Amilton Noble - CEO at Hebara
Amilton Noble – CEO, Hebara
In 2001, he began his path at Hebara, the company behind some of Brazil’s most iconic lottery products. Initially leading the commercial department of RASPADINHA DO RIO and later contributing to the development of new games, distribution strategies, and marketing campaigns, Amilton played a central role in creating the mathematical model for Rio de Prêmios, which remains one of the greatest success stories in the Brazilian lottery market. He also conceptualized the Trem das 11 lottery in Minas Gerais.
Today, in addition to serving as Executive Director of Hebara, Amilton works as a strategic consultant for national and international companies in the gaming, iGaming, and lottery sectors. His work spans product and operational analysis to close monitoring of the regulatory environment, helping companies navigate a landscape that is constantly evolving.
His career reflects not only technical mastery but also creativity, consumer insight, and a deep understanding of Brazil’s gaming culture. A professional who has witnessed the industry's transformations firsthand and continues to actively shape its development.
We spoke with Amilton Noble to learn more about his journey, his views on the present and future of the market, and, of course, the human side behind one of the industry's most experienced leaders, in another edition of More than a Game.
Professional Journey
What did you dream of becoming as a child before entering this industry?
Like every kid growing up in the 70s and 80s, I dreamed of becoming a football player. But talent wasn’t on my side, so I settled for casual matches with friends.
What was your first paid job?
Intern at a department store in my hometown, Bagé-RS.
And your first job in the betting/gambling world?
Jockey Club Brasileiro, in 1994.
What do you enjoy most about this industry?
The opportunity to generate resources to fund social causes.
Which trends will shape the future of betting in the next 5 years?
Sports betting still has huge growth potential. I strongly believe in physical operations, especially Sports Bars. Brazil has a powerful bar-culture around football, and this will unlock a new wave of growth.
How do you view the relationship between responsible gaming and sustainable market growth?
Responsible Gaming is essential. Sustainable growth depends on consistent investment in this area.
What concerns you most about problem gambling?
Gambling must be entertainment, never a way to earn a living. When a player exceeds their limits, they need psychological support and financial education. Technology is crucial to predict compulsive behavior and act preventively.
Which skills are essential for a leader in this industry?
Transparency and player-centric thinking.
What was the toughest decision in your career, and what did you learn from it?
Leaving a small town to face challenges in Rio de Janeiro, a city 60 times bigger. It forced me to mature quickly at just 22 years old.
What is the best professional advice you have ever received?
Regret what you did, not what you didn’t do.
If you had to summarize your leadership philosophy in one sentence, what would it be?
The team matters more than individual talent. Individuals win games; united teams win championships.
If you hadn’t worked in this industry, what profession would you have pursued?
I can’t imagine myself outside this industry. I chose it to fulfill my professional purpose.
Quick-Fire Rounds
A book you’d recommend?
Who Moved My Cheese?
A movie that marked you?
The Boy in the Striped Pajamas
A favorite food?
Rice and beans
A place you’d choose to live?
Portugal
A dream still pending?
Seeing all gaming verticals fully regulated in Brazil
A hobby or passion outside work?
Playing saxophone (though I lack talent…)
Coffee or tea?
Water
Remote or office work?
Office
Casino or sports betting?
Sports betting
Messi or Cristiano?
Messi
Sweet or savory?
Sweet
Netflix or Disney+?
Traditional open TV
Early bird or night owl?
Early bird
Beach or mountains?
Beach, especially in Northeast Brazil
Paper book or e-book?
Paper
Data or intuition?
Data to guide decisions, intuition to complement
Prefer cold or heat?
Cold
Formal or informal attire?
Informal
Window or aisle?
Aisle
Wine or beer?
Water
Are leaders made or born?
Made, but they must have the gift to learn
The Legacy
How would you like to be remembered?
As someone who fought for the regulation of a sector that will create hundreds of thousands of jobs once fully regulated.
What question have you never been asked and would like to answer?
What passion drives you to fight for a regulated betting market?
Which colleague would you like to see answering this interview?
Magnho José (my greatest idol).