Lotería de la Ciudad, the official lottery agency for the City of Buenos Aires, has launched its “Talking is winning” campaign at the Firesports 2026 Counter-Strike tournament, focusing on youth prevention and awareness around gambling harm and illegal betting.
According to the organization, the activation at the esports event included interactive “Labyrinth Roulette” stands and expert-led talks designed to engage younger audiences.
The campaign aims to discourage underage gambling, highlight the risks associated with illegal betting, and provide clear pathways to professional support.
A central element of the initiative is the promotion of the free guidance line, 0800-666-6006, which offers confidential advice related to problematic gambling.
Campaign materials also reinforce that betting activities are legally restricted to adults and educate participants on how to identify authorised platforms through the national .bet.ar domain.
Lotería de la Ciudad stated that its presence at Firesports 2026 will extend beyond the opening stage. Campaign activations are planned to continue at upcoming tournament events, including BiG Bootcamp, through October 2026, as part of a sustained outreach strategy targeting environments with high youth engagement.
The campaign forms part of a broader regulatory effort in Buenos Aires to address gambling-related risks among minors while limiting the reach of unlicensed operators.
Esports and gaming events have increasingly become focal points for prevention messaging as regulators respond to the convergence of digital entertainment, betting promotion, and younger audiences.
In January 2026, Buenos Aires City Lottery began implementing mandatory training programmes for cashiers involved in illegal gaming cases. The initiative was introduced under probation agreements agreed with the Specialized Prosecutor’s Office (FEJA), positioning the regulator as a coordinating body between judicial authorities and enforcement mechanisms aimed at curbing unauthorised betting.
Lotería de la Ciudad acts as the gaming regulatory authority within Buenos Aires City, overseeing licensing, compliance enforcement and consumer protection across legal gambling operations
