The sports betting sector has been growing significantly in Brazil since its legalization in December 2018. At the time, President Michel Temer was responsible for releasing the activity in the national territory.
The number of sites has risen 160% in the last two years, according to a second survey by Hand, an independent consultancy specializing in business management.
In addition, the study indicates that the increase registered in Brazil is higher than abroad. Europe emerges as the industry’s most mature market, accounting for between 40% and 45% of the global online sports betting segment.
Asia comes next, with 30%. While North America has around 15% to 20%, and South America represents 10% of that market.
Hand’s report projects around 500 bookmakers currently operating in Brazil.
According to José Venâncio, partner in the M&A area at Hand, the sports betting sector abroad has grown at rates close to 10% per year, but in Brazil the rates are higher than 90%.
“Next year, the Brazilian market may reach one-fifth of world revenues”, he pointed out.
Bookmakers dominate exhibition spaces of the Brasileirão 2023
Another survey conducted by iSportistics, using artificial intelligence, reveals the level of success of sports betting sites in relation to 12 matches of the 2023 Brazilian Championship.
The purpose of this study was to identify and analyze the presence of bookmakers throughout the tournament.
Among the sites that stood out in terms of exposure, Betano, Pixbet and Betfair stand out. The Betano brand had a total exposure time of 3 hours and 11 minutes during the analyzed transmissions.
An interesting aspect highlighted by the study is that 90% of the goals were scored in situations where brands overlapped, that is, where two or more brands from the same sector “shared the stage”.
In the context of the study that investigated the presence of bookmakers in advertising during the Brazilian Championship, the report revealed the leaders in terms of brand exposure in the tournament.