KTO takes to the field with Responsible Gaming Campaign

To promote responsible gaming, KTO engaged its team to launch the Jogador Responsável é Faixa (Responsible Players Know the Score) campaign.

Brand ambassadors Denílson and Tinga, leaders both on and off the pitch, are the main spokespersons for the campaign. In a series of videos, star players emphasise the need for awareness and help-seeking when necessary.

All KTO influencers and content creators are participating, combining their voices to reinforce the same message: the importance of living responsibly in all areas of life, rather than just betting.

The aim of the campaign is to communicate KTO’s Four Pillars of Responsible Gaming, inseparable elements of the company’s identity. CEO Andreas Bardun explains these principles that should guide a healthy relationship with gaming.

“What does it mean to be a responsible gambler? It’s not just about tools or rules — it’s about mindset and behavior”.

 At its core, a responsible gambler lives by four simple pillars:

1. Control – Setting limits on time and money, and sticking to them. 
2. Discipline – Making rational choices and never chasing losses.
3. Balance – Keeping gambling as entertainment, not a lifestyle.
4. Honesty – Being truthful with yourself and others about your play.

“What does it mean to be a responsible gambler? It’s not just about tools or rules — it’s about mindset and behavior.”

Andreas Bardun, CEO

“These four principles define what responsible gambling truly is. At KTO, we believe that when players embrace them, gambling stays safe, fun, and sustainable”, he explains.

Intelligence and responsibility: true champions’ attributes

Information concerning the RG resources on the platform is brought together in one place on KTO’s own website, at kto.bet.br/sejafaixa. 

In the slogan, ‘faixa’ (belt) refers to the attitude of a captain — someone who takes responsibility and sets an example for others entering the game.

On the pitch, the captain is the intelligent and responsible player. This concept was adapted for sports betting by using the same symbolism. Therefore, at KTO, the responsible player is more than just a bettor — they deserve the captain’s armband.

Marketing Analyst Jessica Colvara shares that teamwork was crucial to the creation and development of the project, with finding the right tone being the biggest challenge.

“As this is an important issue of strategic value to KTO, it wasn’t just about marketing: in addition to working with the HOC agency throughout the creative process, we also worked with the Responsible Gaming, Tech and Legal teams to ensure that everything was in accordance with the law and truly relevant. It was a huge achievement to see this challenge become a reality,” Colvara argues.

Compliance with Law No. 14,790/2023 – which regulates sports betting in Brazil – is mandatory. As such, operators must offer control mechanisms such as deposit, loss or session limits, in addition to maintaining a Responsible Gaming Department for dealing with sensitive cases.

At KTO, the department was established in December 2023, one month prior to the entry into force of the legislation. It is staffed by professionals who prioritise a humanised approach, while ensuring constant alignment with regulatory changes.  

Know the score: a permanent commitment

Colvara confirms that the campaign will be long-term rather than a one-off action: ‘We are launching the first phase now, but it has been designed to unfold over time. Our aim is to establish a solid presence for the topic within KTO, rather than doing something one-off.”

Jéssica Colvara, Marketing Analyst.