The Costura Cidadã Carnival project earned a Responsible Business of the Year nomination for its social impact in Brazil
Esportes Gaming Brasil has been shortlisted for the Global Gaming Awards Americas 2026, recognising the group’s social impact work during Carnival in Brazil’s Northeast.
The company, which operates the Esportes da Sorte, Onabet and Lottu brands, has been nominated in the Responsible Business of the Year category for its Costura Cidadã project.
The initiative was developed during the Olinda Carnival and focused on income generation, vocational training and support for the local creative economy.
For EGB, the nomination gives international visibility to a project designed to connect brand activation with practical community benefits.
Costura Cidadã trained more than 80 local women in sewing and textile production. Participants produced items used in the company’s Carnival activations, including the event’s official banner.
The project also created work opportunities and supported greater financial independence for the participants.
The nomination recognises a wider programme of social and environmental initiatives delivered by EGB during the 2026 Carnival celebrations, with Costura Cidadã serving as the flagship project.
Marcela Campos, Vice President of Esportes Gaming Brasil Group
“Our focus is on being present within local communities, providing meaningful support and creating a lasting social and environmental legacy. Seeing the Costura Cidadã project recognised by an international award reinforces our commitment to combining investment in culture and entertainment with strengthening local economies and promoting social and environmental responsibility.”
The project sits within a wider shift in how betting and gaming companies approach sponsorship and brand visibility.
Large cultural events can deliver strong exposure. But operators are under increasing pressure to show that their investment also supports local communities, small businesses and responsible engagement.
In Olinda, EGB’s programme extended beyond sewing and textile production.
Licensed street vendors received customised stalls and complete work kits, including branded shirts, cool boxes, umbrellas and waist bags.
The company also supported more than 40 historic Carnival groups and associations that parade without ropes or exclusive access passes.
That support was aimed at preserving the democratic and inclusive character of Olinda Carnival, one of Brazil’s most important popular cultural events.
The wider programme also reached Recife and Salvador.
In those cities, recyclable waste collectors received training on correct waste disposal, personal protective equipment, hydration support and daily cash incentives during the festivities.
In Caicó, in Rio Grande do Norte, the group supported the local supply chain by commissioning local businesses to manufacture a significant share of the promotional caps and hats used in its Carnival activations.
EGB also implemented environmental measures, including carbon offset initiatives to compensate for emissions generated by its operations.
The programme included responsible waste management and material reuse actions.
Together, these measures position the company’s Carnival activation as a broader ESG and community engagement platform, rather than a standard sponsorship campaign.
That distinction matters for the Responsible Business of the Year category.
Gaming companies are increasingly assessed not only on revenue or market growth, but also on how they manage social responsibility, community impact, environmental commitments and public trust.
The Global Gaming Awards Americas winners are selected by a judging panel made up of senior gaming industry executives. The process is independently adjudicated by KPMG.
According to the awards organisers, the information supporting EGB’s nomination was gathered primarily through media coverage of the Costura Cidadã project.
Iury Tavares, Press Manager at Esportes Gaming Brasil
“It’s particularly meaningful that this nomination was built primarily on the strength of the media coverage surrounding the project. It demonstrates how effective communications can increase the visibility of social impact initiatives and help best practices reach audiences far beyond their local communities.”
That point is relevant for operators and suppliers looking at responsible business strategy.
Strong social impact work can remain local if it is not communicated clearly. When it is documented and shared, it can influence wider industry standards and show how commercial brands can support cultural events more responsibly.
For EGB, the nomination also strengthens the group’s positioning in Brazil at a time when licensed operators are under close public and regulatory scrutiny.
Brazil’s betting market is still settling into its regulated phase, and operators are expected to show clear standards around consumer protection, marketing responsibility and social contribution.
Projects such as Costura Cidadã help frame the group’s presence around community investment and cultural participation.
The winners of the Global Gaming Awards Americas 2026 will be announced on 28 September at The Venetian, Las Vegas, during the Global Gaming Expo.
For Esportes Gaming Brasil, the shortlist place already gives the company a wider international platform.
It also shows how a local Carnival project in Brazil’s Northeast can become part of a global conversation about responsible business in gaming.
