Advertising accelerates branding in Brazil's betting market

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The sports betting vertical has been gaining strength in Brazil for at least six years. Between 2018 and 2020, investments in the country went from BRL 2 billion (USD 382.62 million) to BRL 7 billion (almost USD 1,340 million), of which 70% is dedicated to soccer.

According to Propmark, a Brazil’s specialized website, the expectation is that virtual betting agencies double their income this year in the country. Last year, they availed a budget of BRL$ 42,659 million (USD 8,161 million) for advertising actions. The expectation for 2021 is that the volume will rise to BRL$ 139,519 million (USD 26,691 million).

The main operators are Sportingbet, Betfair.net, NetBet, Betsul, Midnite, Betsson, Betboo, Bodog, Sportsbet and Txbet, among others. But the champion in traffic, with a monthly flow of 126.5 million, is Bet365, according to a SemRush survey from May 2021.

Between 2018 and 2020, investments in the country went from BRL$ 2 billion (USD 382.62 million) to BRL$ 7 billion (almost USD$ 1,340 million), of which 70% was allocated to soccer bets, according to a survey conducted by the WTAG agency, which serves the NetBet brand.

“With this campaign, we have taken NetBet to a brand new level, valuing the presence of our brand throughout Brazil, always with the participation of Zé Roberto, who is an example of dedication, growth, and victory, characteristics that reflect what NetBet is about,”

– stated Marsio Schneider, NetBet’s marketing director.

The expectation is that virtual bookmakers may double their income in the country this year. An analysis by Euro Monitor on the resources allocated to the media of these advertisers in the Brazilian market shows that in 2020 they made available a budget of BRL$ 42,659 million for advertising actions.

The expectation for this year is that the volume will rise to BRL$ 139,519 million (USD$ 27.46 million). Pay-TV accounts for 56% of investments, digital has a 32% share, and open public channels a 1.7% share. In the United States, according to Ad Age, the number of investments in the media is USD$ 35,000 million.(…)

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