Natalia Nogues - CEO at Control F5
Natalia Nogues – CEO, Control F5
Her career has been built in key operations and finance roles at companies such as Betmotion and PlayBonds, where she gained deep knowledge of electronic payments, operational management, fraud control, and acquisition and retention strategies. Previously, she founded and led consulting projects specialized in online casino operations, providing support to companies that wanted to establish themselves in Brazil with structures ready to launch.
In 2025, her leadership was recognized internationally with the awards for Marketing Agency of the Year for Control F5 at the SBC Affiliate Leaders Awards 2025 and Leader of the Year for Natalia Nogues at the prestigious SBC Awards.
In addition to her role at Control F5, Natalia is the founder and director of AMIG (Women in Gaming Industry Association), an organization that aims to give visibility, foster inclusion and promote female leadership in the sector, underlining her commitment to diversity and talent development in the region.
With an Executive MBA in Strategic and Economic Business Management from Fundação Getulio Vargas and a background in design from Universidad ORT Uruguay, Nogues combines strategic vision, creativity and technical knowledge. Her focus is on professionalizing the industry, opening doors for new players and consolidating Brazil as a benchmark market in betting and digital entertainment worldwide.
We spoke with Natalia Nogues to learn more about her current projects, her career and her more human side in More than a Game!
Professional Journey
What did you dream of becoming as a child before entering this industry?
I had many dreams when I was a child: I thought of being anything from a supermarket cashier to an architect, and also a journalist, film director, teacher and doctor, depending on the stage of my childhood. But the core was always the same: organizing, helping, teaching, using and abusing creativity, communicating and researching, traits that still drive me today.
What was your first paid job?
My first paid job was at a newspaper called A Plateia, as a journalist, in the city where I was born, Livramento, Rio Grande do Sul, Brazil (on the border with Rivera, Uruguay).
And your first job in the betting/gambling world?
My first job in the betting world was at E-Lace as Operational Financial Manager, where I was responsible for the entire financial side, managing all inflows and outflows of money through online electronic payment methods.
What do you enjoy most about this industry?
What I like most about this industry is its dynamism. Nothing is static; there is always something new happening, whether in technology, regulation or consumer behavior. It is a sector that challenges you to evolve every single day.
Which current trends will shape the future of betting over the next 5 years?
I believe three trends will be fundamental: a clearer and more mature regulatory framework, which will bring security; the personalization of the user experience, with intensive use of data and AI; and the integration between betting, sports and digital entertainment in an increasingly natural way.
How do you see the relationship between responsible gaming and sustainable market growth?
For me, there is no sustainable growth without responsibility. Responsible gaming is essential to protect players, give credibility to the sector and ensure that the industry can grow solidly and legitimately.
What worries you most about problem gambling?
My biggest concern is that a lack of information and proper support can turn an entertainment experience into a serious problem. That’s why I believe so strongly in educational campaigns and accessible control tools for players.
Which skills do you consider essential for a leader in this industry?
Flexibility to adapt, strategic vision to anticipate changes and, above all, empathy. Leading in this industry is also about knowing how to listen, understanding people and building strong relationships.
What was the toughest decision you’ve made in your career and what did you learn from it?
One of the hardest decisions was leaving the security of stable positions to become an entrepreneur and create something new. I learned that taking calculated risks is necessary to grow and that even in moments of uncertainty, courage opens doors.
What was the best professional advice you’ve ever received?
“Never stop learning.” That advice still guides me today, because the industry changes very fast and only those who are willing to reinvent themselves are able to keep up.
If you had to sum up your leadership philosophy in a single sentence, what would it be?
To lead is to pave the way for people to grow alongside you.
If you hadn’t worked in this industry, what other profession would you have liked to pursue?
If I hadn’t worked in this industry, I would definitely have stayed in the events sector. I’m passionate about organization, the adrenaline of chaos and rush, about solving problems that seem impossible. I love seeing the extraordinary results of an event come to life and knowing I worked to make that happen as part of a team, always with the feeling of an impeccable result and a job well done.
Quick-Fire Questions
A book you would recommend?
Eat, Pray, Love, because it reminds me that life is a journey of self-discovery, balance and the courage to reinvent oneself.
A movie that marked you?
A Beautiful Mind, it inspires me with its resilience and the ability to transform adversity into legacy.
A favorite food?
I love pasta with pesto… but the truth is I can’t resist good fast food. Burgers and hot dogs are my weakness, fun, and always welcome.
A place in the world to live?
Barcelona, I love its vibrant energy, cultural mix and how the city combines beach, history and modernity.
A dream still pending?
Writing a book about the gaming industry, sharing experiences, lessons learned and also the challenges of this journey.
A hobby or passion outside work?
Interior design, puzzles and Lego, it relaxes me to create, assemble and shape something concrete, with patience and creativity.
Coffee or tea?
Tea, it’s my pause moment, to slow down and think.
Remote work or office?
Office, I like the team dynamics, face-to-face interaction and the energy that comes from sharing the same space.
Casino or sports betting?
Casino, without a doubt, the experience, the atmosphere and the live adrenaline fascinate me.
Messi or Cristiano?
Messi, absolutely, for his talent, humility and because he represents who we are as Latins: passion, dedication and magic.
Sweet or savory?
Savory, it always wins, although a good chocolate every now and then is never turned down.
Netflix or Disney+?
Netflix, and a good series to switch off after an intense day.
Early bird or night owl?
Night owl, my best ideas and reflections come at night.
Beach or mountains?
Beach, I need the sea, the sun and that feeling of endless freedom that connects me with myself.
Paper book or e-book?
Paper, I like to feel the book in my hands, underline phrases and collect them as memories of each stage of my life.
Data or intuition?
Intuition, always backed by data, but I trust my instinct a lot when making decisions.
Cold or heat?
Heat, the sun gives me energy, joy and motivation.
Formal or informal clothing?
Informal chic, with my own style, without losing professionalism.
Window or aisle seat?
Window, I love looking outside, contemplating the view and drifting into thought. It’s my “travel reflection” moment.
Wine or beer?
A cold beer… but my true passion is a good whisky shared in good company.
Is one “born with it” or “made”?
You are made, with passion, learning, consistency and the decision to reinvent yourself whenever necessary.
Legacy
How would you like to be remembered?
I would like to be remembered as someone who helped transform the gaming industry in Brazil into a more professional, ethical and inclusive sector. Beyond business results, I want my contribution to be measured by the positive impact on people, whether by creating space for more women, supporting new talent or proving that it is possible to grow responsibly. In the end, the legacy that matters most to me is having inspired others to believe they can make a difference.
What question have you never been asked in an interview that you would like to answer?
I am rarely asked how I handle personal difficulties throughout my career. Many people only see the results or achievements, but little is said about moments of doubt, fear and starting over. I would like to answer that question because I believe showing vulnerability is also a form of leadership. It’s important for people to know that the path is not linear, but that with resilience and support it is possible to move forward and achieve great goals.
Which industry colleague would you like to see answering this questionnaire?
There are many colleagues in the industry I’d love to see answering it and to know more about their stories, but I think I would definitely highlight a woman, so we can have more visibility for women in the industry. I have a few that stand out for me, who surely have a wonderful journey and story, and for whom I feel a lot of pride and admiration for both their work and who they are as people: Karen Sierra from GLI, Juana Bischoff from Oddin and Barbara Teles and Teresa Caeiro from Playtech Brasil.