Betano, the leading online sports betting and gaming brand owned by Kaizen Gaming, is launching its new responsible gaming campaign featuring former Uruguayan player Sebastián Abreu, nicknamed “El Loco”, as its ambassador.

The campaign aims to promote education about sports betting, reinforce its entertainment aspect, and dispel the idea that gaming is a form of investment.

Known for his irreverent style on and off the field, “Loco” Abreu entered the record books as the athlete who has played for the most clubs worldwide and was immortalised by his audacious “panenka” winning penalty kick in the 2010 World Cup quarterfinal (Uruguay vs Ghana). “El Loco” now assumes a new moniker as Betano’s ambassador: “El Responsável” (The Responsible One).

Using the concept of “Não mete o Loco” (Don’t Go Crazy) – a reference to Loco Abreu’s sports history – the new campaign premieres with an entertaining 60-second film starring the player. Speaking in his signature “portunhol” (a mix of Portuguese and Spanish) combined with popular expressions, Betano’s Responsible Gaming ambassador aims to raise awareness among football fans about the importance of time limits, controls, and breaks. By visiting the website naometeoloco.com, the public will have access to educational content on the subject, such as illustrative scenarios about respecting limits and knowing when to stop.

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Media: youtu.be/1I8OZci5Hpw

Arthur Niggemann, Senior Marketing Manager for the Americas at Betano, said: “We brought a light and relaxed approach that will capture our audience’s attention to discuss a serious topic that Betano has been committed to since the beginning of its operations: responsible gaming.”

With the campaign designed to roll-out in phases, allowing the theme to be explored with the necessary teaching approach on an ongoing basis, Arthur Niggeman further explains: “In the next phases, the focus will be on educating the public more directly, with materials such as guides or step-by-step instructions for betting safely, reinforcing self-control and self-confidence as pillars of a conscious and responsible experience in the betting world.”

In addition to Brazil, the campaign will also be aired in Peru, Mexico, Chile, Colombia, Ecuador, and Argentina. Conceived by the Wieden + Kennedy SP agency, the campaign uses irreverence and a Latin American football idol to help boost awareness.

José Ferraz and Felipe Paiva, Group Creative Directors at W+KSP, explain: “Responsible gaming is a serious and extremely important topic for Betano. Therefore, to educate our consumers in a fun and relatable way, there’s no one better than the charismatic Loco Abreu. A player who took many risks on the field but returns to the game with a new role: spokesperson for conscious gaming.”

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The campaign reinforces the three basic rules of responsible gaming: respect your limits, always playing with amounts within your financial reality; take breaks from gaming so it doesn’t become an intense routine; and bet for fun, without confusing entertainment with a form of supplementary income.

Campaign on the Streets, on Social Media, and in Stadiums

The communication for the campaign will be multiplatform and long-lasting, developed in three distinct phases. In addition to the main film, the campaign engages with the public through outdoor media around stadiums and light content on social media.

There will also be insertions during football broadcast intervals on open and Pay TV, even before ads from other betting houses. With the help of content creators and brand ambassadors – Adriane Galisteu and Felipe Massa – the campaign aims to make clear the entertainment nature of sports betting, but only when fun comes first.

Safe and Secure Platform

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Responsible gaming is a pillar of Betano. The educational communications present on the platform will now be reinforced, highlighting Betano’s features for better time control and more responsible exposure to its games. Some examples include:

• Setting financial and time limits defined for different periods
• Session timers and other features that can be set by the customer
• Temporary and permanent self-exclusion options
• Time-out option
• Links to entities such as Gamblers Anonymous (Jogadores Anônimos) and other support organisations for players and families
• Rigorous verification that prevents underage entry
• 24/7 specialized support

Other relevant information for player protection already available on the Betano platform – such as ‘Avoid chasing losses’; ‘Only play when you can afford to lose’; or ‘Keep track of time and monitor the amount you spend’ – will be worked on in an even more didactic way, but also with lighter and more direct messages in online and physical actions: ‘A good player knows when to stop’ or ‘Respecting limits is part of the game’.

On July 2-3, Boomerang Partners, a global marketing agency, participated in iGB L!VE London. One of the event’s highlights was the celebration of the first anniversary of the strategic partnership between Boomerang and AC Milan, one of the world’s premier football clubs. Boomerang is its Official Regional Partner.

Anton Eshtokin, Chief Marketing Officer at Boomerang Partners, commented: “We are very pleased with Boomerang Partners’ participation in iGB L!VE London. It is symbolic that, a year ago at iGB, we announced our strategic partnership with AC Milan. We celebrated the first anniversary of this epic collaboration in a great atmosphere, featuring match ticket raffles. We were delighted to welcome hundreds of guests to our booth, highlighting once again the prestige of our partnership with AC Milan in the industry. We have many more joint projects ahead of us, and we are sure that we will be able to surprise everyone.”

The celebration of the strategic partnership with AC Milan was one of the main (but not the only) reasons why the Boomerang Partners booth was a hotspot for visitors to the exhibition. More than 1,000 people visited it during the two-day event. Over 900 guests took part in the Penalty Challenge. The challenge featured two raffles — the first held offline at the Boomerang Partners booth on July 2, and the winner received premium tickets to one of the most famous football matches in the world between AC Milan and Inter FC. The second draw took place online on July 3 on Boomerang’s Instagram page. The winner will receive tickets to an AC Milan match in the Italian Serie A or the Coppa Italia.

The winner of the offline drawing on July 2 was Saad Shaikh, a data engineer at Betzoo Media. He shared his emotions: “This is my first time in iGB. My experience was truly great, and thank you again for giving me the opportunity to have a good time and enjoy the experience I’ll have in Milan. I haven’t been to Milan before. Back in my old days, my family went. Yeah, so this is my second chance. And thank you, Boomerang, for giving me this opportunity.”

iGB L!VE London was successful for Boomerang Partners. The increased attention from exhibition guests to the Boomerang Arena booth yielded impressive results. The agency held more than 120 business meetings and signed 15 new partnership agreements. As the brand enters its second year of partnership with AC Milan, it remains ambitious to follow its slogan, ‘Live without limits.’

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About Boomerang

Boomerang Partners is a rapidly growing global brand offering a wide range of services. Boomerang is the Official Regional Partner of AC Milan and collaborates with women’s football star and influencer Alisha Lehmann. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Boomerang launched six new products in 2024, which contributed to an almost 1.5-fold increase in product users.

Boomerang’s portfolio contains 17+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.

“We weren’t just present — we were participants of Runfest. And that’s one of the most important aspects,” said Artak Ashkhatoyan, Deputy CEO of Totogaming.

On July 6, Totogaming joined the Cernica Pantelimon Runfest in Romania, once again emphasizing the importance of promoting amateur sports and a healthy lifestyle.

“Supporting such initiatives is a priority for TotoGaming. First, 50% of the proceeds from RunFest will be donated to the CLOVES Romania Foundation, supporting children affected by CLOVES Syndrome. And second, we’ve always believed in showing our passion for sports through actions, not just words. Have you noticed how we’re constantly rushing through life, yet when we look back, it often feels like we haven’t moved at all? It’s important for us to lead by example and show the importance of participation. This is exactly the message we’re promoting through our team’s active involvement in the marathon. After all, there can never be too much sport in our lives,” said TotoGaming’s Deputy CEO, Artak Ashkhatoyan.

A Simple Concept, a Powerful Impact

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The concept of this sports event is straightforward: choose a distance between 1 to 21 kilometers and run. The goal? Make sport an integral part of everyday life. The crowd certainly embraced that, gathering as early as 8:30 a.m. — on a Sunday morning.

Totogaming contributed in two distinct capacities: as an official sponsor and as an active participant. A dedicated team of 13 employees represented the company at the Cernica Pantelimon RunFest, with 7 of them proudly taking part as runners.

More Than Just a Run

It wasn’t an easy challenge — especially because among Totogaming’s runners were people for whom running isn’t a daily habit, or even part of their life at all. Yet they couldn’t miss the opportunity, not least from the perspective of corporate responsibility.

“We just finished the 7.5-kilometer race!” shared Petrut-Adrian Toea from the Totogaming team.

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“It was amazing, honestly. Around the 2-kilometer mark, I had this little battle with myself — I told myself I had to finish the race, no matter what. And I did it! I came in around 60th place out of over 100 runners, which for me is a really good result.”

“I see my participation as a small contribution toward promoting a healthy lifestyle. In my close circle, everyone knows I’m not exactly the sporty type. I’m not athletic, and I usually prefer having fun in other ways. But showing up here, early in the morning, in this intense heat, and completing almost 8 kilometers with just one short break — I think it set a good example.”

“I hope seeing someone like me finish this challenge motivates my friends to try something similar for their own health. I believe that’s a meaningful contribution”, – added Petrut-Andrea.

Totogaming also made it possible for every attendee to bring sport into their lives — quite literally. At the Totogaming tent, participants could ride stationary bikes and receive prizes based on the number of points they earned through their efforts.

Whether they were running, cycling, or simply cheering for friends, the goal for everyone was the same: to reach the destination of champions — by bringing sport into everyday life.

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