The need to promote social responsibility in B2B sports betting exists in Brazil since December 2018.
At the time, then-president Michel Temer legalized fixed-odds betting, popularly known as sports betting.
Since then, this sector has grown absurdly in the online modality, which has operating properties very different from the traditional lottery.
Sports betting has a much wider reach, accelerated expansion and arouses the interest of a much younger audience.
While the betting market is not properly regulated, Brazil fails to collect expressive amounts in taxes, consumers remain without legal support and social responsibility is also not defined.
The regulation of sports betting is being widely discussed between Congress, civil society and the Federal Government.
The specific norms aim to define the limits of this new market, in order to minimize the negative impact on society, such as problems with excessive gambling, match fixing and bettors’ indebtedness.
What is social responsibility in B2B sports betting
Last year, Brazil recorded a 75% growth in visits to sports betting houses, proving the potential of this segment in the country.
The information is from a study promoted by the SimilarWeb Digital Marketing Intelligence platform.
According to the SimilarWeb study, Brazil was the country that most increased the number of visits in early 2023, reaching a volume of 3.78 billion accesses.
Therefore, social responsibility in B2B sports betting is a determining factor in a growing market like Brazil.
Problem gambling is an issue with international recognition from the technical term, Ludomania.
The impact for those who exceed the limits of betting for entertainment is evident, with excessive use of their financial resources that can result in non-payment of essential bills and other commitments, and even bankruptcy.
In addition to the financial consequences (which can still be recovered), the person can compromise their social and professional life and compromise their physical and mental health.
In addition to the financial consequences (which can still be recovered), the person can compromise their social and professional life and compromise their physical and mental health.
How to promote
In general, these social responsibility actions in the sector can be divided into three main groups:
· Self-help actions, when the player himself identifies that he has a gambling problem;
· Combined actions between the player and the platform, when the operator offers tools so that the player can control his habits and not exceed them;
· External actions, when entities or authorities promote measures that encourage social responsibility such as prevention programs, awareness and even treatment for affected people.
Therefore, a transparent, reliable and fair betting company needs to offer help to players who manifest these problems.
At this point, social responsibility in sports betting goes through agile, effective and individual customer service channels.
The faster this service is carried out, the better!
Benefits of social responsibility in B2B sports betting
As the practice of sports betting still generates debates and needs to break some taboos in Brazil, social responsibility needs to be a priority for operators not only to comply with global industry standards.
After all, the implementation of good practices focused on encouraging leisure and responsible gaming not only promote engagement, but also the company itself.
Check out other advantages of promoting social responsibility in B2B sports betting:
1. Increased recognition of the company among the general public;
2. Conquer even more public trust and help increase conversions;
3. Improves relationships with partners, customers and authorities
4. Provides an advantage over the competition in such a crowded environment
5. Enables media actions that promote brand transparency and credibility.
Challenges of promoting social responsibility in B2B sports betting
This principle of social responsibility in sports betting is synonymous with a socially responsible operator.
Excessive gambling goes through a series of behaviors, from the most moderate to the most serious, ranging from person to person.
Therefore, the policy of promoting makes all the difference.
The provisional measure (MP) presented by the Federal Government determines that betting sites must carry out informative and preventive actions to raise awareness of gamblers and to prevent pathological gambling disorder.
According to the Ministry of Finance, the measure seeks to ensure the mental health of players, preventing betting from becoming an addiction.
In addition, the MP also includes rules for advertising and marketing, such as advertising hours and forms of online advertisements.
Campaigns must follow a manual to be drawn up in partnership with the National Advertising Self-Regulation Council (Conar).
The mission is to ensure that sports betting companies’ campaigns are responsible and ethical, contributing to a safe and regulated betting environment.
