A study conducted by UOL established a profile on Brazilian users of sports betting platforms. The importance of promoting responsible gaming, the fun factor, and the effect of advertising.
Brazil.- UOL conducted a survey with 500 people from different age groups, incomes, and genders about the consumption of iGaming in Brazil. More than 70 percent affirmed the importance of companies supporting responsible gaming and social causes. Meanwhile, quickly returning the wagered amount is the most important factor when choosing a betting house according to the respondents.
In 2022, the UOL business team presented extensive research on media habits and the profile of Brazilian players, material considered one of the best to assist in media and communication defenses, used by advertisers and agencies to date.
After two years, the company presented new research using the Mind Miners methodology, updating various data and new directions with the goal of helping the industry.
Guilherme Frioli, responsible for advertising for sports betting at UOL, highlighted that the document is a great asset to guide operators and the marketing team in making strategic decisions regarding media and communication tone.
“This research was an intense demand that the industry had with us, given the success of the previous one, but this time we sought to operationalize it in a different way, talking with different operators and understanding what they would like to be addressed. And seen, the result is a document totally oriented to their demands”.
The survey in question revealed that betters have a moderate betting profile (39 percent) and do it for recreation (26 percent). Almost half (45 percent) are registered on a single sports betting and online gaming site, while 28 percent of them are on two sites.
Regarding betting habits, 32 percent of respondents do it one to three times a week, while only 13 percent bet every day.
The respondents indicated that security measures (35 percent) are the most important element for opening accounts in sports betting and online gaming houses and 49 percent indicated that payment speed is the most important factor when choosing a site.
Another finding from the study points out the main sources of information when making bets. Contrary to general perception, influencers represent only 14 percent in the search for information. Friends/family account for 28 percent of the information and 26 percent of respondents say they search on specialized and sports websites.
See also: Integrity in sports: more than half of Brazilians believe that sports betting increases the risk of manipulation
Profile of the bettors
Motivations
Advertising
Carolina Braga, head of research and insights at UOL, commented on the work and the challenge in drafting the document. “Our great challenge at this time was to provide betting brands with some relevant communication insights for 2025. Understanding that bettors have a more measured profile, that they have the habit of playing for fun and responsibly, is an important path for the future plans of this market”.
