In recent years, the online betting market in Brazil has grown significantly, generating large advertising investments and impacting the pockets of millions of Brazilians.
According to a survey carried out by Ilumeo, 83% of Brazilians place or would consider making sports bets. The survey was carried out with 2,327 people from all over Brazil between May 20th and June 9th, and analyzed their relationship with sports betting.
In the study, the motivations and blocks that influence behavior were researched.
Among consumers in the category, 62% bet with the aim of generating extra income and almost double the number of bettors for fun (37%).
In 2023, a study by Anbima (Brazilian Association of Financial and Capital Markets Entities) showed that there are more Brazilians who invest in sports betting than Brazilians who invest in the stock market. In fact, 22% of those interviewed say that betting is a way of investing.
On the other hand, among those who do not place bets, the main reasons are related to skepticism: they believe that they do not have the necessary skills (39%) or that the chances of winning are low (27%). Blocks such as fear of compulsion (31%) and financial conservatism (20%) also stand out.
Perception of betting brands
When asked which brands they have heard of, the sample of consumers remembers 200 of them. In fact, confusion between different brands has proven to be common as most of them have the word “bet” in their name.
According to the CEO of Ilumeo, Diego Senise, “in general, brands that stand out make large investments focused on mass media with high frequency to build branding, not just performance in digital media.”
This is relevant, as research shows that 70% of consumers say that the main criterion for choosing a bookmaker is brand reputation.
In this scenario with many brands competing for space in the imagination and pockets of bettors, Betano and bet365 stand out, which are known by 90% and 85% of those surveyed, respectively. Others have recognition in much lower percentages than the two most cited.
Ilumeo is a consultancy focused on marketing effectiveness that has served major brands for 13 years. There are more than 700 projects delivered to the largest companies in the country. The company is made up of multidisciplinary teams of specialists with domain expertise in marketing effectiveness challenges, focusing on the statistical evaluation of the return on investments in brand and performance.
Source: GMB
