Latin America is currently one of the fastest-growing regions on the global iGaming map. Over the past few years, countries such as Brazil, Colombia, Argentina, and others have introduced modern regulatory frameworks designed to legalize online gambling and implement strict user protection mechanisms. However, an in-depth study initiated and commissioned by 1xBet and supported by SBC Media shows that the existence of progressive legislation does not always ensure its effective implementation.

Cultural perceptions of gambling

One of the most significant obstacles to responsible gaming in Latin America is the specific perception of gambling among players in the region. While in Western Europe, which was the subject of one of 1xBet’s previous studies, betting is often viewed as a form of leisure similar to going to the movies or a restaurant, in Latin America, gambling is much more commonly seen as a way to generate income.

This mindset drastically increases the risks. When a user joins a platform not for the thrill but for “quick money,” they become more vulnerable to losing control.

One operator active in the Brazilian market described the industry’s main issue in the 1xBet study as follows:

“The biggest challenge is making the gambler understand that gambling is just a form of entertainment, not a source of income.”

Operators emphasize that their goal is to protect both those who initially view gambling as a way to get rich and those who treat betting as a hobby but, due to their gambling-prone nature, may gradually lose control. Without a shift in the cultural paradigm, even the most sophisticated blocking algorithms will be perceived by users as an annoying nuisance rather than a tool designed to protect them.

Lack of awareness regarding protective tools 

Modern iGaming platforms in Latin America are equipped with a full range of security tools. Among the most common are:

• limits on deposits and spending (daily, weekly, or monthly);
• temporary suspension of a player’s account by the bookmaker;
• self-exclusion mode (complete suspension of the account at the player’s request);
• tools for monitoring time spent on the website.

However, the research reveals a paradox: while these tools are available, a significant portion of players are either unaware of their existence or do not understand how they work. Many study participants note that simply adding a button to the user dashboard is not enough. Information about self-control methods is often buried within the interface or presented in overly formal legal language. 

Role of operators

Contrary to the common belief that businesses are only interested in profit, legal operators in Latin America are currently the leading advocates of responsible gambling. According to a 1xBet study, operators in the region are demonstrating impressive levels of engagement.

For example, 81% of operators in Latin America have implemented measures that provide players with direct access to addiction support organizations or online educational resources. As a comparison, this figure stands at 69% in Western Europe and 62% in Africa.

What’s more, Latin American companies are three times more likely than their counterparts in other regions to offer users various tools for self-assessing their level of addiction.

Companies are investing in creating educational video content, posting various materials on their platforms, providing direct links to mental health support services, and actively promoting self-help tools.

This proactive approach benefits all participants in the ecosystem. Increased market transparency and security benefit not only the operators but also the bookmakers’ partners. For example, for participants in the 1xPartners affiliate program, working with an informed and stable audience means minimizing reputational risks. Transparent regulation creates a stable environment where affiliate marketing can develop as a legal and predictable business.

Still, all these efforts may not be enough without systematic government support. Even in countries such as Brazil, Paraguay, and Chile, where respondents were more likely to speak positively about the regulatory clarity, some operators still believe that the regulations remain insufficiently transparent to ensure a high level of player protection.

Role of government

One operator active in Brazil and Venezuela noted that government agencies should take a more active role in educating consumers about responsible gaming, as messages from state institutions are perceived as more credible than similar initiatives from the gambling industry.

A significant number of operators and experts share this view and are calling on government bodies to play a more active role in fostering a culture of responsible gaming.

41 percent of survey respondents said they were satisfied with the regulatory framework for ensuring safe gambling. At the same time, nearly as many (37% of respondents) said they were dissatisfied with the current situation, particularly critical in Chile, Guatemala, and Mexico.

At the same time, in many countries, especially those where the situation is currently improving, the market’s troubled past, marked by a long period of unregulated operation, continues to influence the situation today. As one survey participant, a Brazilian lawyer, noted, “Players were not educated during the long period in which we operated without regulation, and this is the biggest problem we face today.” This situation is further complicated by aggressive advertising from unlicensed companies, many of which are not interested in promoting responsible gambling.

Here are a couple of representative comments from survey participants in various countries:

“I believe the biggest challenge is, in fact, the lack of publicity from the State regarding protection policies. This lack of visibility on the part of the State itself prevents the issue from being internalised.”

“In Mexico, there’s a serious lack of communication with players about the different options available. The best way to address this is for operators to take responsibility for it. The problem is that it’s not well regulated and the government isn’t fully involved.”

To transform written rules into a genuine culture of responsible gambling, the experts participating in the 1xBet study are encouraging large-scale awareness campaigns.

For these measures to be effective, the government must step in to effectively communicate to the public that gambling is entertainment, not a way to make money, and to legitimize the use of responsible gaming tools. Operators, meanwhile, must continue to enhance the quality of their responsible gambling tools and invest in educating their user base. Everyone stands to gain from this: the government gets a transparent market, operators gain a loyal user base, and participants in affiliate programs, such as 1xPartners, receive a stable income from an informed audience.

Conclusion

Latin America has come a long way, establishing one of the most modern regulatory frameworks in the global iGaming industry. However, regulations are merely the foundation. For the entire system to be sustainable in the long term, users must understand the purpose of these regulations and know how to use safety tools.

Closing the educational gap takes time and a collective effort. Only when the idea of gambling as entertainment becomes ingrained in players’ minds and government institutions speak out about player protection as loudly as operators do will the region’s market achieve true maturity. It will create a safe environment in which operators, players, and affiliate programs can develop harmoniously and sustainably.