The executive arrives at the IBJR with a mission to strengthen the regulated market as an instrument for consumer protection, sector integrity and economic development.
The Brazilian Institute for Responsible Gaming (IBJR) has announced the appointment of Carlos Lima as its new executive president.
With extensive experience in government relations, advocacy and public policy development, the executive takes the helm of the organisation at a crucial moment for the consolidation of the regulated fixed-odds betting and online gaming market in Brazil.
At the helm of the Institute, Lima’s mission will be to strengthen technical and institutional dialogue with the federal government, Congress, regulatory bodies and civil society. The goal is to contribute to improving the regulated environment and enhance the value of authorised companies that operate in accordance with Brazilian law.
“The maturation of the betting market in Brazil requires actions guided by data, transparency, governance and legal certainty,” said Lima. “A regulated environment is the main tool to guarantee consumer protection, the integrity of the activity and the sustainable development of the sector.”
Regulation as a seal of safety
According to the new president, the regulation represents a fundamental milestone in distinguishing authorised and regulated operations from clandestine platforms that operate outside the law.
“Regulation should be understood as a seal of safety for the consumer,” Lima said. “It establishes clear rules, protection mechanisms, responsible gaming policies and compliance obligations that do not exist in the illegal market. Strengthening the regulated market means protecting Brazilian citizens and creating conditions for investments, jobs and tax revenue to remain in the country.”
Throughout his professional career, Lima has led strategic agendas related to institutional relations, corporate governance, regulatory compliance and regulation in segments of economic and social relevance. His experience includes coordinating between the public and private sectors on complex issues, focusing on building transparent, predictable and sustainable regulatory environments.
The co-founder of IBJR and one of the main architects of the sector’s regulatory process, Andre Gelfi will remain with the organisation as a member of the board and as a director. He will contribute to the continuity of the institutional agenda and to the strengthening of the regulated market alongside the other members of the board.
IBJR
Founded to promote a safe, responsible betting market aligned with international best practices, IBJR brings together some of the leading companies authorised to operate in the country. It remains committed to upholding integrity, protecting consumers and fostering the sustainable development of the betting industry in Brazil.
Its mission is to build an ethical, sustainable and responsible online betting ecosystem, always advocating for a regulated market.
The organisation’s work is based on two essential pillars. One is combatting the illegal gambling market, and the other is promoting responsible gambling. The IBJR believes that efficient regulation is fundamental to boosting the sector, strengthening the economy and ensuring safety for bettors and operators. It actively works to combat illegal betting, which harms the industry and puts society at risk.
The IBJR has the following operators among its members: A2FBR, BandBet, Bet365, BetBoom, BetMGM, Betsson Group, Entain (Sportingbet and Betboo), Flutter Brazil (Betfair and Betnacional), Kaizen Gaming (Betano), KTO Group, Novibet, SkillOnNet (Bacana Play and PlayUzu) and Todos Querem Jogar (Bet do Milhão). This membership also includes the associates Better Collective, Clever Advertising, OKTO and Unico.
