In 2022, the UOL business team presented an extensive study on media habits and the profile of Brazilian bettors, a resource considered one of the best tools for supporting media and communication strategies, still used by advertisers and agencies to this day.
After a two-year hiatus, the company has unveiled a new study using the Mind Miners methodology. This updated research includes refreshed data and new insights aimed at supporting the industry.
Guilherme Frioli, UOL’s head of advertising for sports betting, emphasizes that the document serves as a valuable asset to guide operators and marketing teams in making strategic decisions about media and communication tone.
“This research was a major demand from the industry following the success of the previous study. This time, we approached it differently by engaging with various operators to understand what they wanted to see addressed. The result is a document fully aligned with their needs,” Frioli explained.
Carolina Braga, UOL’s head of research and insights, highlighted the effort and challenges involved in creating the document. “Our main challenge this time was to provide betting brands with relevant communication insights for 2025. Understanding that bettors reflect a more moderate profile, playing for fun and responsibly, is a crucial path for the future planning of this market.”
According to Braga, the study will enable brands to craft actionable strategies and communication that reinforce these attributes to capture greater consumer attention.
The study surveyed 500 bettors, with 260 women and 240 men, aged between 18 and 65+ from all regions of Brazil and socioeconomic classes A, B, C, and DE.
Bettors show a moderate profile
The research revealed that bettors tend to have a moderate profile, with 39% betting occasionally and 26% doing so for recreation. Nearly half (45%) are registered on only one sports betting and online gaming site, while 28% use two sites.
Regarding betting frequency, 32% bet one to three times per week, and only 13% place bets daily.
When it comes to monthly spending, 43% report spending up to R$50 (US$8), while 21% spend between R$50 and R$100 (US$16). Pix dominates as the preferred payment method, accounting for 84% of transactions.
Among respondents, 49% bet as a way to increase income, while 48% do so for fun.
Respondents also indicated that security certificates (35%) are the most important factor for opening accounts at sports betting and online gaming sites, and 49% indicate that speed of payment is the most important factor for choosing a site (49%).
Another piece of data from the study indicates the main sources of information when placing bets. Contrary to the general perception, influencers account for only 14% of the search for information. Friends/family account for 28% of the information, and 26% of respondents say they look for it on specialized and sports sites.
Most recalled betting brands
UOL asked respondents to name the first brand that came to mind when thinking of sports betting sites. A total of 39 brands were mentioned, but five, which lacked approval from the federal government, were excluded.
The most recalled brand was Betano, with 60% of mentions, followed closely by bet365 (57%). The top five was rounded out by 1xBet (38%), Betnacional (37%), and Esportes da Sorte (33%).
Study summary:
Profile of bettors
* Conservative is the profile they most identify with. They place their bets 1 to 3 times a week
* The main form of payment is Pix with a monthly spend of up to R$50. A quick return on the amount bet is the most important factor when choosing betting sites
* While the public places their bets to increase their income and for fun, there is also the fear of becoming addicted to gambling
* More than 70% stated the importance of companies supporting responsible gaming initiatives or social causes
* Federal lottery, sports betting and casino are the most popular modalities. More than 64% of respondents stated that they know about betting
Motivations, football and influence
* Extra income and fun are the main motivators for the public to bet. People feel happy and lucky when they bet and win
* Football was the sport that led the ranking of sports, with the Brazilian Championship being the main championship in which they bet
* Chatting with friends on WhatsApp is the main social network that the public uses to share their experiences when betting
Advertising
* More than 60% of people agree that the most well-known sports betting sites are the most trustworthy
* The main means by which people saw advertisements for betting sites were the internet and social networks
* Betting sites are where they most follow the results of their games, followed by social networks
* 58% say they have seen some advertising for a betting brand in the last 30 days
* For more than 55% of the public, betting companies being associated with advertisements on adult content sites worsens their reputation regarding the brand
Brands
* The respondents' favorite brands were Betano, followed by bet365 and Betnacional
* With 60%, Betano is among the most remembered stimulated brands, followed by bet365 and 1xBet
* 38% say they do not have a favorite betting game brand
The full study can be requested from UOL’s commercial team at the following emails: [email protected] or [email protected].
Source: GMB
