Control F5 analyzes the role of influencers in the promotion of responsible gambling

In a new publication on the Brazilian betting market, solutions hub Control F5 analyzed the complex and often controversial role of influencers in the industry. Increasingly used by bookmakers to win the hearts and minds of bettors, these public figures bear great responsibility for the information they convey to the public. 

In September, a study by the newspaper O Globo concluded that, since last year, 101 influencers had been prosecuted by the police in 18 states on suspicion of being involved in illegal gambling, an average of one influencer investigated per week.

Recently in Argentina, 16 influencers charged with promoting gambling sites that are not regulated and that allow the entry of minors began to testify, as a result of a judicial investigation that included several raids and arrests.

Influencers: the new ambassadors of responsible gambling

Influencers have a unique ability to connect with their audience authentically. By becoming responsible gambling ambassadors, they can:

• Educate in their own style: rather than simply warning about the dangers of addiction, many influencers are creating informative content that educates their followers in a fun and accessible way. This can include videos, podcasts, and interactive posts that demystify the issue and promote a healthy approach.
• Inspiration for responsible practices: by sharing their own experiences with gambling, and taking into account the ups and downs, these creators can inspire their followers to adopt responsible practices. Showing that it is possible to have fun without excess is a powerful message.

Associations that make a difference in the responsible gaming culture

There is strength in numbers. Many influencers partner with organizations that promote responsible gambling. These partnerships can lead to impactful campaigns that:

• Drive awareness: Together, influencers and organizations can create movements that draw attention to the importance of responsible gambling, using viral hashtags and social media challenges.
• Offer real support: By directing their followers to resources such as helplines and support platforms, they ensure that no one is alone if they have a problem.

Challenges for influencers in the digital age

Despite their good intentions, influencers face challenges when it comes to promoting responsible gambling. The pressure to create engaging content can lead to glamorizing gambling. It is therefore crucial that these creators maintain a balance between entertainment and responsibility.

As the gaming and gambling industry continues to grow, the role of influencers will become even more relevant. With their ability to engage and educate, they have the potential to transform the gambling culture into a safer and more conscious space. By taking on this responsibility, influencers have the ability to both entertain their audience and contribute to a future where gambling is fully understood as a healthy and pleasurable activity for all.

Control F5 invites companies interested in adapting to the responsible gaming culture to get in touch via this link.