LOTBA launched its new responsible gambling portal
The Buenos Aires City Lottery (LOTBA) this week launched its new responsible gambling portal, juegosegurolegal.gob.ar, a central piece of its communication strategy against illegal gambling and child problem gambling. The website replaces the previous saberjugar.gob.ar and features a refreshed design, a clearer architecture, and an editorial approach designed for different audiences. The stated objective of the Buenos Aires regulatory body is to offer concrete tools to promote safe, legal, and responsible gambling and, at the same time, showcase the work it has been doing to curb the clandestine offerings circulating on social media and unlicensed sites.
The premise that organizes the new site is highlighted from the first screen: betting on regulated platforms ensures that every play is backed by legal and technical standards. This idea permeates all the portal's content and translates into informative guides designed for very different profiles, a relevant editorial decision because it recognizes that the conversation with an adolescent is very different from the one that should be had with an older adult or with a teaching team.
Four Guides and a Self-Exclusion System
The new portal organizes content into four distinct guides: one aimed at adolescents, another directed at parents, a third designed for educators, and a fourth focused on older adults. This segmentation facilitates access to specific information and provides readily available material to address gambling from a preventive perspective, without resorting to single messages that end up being ignored by key segments.
The site also highlights the self-exclusion tool, a key instrument for players who need to voluntarily limit their access to legal platforms regulated in the City. In addition, it offers definitions of responsible gambling and problem gambling, help channels, requests for prevention workshops, concrete tips for detecting illegal sites, and available reporting channels to report clandestine operations or improper advertising.
Figures from the Offensive Against Illegal Gambling
LOTBA President, Jesús Acevedo, took advantage of the launch to share on LinkedIn an overview of the main milestones of his administration in the fight against illegal gambling and child problem gambling. The numbers show sustained work on three fronts: educational networks, public digital infrastructure, and social platforms. On the first front, the agency reported 1,846 blocked accesses in schools and on the BA Wifi network, a task carried out together with TecBA and the Buenos Aires Ministry of Education.
The second front aims at regulating the digital offering. LOTBA reported 2,430 website blockages coordinated with Enacom, the Association of Argentine State Lotteries, and Nic Argentina, a figure that puts the dimension of the phenomenon into perspective and highlights the need for inter-jurisdictional coordination for measures to have a real effect. Added to these numbers are 2,516 ads removed from social media, a piece of the strategy that is becoming increasingly relevant in a scenario where the promotion of illegal gambling has migrated from traditional pages to personalized feeds.
Message for Latin America
The closing of LOTBA's message condenses the new portal's communication strategy. The real prize is not winning, but playing with the peace of mind that one is in control. This idea serves as a bridge between the regulated offering and the public that LOTBA wants to protect. For the rest of Latin America, where Colombia, Brazil, Peru, and Chile also face the challenge of blocking illegal sites, limiting clandestine advertising, and deploying responsible gambling tools with a focus on minors, the Buenos Aires case offers a clear lesson: safe gambling communication requires segmentation, concrete control figures, and coordinated work among regulators, technological platforms, and legal operators for the discourse to translate into measurable results.
Tags: Argentina, Buenos Aires, LOTBA, Argentina responsible gaming, child gambling addiction, illegal gambling LatAm