Betsson Wins Martín Fierro for Responsible Gaming Campaign
Betsson, the online gaming and sports betting brand of the Betsson Group, has been honoured with a Martín Fierro Award in Argentina for its responsible gaming campaign developed in partnership with Boca Juniors. The accolade highlights the growing importance of safe and regulated gambling in a market experiencing rapid online betting expansion.
Recognizing Responsible Gaming Efforts
The award acknowledges the campaign’s role in “raising awareness about a key issue amid strong online gaming growth in Argentina.” This recognition underscores not only Betsson’s leadership but also the industry-wide need to prioritize social responsibility.
Leadership Emphasizes Commitment
Maximiliano Bellio, Managing Director of Betsson Argentina, expressed gratitude to Boca Juniors and club president Juan Román Riquelme for their collaboration and support. Bellio highlighted that responsible gaming is a continuous effort: “It’s a battle that we and our industry fight every single day,” he said, emphasizing the importance of education and awareness.
Andrea Rossi, Commercial Director for Latin America, reinforced the club’s role in the initiative, noting that while betting is entertainment, it carries inherent risks. She stressed Betsson’s dedication to ensuring users can play safely while enjoying the experience.
About the Award-Winning Campaign
The campaign was filmed at Boca Predio, the club’s training ground, and featured star players including Edinson Cavani, Miguel Merentiel and Lautaro Blanco. Its message was clear: betting should be conducted responsibly, on regulated platforms, with users actively managing their limits.
Key themes promoted included:
Setting personal betting limits
Utilizing self-care and responsible gambling tools
Maintaining healthy betting habits
Understanding the potential risks associated with gambling
Betsson’s internal creative team led the campaign, demonstrating the company’s investment in local talent and dedication to producing socially impactful content.
Aligned with Global Responsible Gaming Framework
The campaign forms part of Betsson’s worldwide Responsible Gaming and Prevention Program, which includes:
Identity verification
Deposit and session limits
Self-exclusion options
Behavioral monitoring
Specialized support for users in need
The company also conducts ongoing staff training on responsible gaming and maintains a dedicated compliance and customer protection team.
Setting a Benchmark for the Industry
Receiving a Martín Fierro Award, one of Argentina’s most prestigious media recognitions, reinforces Betsson’s position as a market leader in both operational presence and social responsibility. The recognition highlights the potential for collaborations between sports clubs, gaming brands and media to promote safer gambling, foster adherence to regulation and protect players’ well-being.
As online betting continues to expand in Argentina, Betsson’s award-winning initiative establishes a benchmark for responsible gaming communication and sets a model for the industry moving forward.
