The Optimove Latam Gaming Pulse Report, July 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:
- July average deposit: $210 (12-month average: $217).
- July sports betting amount: $610 (12-month average: $742).
- Peru consistently outperforms in total monthly casino betting amounts: July average: $736, maintaining the highest level across all Latam countries.
- Brazil keeps showing the strongest growth in player engagement and retention since January 2025:
- Activity days: July average of 12.6 days, up from a 12-month average of 11.5 days.
- Retention rate: 77% in July, up from a 12-month average of 73%, indicating a strengthening core player base.
- Colombia demonstrates signs of rapid recovery and growth potential despite historical volatility:
- Casino betting rose to $526 in July, up from a 12-month average of $418.
- Sports betting increased to $107 in July, from a 12-month average of $85.
- Activity days climbed to 7.2 days in July, compared to a 12-month average of 5.5 days, reflecting improved user engagement.
- Retention rate rebounded from 46% in April to 70% in July, with a 12-month average of 60%.
Mexico remains the dominant market in deposit amounts and sports betting, maintaining leadership despite a gradual decline in recent months. Brazil stands out as a fast-growing opportunity, driven by regulatory alignment and rising player engagement, as seen in increased activity levels and retention.
Peru continues to show consistent strength in casino betting and retention. Colombia, while historically volatile, is now showing clear upward trends across all key metrics – retention, betting activity and engagement – indicating renewed potential and growing market momentum.
These patterns highlight the importance of region-specific strategies that align with local dynamics, regulations and evolving player behaviour to drive sustained performance across Latam.
Report metrics:
- Source: Betting trends in Latam in the trailing 12 months (July 2024-2025).
- 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 are the greatest in Mexico
Mexico consistently leads in average monthly deposit amounts, compared to the other Latam countries in this report. Brazil and Peru experienced an increase in July 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 July 2025 is $217. July average deposit was $210.
- Brazil: The average for the trailing 12 months before July 2025 is $127. July average deposit was $139.
- Peru: The average for the trailing 12 months before July 2025 is $126. July average deposit was $120.
- Colombia: The average for the trailing 12 months before July 2025 is $53. July average deposit was $58.
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 in this report. Mexico experienced an increase in July 2025, positioning second after Peru. Colombia has shown a consistent upward trend in recent months, exceeding Brazil in July 2025.
The average monthly total casino bet amounts for each country are as follows:
- Peru: The average for the trailing 12 months before July 2025 is $731. July average was $736.
- Mexico: The average for the trailing 12 months before July 2025 is $581. July average was $673.
- Brazil: The average for the trailing 12 months before July 2025 is $535 July. The average was $518.
- Colombia: The average for the trailing 12 months before July 2025 is $418. July average was $526.
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 however with a gradual decline over the past months
Mexico consistently leads in average monthly total sports bet amounts, maintaining the highest values throughout the period. Brazil and Peru remain closely in the middle range. Colombia continues to have the lowest average sports bet amounts, with a gradual decrease in July 2025.
The average monthly total sports bet amounts for each country are as follows:
- Mexico: The average for the trailing 12 months before July 2025 is $742. July average was $610.
- Brazil: The average for the trailing 12 months before July 2025 is $365. July average was $275.
- Peru: The average for the trailing 12 months before July 2025 is $344. July average was $294.
- Colombia: The average for the trailing 12 months before July 2025 is $85. July average was $107.
Definition of total monthly sport bet amount: The average sport 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 continues to lead with the highest activity level
Brazil consistently led in average activity days per active customer, while Mexico showed a gradual decline over the year. Peru remained stable throughout the period. Colombia’s activity levels increased in recent months, reaching their peak in July 2025.
The average activity days per country are as follows:
- Brazil: The average for the trailing 12 months before July 2025 is 11.5 days. July average was 12.6 days.
- Mexico: The average for the trailing 12 months before July 2025 is 9.8 days. July average was 9.2 days.
- Peru: The average for the trailing 12 months before July 2025 is 7.7 days. July average was 6.8 days.
- Colombia: The average for the trailing 12 months before July 2025 is 5.5 days. July average was 7.2 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 has been outperforming since February, showing a strong core player base
Brazil has maintained the highest retention rate in recent months, following the implementation of new regulations in January 2025. Peru also sustained consistently high retention throughout the period. In contrast, Mexico saw a decline in its retention rate. Colombia experienced significant fluctuations, dropping to 46% in April before steadily recovering in recent months.
The average active retention rates for each country are as follows:
- Mexico: The average for the trailing 12 months before July 2025 is 68%. July average was 68%.
- Brazil: The average for the trailing 12 months before July 2025 is 73%. July average was 77%.
- Peru: The average for the trailing 12 months before July 2025 is 69%. July average was 67%.
- Colombia: The average for the trailing 12 months before July 2025 is 60%. July average was 70%.
Definition of active retention rate: The percentage of bettors who were active in the preceding month and remained active in the current month.
The post Optimove Insights: Mexico remains Latam’s “dominant market” for deposit amounts first appeared on EGR Intel.
July data on key markets in the region reveals Colombia is displaying clear upward trends across retention, betting activity and engagement
The post Optimove Insights: Mexico remains Latam’s “dominant market” for deposit amounts first appeared on EGR Intel.