Balloons

About Balloons

After play, some looked to banks or regulatory bodies for oversight on total spend across platforms.

Within this shared model, there was a clear preference for personalised interventions over generic ones. 

Tailored, behaviour-triggered messages were seen as more effective than generic warnings, but many participants simultaneously expressed mistrust towards operators collecting behavioural data.

What is Balloons?

As Kesitilwe explains, a key theme of the week has been turning conversations on safer gambling into practical actions.

He says the signs have so far been “very encouraging”, telling iGB: “The initiative demonstrates that cooperation does not have to remain at the level of conference and policy discussion.

“It has to translate into practical action, educating players, engaging communities, protecting young people and highlighting the dangers of illegal and unlicensed gambling.”

How to play Balloons

One of the proposals could be voted on next week by the city council and would directly affect the city’s clubs.

The meeting brought together 40 professionals from the clubs’ legal, communications and marketing departments, as well as executives from companies in the betting sector. Club officials are concerned about the financial impact of the measures, which could impact sponsorship contracts signed with betting companies.

One of the main concerns is Bill 560/2025, which is currently making its way through the council. The proposal prohibits advertising by betting companies at events in the city of São Paulo. This applies to events organised by public or private entities, whether for-profit or non-profit.