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:

• Adherence to Best Practices: Implementation of the IAB Brasil “Digital Advertising Guide for Sports Betting,” released in August 2025.

• Consumer Education: Using advertising to help players identify licensed, monitored, and safe platforms.

• 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.

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