Executive of Grupo Esportes Gaming Brasil defends advertising as a pillar of security in the betting sector.
Advertising is a central element for the safety of the bettor and for differentiating between legal and illegal operators in the betting market. This was one of the points addressed by Hugo Baungartner, Chief Business Officer (CBO) of Grupo Esportes Gaming Brasil, during his participation in the IAB Brasil Masterclass, held this Tuesday (14).
At the meeting, the executive shared the table with Ricardo D'Ottaviano, Fernanda Meirelles, and Fernanda Maia, in a debate about the sector's progress after regulation and the challenges to its consolidation.
Commenting on Bill 3.563/2024, which proposes restrictions on advertising, Baungartner emphasized that communication plays a structuring role in the regulated environment. “If we don't have advertising, how are we going to separate the legal from the illegal? Without it, the bettor loses the reference point to identify who is legal,” he stated. According to him, limiting the communication of authorized operators does not reduce demand, but tends to strengthen the clandestine market.
The executive also highlighted that the sector still faces distortions in perception stemming from the period prior to regulation. “That period created the perception that the sector lacked rules. The 2025 regulation came with a high standard,” he stated. According to him, regulatory rigor is positive when directed towards protecting vulnerable populations and based on data.
During the event, Baungartner detailed the level of technical requirements of the industry, which operates under international certifications similar to those adopted in consolidated markets such as Las Vegas, Monaco, and Macau. According to him, each game undergoes multiple layers of auditing, including the system (RCS), the random number generator (RNG), and the return to player (RTP).
Regarding the topic of responsible gaming, the executive highlighted the use of behavioral monitoring tools. "We have platforms that track the user's journey, with alerts, suggestions for pauses, and setting limits. These are active protection mechanisms that are already part of the operation," he stated.
Another point addressed was the regulation of the B2B sector, currently under discussion at the Prizes and Betting Secretariat. According to Baungartner, this measure is strategic in combating the illegal market, as it requires licensing for all suppliers that make up the supply chain.
“Within the operation, there are several integrated services, such as games, KYC tools, payment methods, CRM platforms, and responsible gaming systems. The regulation of this ecosystem requires that everyone operate with a license, local structure, and regulatory compliance,” he concluded.
About IAB Brazil
The Interactive Advertising Bureau (IAB Brasil) develops and promotes the adoption of technical standards and best practices in the planning, creation, purchase, sale, distribution, and measurement of digital advertising, with a focus on the sustainability and integrity of this sector. The EGB Group is a technology and entertainment company based in Recife (PE), a benchmark in transparency and data security. The group has been a member of IAB Brasil since January 2026, reaffirming its commitment to best practices in digital advertising in the country.
About Sports Gaming Brazil
Esportes Gaming Brasil is one of the leading betting groups in the country, operating 100% nationally and holding an official license granted by the Ministry of Finance through SPA/MF. The authorization covers its three brands: Esportes da Sorte, Onabet, and Lottu, operating throughout Brazil.
A leader in innovation and a champion of market regulation, the group's pillars are a commitment to responsible gaming and continuous investment in technologies for user control and well-being, also generating hundreds of jobs.
Beyond sports betting, Esportes da Sorte consistently invests in sports, culture, and social projects. It is the main sponsor of clubs such as Corinthians, Ceará, Ferroviária, and Náutico, and supports significant cultural initiatives such as Galo da Madrugada, Carnival in cities like Recife, Olinda, Salvador, Maceió, Natal, Caicó, Belo Horizonte, Rio de Janeiro, and São Paulo, and the Parintins Festival. The brand also expands its digital presence through creative campaigns and partnerships with influencers, strengthening its connection with the public on online platforms.
