Plinio Augusto Lemos Jorge is a Brazilian lawyer with a distinguished career in the gaming and lottery sector. A partner at Lemos Jorge Advogados Associados, he also serves as the president of the National Association of Gaming and Lotteries (ANJL).
Holding a Master’s degree in Law from PUC-SP and Doctoral in Business Law, he was previously a judge at the Tax and Fees Court of the State of São Paulo. As ANJL’s president, he actively participates in industry events such as CGS Brasília 2025.
Recognized as an influential figure in the market, he continues to drive regulatory and legal advancements to promote the sustainable growth of the gaming sector in Brazil.
Plinio Augusto Lemos shares his insights on the significance of CGS Brasília in the current landscape, the key regulatory challenges, and his expectations for this event.
Q1: In your opinion, what is Brasília’s relevance to our industry?
A: Brasília is the political center of the country, where legislative decisions that directly impact the betting sector are made. It is also home to regulatory and oversight bodies, such as the Ministry of Finance, the Secretariat of Prizes and Betting (SPA), and the Federal Revenue Service. Therefore, companies in the sector must stay informed about developments in Brasília to comply with regulations and strategically position themselves in the market.
Q2: What is your biggest concern regarding the current state of regulation in Brazil? What has been the most significant achievement so far?
A: With the regulation of betting houses and the establishment of legal guidelines for companies to operate in Brazil, we have made significant progress, such as gaining support from key sectors of civil society. These sectors recognize that government-authorized betting is a legitimate economic activity that pays taxes and generates jobs.
However, there is still a long way to go. It is crucial to combat the illegal market, prevent excessive taxation that could result from the selective tax, and address initiatives from certain private banks that have launched aggressive campaigns against the online betting and gaming sector.
Q3: What do you hope to achieve or promote by participating in CGS Brasília?
A: The underground betting network results in tax revenue losses and harms both bettors and legally authorized companies.
ANJL acknowledges the authorities' efforts and has been working closely with the National Telecommunications Agency (Anatel) to block illegal websites. Additionally, we have presented suggestions to the Central Bank of Brazil (Bacen) to help regulate payment methods, which play a crucial role in the operations of these illegal businesses. From October 2024 to date, Anatel has blocked more than 12,000 illegal websites. Without effective enforcement measures, this number will only continue to rise, as these unregulated companies use advanced technology to bypass restrictions.
Recently, we took another step in favor of the regulated market. In collaboration with the National Council for Advertising Self-Regulation (Conar), we launched a training course for digital influencers who promote betting platforms. This initiative aims to curb the spread of illegal sites on social media, as many influencers—without verifying platform legality—end up endorsing unlicensed operators. Our goal is to educate them on producing transparent content that complies with regulations and includes educational messaging about the sector.
Brasília will be the stage for this progress.
Amilton Noble is the CEO of Hebara S/A, a Brazilian company specializing in the distribution of lottery products. With over 30 years in the gaming, betting, and lottery sector, he has built a solid career leading the launch of hundreds of products, including the famous “Raspadinha do Rio.”
He contributed to the creation of more than 300 prize structures, playing a key role in the success of instant lotteries in Rio de Janeiro. Additionally, he served as ambassador of the Brazilian iGaming Summit (BiS SiGMA Americas) in 2025, further reinforcing his influence in the industry.
Recognized as one of the leading figures in Brazil’s gaming industry, Noble continues to innovate and expand the gaming and lottery market in the country.
In this interview, the President of Hebara shares his perspectives on what to expect from CGS Brasília, the milestones achieved through regulation, the growing commitment of companies to responsible gaming, and the value of genuine networking at the event.
Q1. In your view, what is the relevance of Brasília to our industry?
A: Holding a CGS event in Brasília will be a turning point, as it brings regulatory discussions closer to Parliament, raising awareness among deputies and senators about the importance of the industry and its role in generating jobs and tax revenue.
Q2. What is your main concern regarding the current state of regulation in Brazil? What has been the greatest achievement so far?
A: Regulation has truly begun; now is the time to fine-tune the details and show that it’s here to stay. It’s great to see, week by week, the number of operators growing, boosting government revenue through license fees. As the biggest success, I highlight the widespread adoption by companies of responsible gaming initiatives and communications.
There is still much progress to be made, but the results so far are very encouraging.
Q3. What do you hope to achieve or promote by participating in CGS Brasília?
A: My participation in CGS events is practically a must. It's a smaller-scale event, but it allows for real conversations, opening channels and fostering genuine networking. It’s always a pleasure to join the panels and contribute to the discussion.