The Optimove Latam Gaming Pulse Report – May 2025 analyses player behaviour and betting trends across Mexico, Brazil, Peru and Colombia over the past 12 months, based on an average of more than 7.2 million active monthly players.
Key highlights
- Mexico leads in both average deposit amounts and sports betting volume. In May, the average deposit dropped to $201 (£148) while sports betting reached $603.
- Peru emerged as the leader in total monthly casino betting amounts, ending May at $638 and outperforming other Latam countries in this category.
- Brazil showed the strongest growth in player engagement and retention since January 2025:
- Activity days increased 28%, reaching 13.9 days per player in May (up from a 10.9 per day average).
- Retention rate rose to 80% in May (up from a 71% average), reflecting a shift toward a more loyal player base.
- Colombia recovered after experiencing the lowest retention rate in April 2024, with a sharp drop in retention to 46% in April 2025, likely influenced by recent value-added tax (VAT) policy changes. Retention rate rose to 58% in May.
Conclusion
Mexico remains the dominant market in terms of deposits and sports betting volume, while Brazil’s rising engagement and retention mark it as a fast-growing opportunity – likely driven by regulatory adaptation and stronger player loyalty. Peru demonstrates consistency across multiple metrics, especially in casino activity and retention. Colombia, however, presents a volatile landscape, with significant drops in retention in April, with a quick recovery in May. These patterns emphasise the need for region-specific strategies that balance regulatory compliance with sustained player value.
Report metrics
- Source: Betting trends in Latam for the trailing 12 months (May 2024-25).
- Countries: Mexico, Brazil, Peru and Colombia.
- Database: A 12-month average of over 7.2 million active players per month.
Category: average deposit amount
Key finding: Average deposit amounts greatest in Mexico
Mexico consistently leads in average monthly deposit amounts, compared to the other Latam countries in this report. Brazil and Peru experienced a stable trend positioning in the middle while Colombia has the lowest deposit amount across the entire period.
The average monthly deposit amounts for each country are as follows:
- Mexico: The average for the trailing 12 months before May 2025 is $224. May average deposit was $201.
- Brazil: The average for the trailing 12 months before May 2025 is $149. May average deposit was $142.
- Peru: The average for the trailing 12 months before May 2025 is $125. May average deposit was $130.
- Colombia: The average for the trailing 12 months before May 2025 is $52. May average deposit was $52.
Definition of average deposit amount: The average deposit amount is calculated by taking the total sum of all deposits and dividing it by the number of sports and casino bettors (players) who have made at least one deposit.
Category: Total monthly casino betting amount
Key finding: Peru has highest total monthly casino betting amount across Latam countries
Peru consistently leads in average monthly total casino bet amounts, maintaining the highest values among the four Latam countries tracked in this report.
Mexico started the period with the highest values but declined steadily.
Brazil remained in the middle range, showing relatively stable fluctuations throughout the year.
Colombia continues to have the lowest average casino bet amounts, maintaining a consistently low and stable trend.
The average monthly total casino bet amounts for each country are as follows:
- Peru: The average for the trailing 12 months before May 2025 is $805. May average was $638.
- Mexico: The average for the trailing 12 months before May 2025 is $610. May average was $497.
- Brazil: The average for the trailing 12 months before May 2025 is $562. May average was $489.
- Colombia: The average for the trailing 12 months before May 2025 is $392. May average was $443.
Definition of total monthly casino bet amount: The average casino bet amount is the total sum of all casino bets and divided by the number of bettors who have placed at least one casino bet.
Category: Total monthly sports betting amount
Key finding: Mexico leads in sports betting, while Colombia lags behind
Mexico consistently leads in average monthly total sports bet amounts, maintaining the highest values throughout the period.
Brazil and Peru remain in the middle range, with relatively stable fluctuations over the year.
Colombia continues to have the lowest average sports betting amounts, with consistently low values, but with a recent increase in the past two months, it reached a high in May.
The average monthly total sports bet amounts for each country are as follows:
- Mexico: The average for the trailing 12 months before May 2025 is $782. May average was $603.
- Brazil: The average for the trailing 12 months before May 2025 is $383. May average was $312.
- Peru: The average for the trailing 12 months before May 2025 is $350. May average was $298.
- Colombia: The average for the trailing 12 months before May 2025 is $84. May average was $140.
Definition of total monthly sports bet amount: The average sports betting amount is the total sum of all sports bets and divided by the number of bettors who have placed in least one sport bet.
Category: Average number of activity days per active customer
Key finding: Brazil has continued to experience a notable spike since January
Brazil consistently leads in average activity days per active customer, showing a significant increase starting in January 2025 and maintaining the highest engagement levels across the region.
Mexico started as the top performer but gradually declined over the year while Peru remained stable throughout the period. Colombia continues to show the lowest activity levels.
The average activity days per country are as follows:
- Brazil: The average for the trailing 12 months before May 2025 is 10.9 days. May average was 13.9 days.
- Mexico: The average for the trailing 12 months before May 2025 is 9.9 days. May average was 8.8 days.
- Peru: The average for the trailing 12 months before May 2025 is 7.8 days. May average was 7.8 days.
- Colombia: The average for the trailing 12 months before May 2025 is 5.7 days. May average was 5.5 days.
Definition of average activity days: The average number of activity days is the total number of activity days divided by the number of bettors who have at least one activity day.
Category: Average active retention rate
Key finding: Brazil keeps outperforming since February, showing a strong core player base
Brazil showed strong increase in average active retention rates throughout the period, after a sharp dip in January 2025 following new regulations.
Peru maintained consistently high retention with a gradual decrease in the past months. While Mexico remained relatively stable.
Colombia experienced wide fluctuations, dropping to 46% in April, and showed signs of recovery in May with 58% of retention rate.
The average active retention rates for each country are as follows:
- Mexico: The average for the trailing 12 months before May 2025 is 70%. May average was 63%.
- Brazil: The average for the trailing 12 months before May 2025 is 71%. May average was 80%.
- Peru: The average for the trailing 12 months before May 2025 is 68%. May average was 70%.
- Colombia: The average for the trailing 12 months before May 2025 is 60%. May average was 58%.
Definition of active retention rate: The percentage of bettors who were active in the preceding month and remained active in the current month.
For more insight visit iGaming Pulse.
The post Optimove Insights: Mexico leads Latam for average deposit amounts and betting volume first appeared on EGR Intel.
Data on key markets in the region shows Colombia presents a “volatile landscape”, with sharp falls in retention in April followed by a quick rebound in May
The post Optimove Insights: Mexico leads Latam for average deposit amounts and betting volume first appeared on EGR Intel.