A new survey conducted by Env Media has revealed Betano as the most recognisable brand among online sports betting operators in Brazil. The survey, which focused on the top 20 most popular brands in the country, aimed to establish the market leaders in terms of visibility and market share in anticipation of Brazil’s regulated market going live. The regulatory change comes after the approval of Bill 3,626/2023 in December, which legalised sports betting and igaming.
Env Media surveyed 500 active adult bettors to determine brand awareness and trust levels. The findings showed that Betano was the frontrunner, with a substantial 73.4% of respondents stating they recognized and trusted the operator. Bet365 followed in second place, with 67.2% of respondents indicating familiarity and trust with the brand.
Pixbet, a local Brazilian operator, took the third spot, recognised and trusted by 54.7% of those surveyed. Sportingbet and Betnacional rounded out the top five, with 42.6% and 41.6% of respondents, respectively, acknowledging their awareness and trust in these operators.
The survey further analysed monthly web search statistics for these brands across the second quarter (Q2) of the year. Betano again topped the list with an impressive average of 45.5 million monthly searches on Google Brazil. Bet365 was again in second place, attracting approximately 30.4 million searches per month. Meanwhile, Betnacional held third place with an average of 11.1 million monthly searches, significantly trailing the two leaders.
In addition to brand recognition and search volume, the survey delved into the preferences of Brazilian bettors regarding what attracts them to specific brands. A significant 55% of respondents cited attractive bonuses and promotions as the most critical factor in choosing an operator.
. Fast and secure payment options were also highly valued, with 48% of respondents pointing to this feature. Reliable customer support and a user-friendly interface were equally important to 43% of those surveyed.
When it came to the types of games that engaged bettors, sports betting was the clear leader, with 67% of participants wagering on sports. Lottery and casino games were also popular, with 58% and 51% of respondents indicating they engaged in these activities, respectively. Notably, 51% of respondents highlighted casino games such as live casino and roulette as their preferred betting options. Online slots were chosen by 35%.
The Env Media survey also showed that Brazilian bettors are quite open to switching platforms. Around 15% of respondents admitted to changing operators weekly, while 10% reported doing so monthly. Another 13% changed their operator every few months, and just 17% stated they rarely or never switch.
Given this propensity for change, maintaining a good reputation has become crucial for operators. Nearly a third (30%) of respondents reported that social media was their primary method of discovering new operators. Another 27% would switch based on recommendations from friends or family, closely matched by the 28% who relied on online advertising.
When respondents were asked about non-gaming reasons for switching operators, a substantial 76% pinpointed reputation and trustworthiness as key factors, compared to 44% who were influenced by friends or family recommendations and 36% by online reviews. Regarding gaming-related reasons to switch, faster payouts were identified by 47% of respondents, followed by better customer support (42%) and lower minimum deposit requirements (41%).
Betano’s strong brand recognition in Brazil can likely be attributed to its extensive sponsorship efforts across the Latin American (LatAm) market. The brand sponsors top-flight football divisions in Brazil and Argentina and is also a sponsor of the Copa America, which has likely helped enhance its visibility and trust among Brazilian bettors.
As of the time of writing, Kaizen Gaming, Betano’s parent company, is the only operator to have submitted its license application in Brazil ahead of the anticipated launch date for the regulated market on January 1, 2025. Hugo Baungartner, CCO of Aposta Ganha, commented on Kaizen’s proactive approach, stating, “They wanted to be the first. I know because they’ve been preparing everything since forever.”
Kaizen Gaming’s strategic decision to be the first to apply underscores its commitment to cementing Betano’s standing in the burgeoning regulated market. With the Brazilian online betting landscape poised for significant transformation, maintaining a strong brand presence will be more crucial than ever for operators looking to capture market share and build lasting trust among Brazilian bettors.
