According to a recent survey conducted by Env Media, Kaizen Gaming’s Betano brand is Brazil’s most trusted and recognisable betting brand.
Env Media focused its study on the top 20 brands in Brazil. These included Bet365, Betfair, Betano and Bet365. By examining their market share and visibility, the study sought to determine which operators had the largest voice in Brazil.
The regulated sports betting market will be operational by December, following the approval of Bill 362/2023.
In the survey, 500 adult active bettors were asked which operators they trusted and knew. Betano was the most trusted operator, with 73.4% stating that they knew and trust the operator. Bet365 was ranked second by 67.2%.
Brazilian operator Pixbet came in third place, with 54.7% of the respondents stating that they trusted it, followed by Sportingbet (42.6%) and Betnacional (41.6%).
Env Media also found that Betano had the edge in its study on monthly Brazilian web searches for Q2. Betano had an average of 45.5 millions monthly Google Brazil searches, far ahead of Bet365 in second place, with approximately 30.40 million. These two operators had a large lead on the rest of the operators. Betnacional, in third place with an average of 11.1 millions monthly searches, was a distant third.
Player preferences in Brazil
Env Media also conducted a survey on Brazilian players’ preferences for brands.
The highest proportion of respondents, 55%, cited attractive promotions and bonuses as the key factors when choosing an operator. Second place went to fast and secure payment methods (48%) while a reliable customer service and an easy-to-use interface was selected by 43 percent of respondents.
Sports betting is also the vertical that most people are interested in, as 67% of respondents bet on sports. Lottery is the most popular vertical, with 58% of survey respondents betting on it. 51% play casino games.
Bill 3,626/2023, which was approved by the Senate in December after it had been previously removed from its original draft, included igaming. 51% of respondents to a survey said that they preferred casino games like roulette and live casino.
Open to Switching Operator
Env Media’s survey revealed that Brazilian players are willing to switch to another online sportsbook or casino.
Some 15% change operators every week, and 10% do so each month. While 13% of respondents changed their operators every couple months, only 17% said they never or rarely change.
Env Media’s survey shows that operators may be able to lure customers from their competitors. Maintaining a positive reputation is therefore essential.
A little under one third of respondents (30%) said that they would switch operators based on a recommendation from friends and family. Nearly the same number (28%) said that they use online advertisements to discover new platforms.
Furthermore, 76% said that trustworthiness and reputation was the main reason they switched from one gaming platform to another, as opposed to online reviews and recommendations by friends or family, which were only 44% and 36 % respectively.
As for gaming reasons, 47% chose faster payouts as the reason to switch operators. The top two reasons for switching operators were better customer service (42%) as well as lower deposit minimums (41%).
Betano’s brand recognition is likely to be aided in Brazil by the massive sponsorship efforts it has made as it looks for a place on the LatAm marketplace.
It sponsors the Copa America, the Brazilian and Argentine top divisions of football.
As of this writing, Kaizen Gaming was the sole operator in Brazil to submit its license application ahead of the anticipated launch date of the regulated markets of 1 January 2025.
Aposta Ganha’s CCO Hugo Baungartner says Kaizen made a strategic decision by being the first company to submit a Betano application. He said: “They were determined to be first.” They’ve prepared everything for a long time.
