Env Media has conducted a survey focusing on the 20 most recognized brands in Brazil, featuring operators like Betano, Bet365, and Betfair. The objective was to determine which brands have the greatest visibility and market share as Brazil prepares to launch its regulated betting market, following the approval of Bill 3,626/2023 in December, which legalizes sports betting and igaming.
In this survey, 500 active adult bettors were asked to identify operators they are aware of and trust. Betano emerged as the leading brand, with 73.4% of respondents recognizing and trusting the operator. Bet365 followed in second place, gaining the confidence of 67.2% of those surveyed. Brazilian operator Pixbet ranked third, recognized and trusted by 54.7% of participants, while Sportingbet and Betnacional received endorsements from 42.6% and 41.6% of respondents, respectively.
Betano also demonstrated its dominance in another aspect of the study concerning monthly web searches in Brazil for Q2. The brand received an impressive average of 45.5 million monthly searches on Google Brazil, significantly surpassing Bet365, which had around 30.4 million searches per month. Other operators trailed far behind, with Betnacional averaging 11.1 million searches.
The survey further explored what draws Brazilian players to particular brands. A significant 55% cited attractive bonuses and promotions as the most important factor in selecting an operator. Fast and secure payment options were the second most important criteria at 48%, while reliable customer support and a user-friendly interface were highlighted by 43% of participants.
Among the betting activities, sports betting was the most popular, with 67% of respondents engaging in it. In comparison, 58% of those surveyed placed bets on lotteries, and 51% participated in casino games. The inclusion of igaming in Bill 3,626/2023 has heightened interest, as 51% of players expressed preference for casino games, such as live games and roulette, while 35% chose online slots.
The survey indicated that Brazilian players are adaptable and willing to switch operators. About 15% reported changing their operator weekly, 10% monthly, and 13% every few months. Only 17% rarely or never switch providers. This potential for customer migration underscores the importance of maintaining a strong reputation.
Nearly 30% of respondents indicated that social media is their primary way of discovering new operators, while 27% rely on recommendations from friends or family. Online advertising also plays a significant role, with 28% noting it as their main source for finding new platforms. Moreover, 76% of participants highlighted that reputation and trustworthiness are key reasons for changing operators, with friend recommendations and online reviews listed at 44% and 36%, respectively. Faster payouts emerged as the leading gaming-related reason for switching operators, cited by 47% of respondents, alongside better customer support (42%) and lower minimum deposit requirements (41%).
Betano's robust brand awareness in Brazil may be attributed to its extensive sponsorship efforts as it aims to establish a strong presence in the Latin American market. The brand has sponsored top-tier football leagues in both Brazil and Argentina and is the official sponsor of the Copa America. Currently, Kaizen Gaming stands as the only operator to have submitted a license application in Brazil in anticipation of the regulated market's launch, expected on January 1, 2025. Aposta Ganha's Chief Commercial Officer, Hugo Baungartner, believes Kaizen's decision to be the first to apply for its Betano brand was strategic: "They wanted to be the first. I know because they’ve been preparing everything since forever."
