While plenty of the iGaming focus is on North America and the number of states and provinces becoming regulated, Latin America is also beginning to emerge as a force in the industry. Within Latin America, Brazil is the largest country, both in terms of area and population, making it an exciting potential market for those in the iGaming world.
However, Brazil is not fully regulated yet, as horse racing and lotteries are the only verticals that are fully permitted. Fixed-odds betting was approved federally back in 2018, with the hopes that they’d construct a full plan for licensing and operating the market in time for the 2022 World Cup.
For this piece, Income Access received insights from Vanessa Queiroz, Content Country Manager at KaFe Rocks, a one of the leading affiliate companies in the Brazilian market. With that in mind, company will breakdown what may happen with the local iGaming sector, how to market to this audience and what kind of content they’re looking for.
Brazilian iGaming Market Overview
The Brazilian iGaming market is evolving and that begins with how the audience is engaging with content. A major factor in the iGaming growth for a market is smartphone usage, as it’s one of the primary methods users around the world use to place bets with brands. For Brazil, smartphone usage is way up, with nearly 78% of the population having access to one. This figure skyrocketed from 53% in 2016 and is projected to hit nearly 85% by 2026.
In terms of market size, a recent report from Delasport has the estimated size of the iGaming market in Brazil at $2.1 billion USD. They also estimate that it should grow to $2.6 billion USD by 2026, showcasing the potential strength of this exciting country.
When asked about the future of the Brazilian iGaming market, Queiroz remarked that “today, as a grey market, Brazil is missing a major opportunity, as some Brazilians don't know that it is possible to play on international sites. Being regulated, a high number of new players could be reached, as the industry would have more visibility in the country.”
Brazilian iGaming Marketing Strategies
Operators are circling in the area, beginning to partner with massive celebs and sport teams in advance of the industry opening. For example, Galera.Bet has been partnered with Corinthians since 2020 as one of their main sponsors (which was valid for both men's and women's football, now replaced by Pixbet, and basketball), while Palmeiras announced earlier this year that Betfair would be their official betting sponsor. Those are just two of Brazil’s major football teams, but many more have found deals with sportsbooks looking to increase visibility in the area.
When Income access asked Queiroz what she thought the most important features or services were to the Brazilian market, her answer was unsurprising. She said “it happens too often that brands translate their websites and believe it is enough to enter the Brazilian market. There are already big operators providing 100% localized services, so the audience is already expecting live support in Portuguese, for example. Also, the platform must accept local currency with national payment methods and the betting options must cover Brazilian leagues. I know it may sound basic, but you would be surprised with how many brands with a BR site are not aware of this basic principle!”
As with any market, it’s vital to be properly localized for the Brazilian market, with everything from language, local options and coverage of the sports they care about. Simply having Portuguese as an option may not be enough to connect with the audience.
Most Popular Content in Brazil
As many would expect for Brazil, football (soccer for North Americans) is the most popular among sports fans in the area, followed by MMA and basketball which also have a proud of history in the country.
The Campeonato Brasileiro Série A is the major football competition in the area and one that Brazilians are passionate about. However, Brazilians are major fans of the sport and their interest doesn’t end there. They’re also highly interested in the European competitions, in particular the UEFA Champions League, so it’s important for brands to focus their marketing on those competitions as well.
What about for all the non-sports verticals? Queiroz said “well, of course, most of the attention goes to sports betting, as operators are already known by players due to their exposure in the media, by sponsoring teams, tournaments, and promotional work. However, there are also other niches to be explored, such as the growing interest in the casino vertical, especially live games such as roulette and blackjack. And recently, crash games have been a trend among players, so I believe the Brazilian audience is getting diversified.”
Crash games are a new aspect in the iGaming world, serving as a gateway for new users who may not connect with more traditional products. It’s been helpful in connecting with the younger generation and can be an interesting way for brands to connect with new users.
Key Takeaways
The Brazilian iGaming market seems like it’s ready to truly takeoff, making it an exciting time for brands, affiliates and users in the area. Over the next five years, exponential growth is expected, making it a great time to get involved with this burgeoning market.
Using the concepts outlined in this article, brands can get a better sense of the market and ensure they offer the right products and content to them.
Source: Michael De Sua - Income Acces
