offensive against illegal websites, ensuring that entertainment takes place exclusively within a safe, transparent, and properly regulated ecosystem.

Betshield has announced the arrival of Amilton Noble as Advisory Partner.

The executive joins the company’s strategic core at a time of increased operational demands for licensed operators in the Brazilian betting market.

The move comes alongside a significant shift in how the sector is being evaluated.

Beyond regulatory compliance, recent court decisions have begun to consider not only the existence of formal user-protection policies, but also the platforms’ ability to demonstrate continuous monitoring and preventive action in response to risky behavior.

The evolution toward the “Trust & Protection” concept

Recognized for its pioneering role in Responsible Gaming technology, Betshield is following this evolution by expanding its presence within iGaming operations.

The company is structuring its proposition as a permanent layer of operational trust and protection, incorporating:

• Risk management
• Internal controls
• Ability to demonstrate due diligence

Leadership and experience

Amilton Noble has a consolidated career in the gaming, lottery and iGaming industries.

As Advisory Partner, he will contribute to the company’s institutional positioning and to the consolidation of more structured operational practices in the regulated environment.

According to Noble, the sector is entering a new stage of maturity:

“Market maturity depends on the ability to demonstrate diligence. This is no longer just a licensing discussion, but one of operational responsibility.

Operators will need to present evidence of monitoring and preventive action. Technology becomes part of the company’s own protection.”

A new market positioning

Thiago Iusim, founder and CEO of Betshield, states that the moment represents an evolution in positioning:

“Responsible Gaming has always been our starting point. But we quickly realized it was necessary to go beyond isolated functionality.

The market began to require the ability to demonstrate operational diligence. We structured the Trust & Protection concept: a permanent layer between operator, regulator and user.”

Betshield’s technology performs continuous behavioral monitoring, identifies risk patterns, and generates a documented history of preventive actions.

The platform has also incorporated an anti-money laundering (AML) module, expanding the scope of protection.

Recently, Betshield also announced a strategic partnership with CGS Events, placing player protection as a central theme of the 2026 events agenda.

Who is Amilton Noble

With more than 30 years of experience in gaming, betting, and lotteries, Amilton Noble has built a career closely tied to product design, operational models, and distribution strategies within the Brazilian lottery sector.

He began his career at the Brazilian Jockey Club, where he served as National Betting Manager and oversaw pari-mutuel horse-racing wagering operations.

Starting in 2001, at Hebara, he led the commercial area of Raspadinha do Rio and was responsible for developing products that became market benchmarks.

He also works as a strategic consultant for national and international gaming, iGaming, and lottery companies, focusing on regulation, payout structure, and the economic sustainability of operating models.

His work combines practical experience, critical analysis, and direct involvement in the sector’s evolution.