In the Brazilian sports betting market, TV exposure has become a crucial tool for brand growth. By July 2024, BetMGM's viewership surged by 84%, with visits skyrocketing from 2.3 million in March to 24.7 million, quickly becoming one of the top 20 most visited platforms in Brazil, just five months after officially entering the Brazilian market.
This rapid growth is largely due to a deep collaboration with media giant Grupo Globo. According to Aposta Legal data, about 10% of BetMGM's traffic comes from Globo.com, which ranks as the seventh most visited website in Brazil. In addition to online advertising, Grupo Globo also integrates betting content into its programs, significantly enhancing BetMGM's brand exposure and market penetration.
In contrast, BandBet, belonging to Grupo Bandeirantes and also relying on TV channels, has shown more moderate growth. In July, its click volume was 2.99 million, with about 25% of traffic coming from Band.com. BandBet holds a federal gambling license, invests in building credibility in news, uses OpenBet technology, and offers a diverse portfolio of sports betting and live casino entertainment.
BetMGM: A Powerful Alliance between MGM and Grupo Globo
In February 2024, MGM Resorts International announced a partnership with Grupo Globo to officially launch the BetMGM Brasil online sports betting and entertainment platform. The platform received final permission from the Ministry of Finance's gambling regulatory authority SPA/MF by the end of the year, operated jointly by the two companies.
BetMGM Brasil offers over a thousand games, covering sports betting, traditional casinos, and live streaming casinos. MGM aims to localize the platform using global advanced technology to meet the demands of the Brazilian market while maintaining a high level of product experience.
BandBet: Grupo Bandeirantes' Online Gambling Strategy
Grupo Bandeirantes' BandBet launched in February 2024, offering more than 30 sports events and over 400 live casino games. Grupo Bandeirantes licenses the brand for operation and has appointed BTG Pactual as financial advisor, facilitating cooperation with gambling technology service provider OpenBet.
Additionally, BandBet has a call center in São Paulo, providing 24/7 customer support nationwide. The platform also has a dedicated department to monitor player behavior, promptly identifying and intervening in potential compulsive gambling risks, demonstrating its commitment to responsible gambling.
