Sarah Barbosa Reis: "Educating players is one of the strongest forms of prevention"

Sarah Barbosa Reis, Responsible Gambling Lead, KTO Group Brazil, talks about the importance of educating players about the potential risks of gambling and how to address those. She shares her journey in player protection and the lessons that shaped her approach to responsible gambling. Sarah also discusses the role of empathy, data, and continuous education in creating safer gambling environments.

Q: Could you tell us a little about your professional journey and what first drew you to the field of responsible gambling and player protection?

My first experience in the iGaming industry was in player reactivation, at a company where Responsible Gambling was taken very seriously. We understood that some inactive players might have stopped playing due to gambling-related issues, so every interaction needed to be approached with care, empathy, and responsibility.

That was when I became genuinely interested in Responsible Gambling. I started learning as much as I could to make sure every conversation with players was handled appropriately and that we were able to recognize when someone might need support rather than encouragement to return.

After being promoted to a senior role, I became more involved in developing ways to identify potential signs of gambling-related harm during player interactions. I also trained colleagues on Responsible Gambling practices and worked very closely with our Responsible Gambling Manager, who encouraged me to keep learning and growing in this field.

That experience completely changed my perspective on the industry. I realized that protecting players can have a real impact on people’s lives, and from that point on, I knew this was the direction I wanted my career to take.

Q: From your experience, what do you think the iGaming industry still needs to improve when it comes to identifying and preventing gambling-related harm?

I believe there are still several areas where the industry can improve. One of the most important is responsible advertising. Marketing should always be transparent about the risks associated with gambling and avoid overly aggressive messaging that encourages play without providing any information or education about potential harms. Educating players is one of the strongest forms of prevention.

We also need to recognize that not every player has the same level of vulnerability. Some people are at greater risk of experiencing gambling-related harm, and as an industry, we have a responsibility to identify those risks as early as possible so that timely interventions can help minimize the impact.

That is why investing in effective monitoring tools and well-trained Responsible Gambling professionals is so important. Technology can help identify behavioral patterns, but skilled professionals are essential to interpret those signals and take the right actions at the right time.

For me, protecting players is not only about compliance or meeting regulatory requirements. It is about building a sustainable industry that people can trust. When player wellbeing is treated as a priority, it benefits everyone, the players, the operators, and the long-term credibility of the industry.

Q: Your work touches on player wellbeing, behavioral insights, and harm prevention. How important is empathy when working in responsible gambling, and can data and human understanding successfully complement one another?

Empathy is one of the most important qualities for anyone working in Responsible Gambling. Every day, we deal with situations that involve real people, and behind every player account there is someone with a unique story, different circumstances, and different levels of vulnerability.

Data plays a fundamental role in identifying behavioral patterns and detecting potential risks early. It allows us to recognize changes in gambling behavior that may require a closer look. However, numbers alone don’t tell the whole story. Two players may display similar behavioral patterns for completely different reasons, which is why human eye remains essential.

Empathy helps us understand the context behind the data, choose the right approach, and communicate with players in a way that is respectful, supportive, and appropriate to their situation. It also reminds us that our role is not to make assumptions, but to listen, assess, and offer support when it is needed.

In my opinion, data and human understanding are not separate approaches, they complement each other. Technology helps us identify potential risks efficiently, while empathy and professional judgment ensure that any action we take is meaningful, balanced, and centered on responsible decision-making.

Q: You have also highlighted the importance of topics such as stigma, inclusive support, and the different ways gambling harm can affect people. Do you think the industry is doing enough to recognize that a one-size-fits-all approach to player protection is no longer sufficient?

I don’t think a one-size-fits-all approach is enough anymore. Throughout my career, I have regularly participated in workshops and educational events where I had the opportunity to hear real stories from people affected by gambling harm. Those experiences reinforced how different each person’s journey can be.

One topic that particularly stood out to me was the stigma surrounding gambling harm, especially for women. In many cases, stigma can make it even harder for someone to recognize they have a gambling problem or feel comfortable seeking help. This highlights the importance of creating support systems that are inclusive, accessible, and sensitive to different experiences.

We also know that some groups within society may face greater vulnerabilities or barriers to accessing support. As an industry, we need to recognize that gambling-related harm can affect anyone, regardless of gender, age, or socioeconomic background. That is why moving away from generalized approaches and developing more inclusive, tailored strategies is so important.

I would like to see operators continue improving their ability to identify early signs of risk, strengthen prevention strategies, and ensure that players are directed to the right support services whenever needed. Combining early intervention with empathy and a better understanding of different player experiences will ultimately lead to more effective and meaningful player protection.

Q: You have completed courses with Casino Guru Academy. What motivated you to take them, and was there anything you learned that you found particularly valuable or relevant to your professional work?

What motivated me to take the Casino Guru Academy courses was the reputation the organization has built within the industry. I had been following Casino Guru’s work for some time through social media and was already familiar with its commitment to education, Responsible Gambling, and promoting higher standards across iGaming. That gave me confidence that the courses would offer practical and high-quality content.

One course that stood out to me was theESG Principles in iGamingcertification. It’s still quite uncommon to find ESG training designed specifically for the iGaming industry, and I found that perspective particularly valuable. Understanding how environmental, social, and governance principles apply to our sector helps professionals think beyond compliance and recognize how sustainability, ethics, player protection, and good governance are all connected.

Overall, every course reinforced the idea that learning should never stop. The iGaming industry evolves quickly, and so do the challenges we face. Continuous education helps us stay informed, question our own perspectives, and ultimately make better decisions for both the business and the players we serve.

Q: How important is continuous education for professionals working in responsible gambling, compliance, customer support, and other player-facing roles within iGaming?

As mentioned before, the iGaming industry evolves quickly, and the regulatory landscape evolves alongside it. That is why continuous education is so important for professionals working in Responsible Gambling, compliance, customer support, and other player-facing roles.

Keeping ourselves updated allows us to understand new challenges, improve our practices, and continue developing the skills needed to support players effectively. However, I also believe continuous learning plays another important role: it helps us maintain the right mindset.

When we work with the same processes every day, there is always a risk of becoming too familiar with our routine and losing the attentive and empathetic perspective that is essential in a field with such a meaningful purpose. Seeking knowledge continuously helps us stay connected to the reasons behind our work and become more aware of the needs and challenges within the industry.

For me, learning is not only about gaining new information, it is also about growing as a professional and ensuring that the way we support players continues to evolve.

Q: Looking ahead, what would you most like to see change in the way the iGaming industry approaches responsible gambling and player protection over the next few years?

Looking ahead, I would like to see Responsible Gambling and player protection become even more deeply integrated into the core strategies of the iGaming industry.

One area where I believe we can continue to improve is advertising. Marketing plays an important role in shaping how players perceive gambling, and it should always be approached responsibly, reinforcing the principles of informed and safer play. Player education is one of the most effective ways to prevent gambling-related harm, because informed players are better equipped to make responsible decisions.

I would also like to see Responsible Gambling increasingly recognized not only as a regulatory requirement, but as one of the foundations of a sustainable and trustworthy industry. Building a strong reputation requires understanding that we are dealing with people, not just numbers or accounts.

Ultimately, I believe a healthier relationship with gambling creates value for everyone. A player who is engaged in a sustainable and responsible way is not only better protected, but also contributes to a stronger and more sustainable industry in the long term.

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