Jogo Positivo (Portuguese for “Positive Play”) is a Brazilian industry association dedicated to promoting responsible gaming, transparency, and integrity within the sports betting and iGaming ecosystem. Acting as a bridge between players and operators, the organization works to establish clear policies that foster a safer, more trustworthy gambling environment in Brazil. Its mission is to guide companies and operators toward a sustainable future by emphasizing prevention, information, dialogue, and integrity as its four core pillars. Jogo Positivo offers its members a structured ecosystem of interconnected solutions, including a loyalty program (AJP Club) with Bronze, Silver, and Gold tiers, dealer training programs, brand awareness initiatives, and learning and development opportunities. The association also engages in strategic partnerships—such as its 2025 alliance with BiS SiGMA and ANALOME—to strengthen the lottery agenda in Brazil and promote responsible gambling standards at major industry events like ICE Barcelona. By advocating for harm-minimization strategies (e.g., pre-defined loss limits), Jogo Positivo positions itself as a key stakeholder in shaping Brazil’s evolving gambling regulations. While the organization’s exact founding date and headquarters location are not publicly disclosed, its public-facing activities and leadership team indicate an active presence in the Brazilian betting market as of 2025.
Detailed Review
History & Founding
Jogo Positivo’s precise founding year and early history are not documented in the available sources. The earliest public reference found is from August 2025, when news of a partnership with BiS SiGMA and ANALOME was published. The association’s CEO, Filipe Alves Rodrigues, is also described as the “creator of the National Congress of Municipal Lotteries,” suggesting a background in lottery-related advocacy. No founding date, registration details, or predecessor organizations have been identified.
Headquarters Location
Not confirmed. The association’s website (jogopositivo.com.br) does not list a physical address. Given its Brazilian focus and involvement in lottery/regulatory matters, it is likely based in São Paulo or Brasília, but no reliable source confirms this.
Products, Platforms & Brands
Jogo Positivo does not develop gambling platforms or games. Instead, it operates as a membership-based association offering the following services: - AJP Club (Loyalty Program): A tiered membership program (Bronze, Silver, Gold) that rewards member companies with exclusive benefits, networking opportunities, and recognition for adhering to responsible gambling standards. - Dealer Training & Psychological Support: Through strategic partnerships, the association provides training for gambling operators and facilitates access to psychological support for players affected by gambling-related harm. - Brand Awareness Campaigns: Invites internationally renowned professionals to share insights on responsible gaming at industry events and seminars. - Learning & Development: Offers funding options and hiring initiatives within the gambling sector, supporting education and career development. - Industry Events & Advocacy: Participates in major trade shows (e.g., ICE Barcelona) and forges alliances (e.g., with BiS SiGMA and ANALOME) to promote responsible gaming and influence regulatory policy.
Regulatory & Compliance Focus
Jogo Positivo’s four pillars—Prevention, Information, Dialogue, and Integrity—guide its activities. It works to develop responsible practices, provide accurate risk information, foster constructive stakeholder discussions, and ensure member companies maintain high ethical standards.
Key Products
AJP Club
A tiered loyalty program (Bronze, Silver, Gold) that rewards member companies with exclusive benefits, networking opportunities, and recognition for adhering to responsible gambling standards.
Dealer Training & Psychological Support
Through strategic partnerships, the association provides training for gambling operators and facilitates access to psychological support for players affected by gambling-related harm.
Brand Awareness Campaigns
Invites internationally renowned professionals to share insights on responsible gaming at industry events and seminars.
Learning & Development
Offers funding options and hiring initiatives within the gambling sector, supporting education and career development.
Industry Events & Advocacy
Participates in major trade shows (e.g., ICE Barcelona) and forges alliances (e.g., with BiS SiGMA and ANALOME) to promote responsible gaming and influence regulatory policy.