UOL conducted a survey with 500 people of different age groups, income, and gender, about consumption in iGaming. Over 70% stated the importance of companies supporting responsible gaming and social causes. The quick return of the bet amount is the most important factor when choosing a bet. The main payment method is Pix with a monthly expenditure of up to R$ 50. Betano, bet365, 1xBet, Betnacional, and Esportes da Sorte are the most remembered brands.
In 2022, UOL's business team presented extensive research on media habits and the profile of the Brazilian player, material that was considered one of the best for assistance in media and communication defenses, used by advertisers and agencies to date.
After a two-year hiatus, the company presents new research with Mind Miners methodology, updating various data and new directions with the aim of assisting the industry.
Guilherme Frioli, head of advertising at UOL for sports betting, emphasizes that the document is a great asset to guide operators and marketing teams to make strategic decisions regarding media and communication tone.
“This research was an intense demand from the industry to us, given the success of the previous one, but this time we sought to operationalize differently, talking with various operators and understanding what they would like to be addressed and seen, the result is a document totally directed with the demands of the same”.
Carolina Braga, head of research and insights at UOL, comments on the work and challenge in preparing the document. “Our great challenge at this time was to provide betting brands with some relevant communication insights for 2025. Understanding that bettors show a more restrained profile, who play for fun, responsibly, is an important path for the future plans of this market”.
According to her, "the study will allow brands to work on concrete actions and communication that reinforce these attributes to gain greater attention from consumers”.
The survey was conducted with 500 bettors, 260 female and 240 male, aged between 18 and 65+ from all regions of Brazil and from classes A, B, C, and DE.
Bettors have a moderate profile
It revealed that bettors have a moderate betting profile (39%) and do it for recreation (26%). Almost half (45%) maintain registration on only one site for sports betting and online games, while 28% of them are on two sites.
The survey also pointed out that regarding betting habits, 32% of respondents do it one to three times a week, while only 13% bet every day.
Regarding average spending, 43% indicate spending up to R$ 50 per month, while 21% spend between R$ 50 and R$ 100. Pix leads the payment method, with 84% of transactions.
Of the total, 49% make bets as a way to increase income, while 48% indicate that they bet for fun.
Respondents also pointed out that security certificates (35%) are the most important item for opening accounts at sports betting and online gaming houses and 49% indicate that quick payment is the most important factor in choosing a site (49%).
Another data from the study points out the main sources of information when making bets. Contrary to general perception, influencers correspond to only 14% in the search for information. Friends/family account for 28% of the information and 26% of respondents say they seek specialized and sports websites.
Most remembered betting houses
UOL asked which brand the respondent thinks of first when it comes to betting sites. In total, 39 brands were mentioned, but five of them, which were not approved by the federal government, were disregarded.
The most remembered was Betano, with 60% of the mentions, closely followed by bet365 (57%). Completing the TOP 5 are 1xBet (38%), Betnacional (37%), and Esportes da Sorte (33%).
Study Summary
Profile of bettors
* Conservative is the profile most identified with. They make their bets 1 to 3 times a week
* The main payment method is Pix with monthly expenditure of up to R$ 50. The quick return of the bet amount is the most important factor when choosing betting sites
* While the audience makes their bets to increase income and for fun, there is also the fear of becoming addicted to betting games
* More than 70% affirmed the importance of companies supporting initiatives in responsible gaming or social causes
* Federal lottery, sports betting, and casino are the most popular modes. More than 64% of respondents stated that they know about betting
Motivations, soccer, and influence
* Extra income and fun are the main motivators for the public to bet. People feel happy and lucky when they bet and win
* Soccer was the sport that led the ranking of sports modalities, with the Brasileirão being the main championship they bet on
* Conversations with friends on WhatsApp is the main social network that the public uses to share their experiences when betting
Advertising
* More than 60% of people agree that the most well-known sports betting sites are the most reliable
* The main ways people saw advertisements for betting sites were the internet and social networks
* Betting sites are where they most follow the results of their games, followed by social networks
* 58% state they have seen some betting brand advertisement in the last 30 days
* For more than 55% of the public, betting companies being related to advertisements on adult content sites, worsens their reputation about the brand
Brands
* The preferred brands of respondents were Betano followed by bet365 and Betnacional
* With 60%, Betano is among the most stimulated remembered brands, followed by bet365 and 1xBet
* 38% say they do not have a favorite brand of betting game
The complete research can be requested from UOL's commercial team at the following emails: rmariani@uolinc.com or dpietroni@uolinc.com.
Source: GMB
