Sports betting has been a part of Brazilians’ daily lives for the past couple of years, especially after the regulamention made by President Lula in late 2023. Given the growing public interest and the broad robustness that the segment presents, Samba Digital began monitoring the digital performance of approximately 80 companies throughout 2023 and was able to verify that F12.Bet emerged as the Instagram account with the most interactions.
In total, F12.Bet reached 20.8 million interactions in its 2,525 posts, a performance that places it as the company with the best performance among its competitors in the fixed-odd sports betting segment. The 2,500 publications also place F12.Bet as the company in the segment with the most posts, surpassing Galera.bet by 95 posts.
With 20.8 million interactions on Instagram, the company held a fourfold advantage over Esportes da Sorte, the category’s second-place. Sportsbet.io Brasil, which sponsored São Paulo FC in 2023 (replaced by Superbet in 2024), adeptly leveraged a club-themed content.
The Top 5 interactions ranking also includes Betano, sponsor of 2023 Libertadores’ champion Fluminense, and Estadium Bet.
The post with the highest number of interactions from F12.Bet – and the monitored companies – is the one in which actor Vin Diesel arrives late at an NBA match, including a little joke about his tardiness due to being the star of the Fast and Furious films. It amassed a total of 3.1 million interactions.
Engagement
In terms of engagement rates, Estadium Bet makes a remarkable leap from 5th place in total interactions to claiming the top spot, boasting an exceptional engagement rate of 25.1%, the highest in its segment.
Estadium Bet’s engagement results are noteworthy, and the company’s best-performing post was a video that does not involve any influencer, but rather a beautiful kick in a game that looks more like amateur football.
In total, the content achieved 1048% engagement.
F12.Bet achieved a successful digital year, securing the 2nd position in engagement at 11.5%, closely followed by Vai de Bob and its charismatic influencer, former player Vampeta, with an engagement rate of 8.7%.
New followers
Esportes da Sorte closed the year approaching one million new followers. In total, the company gained 967 thousand new followers and stood out in this regard. Another notable development is the presence of EstrelaBet.
Founded in 2018 in the United States, Samba Digital supports clubs and players in the sports and eGaming industry in their internationalization strategies, by developing their digital audiences around the world.
The company is presently operating on five continents: North and South America (USA and LATAM), Europe, Africa and Asia. Samba Digital works with the biggest clubs and players in English football (Liverpool, Tottenham, Manchester United, Chelse), French football (Ligue 1, PSG, OM, OL, AS Monaco…), Italian football (Serie A, Juventus, Naples), German football (Bundesliga, Eintracht, Bayern Munich…) and, since 2022, with the Portuguese Primeira Liga.
The company is developing its expertise in many other sports, such as basketball (Orlando Magic in the NBA and FIBA), rugby (World Rugby), golf (Ryder Cup), Formula 1, tennis (Roland-Garros, the US Open, etc.), etc.
Based in Portugal, Samba Digital also owns Sports Translate and Sport Influencers, two platforms aimed at the sports industry, with over 300 translators and 5,000 influencers available worldwide. Sports Translate provides content translation and adaptation in 50 languages and dialects and offers video subtitling and dubbing services.
Samba Digital is the first sports marketing company in the world to offer these different services with an economic model based on flexibility, without any bank debt and comfortable cash flow allowing it to self-finance its investments.
Source: GMB
