Betano has launched its first major activation as an official sponsor of Big Brother Brasil 26 (BBB 26), utilizing the country’s most-watched reality show to promote responsible gaming.
The initiative is a key component of the brand’s wider “Não Mete o Loco” (“Don’t Go Overboard”) campaign, which seeks to educate players on betting as a form of entertainment rather than income.
Interactive Education on Primetime TV
The activation featured an interactive house dynamic where contestants searched for keywords representing the pillars of responsible play: pause, responsibility, protection, limits, and fun. Following the search, housemates completed a quiz to unlock a group reward, demonstrating that safe gaming practices can coexist with entertainment.
Arthur Niggemann, Head of Marketing at Betano, emphasized the strategic value of the platform:
“BBB is a great opportunity to increase the public’s knowledge of our segment. With the Responsible Gaming element, we are able to introduce the public to this very important subject in a fun and casual way. At Betano, we have been passionate about Responsible Gaming since the beginning of our operations.”
A Campaign for Mass Awareness
Launched in 2025 with former football star Loco Abreu as ambassador, the “Não Mete o Loco” campaign focuses on three core messages: respecting financial limits, taking regular breaks, and playing strictly for fun. By integrating these concepts into Big Brother Brasil 26, Betano aims to reach millions of Brazilian viewers, reinforcing its commitment to player protection in the rapidly expanding Brazilian market.
