Gambling in Brazil: Understanding the Local Market and Player Preferences

Brazil, the largest country in South America and the fifth largest nation in the world, has a population of 215 million people. 

Gambling in Brazil has always been a popular activity, with a significant percentage of people taking part in it. Despite previous restrictions on gambling in the country, the industry has grown in recent years, with both land-based and online casinos becoming more widespread.

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Gambling and iGaming

Gambling in Brazil has been restricted for many years, but there have been a number of legal changes in recent times. In 2018, a law was passed to allow land-based casinos to operate in the country. 

The Brazilian government has made no secret of its desire to increase tourism in the country, and allowing land-based casinos is just one of the ways it is trying to achieve this. The country’s booming economy and growing middle class mean that people have more disposable income to spend on leisure activities, and gambling is becoming increasingly popular.

Online gambling is currently illegal in Brazil, but that hasn’t stopped it from being a popular activity. There are a number of offshore online casinos that Brazilians can use, and these typically offer a range of games, including slots, table games and sports betting. And just importantly, the top iGaming sites allow for payments in both dollars and Brazilian reals. 


Market Overview

The Brazilian labor market is heterogeneous, and despite proximity, most regions differ greatly in terms of wages. Though 77% of people in Brazil have internet access, only 20% own Visa and MasterCard credit cards. Cryptocurrency is getting more popular than dollars, as card payments can take up to 28 days to process.

Financial disparities can clearly be observed even among the middle class, resulting in a positive view on gifts, discounts, and promotions. By engaging in such activities for traffic arbitrage, you can expect to increase your conversion rates. 

Besides, you may opt for a news approach that can be used, for example, to simulate news about an average Brazilian who has won $100,000 million in a new app and is now living in luxury. 


Player Profile

78% of mobile devices in Brazil are used for gaming. Brazilians are not picky about what games to play, with most frequently playing roulette (78%), blackjack (66%), and cards (64%). A local game, Jogo do bicho, is also quite popular among Brazilians. Betting on eSports is also gaining popularity, with websites such as attracting over 42.1k users. 

Brazilians are known for being patriotic, so using national colors and flags in creatives can improve conversion rates. In 2017, 27% of people aged 15 and over struggled with long and meaningful texts. It is also worth mentioning that poorer markets (Tier-2, Tier-3) tend to focus on making money rather than play for fun. Therefore, it is better to employ a simpler mechanism, where, for example, crash games can hit the right note, or a news approach mentioned above. 

With regards to SEO insights, the traffic volume by brand is led by Betano at 8.9 million, followed by Betano Apostas (betting) at 344K, Betway at 363k, Bodog at 71k, Leovegas at 45k, Pokerstars at 37k, and 888 at 12k. 

Gambling in Brazil is a well-known pastime that is enjoyed by many citizens, with the government currently implementing changes to refine the legal framework. By understanding the Brazilian market and applying SEO insights, gambling companies can increase their brand awareness and conversion rates in this vibrant and diverse country.


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