Betano: Brazil’s Leading Betting Brand – Env Media Survey Insights

Kaizen Gaming-owned Betano has emerged as the most recognizable and trusted betting brand in Brazil, according to a survey conducted by Env Media. This comprehensive study sheds light on Betano’s dominant position in the Brazilian market and the factors contributing to its success.

The Survey

Env Media’s survey focused on the top 20 betting brands in Brazil, including Betano, Bet365, and Betfair. The objective was to determine which operators held the greatest share of voice by analyzing their visibility and market shares. This survey is particularly significant as it comes ahead of the regulated market going live, following the December approval of Bill 3,626/2023, which legalizes sports betting and igaming.

Key Findings

1. Brand Recognition and Trust:

• Betano: Recognized and trusted by 73.4% of respondents, making it the leading brand.
• Bet365: Second, with 67.2% recognition and trust.
• Pixbet: Third, at 54.7%.
• Sportingbet and Betnacional: 42.6% and 41.6%, respectively.

1. Monthly Web Searches:

• Betano: Averages 45.5 million monthly searches on Google Brazil.
• Bet365: 30.4 million searches.
• Betnacional: 11.1 million searches.

1. Player Preferences:

• Attractive bonuses and promotions: Key factor for 55% of respondents.
• Fast and secure payment options: 48%.
• Reliable customer support and user-friendly interface: 43% each.
• Sports betting: Most engaging vertical, with 67% participation.
• Lottery and casino games: 58% and 51%, respectively.

Switching Behavior

The survey revealed that Brazilian players are open to switching operators:

• 15% switch weekly.
• 10% switch monthly.
• 13% switch every few months.
• 17% rarely or never switch.

Discovery of New Operators

• Social media: Primary method for 30% of respondents.
• Friend or family recommendations: 27%.
• Online advertising: 28%.

Reasons for Switching

• Non-gaming reasons: Reputation and trustworthiness (76%), friend or family recommendations (44%), and online reviews (36%).
• Gaming-related reasons: Faster payouts (47%), better customer support (42%), and lower minimum deposit requirements (41%).

Sponsorship and Market Strategy

Betano’s strong brand recognition is bolstered by significant sponsorship efforts, including top-flight football divisions in Brazil and Argentina, and the Copa America. As of now, Kaizen Gaming is the only operator to have submitted its license application in Brazil, with an expected market launch on January 1, 2025.

Conclusion

Betano’s strategic initiatives and strong market presence have solidified its position as the leading betting brand in Brazil. The upcoming regulated market presents new opportunities and challenges, and Betano’s early license application underscores its commitment to maintaining its leadership in the industry.

Stay tuned for more updates on the dynamic Brazilian betting market and Betano’s journey in the regulated environment.