Exclusive: How KTO operates in the prevention, education and protection of players
In January, Brazil marked one year since regulating games and betting. As a result, the debate on responsible gambling ceased to be merely an institutional discourse and became a basic necessity within platforms. At KTO, this responsibility means integrated work, carried out by a team dedicated exclusively to player protection. It is in this context that Marília Santos operates as a Responsible Gambling Analyst at KTO Group, whose routine involves monitoring, risk analysis, preventive actions and education directed at players.
According to Marília, the central focus of the Responsible Gambling sector is to ensure that the user experience on the platform is “safe, balanced and, above all, focused on entertainment”. This vision is part of the recognition of the risks associated with online gambling, especially considering the history of the sector in Brazil and the recent regulatory process. For this reason, the team’s approach is not reactive, but preventive, with active management of the impacts that gambling can generate in users’ lives.
Constant monitoring and identification of risk signs
The work begins with the daily monitoring of player behaviour. The team analyses betting patterns to identify risk signs, which may be either pre-existing or developed over time. Among the main indicators observed are abrupt changes in betting patterns, sudden increases in frequency or amounts wagered, repeated attempts to recover losses and clear signs of loss of control over time or money invested in gambling.
When these behaviours are identified, the approach adopted is guidance-based. Marília explains that the objective is to help the player understand their own activity, reinforcing the importance of limits, breaks and the conscious use of the tools available on the platform. For KTO, gambling cannot turn into a source of stress, financial loss or negative impact on essential areas of life, such as health, work, studies or family relationships.
When risk situations are identified, the team applies protection and restriction measures in accordance with the guidelines of Ordinance SPA No. 1,231/2024, known as the Responsible Gambling Ordinance in Brazil. These actions are always accompanied by clear information, with the aim of enabling the player to understand their situation and make more conscious decisions. In addition, all activities considered sensitive are documented and reported, ensuring updated databases and regulatory compliance.
A point constantly reinforced by Marília is that Responsible Gambling cannot operate in isolation. At KTO, this mission involves many other teams such as Customer Service, AML, Payments and Technology. According to her, internally, there is the conviction that “Teams Win Championships”, a phrase that summarises the idea that offering a safe gambling environment depends on the collective commitment of the entire organisation.
This integration allows for a broader view of player behaviour. Often, it is the teams that maintain direct contact with the user who are the first to notice signs of discomfort, loss of control or risk associated with gambling. For this reason, the Responsible Gambling sector invests heavily in internal training, enabling different areas to identify warning signs and act in an aligned manner.
Education, technology and preventive campaigns
Preventive action is also reflected in communication. Marília highlights that Responsible Gambling should not be limited to responding to established problems, but rather to mitigating the first signs of risk, often before the player themselves realise that their relationship with gambling may be becoming harmful.
In addition to the campaigns developed, the platform provides a self-assessment questionnaire on its Responsible Gambling page. The tool is anonymous and secure, and aims to help the player themselves identify possible warning signs. Although it does not replace a medical or psychological assessment, it works as a first step in recognising when the situation deserves attention. At the end, the player has access to updated information on support and assistance institutions, regularly reviewed by the team.
The preventive support offered is built on a partnership between the Responsible Gambling sector and Customer Service. The team is trained to identify, from the first contact, reports or behaviours that indicate the need for a more in-depth analysis. When contact with the player takes place, the approach is always educational. The focus is on understanding the context presented, listening actively and offering clear information about the available options, such as setting limits, consulting account history, temporary breaks, self-exclusion and other protection resources.
The future of responsible gambling in Brazil
For Marília, Brazil is experiencing a decisive moment. She sees the current scenario as an opportunity to rebuild the way the betting industry is viewed, breaking with the logic historically associated with illegal gambling, marked by emotional exploitation and lack of protection. This topic was central to her undergraduate dissertation, in which she analysed how Responsible Gambling policies can act as effective instruments of prevention and guidance.
In her view, the area tends to expand significantly in the coming years, both internally, strengthening the culture of responsibility within companies, and externally, contributing to social protection and to the transformation of the industry’s public image. She argues that Responsible Gambling should be understood as a space for building educational, preventive and socially positive contribution actions, including education, knowledge production, strategic partnerships and dialogue with society.
Within this scenario, responsible advertising with a focus on social awareness emerges as a fundamental ally. For Marília, the integration between Marketing and Responsible Gambling has enormous growth potential, allowing communication to cease being merely promotional and begin to fulfil an educational and socially responsible role.
This article was first published in Portuguese on 10 February 2026.
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