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BetRivers Welcomes Gambling Icon Phil Hellmuth as Brand Ambassador
Hellmuth to Bring His Bigger Than Life Personality Exclusively to Rush Street Interactive
Rush Street Interactive, Inc. (NYSE: RSI) (“RSI”), a premier online casino and sports betting operator, is thrilled to announce a new exclusive partnership with Phil Hellmuth, the world-renowned professional poker player and record-holder for the most World Series of Poker (WSOP) tournament wins. Known as one of the most skilled gamblers in the world, Hellmuth will join the BetRivers team as a brand and content partner bringing his unparalleled expertise and charisma to deliver a variety of exciting and exclusive player experiences and entertainment across RSI’s Casino, Sportsbook, and Poker verticals, as well as throughout RSI’s media-owned productions such as the BetRivers Network and our long-running Poker Night in America poker show.
Hellmuth’s legendary career has made him one of the most recognizable figures in the poker world. With an unmatched 17 WSOP bracelets, he has cemented his status as a skilled gambler, captivating gambling audiences with his pride, passion, and larger-than-life persona. Beyond his accolades, Hellmuth’s engaging presence and entertaining personality have inspired countless fans and players worldwide.
This partnership will see Hellmuth integrated across RSI’s platforms and media production properties, delivering a mix of thrilling entertainment and engaging player opportunities.
Highlights of the partnership will include:
- In-App Promotions: Exclusive themed casino, sportsbook, and poker events and challenges for players to test their skills and enjoy unique rewards.
- Interactive Entertainment: Hellmuth will host Live Casino Dealer events, provide sports betting commentary, and lead interactive sessions for players and fans. He will also participate in unique engaging poker events with VIPs.
- VIP Events and Experiences: Appearances at in-person and online VIP tournaments and events, offering players a chance to compete with, be entertained by, and learn from one of poker’s greatest. In the upcoming weeks, VIPs will have the opportunity go to the Super Bowl in New Orleans with the poker legend.
- Brick-and-Mortar Activations: Hellmuth will headline events at BetRivers land-based casino partners, creating unforgettable moments for attendees. In the coming months, Hellmuth will be participating in various tournaments at our casino partners including Rivers Casino and Little River Casino.
- BetRivers Network Collaborations: Hellmuth will play a prominent role in RSI’s entertainment media property, BetRivers Network, including appearances on flagship poker show production Poker Night in America, exclusive streaming events, and other branded activations. Be on the lookout for upcoming shoots and promotions including Hellmuth’s signed legendary BetRivers hat.
- BetRivers Online Poker: Dedicated tournaments and exclusive branded content designed to captivate online poker enthusiasts and casual players alike. Including, promoting RSI’s recently launched online poker platform developed in collaboration with acclaimed poker professional Phil Galfond.
“Phil Hellmuth is a living legend whose influence extends far beyond the poker table to all gamblers, and we are excited to welcome him to the BetRivers family,” said Richard Schwartz, CEO of Rush Street Interactive. “Phil’s unmatched passion, dynamic personality, and flair for entertainment make him the perfect ambassador as we continue to expand our offerings and elevate player experiences across our platforms. His expanded role in the BetRivers Network, including increased appearances on Poker Night in America, and his contributions to promoting our new online poker platform, will bring unparalleled excitement to our players. Additionally, his involvement with our best-in-class mobile casino and sportsbook promotional games will create unforgettable moments for players and fans alike.”
“Partnering with Rush Street Interactive and BetRivers is an exciting new chapter for me,” said Hellmuth. “Ever since meeting the Rush Street Interactive executive team in 2012, I have been a fan. I have been impressed with RSI’s moxie, will, and determination to build a beautiful product—an online gaming experience that people love to use and play on. Today, I am proud to announce that we will elevate our collaboration to share my experience and love of poker, gambling, and entertainment with BetRivers players and fans, both online and in person. First up, I will attend the Super Bowl in New Orleans with BetRivers VIP players!”
This partnership reinforces RSI’s dedication to delivering premium content, unforgettable events, and dynamic entertainment experiences for its players. By aligning with Hellmuth, RSI continues to solidify its position as a leader in the online casino, sportsbook, and poker industries.
Forward-Looking Statements
This press release includes “forward-looking statements” within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995. RSI’s actual results may differ from their expectations, estimates and projections and consequently, you should not rely on these forward-looking statements as predictions of future events. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements. These forward-looking statements include, without limitation, RSI’s expectations about its arrangement with Hellmuth, what RSI’s anticipated offerings and benefits arising from that arrangement will include and its future performance with respect to that arrangement. These forward-looking statements involve significant risks and uncertainties that could cause the actual results to differ materially from the expected results. Most of these factors are outside RSI’s control and are difficult to predict. Factors that may cause such differences include, without limitation, changes in applicable laws or regulations, unanticipated product or service delays, and other risks and uncertainties indicated from time to time in RSI’s most recent Annual Report on Form 10-K, including those under “Risk Factors” therein, and in RSI’s other filings with the SEC. RSI cautions that the foregoing list of factors is not exclusive. RSI cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. RSI does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.
The post BetRivers Welcomes Gambling Icon Phil Hellmuth as Brand Ambassador appeared first on Gaming and Gambling Industry in the Americas.
CasinoCanada.com launches a new social tournament system built around free-to-enter slot competitions, combining daily, weekly, and monthly events with leaderboards, bonus prizes, and exclusive merchandise.
The tournaments are powered entirely by BGaming slots, marking the first industry collaboration between an affiliate brand and BGaming focused specifically on social tournament engagement.
Participation in all tournaments is free for registered users of legal gambling age.
Players compete across rotating tournaments featuring a changing lineup of BGaming titles, including hit titles Aztec Magic Bonanza, Bonanza Billion, and Elvis Frog, among others.
Prizes include various bonuses and free spins from CasinoCanada partner casinos.
Selected special tournaments also feature exclusive BGaming merchandise prizes.
Tournament performance is reflected in public leaderboards, adding a competitive and community-driven layer to the CasinoCanada experience.
While social slot tournaments have become increasingly common in iGaming, many existing formats are built around the same providers and similar tournament structures.
CasinoCanada’s approach focuses on free participation, rotating BGaming content, partner casino bonus rewards, merchandise prizes, and recurring competition.
Eugene Ravdin, Head of PR at CasinoCanada, said: “The affiliate industry is moving beyond static review pages and traditional bonus listings. Community features, recurring engagement formats, and social competition are becoming increasingly important for long-term audience retention.
“Our goal is to create something more interactive and community-driven while also giving more visibility to BGaming’s slot portfolio through a format that players can engage with on a daily basis.”
Kate Puteiko, CMO at BGaming, said: “Players and the community have always been the beating heart of everything we do here at BGaming.
Online play no longer has to be a solitary activity, and tournaments like this are an excellent way to connect players and enhance everyone’s experience.
CasinoCanada shares this vision, and this collaboration is a natural extension of that.
We are excited to see our games front and centre of these tournaments and for players to begin creating memorable moments competing with them.”
CasinoCanada plans to introduce additional community features in the future, including gamification systems and forum functionality designed to expand user interaction around the tournament ecosystem.
The tournaments are now live at: https://casinocanada.com/tournaments/
The post CasinoCanada launches free social slot tournament appeared first on Americas iGaming & Sports Betting News.
Executive takes leadership of the group’s brand, communications and sponsorship strategies
Esportes Gaming Brasil (EGB), owner of the Esportes da Sorte, Onabet and Lottu brands, has announced Andréa Curral as its new Marketing Director.
With more than 17 years of experience in branding, media, communications and consumer experience, the executive will now lead the company’s positioning strategies, campaigns and sponsorship initiatives at a time of consolidation and expansion within Brazil’s regulated market.
Andréa will be responsible for the group’s brand-building, media, communications, campaigns and proprietary projects divisions.
Her role also includes the strategic management of the group’s sponsorship portfolio, which includes clubs such as Corinthians, Ceará, Ferroviária and Náutico, as well as major cultural events sponsored by the company.
The appointment reinforces the group’s ongoing institutional and operational strengthening, as it continues to expand investment in technology, user experience and brand development within the gaming and entertainment sector.
Having previously worked at companies including Discovery, Warner Bros. and Privalia, Andréa has built a career managing high-complexity operations and leading integrated projects across branding, performance, consumer experience (UX) and brand reputation.
For Andréa Curral, the challenge lies in strengthening the connections between brand, business and audience experience.
“Taking on the marketing leadership of a group with the relevance and growth trajectory of EGB is an opportunity to build projects with real impact.
Our focus is to develop strategies that expand brand presence, strengthen relationships with audiences and support the company’s growth in a consistent way,” she said.
Andréa holds a degree in Social Communication from FAAP, a postgraduate qualification in Project and Portfolio Management from Universidade Anhembi Morumbi, and an MBA in Digital Business from FIAP.
Throughout her career, she has led multidisciplinary teams and participated in organisational transformation and operational integration processes within the media and technology sectors.
About Esportes Gaming Brasil
Esportes Gaming Brasil is one of the main groups in the betting sector in the country, with 100% national operations and an official license granted by the Ministry of Finance, through SPA/MF.
The authorization covers its two brands: Esportes da Sorte and Onabet, operating throughout Brazil.
A leader in innovation and a defender of market regulation, the group’s pillars are its commitment to responsible gaming and continuous investment in technologies for user control and well-being.
With hundreds of jobs created, its operations go beyond betting: it supports projects in the areas of sports and culture, such as the Corinthians, Ceará, Ferroviária and Náutico clubs, as well as high-profile initiatives such as Galo da Madrugada and the Recife and Olinda Carnival.
Onabet, in turn, expands the group’s digital reach with creative campaigns and partnerships with influencers, strengthening the connection with the public on online platforms.
The post Esportes Gaming Brasil appoints Andréa Curral as new Marketing Director appeared first on Americas iGaming & Sports Betting News.
apuestas deportivas
¿Son las casas de apuestas las culpables o la arquitectura económica construida por Brasil en los últimos 35 años?
Esta es la pregunta central planteada por Carlos Akira Sato en su análisis sobre el creciente endeudamiento de los hogares en Brasil.
En lugar de atribuir el sobreendeudamiento a las plataformas de apuestas deportivas, sostiene que el problema tiene sus raíces en décadas de transformación económica marcadas por la expansión del crédito, la financiarización y sistemas cada vez más sofisticados de estimulación del consumo en múltiples sectores.
El debate sobre el endeudamiento de las familias brasileñas ha ganado un nuevo objetivo preferente: las plataformas de apuestas deportivas.
Las llamadas “bets” han pasado a ocupar un lugar central en los medios, el discurso político y las discusiones regulatorias, frecuentemente asociadas al aumento de la morosidad y la compulsividad financiera.
Pero quizá la pregunta correcta sea otra: ¿el sobreendeudamiento de las familias brasileñas realmente nació con las bets?
La respuesta, desde un análisis histórico riguroso, es negativa.
El fenómeno es mucho anterior a la regulación de las apuestas deportivas y está vinculado a una profunda transformación económica, cultural y tecnológica iniciada en los años 90, cuando Brasil abandonó gradualmente una economía cerrada e inflacionaria para entrar en una lógica moderna de consumo, crédito y financiarización de la vida cotidiana.
La apertura económica promovida durante el gobierno de Collor cambió el patrón de consumo del país.
Pocos años después, el Plan Real trajo estabilidad monetaria y transformó la propia psicología económica de la población.
Por primera vez, millones de brasileños comenzaron a financiar bienes, usar tarjetas de crédito, pagar en cuotas e incorporar el endeudamiento como parte normal de la vida económica.
Este proceso representó un avance y una inclusión financiera.
Pero también consolidó un nuevo modelo económico basado en la anticipación del ingreso futuro de los hogares. El crédito dejó de ser una excepción y se convirtió en infraestructura permanente de sostén del consumo nacional.
Bancos, minoristas y entidades financieras comprendieron rápidamente este cambio. Grandes cadenas dejaron de actuar únicamente como distribuidoras de productos para convertirse en plataformas financieras.
Las tarjetas private label, los sistemas de financiación sofisticados y los mecanismos permanentes de crédito pasaron a integrar la vida cotidiana del consumidor. En muchos casos, el margen financiero se volvió tan relevante como la propia venta del producto.
A lo largo de los años 2000, el modelo se profundizó.
La expansión de la bancarización, de los medios electrónicos de pago y de las fintech aceleró la financiarización de la vida cotidiana.
A partir de 2013, con la apertura regulatoria impulsada por la Ley nº 12.865, el celular pasó a funcionar simultáneamente como banco, billetera digital, plataforma de crédito, marketplace y entorno permanente de monetización del comportamiento.
El crédito se volvió instantáneo, invisible e integrado a la experiencia digital.
El consumidor pasó a contratar financiación en pocos clics, muchas veces dentro del propio flujo de compra. Brasil entró definitivamente en la era de la hiperestimulación conductual del consumo.
Y aquí es donde el debate contemporáneo comienza a revelar una contradicción importante.
Mientras el país construyó durante décadas una sofisticada arquitectura económica basada en expansión del crédito, publicidad emocional, gamificación, captura de la atención y monetización del ingreso futuro, la inversión estructural en educación financiera siguió siendo insuficiente.
Brasil enseñó a su población a consumir antes de enseñarle a construir patrimonio.
Hoy, prácticamente todos los sectores relevantes de la economía operan mecanismos avanzados de estímulo conductual: retail digital, aplicaciones, streaming, delivery, marketplaces, bancos, fintechs y redes sociales.
La publicidad dejó de ser meramente informativa y pasó a ser algorítmica, personalizada y emocional.
El consumidor moderno compite por su atención y autocontrol contra sistemas diseñados para maximizar el engagement y el consumo continuo.
Este fenómeno aparece incluso en sectores raramente asociados al debate regulatorio.
El comercio alimentario, por ejemplo, utiliza técnicas sofisticadas de neuromarketing para impulsar el consumo de productos ultraprocesados, bebidas alcohólicas e ítems de compra impulsiva. Sin embargo, pocos segmentos han enfrentado un nivel de monitoreo similar al impuesto a las apuestas deportivas.
El sector regulado de las bets surgió en Brasil bajo uno de los marcos más estrictos de la economía digital.
Las plataformas deben identificar usuarios biométricamente, monitorear el comportamiento, rastrear operaciones, comunicar movimientos sospechosos al COAF, implementar políticas de juego responsable e impedir apuestas financiadas con crédito.
Es decir: el regulador entendió correctamente que la combinación entre compulsividad y crédito podía ser socialmente explosiva.
Pero aquí surge una pregunta inevitable: ¿por qué sectores históricamente asociados al sobreendeudamiento de las familias brasileñas operaron durante décadas bajo niveles significativamente menores de monitoreo conductual?
Datos de la CNC muestran que el porcentaje de familias endeudadas alcanzó el 80,2% en febrero de 2026 — el nivel más alto de la serie histórica.
Este escenario no nació con las bets. Es el resultado de décadas de expansión agresiva del crédito, financiarización de la vida cotidiana, hiperestimulación del consumo y ausencia estructural de educación económica de la población.
Marco comparativo : obligaciones regulatorias y conductuales
| Tema / Obligación | Bets | Bancos | Retail / Alimentos |
|---|---|---|---|
| Identificación formal del cliente (KYC) | Obligatoria, robusta, con biometría | Obligatoria | Limitada |
| Validación de titularidad de cuenta | Obligatoria | Generalmente obligatoria | Normalmente inexistente |
| Monitoreo conductual | Alto | Enfocado en fraude y crédito | Bajo |
| Prohibición del uso de crédito | Sí | No | No |
| Publicidad emocional | Con restricciones crecientes | Permitida con límites | Ampliamente utilizada |
| Protección contra compulsividad | Obligatoria | Muy limitada | Prácticamente inexistente |
| Herramientas de autoexclusión | Obligatorias | Inexistentes | Inexistentes |
| Obligación de reporte al COAF | Sí | Sí | Limitada |
| Control del origen de fondos | Obligatorio | Obligatorio | Generalmente inexistente |
| Fiscalización conductual | Intensa | Moderada | Baja |
| Políticas de consumo responsable | Obligatorias | Parciales | Generalmente inexistentes |
El punto más provocador quizá sea justamente la asimetría regulatoria que este debate revela.
Varios sectores históricamente asociados a la compulsividad, el hiperconsumo y la dependencia han operado durante décadas bajo una lógica regulatoria menos intervencionista que la actualmente aplicada a las apuestas deportivas.
Al final, el verdadero debate tal vez no sea solo “cómo regular las apuestas”, sino cómo preparar a la sociedad para vivir en una economía digital, hiperinanciarizada y permanentemente orientada a la captura de la atención, el consumo y la monetización conductual.
Carlos Akira Sato
Co-Founder de Fenynx Digital Assets y especialista en Mercados Regulados, Infraestructura Financiera, Gobernanza e Innovación. Vicepresidente de Relaciones Institucionales de PAGOS (Asociación de Gestión de Medios de Pagos Electrónicos).
The post ¿Son las casas de apuestas las culpables o la arquitectura económica construida por Brasil en los últimos 35 años? appeared first on Americas iGaming & Sports Betting News.
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