Brazil 2025: EveryMatrix player behaviour and market trends report preview

The end of this year can’t come soon enough for some in the industry with the Brazilian igaming and sports betting market set to open the floodgates to a regulated environment in January 2025. With 113 licence applications in the hands of regulators, large operators are already either taking strategic stakes or taking over certain local brands, while technology suppliers are busy localising their platforms for integration.

So much has been written about Brazil and its projected $10bn+ regulated potential within just four years but often without focusing on what matters most; the players, their experiences with betting as it stands, their behaviours across multiple touchpoints, their likes and dislikes and a detailed look at feature gap analysis, something no one has uncovered. Until now.

In the coming months, EveryMatrix, using data from an extensive survey of more than 1,800 players carried out across the country in partnership with ENV Media, will lift the lid on all these areas and more. You will be able to access articles, data and infographics within industry media, the EveryMatrix site and social media, breaking down exactly what Brazilian players want from a regulated betting and gaming market.

Below is a glimpse of one area of the report in a market that offers huge potential but also one that remains in an early transformative phase, characterised by rapid growth and regulatory developments that are striving to catch up with reality.

Market gaps

Despite its rapid growth and significant potential, Brazil exhibits several notable gaps between demand and supply. The forthcoming regulations will shape it significantly, but several areas need to be addressed to fully capture its potential.

1. Product and services

One of the most significant gaps is the disparity in product offerings. While poker, bingo and crash games are exceptionally popular, traditional slots and table games, which dominate the US market, have less prevalence. We found that among the top 10 highest-grossing free-to-play gambling apps in Brazil, four are bingo, four are poker and just two are slots. This indicates a need for operators to diversify to include more localised and culturally relevant games.

The dominance of crash games, which account for 40% of the online casino revenue for some local operators, further highlights the need for brands there to adapt their game portfolios. The uncertainty around the legalisation of these games due to regulatory requirements for fixed payouts presents a risk. Operators must prepare for potential shifts in demand if these games are restricted

2. Technology and security

While the market is evolving, the implementation of advanced technologies such as AI and machine learning to enhance user experience and security still lags. With stringent KYC (know your customer) requirements, including biometric identification, operators need to ensure the infrastructure is in place to handle these processes efficiently. We found that regulation is calling for rigorous KYC for new player sign-ups, including biometric identification against national database, Serpro. This presents an opportunity for operators to differentiate themselves by offering smooth and secure verification processes.

B2B gaps

The B2B segment in Brazil’s igaming market also faces several gaps that need addressing to improve overall market efficiency and operator performance.

1. Local market knowledge

Many international operators entering the Brazilian market often lack a deep understanding of local preferences and regulatory nuances. This knowledge gap can hinder their ability to effectively capture and retain market share.

2. Payment systems integration

Payment processing remains a critical challenge. The integration of local payment systems such as Pix is essential for operator success. The report found that Pix accounts for over 90% of online gambling transactions. Operators need to ensure seamless integration with these systems to provide efficient and reliable payment options for users. Furthermore, compliance with local financial regulations and anti-fraud measures is essential to maintain trust and security.

3. Marketing and brand presence

The upcoming ban on bonuses and the focus on brand-led marketing and customer service necessitates a shift in B2B strategies. Operators must invest in building strong, recognisable brands and providing excellent customer service to attract and retain players. Licensees will also need to be signed up to a responsible advertising agreement, Brazil’s CONAR.

4. Preference for localised content

Brazilian consumers have a strong preference for localised content that resonates with their cultural context. This includes tailored casino themes, sports betting markets and localised payment methods. The report found that Betano stands out with 100% of their top casino games localised for Brazil, ensuring a tailored experience for local players. This suggests that localisation is not just an advantage but a necessity for operators aiming to capture the Brazilian market.

5. Demand for bonuses and promotions

Despite the upcoming regulatory restrictions on bonuses, the current market shows a strong preference for such incentives. Operators will need to find creative ways to offer value to their customers without relying heavily on traditional bonuses. This might include loyalty programmes, personalised offers and other engagement strategies.

The Brazilian igaming market presents significant opportunities but also comes with challenges that operators must carefully navigate. Addressing market gaps, understanding consumer needs and improving operator efficiency are key to success. By focusing on localisation, security, customer service and compliance, operators can position themselves to capture a substantial share of this growing market.

This is why we surveyed a substantial end-user group, with the view to explore real players’ perceptions, needs and satisfaction drivers, gathering primary insights and then matching them against existing industry ideas and perceptions to uncover unexplored gaps. Watch this space for more soon.

The EveryMatrix team will be on stand B1015 at SBC Lisbon to discuss Brazil and Latam strategy and localised products ideal for this rapidly growing market.

About EveryMatrix 

EveryMatrix delivers igaming software, solutions, content and services for casino, sports betting, payments and affiliate management to global tier-one operators as well as to newer brands. The platform is highly modular, scalable and compliant, allowing operators to choose the optimal EveryMatrix solution and combine with third-party and in-house technology and capabilities. The company has 1,000 employees across 13 countries and serves 300+ customers worldwide, including the regulated US market. It is a member of the World Lottery Association (WLA) and European Lotteries Association. In September 2023 it became the first igaming supplier to receive WLA Safer Gambling Certification. EveryMatrix is proud of its commitment to safer gambling and player protection while producing market-leading gaming solutions. Visit www.everymatrix.com to learn more.