The educational profile of bettors also reveals diversity, with 33% having completed higher education, 22.5% holding postgraduate degrees, and 20.8% having completed high school. These figures demonstrate that the online betting audience is broad, spanning different education levels and income brackets.
With an increasingly diverse customer base, platforms face the challenge of catering to a highly dynamic audience with demands for attractive offers and security — key factors in ensuring bettor loyalty. In Brazil, companies like Bet365, Betano, and Pixbet compete aggressively by offering welcome bonuses and differentiated odds.
Betting preferences and low brand loyalty
Sports lead the preferences, with 63.3% of bettors choosing this category. Online casinos are the second option (37.2%), followed by eSports at 19.9%. Preferences also vary by gender: 76.4% of men prefer sports betting, while 50.6% of women favor online casinos.
The research also reveals that many bettors maintain accounts on multiple platforms, reflecting low brand loyalty. This behavior aligns with trends observed in international markets such as the UK and the US, where user turnover is high, with bettors frequently switching between sites in search of the best odds and promotions.
Around 50% of users stated they would switch platforms due to security concerns or withdrawal difficulties. Additionally, 48.5% would be attracted by promotions and bonuses, while 31.9% would prefer more advantageous odds.
Key factors in choosing a betting platform
According to a study by idwall, ease of use (39.5%) and platform reputation (38.8%) are top priorities for bettors when selecting a betting platform.
Other factors that directly impact this choice include a problem-free track record (46.2%), a sense of security (36.4%), and transaction ease (34.7%)—all closely linked to the customer experience within the platform, which is crucial for retaining and building bettor loyalty.
Trust and security factors
With the growing adoption of online betting, digital security and regulatory compliance have become central concerns for the industry's sustainability. The study found that 18% of bettors have been victims of fraud or scams—equivalent to around 10 million people in the country. Additionally, 10% of users have had their accounts hacked, affecting 5.2 million bettors.
These figures highlight a concerning reality: as the number of bettors rises, so do fraud cases. To mitigate these risks, Brazilian legislation has been evolving to impose stricter requirements on betting platforms.
Law No. 14,790/2023 and SPA/MF regulations have established more stringent guidelines for operators, requiring stronger identity verification, anti-fraud measures, and consumer protection mechanisms.
However, the effective implementation of these regulations depends on specialized technologies capable of ensuring compliance and a secure experience for bettors.
“Betting platforms face a dual challenge: providing a seamless user experience while meeting all regulatory and security requirements. Idwall’s solutions are designed to address precisely these needs, helping operators reduce fraud, simplify onboarding, and strengthen bettor trust,” says Lincoln Ando, CEO and co-founder of idwall.
“With advanced identity verification technologies, continuous monitoring, and risk analysis, we create a secure and efficient environment for the iGaming market, helping platforms differentiate themselves and grow safely,” adds the executive.
Research methodology
The research was conducted by idwall in partnership with Opinion Box through online interviews with 1,015 Brazilian bettors.
The study considered participants from all regions of the country, aged 18 or older, who had registered on at least one betting platform in the past six months and placed at least one bet during that period. The survey has a margin of error of 3.1 percentage points.
Idwall is a technology company providing identity verification, risk management, and digital onboarding solutions.
A market leader in integrated and intelligent solutions, the company streamlines identity verification throughout the customer journey and helps businesses comply with regulations using proprietary technology to prevent fraud.
Founded in 2016 by Lincoln Ando and Raphael Melo, idwall aims to build trust-based relationships in the digital era.
Source: GMB
