It is increasingly common to see advertisements for bookmakers in the media and on digital platforms. There is a perception that Brazilians feel more inclined to place sports bets. This impression was confirmed by a survey carried out by the consultancy Ilumeo.
According to her, 47% of Brazilians have already placed bets on sports on some platform and 36% have considered trying it. But 17% said they don’t like sports betting.
Choosing the platform for sports betting
The research sample was 2,327 people distributed across all regions of Brazil between May 20th and June 9th of this year. The aim of the study was:
- Map the penetration of the betting habit
- Understand the motivations behind this behavior
For those who are in the habit of participating in sports betting, the main motivation is the possibility of generating extra income (62%). For only 37%, the reason they place sports bets is for pure fun.
There is still a third profile (22%) who stated that when they see sports betting as a type of investment.
Despite presenting many motivations, Ilumeo’s research also highlighted the fears that prevent some Brazilians from betting.
So, the main reason given (39%) is the belief in the lack of necessary skills. But for 27% the chances of winning are simply low. Other fears include:
- Fear of compulsion (31%)
- Financial conservatism (20%)
When asked about the factors that influence the choice of betting platform, 70% of respondents cited the brand’s reputation. This index is higher than the ease of using the application or website (cited by 61%) and the advantages of promotions or bonuses (57%).
Thus, advertising on social media was cited by 28% as a motivating factor. If the brand is a sponsor or partners, this is important for 27% of respondents.
As for actions with so-called influencers, this relationship is important for 20% of those interviewed as the main reason when choosing a bookmaker.
Brand recall
Despite saying that the brand’s reputation is an important factor, the proliferation of betting companies generates some confusion among consumers.
Spontaneously, when asked which bets they remembered, those interviewed by Ilumeo cited 200 different brands. The most remembered were:
Therefore, the sports betting scenario in Brazil is growing, driven by media exposure and the economic motivations of bettors. Ilumeo’s research reveals an engaged and varied audience, but also highlights the challenges faced by the sector.
