Brazil has an online betting market that is growing non-stop. But what the 2026 numbers show goes beyond growth. Adding the monthly visits of the 10 largest platforms in the country, we reach more than 1.34 billion visits per month. To get an idea of the size of this: it is more than the entire Brazilian population accessing each of these platforms once.
This data is part of a survey carried out by the Bônus de Apostas portal, which analyzed the search behavior and traffic of Brazilian bettors between March 2024 and March 2026, using the Ahrefs and Similarweb tools as a base.
The number draws attention. But what lies behind it is even more interesting.
Betano takes first place
When looking at the traffic ranking, the first thing that stands out is Betano‘s absolute dominance: 426 million monthly hits. Alone, it represents almost a third of all traffic for the 10 largest sportsbooks in the country.
Superbet comes second, with 190 million, less than half of the leader. 7Games closes the podium with 150 million.
The complete list of the 10 most accessed in March 2026:
- Betano — 426 million
- Superbet — 190 million
- 7Games — 150 million
- Brazino777 — 139 million
- bet365 — 98 million
- Bet7k — 96 million
- R7 Bet — 75 million
- Cassino Pix — 63 million
- Esportes da Sorte — 56 million
- Bet da Sorte — 47 million
Three brands: Betano, Superbet and 7Games alone have more than 766 million monthly hits. In other words, more than half of all traffic in the sector passes through just three platforms.
The Brazilian bettor has changed. And the data proves it.
One of the most relevant findings of the study is the change in user search behavior. In 2024, most searches on Google were made with generic terms, such as: “betting house”, “sports betting”, “online casino”. Today, in 2026, this pattern has become a minority.
The Brazilian bettor started searching directly for the name of the platform. He doesn’t want to explore options anymore, he’s already decided where he’s going.
This change has a name in the market: navigational searches. And it is a clear sign that the market has matured. The average betting user in Brazil today is no longer a curious person discovering the sector. This is someone who already knows the brands, has already formed preferences and, in most cases, already knows where they are going to place their deposits before even opening Google.
In terms of search volume by brand, the March 2026 ranking looked like this:
- Betano — 27,6 millions of searches
- Bet365 — 12,9 millions
- Superbet — 9,7 millions
- Betnacional — 4,9 millions
- Sportingbet — 2,6 millions
Search and traffic are not the same thing
A surprising fact in the research is the distance between those who lead searches and those who lead traffic. Bet365, for example, is the second most searched in Brazil, but only appears in fifth place in terms of access volume. Superbet takes the opposite path: it is third in searches, but reaches second position in traffic.
This indicates that large houses like Superbet build a relevant portion of their traffic outside of Google through sports sponsorships, TV, social networks and influencers. The user arrives without having to search.
It is an acquisition model that requires much more investment, but creates a more solid user base that is less dependent on algorithms.
What changed after the ban on welcome bonuses
In January 2025, Brazilian market regulations banned welcome bonuses on betting platforms. The impact was immediate on search data.
Before that date, terms such as “registration bonus” and “platform that gives bonuses” were the main triggers for entry into the market, the user entered for the bonus, stayed for the experience. After the ban, the volume of these searches stabilized and, in some periods in 2025, even declined.
What the study shows is that interest in bonuses has not disappeared. He changed his position in the decision journey. Today, the bonus is no longer the reason someone chooses a home. It’s a detail that can weigh heavily at the end of the day, but the choice starts elsewhere: with trust in the brand.
What do these numbers say about the market
The Bônus de Apostas study points to a market that is increasingly concentrated and driven by brand recognition. New platforms face a much higher barrier to entry than two years ago, because having good odds or an attractive bonus is not enough. It needs to be present in the user’s mind before they even open the search engine.
For the bettor, this scenario has two sides. On the one hand, big brands tend to offer more security, support and stability. On the other hand, market concentration reduces competition, and less competition, historically, is not good news for those on this side of the screen.
The complete survey, with all data, graphs and analyzes segmented by type of search and period, is available on the full survey page.
