More than half of Brazil’s betting market is still being run by unlicensed operators, according to new figures from the Brazilian Institute of Responsible Gaming (IBJR). 

The body has warned that since the market launch at the start of this year, this illegal activity has been leaving players exposed to fraud while draining potential tax revenue from the state.

To address the problem, IBJR has launched a new nationwide campaign, ‘No More Goats in the Room’, aiming to highlight the dangers of the black market and encourage bettors to stick with government-approved sites carrying the .bet.br domain.

Campaign brings issue into focus

The initiative is running across TV, radio, billboards and social channels until December. Its central theme – the “goat in the room” – is used to represent an obvious but often ignored problem, the organisation explained.

With 51% of the country’s betting market consisting of illegal operations, Fernando Vieira, Executive President of IBJR, said: “The goat in the room represents a problem that many see, but that needs to be addressed directly. 

“Illegal betting is a risk for bettors, who have no one to turn to in case of fraud, and a loss for society, as it doesn’t generate taxes that would otherwise benefit the population. 

“The campaign brings this discussion to the general public, promoting education and knowledge, and alerting people to ways to recognise platforms regulated by the Federal government and thus protect themselves from scams.”

Brazil’s nationwide betting market was launched on 1 January 2025 after years of legislative debate and development, with provisions around licensing, payments, player protection and sports integrity written in.

However, the market launch and evolution in the following months has seen, unsurprisingly, some tricky adjustments. Above all of this, the regulated industry is concerned about the lingering presence of illegal firms, as well as the way these operators market themselves such as via influencers.

The federal government has been issuing licences through the Secretariat of Prizes and Bets since January, offshore operators still continue to attract Brazilian customers with no regulatory oversight.

Risks to players and society

The Institute pointed to three main issues with illegal platforms: minors can gain access without checks, bettors risk losing their money without protection and the sites are often used to launder funds. 

Licensed operators, in contrast, must run ID and facial recognition checks and are subject to anti-fraud monitoring.

The work was developed by agency We. Executive Creative Director, Carlos Schleder, detailed: “We sought a creative resource that literally demonstrates how illegal gambling can invade people’s daily lives.” 

Meanwhile, fellow Director Kleyton Mourão added: “Ignoring the problem doesn’t encourage dialogue, and without it, there’s no solution. This is the first initiative to place the issue of illegal gambling on the national agenda and highlight how crucial this issue is to promoting concrete transformations.”

New tools and strong reception

The campaign also brings a digital element, with IBJR opening an Instagram account and launching Betalert – a tool that allows users to check whether a betting site is licensed by entering its URL.

Before launch, the Institute said that it tested the campaign with 1,000 people across the country. The results showed 78% considered the content credible and 77% said it was enjoyable, with the goat metaphor proving particularly memorable.

The latest push from IBJR, founded in 2023, reinforces the group’s message that illegal betting remains the biggest challenge for a sustainable and responsible industry.

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