Betano leads as the most recognizable betting brand in Brazil, according to a survey by Env Media, ahead of the regulated market launch.
A survey by Env Media reveals Betano, owned by Kaizen Gaming, as the most recognizable and trusted betting brand in Brazil ahead of the regulated market's debut.
Leading the Market
Kaizen Gaming-owned Betano has been named Brazil's most recognizable and trusted betting brand. This revelation comes from a survey conducted by Env Media, focusing on the 20 most popular brands in the country. The study aimed to determine which operators had the most significant market presence and share of voice ahead of the regulated market's launch following the approval of Bill 3,626/2023, legalizing sports betting and iGaming.
Survey Insights
Env Media's survey involved 500 active adult bettors, who were asked which operators they knew and trusted. Betano led, with 73.4% of respondents recognizing and trusting the brand. Bet365 followed with 67.2%, while Brazilian operator Pixbet was third with 54.7%. Sportingbet and Betnacional rounded out the top five, with 42.6% and 41.6%, respectively.
Search Popularity
The survey also examined monthly web searches for these brands in Brazil during Q2. Betano averaged 45.5 million monthly searches through Google Brazil, significantly outpacing Bet365's 30.4 million. Betnacional came in third with 11.1 million searches.
Attraction Factors
The survey highlighted what attracts Brazilian players to betting brands. Attractive bonuses and promotions were the top draw, selected by 55% of respondents. Fast and secure payment options followed at 48%, with reliable customer support and a user-friendly interface, which were both chosen by 43%.
Popular Betting Verticals
Sports betting was the most popular vertical, with 67% of respondents engaging in it. Lottery betting was also significant at 58%, and 51% of players enjoyed casino games. Following the inclusion of iGaming in the recent bill, 51% of respondents expressed interest in casino games like live casino and roulette, while 35% favored online slots.
Player Flexibility
Env Media's survey found that Brazilian players are open to switching their betting operators. 15% of respondents changed operators weekly, 10% did so monthly, and 13% every few months. Only 17% rarely or never switched operators.
Reasons for Switching
Maintaining a good reputation is crucial, with 30% of respondents discovering new operators through social media and 27% through recommendations from friends or family. Online advertising influenced 28%. Trustworthiness was a key non-gaming reason for switching, selected by 76% of respondents, while faster payouts, better customer support, and lower minimum deposits were the top gaming-related reasons.
Boosting Brand Recognition
Betano's strong brand recognition in Brazil can be attributed to its significant sponsorship efforts. The brand sponsors top-flight football divisions in Brazil and Argentina, as well as Copa America.
Strategic Licensing Move
Kaizen Gaming's Betano is currently the only operator to have submitted its license application in Brazil ahead of the regulated market's expected launch on January 1, 2025. Aposta Ganha CCO Hugo Baungartner noted that Kaizen's decision to be the first to apply was strategic, highlighting their thorough preparation for the market launch.
As Brazil prepares for its regulated sports betting and iGaming market, Betano's recognition and trust among bettors position it well for future success. The brand's strategic sponsorships and early license application underscore its commitment to leading the market.
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