The 2024 balance shows growth compared to the same period in 2023.
Brazil.- In a study conducted by an agency specialized in sports marketing, igaming, and "data analysis", Samba Digital, data on the performance of the official profiles of the main sports betting houses in Brazil on Instagram were published.
According to the report made by the agency and published by BNLData, in December 2024, they recorded a new drop in interactions on Instagram, marking the fifth consecutive month of declines, with a total of 3.83 million interactions. This is the lowest number recorded in 2024.
In relation to November, the decrease was 2.8 percent. Despite this drop, the situation is not alarming. Compared to December 2023, the growth has been 45.9 percent. In fact, December 2023 had also been the fifth consecutive month with a decline, totaling 2.62 million interactions.
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In terms of new followers, December experienced a significant decrease compared to November, falling by 54 percent. However, more than 500,000 new followers were added, reaching 524,000 across more than 130 profiles analyzed.
Camila Cunha, manager of the igaming department at Samba Digital highlighted: "Despite the drop, the numbers remain quite relevant. We are talking about five hundred thousand new followers in a month where the drop was 54 percent. In the rises, the numbers are close to those of the major digital sectors. It is an investment that generates significant value for the brand, giving direct exposure and creating a 'digital closeness' relationship with the audience," she points out
Although Esportes da Sorte has not yet received authorization from the Ministry of Finance to operate in Brazil, as the new legislation took effect on January 1, 2025, the situation on networks is striking. The betting house, which continues to operate under a license granted by the State Lottery of Rio de Janeiro – LOTERJ, achieved excellent results. With 1.01 million interactions, almost doubling its figures from November, Esportes da Sorte moved from third to first place, leading the ranking of direct digital performance.
