Since January 2025, the bet.br domain has become mandatory for bookmakers, the famous companies in the betting sector, to operate legally in Brazil.
In the first month under this regulation, the domain registered 1.7 billion hits, consolidating itself as the second largest source of online traffic in the country, behind only Google. But, appearing among the 17 most searched sources in the world.
In Brazil, traffic from legalized betting houses exceeds access to websites on consolidated platforms, such as YouTube (1.2 billion) and Instagram (0.5 billion) – see the graph below.
It is also noteworthy that access to legal bets is 20 times higher than the LinkedIn website (a social network focused on business and professional opportunities), which registered just over 50 million visits in the first month of the year.
Thus, the average length of stay is also impressive: Brazilians spent around 13 minutes on betting sites, exceeding the 10 minutes and 47 seconds recorded by Google, the leader in visits.
Another considerable figure is the number of unique devices that accessed a legal betting house in January: 300 million. In other words, 6 out of every 10 devices (computers, tablets and cell phones) in the country visited a bet in the first month of 2025.
Advertising and regulation
Therefore, the regulation of the betting sector was decisive for the increase in visibility. In December 2024, bookmakers registered 833 million accesses – a number that doubled in one month after the legal framework
For a sector expert interviewed by Aposta Legal, the new legislation triggered not only the formalization of the market, but also the expansion of advertising, attracting new users.
According to the source, there is no guarantee that 1.7 billion people have bet on the sites, but the data suggests that regulation has doubled Brazilians’ exposure to this type of content.
Therefore, the rules of both advertising and responsible gaming are essential to encourage a moderate, transparent practice and only for adults.
Thus, the Secretariat of Prizes and Bets – the government body responsible for monitoring and regulating the market – has already analyzed more than 45 thousand documents and collected R$2.1 billion in payments for authorization grants.
Furthermore, the municipality has already requested the blocking of 11,555 irregular websites through Anatel and intensified supervision over digital influencers promoting irregular platforms.
About Aposta Legal
Founded in 2019, Aposta Legal is a platform dedicated to providing reliable and impartial information about sports betting and online casinos. The objective is to promote responsible and recreational gambling, offering quality content for gamblers in Brazil and other countries.
