Growth of Online Gambling in Brazil – Three Paid Media Techniques for Brands

Growth of Online Gambling in Brazil – Three Paid Media Techniques for Brands     

Brazil’s iGaming market is undergoing a major transformation due to significant regulatory changes that are set to reshape the industry.  

Last year, Brazil passed a new law to legalise and regulate sports betting – officially launching on 1 January 2025.  

From new age verification measurements to the use of the .bet.br domain for all online bettering platforms, these changes will ensure responsible gambling, enhance transparency and ensure local accountability.  

Over 130 companies are eager to enter Brazil’s market, attracted by the country’s massive population of over 200 million, rapid economic growth, and booming online gambling sector, which experienced a 135% increase in 2022.  

This momentum positions Brazil to become the largest online gambling market in Latin America, with an estimated R$20 billion in taxes from the regulated betting market in Brazil in 2025.  

With the likes of global players, such as Betano, and bet365 joining local brands, we’ll see competition increase as players from the US, Europe and even other LatAM countries strive to gain attention in a crowded space as the market opens up.  

We’re already seeing this effect take shape as year-on-year Betano has seen their brand search volume increase by +22%. It’s therefore more important than ever for businesses already operating in Brazil to protect their market share.  

In a dynamic market like Brazil, businesses must adapt their digital marketing strategies to stay competitive by using techniques on paid search and paid social to build visibility and capture market share: 

1. Bid on the right keywords 

One of the most crucial aspects of paid search is targeting the right keywords. Long-tail keywords related to sports betting might help a brand gain a competitive advantage, often due to cheaper CPCs due to less competition.  

Being more specific will further assist this, so targeting keywords related to specific Brazilian football leagues like the Campeonato Brasileiro will ensure brands will reach users who are actively searching for betting opportunities on these events.  

2. Creative is king  

Having great creatives is crucial in today’s digital landscape, in part due to short attention spans.   

Personalised and visually engaging content significantly boosts player retention, as the region’s audience—dominated by Millennials and Gen Z—is drawn to interactive and gamified experiences. 

Effective creatives, from eye-catching visuals, engaging videos or even using partnerships with influencers all helps to capture your target audience.  

In the iGaming industry, where trust and excitement are key, high-quality will drive higher engagement, increase brand recall, and ultimately lead to greater conversions.  

3. Create custom Landing Pages  

There’s no point in having a great campaign structure and ads if you’re sending people to sub-par landing pages.  

Content needs to be localised, in the native language, and with a great mobile load speed. Not only will is look great and enhance user experience but it will also boost your Quality Score in Google Ads, leading to lower costs and higher ad performance. 

To protect (or even grow) market share in Brazil, brands must be agile in their digital marketing strategies, particularly through paid search and social media channels.  

By targeting the right keywords, using powerful creatives, and sending people to custom landing pages, operators can successfully build visibility and strengthen their presence in Brazil’s competitive landscape.  

The market is evolving fast, so brands need to act now to stay ahead of the curve and capitalise on Brazil’s sports betting boom. 

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