Grupo Esportes Gaming Brasil, the company behind the Esportes da Sorte and Onabet platforms, is taking a proactive stance on player protection by making responsible gaming a core part of its corporate culture.
The group has fostered a strong internal ethos that prioritises physical, emotional, and financial wellbeing, encourages open dialogue around diversity, and embeds values such as collaboration, customer-centricity, and ethical conduct into its recruitment practices — creating an environment where safeguarding players comes naturally.
In June, more than 600 employees participated in an immersive training programme titled “Learn to Protect.” Delivered over three days by the Instituto de Apoio ao Apostador (IAA) and the Empresa Brasileira de Apoio ao Compulsivo (EBAC), the workshops featured real-life case simulations, helped staff identify signs of gambling-related harm, and introduced international support protocols. This training has since become mandatory e-learning, with refresher sessions every six months.
With Brazil’s betting market now moving over R$12 billion a year — according to Ministry of Finance estimates — and entering its first complete regulatory cycle, licensed operators are now required to implement demonstrable safeguards against gambling harm, including support channels and self-exclusion mechanisms.
Strengthening its commitment, Grupo Esportes Gaming Brasil has appointed Ana Carolina Luna Maçães as its new Responsible Gaming Manager and launched a new Code of Ethics and Conduct. The Code is built around five core principles: integrity, respect for individuals, privacy, responsible gaming, and regulatory compliance — all of which apply to staff, suppliers, and external partners.
Technology plays a critical role in supporting these safeguards. Using machine learning, the company analyses dozens of behavioural indicators — including bet size, frequency, and session length — to detect early signs of risky activity. If a concern is flagged, the system triggers real-time responsible gaming alerts, offering players tools such as deposit limits or self-exclusion options. Monthly reports are shared with the Compliance team for ongoing audit, while high-risk cases are managed by a trained support team using active listening techniques.
In recent months, the group has also led industry outreach efforts, including hosting the Match-Fixing Prevention Forum for football clubs such as Náutico, Ceará, and Corinthians — equipping athletes and coaching staff with education on sports integrity.
Hugo Baungartner, Director of Institutional Relations and Partnerships at Grupo Esportes Gaming Brasil, said:
“Promoting responsible gaming internally is the first step toward bringing education, protection, and transparency to the market. When our team is prepared, we can share that knowledge outward and protect those who bet. With a strong culture, rigorous compliance, and continuous education, we aim to give increasing visibility to a culture of Responsible Gaming.”
