According to the survey, 77% agree that betting is a form of entertainment (the share rises to 85%, when looking only at the UOL audience). In addition, 72% say that betting on gaming is a way to increase income (77% at UOL). "It's fun and I make friends." “It's fun and extra money,” said some of the participants.
The survey was carried out between May 25 and June 1 of this year. Altogether, 1,000 people over 18 years old, who usually place bets online, from the ABC classes and from all regions of Brazil, answered the online questionnaire – on the MeSeems platform, by MindMiners.
Among those interviewed, sports betting is the best known and most frequently played modality, surpassing the traditional federal lottery games and online casino: 80% have heard about sports betting and 64% have played it. The federal lottery is known by 78% and played by 60%. And the online casino, known by 66% and played by 35%.
The number can be explained by the way in which sports betting sites entered the imagination and routine of Brazilians. Of the 40 teams that compete in the A and B series of the Brazilian Football Championship, 35 are sponsored by sports betting site.
It is important to remember that the online betting market has been expanding across the country even without specific regulation - the games are released by law 13.756/2018, but they need to be regulated by the end of this year.
Estimates show that sports betting sites moved R$ 7 billion (US$ 1.35b) in 2020. The forecast of experts, after the new rules, is to reach up to R$ 100 billion (US$ 19b).
Within sports betting, football leads the way (93%). Then comes basketball (31%) and eSports (29%). More than half of football bettors say they usually bet on Brasileirão games (56%). But other championships also stand out, such as the Copa Libertadores (44%) and Copa do Brasil (41%). A third (33%) say they bet on all championships.
Points of contact
Digital influencers and sports traders are followed by 36% of bettors (39% at UOL). And, for the majority, specialized sports websites are considered the main source of information to guide betting (55%). Then, sports programs (54%) and social networking groups (37%) are cited as ways to get information about sports to place bets.
Advertising plays a central role in the adherence and trust of these bettors: 78% of respondents said that better-known sports betting sites are more trustworthy, and 63% declared that they like to see the brand they bet on active in advertising.
Furthermore, 55% admit that being impacted by advertising from a betting site can motivate them to bet more, and 51% say they started betting online after being impacted by advertising. And they are paying attention: 65% said they remember seeing an advertisement for a betting site brand in the last 30 days.
Source: UOL
