Among those interviewed, 40% consider 'Bets' advertisements in sporting events and betting houses' sponsorships of football teams to be positive, favorable and necessary. In addition, 30% do not believe that these companies can have a negative impact on sports. 20% understand that they are very harmful to sports.
The survey also showed that social networks, including Instagram, YouTube, Facebook and TikTok, are the main means of information for at least 55% of those interviewed. Other sources cited were friends and acquaintances (35%), internet advertisements (31%) and radio and TV (24%).
Still regarding communication aimed at betting companies, for the public, the greatest relevance is clear communication and information, for 58% of respondents.
Bettors' favorite brands
According to the study, bettors' favorite platforms are Betano (40%), which sponsors the Brazilian Championship and Copa do Brasil, Bet365 (33%), considered one of the first betting houses in Brazil, and Esporte da Sorte (21%), the master sponsor of Corinthians.
Among the main reasons why respondents choose brands are the speed of payments and withdrawals (38%), the security and privacy of user data, in addition to operations regulated in Brazil (31%).
Among the reasons that make respondents bet, the most cited was financial gain, with 72% of mentions. This data raises an alert, including for fixed-odds betting companies, which have constantly worked on their communication based on responsible betting, with the aim of dissociating the segment from financial gain and bringing it closer to entertainment.
In November of last year, the Brazilian Institute of Responsible Gaming (IBJR), which brings together several companies that operate in the segment, presented a campaign that aimed to highlight the main rules of the sector's regulations.
With the title “Pra Jogar Tem Que Ter Regra” (“To play there must be rules”), the advertising piece, created by InPress Porter Novelli, highlights how the institution works to create an ethical, sustainable and safe ecosystem in the Brazilian market, reinforcing aspects such as contributing to the economy and to sports and responsible gaming.
Although this effort is made by brands and institutions, fun and entertainment are the reason cited by less than half of those interviewed (42%).
Source: Meio&Mensagem
