This post is also available in:
The data points for this Share of Voice (SoV) study are collected between 30 September and 3 October 2024. The results presented below make up and justify the ranking of the top 20 gambling operators in Brazil.
Total operator scores reflect online SoV visibility for casino-related keywords as detected by SEO tools, as well as branded searches, social media presence and estimated organic traffic, in addition to original survey responses.
However, it is worth noting that this was the last week before the nationwide block on over 2,000 betting sites came into effect. Brazilian authorities allowed 96 companies and just over 200 gambling outlets operate legitimately – those that applied for their license in time.
While this has not directly affected any of the brands we studied, going forward there will certainly be massive changes in the online gambling landscape of Brazil, both because of opportunities and threats that are inherent to the fast-paced nature of digital marketing. In our next quarterly study, we expect to see considerable shifts in the reported metrics and overall rankings.
Tracking Popularity on Google Trends
The starting point of our quarterly Share of Voice study is the ranking of iGaming operators as they are detected by Google Trends. The graph below shows an estimation of search activity (interest) in the past year, tracked in search terms and not “gaming brands” per se, as recognized by Google Trends.
As of October 1, 2024, we see the following relative interest in brand-match search queries, compared to the highest possible demand in Brazil in the past 12 months:
| Search Term | Interest via Google Trends | Weighted points assigned to brand |
|---|---|---|
| betano | 83 | 20 |
| bet365 | 61 | 15 |
| betnacional | 16 | 4 |
| sportingbet | 14 | 3 |
| pixbet | 10 | 2 |
| betfair | 7 | 2 |
| novibet | 4 | 1 |
| kto | 4 | 1 |
| esportes da sorte | 3 | 1 |
| f12 | 2 | 0 |
| parimatch | 1 | 0 |
| galera bet | 1 | 0 |
| betsul | < 1 | 0 |
| betway | 1 | 0 |
| leovegas | < 1 | 0 |
| pokerstars | < 1 | 0 |
| mrjack | < 1 | 0 |
| betsson | < 1 | 0 |
| stake | 1 | 0 |
| estrelabet | 1 | 0 |
Compared to the previous quarter, Betano is again on top. Moreover, it is the trend setter in terms of peak search interest in the past year, and it keeps gradually widening the gap from its competitors.
Bet365, still second, had its maximum search demand in late 2023 but still maintains consistent brand interest according to Google Trends. While Betnacional and Sportingbet kept their spot on the top 5, the notable change from Q2 is that we see Pixbet move ahead of Betfair.
Additionally, four more brands manage to get weighted points – Betfair, Novibet, KTO and Esportes da Sorte. The remaining brands register marginal interest, weighing at less than 1/20 of the leader.
Gambling Brand Recognition and Trust
An important variable we need to take a look at is just how well recognized and trusted these online casino and sports betting brands are in Brazil. While based on subjective perception, the ranking below is based on a survey of actual active adult gamblers. We asked them which of the following brands they knew and trusted.
The top 20 standout online gambling websites in Brazil, based on survey responses, were identified in the following order:
To avoid biased replies (response tiredness or overlooking, i.e., temptation to pick early and move ahead), brands appeared in a randomized order to respondents.
We see that the leaders – Betano and bet365 – are more or less confirmed. Pixbet holds onto third place, while Esportes da Sorte and Betnacional receive higher recognition, outranking Sportingbet, which drops out of the top 5. Others that climb the table early on include Betfair, Estrela bet, Pokerstars and Betway.
This survey selection and resulting ranking attributed additional weighted points to the top 20 gambling brands, which were then added to the final calculation.
| Brand | Recognition and Trust (via survey) | Weighted points assigned to brand |
|---|---|---|
| Betano | 73.9% | 20 |
| bet365 | 64.1% | 17 |
| Pixbet | 53.7% | 15 |
| Betnacional | 46.9% | 13 |
| Esportes da Sorte | 46.7% | 13 |
| Sportingbet | 41.5% | 11 |
| Betfair | 38% | 10 |
| Estrelabet | 37.1% | 10 |
| Pokerstars | 27.8% | 8 |
| Betway | 22.6% | 6 |
| Betsul | 21.2% | 6 |
| Novibet | 21% | 6 |
| Galera bet | 17% | 5 |
| KTO | 16.8% | 5 |
| Betsson | 14.9% | 4 |
| Mr Jack | 12.9% | 3 |
| Stake | 12.2% | 3 |
| Leovegas | 11.6% | 3 |
| Parimatch | 8.7% | 2 |
| F12 | 8.5% | 2 |
Key Factors for Choosing a Brand
To appreciate what shapes player preferences, we also asked Brazilian players what is most important to them when choosing an online gambling operator. Based on our survey, we saw the following selection:
Attractive bonuses and promotions were, again, at the forefront of the deciding factors for Brazilian iGaming enthusiasts, over half of respondents (55.2%) emphasizing their importance.
Fast and secure payment options are still the second most important deciding factor, picked by 46.3% of gamers. Reliable customer support (46.1%) and user-friendly interface (41.2%) maintained their positions compared to the previous quarter, with a slightly larger gap between them.
A seamless, intuitive and well-serviced platform is obviously crucial to players, and these factors ultimately retain consumers, followed by, the perception of elevated odds, game returns and high potential payouts attracts players above anything else, indicated by the 29.9%.
The ample selection of games falls behind odds and payouts, chosen by 22.4%. Mobile device compatibility also becomes less of an issue nowadays and is mentioned by only 13.5% of gamers.
The availability of live dealer games is still at the bottom of the above selection (with 4.2%) and has decreased slightly as a factor from an earlier 6%. While immersive and interactive live casino games prove engaging and highly sought after by Brazilian audiences, they are not the main reason why players turn to a given brand.
Earlier responses we saw on brand recognition and trust are affected by the list of impact factors we just presented. However, SoV presence is strongly shaped by the likes of paid advertising, online and offline visibility, straightforward fame or notoriety, as well as any recent gaming experiences.
Most Engaging Gaming Verticals
As a next step in our evaluation of generic market shares, we need to analyze the verticals that have the biggest pull among Brazilian real-money gamers.
One difference from our previous report is seen in the leaders among gambling verticals. Sports betting takes first place again, chosen by more than two thirds (66.6%), but lottery (64.4%) follows much closer this time.
The fact that the gambling sector is now legal possibly makes more adult respondents admit to taking part in it. Still, it is remarkable that a traditional form of real-money gaming, such as the public lotteries, is periodically competing with more dynamic and modern gambling products. With that in mind, it is not surprising to see 43.3% of all adult players identify themselves as casino fans.
Another difference from the previous report is that slots dropped from 34.7% to 30.5%, falling behind scratch cards (35.7%) and card games (30.7%), in terms of the most engaging gaming verticals among respondents.
Puzzles and casual games (21.2%) dropped five percentage points, reducing the gap with Jogo do Bicho (20.3%), another traditional Brazilian pastime, which kept its share practically constant.
Exploring Online Casino Search Trends and Generic Game Popularity
Despite football being the undisputed king of all athletic disciplines when it comes to wagering, the sports scene is a complex universe in its own right. When aggregating sports betting performance of iGaming brands, their Share of Voice will be reflected in indicators like overall traffic projections and brand mentions, presented further down.
When it comes to the other macro vertical in the real-money gaming industry – online casino – we have set out to identify and track 3-month average monthly search volumes of major keywords typical for that vertical. These represent the demand for casino gaming products.
As previously seen, Brazilian casino fans are split between slots and crash games as quick-play options on one hand, as well as live casino games like roulette and blackjack on the other. And we expect these to get the most mentions and search demand.
However, an operator’s online visibility is closely linked to their SEO performance. Achieving top rankings in search engines for popular casino-related keywords is a challenging feat, requiring dedicated on-page and off-page SEO efforts. Established operators with a rich history of optimized content would rank higher in the SERP compared to newer competitors or those with minimal optimization efforts for our focus keywords.
Put simply, we expect to see older websites (i.e., established operators) with a high volume of optimized content to show up more often on top of search results with the biggest volumes, more so than newer competitors and websites with little or no optimization towards our focus keywords.
This is likely to change abruptly when all licensed gaming brands will need to transition to a .bet.br domain from January 1, 2025. The new rules will only put more emphasis on efficient SEO and digital marketing strategies, starting from a level playing field.
Below, you can see the estimates given by Mangools.com, as of the first week of July, for the average monthly keyword demand in Brazil for the following online casino terms in the last trimester.
| Keyword | Avg. Search Volume |
|---|---|
| cassino | 135,000 |
| cassino online | 46,500 |
| jogos de cassino | 11,300 |
| jogos cassino | 11,300 |
| jogar cassino | 11,300 |
| jogar cassino online | 3,300 |
| cassino online brasil | 960 |
| cassino online dinheiro real | 360 |
| Keyword | Avg. Search Volume |
|---|---|
| roleta | 368,000 |
| roleta online | 110,000 |
| jogo da roleta | 5,800 |
| roleta cassino | 4,100 |
| roleta brasileira | 3,100 |
| jogo roleta | 2,900 |
| roleta de cassino | 1,600 |
| roleta ao vivo | 920 |
| Keyword | Avg. Search Volume |
|---|---|
| slot pg soft | 36,500 |
| slots | 74,000 |
| caça níqueis | 22,200 |
| jogo slots | 7,300 |
| slot casino | 6,200 |
| slots casino | 6,200 |
| jogo de slots | 3,300 |
| jogos caça níqueis | 4,100 |
We recorded stable volumes for most of the keywords we tracked, with some terms showing a more significant drop, such as “slots” and “slot pg soft”, whose average searches dropped to 74,000 and 36,500, respectively. In terms of growth, there was a small increase for “roleta” and “roleta online”.
The data also suggests that generic, short-tail keywords such as “cassino”, “roleta” and “slots” – along with some variations – generate the highest search volumes. This underscores the importance of focusing on basic queries – as much as on branded keywords, if not more – to achieve and maintain consistent online visibility.
On the other hand, specific game searches are more prevalent than undefined game terms, as evidenced by the relatively low search volume for “jogos de cassino” compared to “roleta” and “slot” variations.
The only exception to the outlined search intent is the volume of queries for PG Soft games. The Fortune slot series simply exploded in Brazil in mid-2023, with cascading effects on the gaming industry to this day, even inducing dedicated consumer protection legislation on advertising standards. Even so, “slot pg soft” queries represent less than half the volume compared to the previous quarter.
These figures show that hugely popular slot games need specific positioning in digital marketing. Slot-related queries are much more fragmented, reflecting the popularity of single game titles (and even game studios) which combine to outrank some generic slot queries.
Overall Share of Voice Based on Generic Casino-Related Queries
Our breakdown of SoV rankings for various iGaming operators in Brazil takes into account the above list of generic queries. These cover essential game categories – namely slots, roulette and blackjack, in addition to general casino terms – altogether 40 generic keywords tracked over 3-month cycles.
| Brand | Overall SoV % | Pts | Cassino SoV % | Pts | Roleta SoV % | Pts | Slots SoV % | Pts |
|---|---|---|---|---|---|---|---|---|
| Betano | 2.09 | 4 | 4.97 | 4 | 0.2 | 2 | 2.7 | 5 |
| bet365 | 0.01 | 0 | n/a | 0 | 0.01 | 0 | 0.03 | 0 |
| Sportingbet | 0.85 | 2 | 0.7 | 1 | 0,01 | 0 | n/a | 0 |
| Betnacional | n/a | 0 | n/a | 0 | n/a | 0 | n/a | 0 |
| Betfair | 11.29 | 20 | 27.22 | 20 | 1.91 | 20 | 0.53 | 1 |
| Pixbet | n/a | 0 | n/a | 0 | n/a | 0 | n/a | 0 |
| Novibet | 3.83 | 7 | 11.54 | 8 | 0.21 | 2 | 0.67 | 1 |
| KTO | 6.91 | 12 | 13.44 | 10 | 0.76 | 8 | 11.65 | 20 |
| Parimatch | 2.27 | 4 | 2.42 | 2 | 0.14 | 1 | 6.9 | 12 |
| Galera bet | n/a | 0 | n/a | 0 | n/a | 0 | n/a | 0 |
| Betsul | 0.19 | 0 | 0.6 | 0 | n/a | 0 | n/a | 0 |
| Betway | 2.63 | 5 | 4.25 | 3 | 0.68 | 7 | 4.38 | 8 |
| Esportes da Sorte | 0.19 | 0 | 0.59 | 0 | n/a | 0 | n/a | 0 |
| Leovegas | 0.57 | 1 | 0.95 | 1 | 0.06 | 1 | 1.65 | 3 |
| Pokerstars | 2.72 | 5 | 1 | 1 | 0.82 | 9 | 1.23 | 2 |
| Mr Jack | n/a | 0 | n/a | 0 | n/a | 0 | n/a | 0 |
| Betsson | 0.78 | 1 | 1.2 | 1 | 0.26 | 3 | 1.46 | 3 |
| Stake.com | 0.12 | 0 | n/a | 0 | n/a | 0 | 0.5 | 1 |
| Estrelabet | n/a | 0 | n/a | 0 | n/a | 0 | n/a | 0 |
| F12.bet | n/a | 0 | n/a | 0 | n/a | 0 | n/a | 0 |
As of 30 September 2024, we have the following shares (and graphs) on Wincher, when we consider all indicators in a single report.
The graphical representation above, taken from Wincher.com, includes all 20 operators we tracked, with compound SoV shares for all keywords that we monitor. (N.B. The screenshots below – for casino, roulette and slots – exclude those brands which show 0% SoV for that niche).
Since July, Betfair and KTO have stood out in the race for the first position. In the last days of September, Betfair (11.29%) stands at the top among online gambling operators in Brazil, based on all query terms included, while KTO is still contesting the first position (6.91%) throughout the quarter under study. The top 2 come at a considerable distance from all other competitors.
Novibet (3,83%) also continues improving and comes up into third position. Pokerstars (2.72%) had a slight growth and made it into the top 5, along with Betway (2.63%).
Worth pointing out is the fact that many of the underperforming brands in online environments make up their market shares with land-based promotions and coverage. Others post lower than expected metrics because of a JavaScript-based SEO and content rendering – with bet365 a prominent example.
Share of Voice in Casino Specific Queries
For casino-related searches, yet another broad query, we can see Betfair (27.22%) still come well ahead of its competitors. KTO posts the biggest growth – in absolute shares and relative position – rising constantly in the past three months to occupy second position with 13.%. Novibet keeps growing and comes up into third position (11.54%).
Betano is another brand that has shown moments of growth in casino-specific SoV (4.97%), while another global giant, Betway, closes out the top five (4.25%).
Among the “losers” in the quarter we need to mention Parimatch and Pokerstars, dropping down below 3% and 2% SoV respectively.
Share of Voice in Roulette Queries
Looking at roulette-related queries, we see SoV competitor shares closer to one another. It appears increasingly hard for most brands to have an impact and emerge in terms of online visibility for roulette searches, as almost all operators drop shares in absolute terms.
Betfair maintains the top spot, yet dropping from 2.49% previously to the actual 1.91%. Pokerstars follows, dropping to 0.82% (from an earlier 1.13%) but improving by one position. KTO also dropped from 1.57% to 0.76% this quarter, but made it to the top 3.
With the exception of Betway, which is nearly breaking into the top 3, all other competitor brands report below 0.5% in online roulette SoV presence, and all come quite close to each other.
Besides being a casino classic, online roulette remains one of the most sought-after gaming products on a global level, particularly in its live casino version. High levels of online demand make it a difficult vertical to compete for, and that is why we are not surprised to see almost all online gambling operators rank so closely to each other.
Share of Voice in Slot Queries
When it comes to slot-related queries, we have one undisputed leader toward the end of Q3. KTO posts a remarkable 11.65% in slot SoV, and is well ahead of its closest competitor, Parimatch (6.9%). Our previous report also saw KTO come out on top, yet Parimatch was further behind.
Betway takes the third position (4.38%), followed by Betano (which increased from 0.41% to 2.7% this quarter) and Leovegas (up from 1.35% to 1.65%), which are now in the top 5.
The online slots niche is possibly one of the most dynamic segments in real-money gaming. Tens of thousands of games are already on the market and hundreds come out each week. Being able to maintain high levels of online visibility and market recognition requires coordinated efforts in SEO, product delivery and superior player support.
It is important to keep in mind that slot-related queries in Brazil include both “slot” and “caça niqueis” keywords. This is the only keyword category that uses both the English and Brazilian terminology for the game, so operators with SEO efforts in both will have a clear advantage here.
Moreover, effective SEO depends on precise targeting of specific titles and providers, as noted above. Operators also face daily challenges with social media trends and naming customs (nicknames for games and characters).
Evaluating Brand Awareness via Monthly Search Volumes
In our quest to weigh brand recognition among iGaming operators in Brazil, we analyzed brand-specific online queries for some of the leading gaming platforms. The ranking below encompasses some of the most recognized brands locally, providing a snapshot of their market presence.
It is important to keep in mind that the total figures do not mean unique users; they include recurring searches by the same users finding the page through Google Brazil (as estimated by Mangools).
We indicate only the volume of exact branded queries, excluding misspellings or potentially related keyword combinations.
| Brand | Monthly Searches | % Change in Search Volume | Pts |
|---|---|---|---|
| Betano | 46,500,000 | +2.2% | 15 |
| bet365 | 62,900,000 | +106.9% | 20 |
| Sportingbet | 9,100,000 | -0.4% | 3 |
| Betnacional | 11,900,000 | +7.2% | 4 |
| Betfair | 10,200,000 | +235.5% | 3 |
| Pixbet | 3,140,000 | -6.3% | 1 |
| Novibet | 2,700,000 | -1.5% | 1 |
| KTO | 2,200,000 | -11.6% | 1 |
| Parimatch | 941,000 | +14.3% | 0 |
| Galera bet | 823,000 | +22.3% | 0 |
| Betsul | 231,100 | +3.6% | 0 |
| Betway | 391,300 | +94.7% | 0 |
| Esportes da Sorte | 1,400,000 | +14.8% | 0 |
| Leovegas | 58,500 | -12.9% | 0 |
| Pokerstars | 122,300 | +65.3% | 0 |
| Mr Jack | 1,140,000 | +14.0% | 0 |
| Betsson | 82,300 | +11.2% | 0 |
| Stake | 384,200 | -14.6% | 0 |
| Estrelabet | 282,000 | +14.6% | 0 |
| F12 | 532,100 | +30.1% | 0 |
For this quarter, bet365 takes first place with the highest growth and as the most searched brand in Brazil, with over 60 million monthly searches. This leaves Betano in second place, even with more than 45 million searches.
The mid-ranking operators include Betnacional (11.9 mln), Betfair (10.2 mln), Sportingbet (9.1 mln), Pixbet (3.14 mln), Novibet (2.7 mln) and KTO (2.2 mln). With the exception of Betfair, which has seen a considerable increase, and Betnacional, which has slightly improved, the others have seen slight drops in the search appeal of their brand.
In terms of percentage increase, the biggest winners for Q3 are Betfair (+235% growth), bet365 (+106.9%), Betway (+94.7%), Pokerstars (+65.3%) and F12 (+30.1%).
The biggest ‘losers’ for the period appear to be Stake (-14.6%) and Leovegas (-12.9%).
Casinos’ Monthly Traffic Estimates
An important part of our study is the monitoring of the estimated monthly organic traffic that these competitors receive from Brazil (only). We utilize proven and trusted SEO analytic tools provided by Ahrefs and Semrush.
| Brand | Monthly Organic Traffic (via Ahrefs) | Monthly Organic Traffic (via Semrush) | Average traffic (est.) | Percentage Change | Pts |
|---|---|---|---|---|---|
| Betano | 5,100,000 | 32,600,00 | 18,850,000 | +100.5% | 20 |
| bet365 | 20,400,000 | 8,500,000 | 14,450,000 | -37.0% | 15 |
| Sportingbet | 5,400,000 | 6,500,000 | 5,950,000 | +40.0% | 6 |
| Betnacional | 3,200,000 | 9,600,000 | 6,400,000 | +8.5% | 7 |
| Betfair | 1,700,000 | 3,400,000 | 2,550,000 | -7.3% | 3 |
| Pixbet | 715,000 | 4,700,000 | 2,707,500 | -12.7% | 3 |
| Novibet | 1,000,000 | 1,700,000 | 1,350,000 | +55.3% | 1 |
| KTO | 2,000,000 | 2,000,000 | 2,000,000 | -16.7% | 2 |
| Parimatch | 338,000 | 448,100 | 393,050 | +1.9% | 0 |
| Galera bet | 113,000 | 274,600 | 193,800 | -86.9% | 0 |
| Betsul | 131,000 | 196,100 | 163,550 | -24.7% | 0 |
| Betway | 241,000 | 274,500 | 257,750 | -54.9% | 0 |
| Esportes da Sorte | 3,700,000 | 10,600,000 | 7,150,000 | -32.9% | 8 |
| Leovegas | 104,000 | 77,800 | 90,900 | -15.5% | 0 |
| Pokerstars | 153,000 | 297,100 | 225,050 | -11.5% | 0 |
| Mr Jack | 323,000 | 850,200 | 586,600 | -33.7% | 1 |
| Betsson | 176,000 | 225,300 | 200,650 | +18.4% | 0 |
| Stake.com | 88,900 | 379,000 | 233,950 | +30.9% | 0 |
| Estrelabet | 1,700,000 | 3,400,000 | 2,550,000 | +15.9% | 3 |
| F12.bet | 261,000 | 1,500,000 | 880,500 | -23.1% | 1 |
Since the estimates for organic traffic differ greatly in some cases, we consider the mean (average) value when ranking the website traffic and, consequently, assigning the weighted points for that indicator.
Betano, the biggest gainer for the reporting period (+100.5%), takes over the top position from bet365, which has seen a 37% drop in its average traffic. Esportes da Sorte is coming in strongly at third position, despite having shown a big drop (32.9%) in percentage terms.
Betnacional and Sportingbet were – and remain – among the top 5 gambling brands in Brazil by organic traffic.
Bandwagon Effect Implications
The bandwagon effect is a phenomenon where individuals tend to align with popular choices. This is especially common in the absence of in-depth expertise and plays a significant role in brand recognition.
In the iGaming sector, such behavior would suggest that the most recognizable operators, or those perceived as leaders, are more likely to be chosen by consumers. However, it is interesting to note that while some operators may be more recognizable in reality, they might not always be the top choices or at least not by such a wide margin.
Why Do Players Switch? Frequency and Motivations for Choosing a New Online Casino or Sportsbook
Our survey also reveals the consistency and loyalty of player engagement with leading iGaming operators. The largest share of respondents (41.7%) only occasionally switches between different iGaming operators, and this percentage has remained unchanged since the last report, suggesting a state of brand loyalty development. Combined with those that rarely or never switch (18.1%), we have almost two-thirds of players who have a largely routine pattern or gaming.
On the other hand, more than a quarter of all players switch operators at regular intervals – 10.8% do so monthly, and 16.8% weekly. This highlights a group actively seeking new gaming experiences and promotions.
Discovery Channels for New Gaming Platforms
When it comes to discovering new iGaming sites or apps, online advertisements have become the primary method for 31.1% of respondents. Combined with the 27.2% attributed to social media platforms, it underscores the effectiveness of digital marketing strategies in the industry.
These channels have reversed their positions compared to the last report, but are still the main channels for discovering new platforms. This indicates that real-money gaming has become a more natural part of daily life and entertainment for its fans.
The relatively high impact of personal recommendations (24.3%) is always expected and the perception of community gaming is complemented by the 7.7% attributed to online forums. On the other hand, the fact that search engine results have shown some increase, being cited by 7.9%, suggests that players are actively looking for their own channels of information and discovery.
The propensity for occasional switching among operators suggests a market driven by curiosity and the pursuit of better offers or experiences.
Reasons for Switching – Non-Gaming Factors and Desired Improvements
As we noticed, there are a number of factors that influence the choice of an iGaming platform, many of which lay outside of those directly related to one’s gaming experience.
Reputation and perceived trustworthiness are the most influential non-gaming factors, with almost three quarters (72.8%) of respondents. In other words, trust and credibility in the iGaming industry goes a long way for most users, although this factor has fallen a bit over the quarter.
Recommendations from friends (45.9%) maintain their importance and are always decisive, as are online reviews (38.8%) and promotions (29.7%). All of them showed an increase compared to the last analysis.
The fact that both mobile app availability (and therefore compatibility) and website design and UX practically maintained their shares – 25.5% and 24.3% respectively – shows that players are still demanding in terms of their overall experience.
Even when some key features are not decisive for gamers, many are eager to see improvements in certain areas.
Faster payments (43.6%) were and remain the most desired improvement. More responsible gaming tools (43.4%) became more prominent, taking second place in terms of importance, right next to lower minimum deposit requirements, with 43.2%. These factors increasingly point to the need for better accessibility in a safe and responsible manner – all features of a maturing market, once again.
Better customer support (40%) is again among the most important factors for respondents, despite leaving the second position it held last quarter. Naturally, a smooth and trouble-free gaming experience is at the forefront of gamer expectations, followed by game variety with 36.8%.
Accessibility is also a factor for more than a fifth of all gamers, those that picked “simplified registration and verification” (22.6%). It is far from live streaming options (10.6%), which do not seem to be a very significant factor for the players.
Gaming Brand Followers on Major Social Media Networks in Brazil
Last but not least, our analysis needs to factor in the importance of Social Media followers in Brazil. The table below shows the adherence of users to these channels. Again, we only consider dedicated Brazilian accounts for the iGaming brands in the study.
| Brand | Instagram followers | X followers | Facebook followers | Total | Change % | Pts |
|---|---|---|---|---|---|---|
| Betano | 462,000 | 66,000 | 77,100 | 605,100 | +7.4% | 5 |
| bet365 | n/a | n/a | n/a | 0 | 0 | 0 |
| Sportingbet | 178,000 | 13,700 | 266,000 | 457,700 | -28.8% | 4 |
| Betnacional | 195,000 | 10,000 | 11,000 | 216,000 | +26.5% | 2 |
| Betfair | 222,000 | 142,000 | 10,000 | 374,000 | +6.6% | 3 |
| Pixbet | 876,000 | 30,700 | 9,500 | 916,200 | +2.0% | 7 |
| Novibet | 29,700 | 2,500 | 1,700 | 33,900 | +17.3% | 0 |
| KTO | 195,000 | 38,200 | n/a | 233,200 | +5.2% | 2 |
| Parimatch | 44,000 | 16,800 | n/a | 60,800 | -3.0% | 0 |
| Galera bet | 107,000 | 4,300 | 2,000 | 113,300 | -1.4% | 1 |
| Betsul | 72,100 | 4,000 | n/a | 76,100 | +38.1% | 1 |
| Betway | 14,300 | 37,300 | 202,000 | 253,600 | +177.8% | 2 |
| Esportes da Sorte | 2,500,000 | 57,100 | 51,000 | 2,608,100 | +11.5% | 20 |
| Leovegas | 6,330 | 2,400 | n/a | 8,730 | +3.9% | 0 |
| Pokerstars | 34,400 | 55,200 | n/a | 89,600 | +9.5% | 1 |
| Mr Jack | 93,700 | 6,800 | 3,100 | 103,600 | +4.6% | 1 |
| Betsson | 21,000 | 4,100 | 42,000 | 67,100 | +0.8% | 1 |
| Stake.com | 106,000 | 1,600 | n/a | 107,600 | +175.2% | 1 |
| Estrelabet | 825,000 | 23,500 | 17,000 | 865,500 | +3129.5% | 7 |
| F12.bet | 693,000 | 6,300 | 2,500 | 701,800 | +0.8% | 5 |
N.B. Bet365 does not have dedicated Social Media profiles for the Brazilian market at the time of writing.
Unsurprisingly, Instagram is the most popular social media platform where iGaming operators create and maintain an account. Unlike last quarter, Twitter does not overtake Facebook, which becomes the second SM network where iGaming profiles have the most followers.
Facebook is still big in Brazil and seems to be slightly gaining ground in gaming. Despite that, we consider the followers in a cumulative count, even if many of these might be overlapping and registered across more than one Social Media platform.
Esportes da Sorte proves its powerful outreach on social media, dominating in total followers and extending its lead over its competitors. Pixbet remains second, posting more modest growth, while Estrelabet has grown by an astonishing 3,129.5% and is now in third place on the podium. This time, the top 5 is completed by F12, who move down to fourth place, and Betano, who hold onto fifth place with a significant gap to the next in line.
Final Evaluation on iGaming Operator “Share of Voice” Rankings in Brazil
Most of the operator metrics complement the survey responses we analyzed earlier, point in the same direction or act an extra dimension when painting the complete picture of the online visibility of the top 20 gambling brands in Brazil. This allows us to combine these sources and rank the most popular online gaming operators in the country.
| Brand | Final Score | Google Trends | Survey picks | Overall SoV | Cassino SoV | Roleta SoV | Slots SoV | Branded | Mo. Traffic | SM Follow |
|---|---|---|---|---|---|---|---|---|---|---|
| Betano | 95 | 20 | 20 | 4 | 4 | 2 | 5 | 15 | 20 | 5 |
| bet365 | 67 | 15 | 17 | 0 | 0 | 0 | 0 | 20 | 15 | 0 |
| Sportingbet | 30 | 3 | 11 | 2 | 1 | 0 | 0 | 3 | 6 | 4 |
| Betnacional | 30 | 4 | 13 | 0 | 0 | 0 | 0 | 4 | 7 | 2 |
| Betfair | 82 | 2 | 10 | 20 | 20 | 20 | 1 | 3 | 3 | 3 |
| Pixbet | 28 | 2 | 15 | 0 | 0 | 0 | 0 | 1 | 3 | 7 |
| Novibet | 27 | 1 | 6 | 7 | 8 | 2 | 1 | 1 | 1 | 0 |
| KTO | 61 | 1 | 5 | 12 | 10 | 8 | 20 | 1 | 2 | 2 |
| Parimatch | 21 | 0 | 2 | 4 | 2 | 1 | 12 | 0 | 0 | 0 |
| Galera bet | 6 | 0 | 5 | 0 | 0 | 0 | 0 | 0 | 0 | 1 |
| Betsul | 7 | 0 | 6 | 0 | 0 | 0 | 0 | 0 | 0 | 1 |
| Betway | 31 | 0 | 6 | 5 | 3 | 7 | 8 | 0 | 0 | 2 |
| Esportes da Sorte | 42 | 1 | 13 | 0 | 0 | 0 | 0 | 0 | 8 | 20 |
| LeoVegas | 9 | 0 | 3 | 1 | 1 | 1 | 3 | 0 | 0 | 0 |
| Pokerstars | 26 | 0 | 8 | 5 | 1 | 9 | 2 | 0 | 0 | 1 |
| Mr. Jack | 5 | 0 | 3 | 0 | 0 | 0 | 0 | 0 | 1 | 1 |
| Betsson | 13 | 0 | 4 | 1 | 1 | 3 | 3 | 0 | 0 | 1 |
| Stake.com | 5 | 0 | 3 | 0 | 0 | 0 | 1 | 0 | 0 | 1 |
| Estrelabet | 20 | 0 | 10 | 0 | 0 | 0 | 0 | 0 | 3 | 7 |
| F12.bet | 8 | 0 | 2 | 0 | 0 | 0 | 0 | 0 | 1 | 5 |
The table above contains the combined rankings of the iGaming operators in Brazil, showing the separate categories side by side. Based on the above methodology, we can see how these brands rate against one another.
However, the way our points system ranks them, we do not perceive an estimation of the market shares and online Share of Voice of these gambling brands in their most pragmatic expression – percentages.
With the due conditional provisions, we can provide a solution based on the average monthly estimated traffic (see above). The latter adds up to around 67.2 million organic visits for all brands in our study. Earlier ENV Media research had shown that – out of just about 100 million adult real-money gamers in Brazil – most play “occasionally throughout the year” or approximately “once a month”.
Such levels of real-money gaming frequency combine for 61%, taking the median value reasonably close to “once a month”. This would see the resulting gaming activity correspond closely with the concept of unique monthly visitors.
Therefore, it is reasonable to accept that the above top 20 operators – their online traffic, visibility and weighted points as assigned in our study – cover a comparable total combined share of the market, 67.2%.
Our systematic approach leads us to conclude that the Share of Voice of the top 20 iGaming operators in Brazil is reasonably well represented (in market share percentages) by the table below:
| Brand | Estimated Online Market Share | Change % |
|---|---|---|
| Betano | 10.41 % | +10.7 % |
| Betfair | 8.99 % | -5.6 % |
| bet365 | 7.34 % | -2.7 % |
| KTO | 6.69 % | –26.2 % |
| Esportes da Sorte | 4.60 % | +16.6 % |
| Betway | 3.40 % | +17.2 % |
| Betnacional | 3.29 % | +8.9 % |
| Sportingbet | 3.29 % | -21.3 % |
| Pixbet | 3.07 % | +10.0 % |
| Novibet | 2.96 % | -12.2 % |
| Pokerstars | 2.85 % | +2.2 % |
| Parimatch | 2.30 % | -49.2 % |
| Estrelabet | 2.19 % | +278.0 % |
| Betsson | 1.43 % | +22.9% |
| LeoVegas | 0.99 % | -14.9 % |
| F12.bet | 0.88 % | -16.5 % |
| Betsul | 0.77 % | -5.3 % |
| Galera bet | 0.66 % | -43.3 % |
| Stake.com | 0.55 % | +56.6 % |
| Mr. Jack | 0.55 % | -5.5 % |
Ultimately, standout operators like Betano and Betfair confirm their dominant performance in terms of Share of Voice (SoV) and overall digital market presence. Based on our weighted points system, we can objectively assess the top 20 online gaming operators in Brazil in terms of their online traction – especially relative to their competitors – and effectively highlight their strengths and weaknesses.
There are a couple of significant changes we need to analyze when comparing the results to our last report. The first one sees bet365 capture the third spot in estimated market share in Brazil. The difference is small with its closest competitor, KTO, but a stronger SERP performance pushes it into the lead.
Quite relevantly, most of the top 10 remains the same, with the exception of Parimatch‘s exit and Pixbet‘s entry, which was just on the verge of breaking into the top 10 last quarter. Additionally, no brand in the top 10 maintained its position compared to the last report, with Esportes da Sorte (+16.6%) and Betway (+17.2%) standing out in terms of growth. Among the top 10, KTO and Sportingbet experienced the largest declines.
The other significant difference from last time around is that the operator shares (in absolute figures) have decreased for the majority of brands (11 out of 20). This indicates a much more competitive landscape where non-overlapping unique consumer outreach is harder to achieve.
We see that the popularity of leading iGaming verticals like sports betting and casino games (particularly online slots and live roulette) defines the digital gambling landscape of Brazil.
Ultimately, the above findings illustrate the profound impact of targeted SEO strategies. Operators with optimized content and superior digital marketing practices rank higher in search engine results and enjoy enhanced visibility and organic traffic. Finely-tuned SEO operations are indispensable for achieving a competitive edge in the iGaming industry as they translate directly into greater market penetration and player engagement.
