In anticipation of Brazil formalizing sports betting regulations by January 2025, OddsMatrix, in collaboration with ENV Media, has undertaken a comprehensive study involving over 1,800 sports bettors from across the nation. Discover more about the survey at OddsMatrix.
This survey’s insights will be shared across five fundamental themes: entertainment, localization, brand, loyalty and cross-sell, coverage, and features.
As we delve into part one of this series, our primary focus is on entertainment. We aim to assess the familiarity of Brazilian players with online betting, how they encounter new platforms and promotions, alongside their behaviors and preferences, encompassing preferred sports, leagues, teams, types of bets, and more.
A Dynamic, Youthful Audience in Tune with Their Needs
Brazil’s sports betting enthusiasts are notably progressive for a market on the brink of regulation. They are extensively engaged through digital and mobile platforms, with social media and streaming taking the lead.
Survey participants could select multiple applicable options. Among them, social media was the top choice for 49% of respondents, closely followed by online advertisements at 47%, marking them as the most favored online betting discovery methods in Brazil.
A considerable 66% of bettors engage with betting content on major social media networks like Instagram, Facebook, and X. Additionally, 33% utilize mobile messengers such as Telegram and WhatsApp, while 31% prefer platforms for short-form videos, including YouTube, Twitch, TikTok, and Kwai.
A majority (51%) expect to watch live-streamed games on operator websites, with real-time statistics and analysis being valued by 42% of users. This trend suggests that operators will face astute bettors who are keen on consuming engaging, live, pertinent, and low-latency content when regulatory changes take effect in January.
Prominent Betting Motivations in Brazil
While it might be assumed that Brazilian bettors mainly favor their national leagues and players donning the iconic gold and blue, the picture is more complex in the globally interconnected betting industry. Sure, domestic competitions matter, but with such an informed and betting-proficient audience, the scenario unfolds with multiple layers.
About 43% of bettors are driven by their allegiance to specific teams or competitions. Collaborations and sponsorships with popular teams build brand loyalty, and team-centric promotions attract fervent fans.
Preferred sports leagues for betting largely include Brazil’s Serie A (71% picked as first), UEFA Champions League (48%), World Cup (40%), and Copa América (38%), with the NBA (21%) and the NFL (11%) seeing rapid growth in popularity.
International betting leagues such as Serie A (56%), Spain’s La Liga (44%), and the English Premier League (44%) rank foremost, followed by a rising interest in Brazil’s women’s league (28%), volleyball super league (24%), and the National Futsal league (17%).
Forty percent of participants bet on international and local games with equal enthusiasm, and nearly half (49%) rated localization as ‘highly’ significant, underscoring that adapting themes and markets to local preferences enhances user experience and draws consistent users through localized offers and promotions.
Approximately 60% deem accessible betting options on unique Brazilian sports like beach football and volleyball as ‘important’ or ‘very important’. Additionally, localized bonuses and Portuguese-language live games are top picks for 60% and 49% of bettors, respectively.
[Note: Survey data comes from 1,800 consistent sports bettors in Brazil. Percentage totals may exceed 100% due to the “select all that apply” nature of certain questions.]
OddsMatrix – Bridging the Entertainment Divide
For Brazilian bettors seeking entertainment, OddsMatrix offers an extensive range through its adaptable platform, software, and data services, covering these facets and much more extensively.
In the third quarter of 2024, we featured over 530,000 sportsbook events spanning 100+ sports.
Our pre-match market offerings for English Premier League encounters exceed 1,000, compared to the industry standard of just 293 among tier-one providers.
We provide BetBuilder options in 11 sports, both pre-live and live, for football, tennis, basketball, and more.
Interesting Fact
No other operator or provider globally offers more live football matches than OddsMatrix. Between October 2023 and September 2024, we broadcast 137,260 live games across 2,923 events.
For further data insights, follow EveryMatrix on our LinkedIn page or visit www.oddsmatrix.com leading up to ICE 2025, where our specialists will address all your sports betting requirements.
About EveryMatrix
EveryMatrix excels in providing cutting-edge igaming software, solutions, content, and services across casino, sports betting, payments, and affiliate management for both global tier-one operators and emerging brands. The platform’s high modularity, scalability, and compliance empower operators to blend EveryMatrix solutions with third-party and proprietary technologies. Operating across 13 countries with a workforce of 1,000, EveryMatrix caters to over 300 clients worldwide, including the regulated US market. As a member of the World Lottery Association (WLA) and European Lotteries Association, and the first to attain the WLA Safer Gambling Certification in September 2023, EveryMatrix is committed to promoting responsible gambling while delivering leading-edge gaming solutions. Discover more at www.everymatrix.com.
The post Brazil, part 1: The Journey to 2025 Regulation – Entertainment first appeared on EGR Intel.