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.

Esportes Gaming Brasil, the group behind the licensed online betting brands Esportes da Sorte, Onabet and Lottu, has joined IAB Brasil (Interactive Advertising Bureau Brasil), the country’s leading organisation for digital advertising standards and best practices.

The move reinforces the group’s commitment to responsible communication and transparent marketing practices within Brazil’s newly regulated betting and online gaming market.

IAB Brasil plays a central role in fostering and regulating the digital advertising ecosystem in the country, bringing together advertisers, agencies, media companies and adtech providers to promote sustainable growth through education, research and industry-wide initiatives.

In August, the organisation released its first dedicated guide for digital advertising in the sports betting and online gaming sector. The document provides clear guidance on responsible communication practices and outlines legal and ethical requirements introduced under Brazil’s regulatory framework.

By joining IAB Brasil, Esportes Gaming Brasil aligns itself with a broader industry effort to raise standards, promote consumer awareness and ensure that advertising serves as a tool for education and protection, rather than solely acquisition.

Esportes Gaming Brazil Executive Director of Institutional Relations and Strategic Partnerships, Hugo Baungartner, commented: “IAB Brasil plays a fundamental role in shaping responsible digital communication in Brazil. Joining the organisation is a natural step in our ongoing commitment to transparency, compliance and responsible marketing. In a regulated environment, advertising is not just commercial — it is essential to help consumers identify which platforms are licensed, monitored and safe.”

Participation in IAB Brasil also supports the group’s wider strategy of contributing to policy discussions, knowledge-sharing and best practices that strengthen the long-term credibility and sustainability of Brazil’s regulated betting ecosystem.