Betano Transforms “El Loco” into “El Responsible” in New Responsible Gaming Campaign

Betano, the leading online sports betting brand owned by Kaizen Gaming, has launched a new Responsible Gaming campaign featuring former Uruguayan footballer Sebastián “El Loco” Abreu as its ambassador. The campaign promotes responsible betting behavior and aims to highlight that sports betting should be viewed as entertainment, not a financial strategy.

Famed for his flamboyant style and iconic “panenka” penalty at the 2010 World Cup, Abreu now takes on a new persona: "El Responsável" (The Responsible One). The central message—"Não mete o Loco" (“Don’t Go Crazy”)—connects with his bold sports history while encouraging players to set limits, take breaks, and maintain balance.

A humorous 60-second spot kicks off the campaign, combining Abreu’s signature “portunhol” with relatable language to reach football fans. Educational content—including scenarios that illustrate when to stop—is available at www.naometeoloco.com.

“We chose a light-hearted approach to raise awareness about a serious issue that Betano has prioritized since its foundation: responsible gaming,” said Arthur Niggemann, Senior Marketing Manager for the Americas at Betano.

The campaign will unfold in several phases to deepen the educational aspect, introducing guides and tools to support safer betting habits. Beyond Brazil, the campaign will also air in Peru, Mexico, Chile, Colombia, Ecuador, and Argentina, created by Wieden+Kennedy São Paulo.

“Responsible gaming is a crucial topic, and no one embodies the message better than the charismatic Loco Abreu,” said José Ferraz and Felipe Paiva, Group Creative Directors at W+KSP.

Key Responsible Gaming Messages:

The campaign includes TV ads, social media content, stadium billboards, and appearances by brand ambassadors Adriane Galisteu and Felipe Massa. It reinforces Betano’s existing safety features:

About Kaizen Gaming | Betano

Kaizen Gaming is one of the largest GameTech companies globally, operating the Betano brand across Europe, the Americas, and Africa. With over 2,700 employees, the company has earned industry acclaim, including seven awards at the 2024 EGR Operator Awards, such as “Operator of the Year” and “Mobile Sports Product”.