For Lígia Mello, CSO at Hibou and responsible for the survey, it is impressive to see how betting permeates the lives of Brazilians, whether for fun, financial gain or even through the influence of friends and family. “This study helps us understand the cultural and economic impact that gambling has on the country,” she says.
Conducted between August 7 and 9, 2024, with 2,839 Brazilians from all social classes, lotteries appear as the most popular choice among Brazilian gamblers, with 47% of respondents stating that they play this modality.
According to Mello, “the lottery is a tradition deeply rooted in Brazilian culture. Many people see it as an opportunity not only to make money, but to dream of changing their lives.”
Next come raffles (25%), sports betting known as 'Bets' (11%), bingo (10%), and online casinos, with the Fortune Tiger ('Tigrinho' in Brazil) game standing out (8%).
Advertising plays an important role in gamblers’ behavior, with 42% saying they see gambling adverts on TV, 33% on Instagram and 19% being impacted by influencers. Thus, 19% of gamblers reported a “high” level of influence from advertising on their betting decisions.
Sports betting and the impact of sponsorship
Sports betting, popularly known as ‘Bets’ in Brazil, has been gaining ground in the country, with 11% of bettors dedicating themselves to this modality. Among the main factors that influence the choice of a betting house are recommendations from friends and family (32%), the reputation of the house (31%) and the fact that the brand is a sponsor of their football team (31%).
The survey indicates that 71% of bettors feel more inclined to bet when the team they support is sponsored by a betting brand.
“Sports betting, especially those made on betting platforms, reflect how much sports and entertainment are linked to the personal desires of Brazilians,” comments Ligia Mello. “Sports sponsorship directly influences the behavior of bettors, showing that trust and emotional engagement with a team play a crucial role in betting decisions.”
Fortune Tiger: the phenomenon of online casinos
Another relevant piece of data from the survey concerns the Fortune Tiger game, which leads among online casino game options, being the preference of 69% of players in this segment. Gamblers in Brazil who play Fortune Tiger are also those who spend the most and spend the most time playing. The majority (50%) spend between R$10 and R$50 per round, and 34% invest between R$200 (US$ 36.50) and R$500 (US$ 91.10) per month on these platforms.
“It is curious how ‘Tigrinho’ has become a phenomenon among online casino gamblers. The game offers a combination of immediacy and simplicity, which attracts players of different profiles,” highlights Lígia Mello. “However, the lack of understanding of the model and the perception of the possible gain has put Brazilians in debt, as they lose control, in this model.”
Furthermore, 78% of Fortune Tiger players are not clear about the total amount they have already spent on this type of game, which raises concerns about financial control and the potential for addiction. The predominant profile of these players is recreational (41%), followed by those who play regularly (31%) and those who consider themselves strategic (21%).
Betting limits and frequency
When asked about monthly financial limits for betting in general, 50% of Brazilians who gamble set a limit between R$50 (US$ 9.10) and R$100 (US$ 18.20) , while 36% admitted to not having a set limit. Betting frequency varies, with 42% playing occasionally, 17% betting once or twice a week, and 3% reporting that they play daily.
The reality of non-gamblers
Among the 32% of Brazilians who do not participate in gambling, the main reasons are the lack of trust in the honesty of betting systems (44%), the lack of available money (30%), and the lack of examples of winners in their social circle (25%).
Among them, 88% believe that these games can be addictive, and 69% consider online casinos to be the most dangerous modality in this regard.
Furthermore, 65% of non-gamblers know someone who has gone into debt because of gambling, and 27% of these financial problems remain unresolved.
Perspectives and regulation
The survey also addressed non-gamblers' perceptions of gambling regulation. 73% believe that gambling companies should pay more taxes, and 39% believe that legalizing and regulating gambling would make gamblers safer.
Source: GMB
