Two operators have launched distinct campaigns this week, taking different routes to discuss responsibility, innovation and brand identity.
The announcements come at a moment when the industry continues to face intense scrutiny over consumer protection and marketing standards.
As part of European Safer Gambling Week, Betsson released a short film centred on the parallels between athlete safety and responsible gaming.
The narrative draws on imagery of helmets, pads and protective gear to frame responsibility not as a limitation, but as a natural component of the experience.
CEO Jesper Svensson said the goal is to encourage a people-centred dialogue in which players use available tools to maintain control.
"Just as safety has become second nature in sport, responsibility should be a natural part of gaming," he says.
"We take entertainment seriously, and with the right protection in place, players can enjoy gaming safely and sustainably.
While Betsson's focus is on behavioural responsibility, EstrelaBet has taken a different direction.
The company unveiled "Vai pra cima" ("Go up"), a new campaign created entirely with artificial intelligence by its internal team.
According to the brand, the project reflects a broader repositioning aimed at highlighting innovation, autonomy and internal culture.
The messaging frames EstrelaBet as a gaming-technology company undergoing a phase of maturation, where AI is incorporated not only as a creative tool but as part of its operational identity.
The campaign also emphasises human contribution within technological environments, stating that internal collaboration and professional development remain central to the company's vision.
Together, the campaigns illustrate two of the industry's dominant themes, the need to articulate responsibility in relatable ways and the accelerating presence of AI in creative and strategic processes.
EstrelaBet has recently partnered with Stats Perform to integrate sports data and AI
