Sebastián Abreu is a retired Uruguayan striker, legendary for his unpredictable style on the pitch — which earned him the nickname “El Loco.” So, to launch Betano's responsible gambling platform, we flipped the script and turned him into “El Responsible”, to teach our audience how to gamble responsibly off the pitch. It all started when El Loco casually mentioned in a real interview that he was thinking about playing again. The news took off — fans and media went wild — until we revealed it was all part of the campaign.