Kaizen Gaming-owned Betano is the most recognisable and trusted betting brand in Brazil, a survey by Env Media has revealed.
Env Media centred its survey on the 20 most popular brands in Brazil, including the likes of Betano, Bet365 and Betfair. The study aimed to establish what operators held the greatest share of voice in Brazil by looking at their visibility and market shares.
This is ahead of the regulated market going live following the December approval of Bill 3,626/2023, legalising sports betting and igaming.
The survey asked 500 active adult bettors which operators they were both aware of and trusted. Betano led the way with 73.4% of respondents stating they recognised and trusted the operator. Bet365, meanwhile, was second, selected by 67.2% of those surveyed.
Brazilian operator Pixbet was third, recognised and trusted by 54.7% of respondents, while Sportingbet and Betnacional were selected by 42.6% and 41.6% respectively.
Betano also held the advantage in ENV Media’s study of monthly web searches in Brazil across Q2. Betano was found to average 45.5 million monthly searches through Google Brazil, way ahead of second-placed Bet365, which had approximately 30.4 million searches a month. Those two held a sizeable lead over the other operators, with Betnacional in third averaging 11.1 million monthly searches.
Player preferences in Brazil
The ENV Media survey also studied Brazilian player preferences on what attracts them to a brand.
55% pointed to attractive bonuses and promotions as a key factor when selecting an operator, the highest percentage of the options. Fast and secure payment options (48%) was second, while reliable customer support and a user-friendly interface were both selected by 43% of respondents.
Sports betting was also found to be the most engaging vertical, with 67% of those surveyed wagering on sports. Lottery was bet on by 58% of respondents while 51% of those surveyed play casino games.
Igaming was included in Bill 3,626/2023 when it was passed in December having previously been removed by the senate and 51% of survey respondents highlighted casino games such as live casino and roulette as one of their betting preferences, while 35% chose online slots.
Players open to switching operator
ENV Media’s survey showed that players in Brazil are open to switching to a different online casino or sportsbook.
Some 15% of respondents changed operators weekly, while 10% did so monthly. Meanwhile 13% altered their operator of choice every few months, with just 17% saying they rarely or never changed.
With operators potentially able to tempt customers away from competitors, the ENV Media survey outlines that maintaining a good reputation becomes fundamental.
Just under a third (30%) of respondents stated that social media was their primary method of finding new operators, while 27% would change on the recommendation of friends or family. Almost the same percentage (28%) also stated that online advertising is their core means of discovering new platforms.
Additionally, 76% of respondents established that reputation and trustworthiness was a key non-gaming reason for switching, compared to 44% and 36% for friend or family recommendations and online reviews respectively.
In terms of gaming-related reasons, faster payouts was selected by 47% of respondents as a reason for switching operators. Better customer support (42%) and lower minimum deposit requirements (41%) were also among the top three.
Betano making sponsorship push
Betano’s strong brand recognition in Brazil has likely been aided by its huge sponsorship effort as it looks to make its mark on the LatAm market.
The brand has sponsored the top-flight football divisions in both Brazil and Argentina, while it’s also the sponsor of the Copa America.
At the time of writing, Kaizen Gaming is currently the only operator to have submitted its licence application in Brazil ahead of the expected launch date for the regulated market of 1 January 2025.
Aposta Ganha CCO Hugo Baungartner believes Kaizen’s decision to be the first to apply for its Betano brand was a strategic one, stating: “They wanted to be the first. I know because they’ve been preparing everything since forever.”