A recent study by HSR Specialist Researchers, the largest independent market research firm in Latin America, reveals that Brazilians are increasingly loyal to specific betting platforms. The survey shows that 33% of users tend to stick with a single website or app for their betting activities, highlighting customer behavior in Brazil nearly 18 months after the industry was regulated. Loyalty appears to hinge on factors such as trust, security, familiarity, and consistent experiences.
Lucas Pestalozzi, partner and head of innovation at HSR, notes that this trend signifies a change in user interaction with the digital betting landscape. He states, “Loyalty, in this case, is not just a habit. Users tend to stay where they find predictability, security, and a proven experience, which underscores the importance of consistency on the part of platforms.”
The profile of these loyal bettors skews predominantly male (53%), young (65% are 39 or younger), and largely from higher socioeconomic classes, with 61% categorized as Top-Tier Earners. São Paulo alone accounts for 29% of these users, indicating a highly connected demographic with significant access to digital services, which feeds into their betting habits.
User experience plays a pivotal role in drawing and retaining these bettors. Most access betting sites through online channels, with 64% using websites and 55% utilizing apps. Smartphones have become the go-to devices for this activity, with 73% of users having betting applications installed.
Ease of use emerges as a critical factor in this engagement. An impressive 83% of users find the registration process “easy” or “very easy,” and over half (52%) believe it is becoming simpler. This improved usability helps reduce barriers to entry and fosters repeat use, revealing why users express loyalty towards certain operators.
Around 20% of bettors describe themselves as active explorers, drawn to varied experiences, bonuses, and the allure of higher winnings. This exploratory behavior often spikes during major events like the World Cup. The study found that nearly half of the respondents rated their engagement with the tournament as a perfect 10, and 80% scored between 8 and 10. Looking ahead, 43% intend to maintain their betting volume, 34% plan to increase it, while only 9% do not foresee betting during this period.
Pestalozzi emphasizes that the results point to a maturing market in platform-user interactions. “More than just growth, the numbers point to a trend toward consolidation.” The effort to build loyalty among bettors is a defining aspect of the sports betting landscape.
He concludes, “Loyalty to a platform highlights the importance of attributes such as trust, security, and stability in an experience that involves decision-making and risk. At the same time, the presence of more exploratory profiles shows that the sector is still in its formative stages, with room for differentiation and value creation over time.”
