Optimove Insights: Mexico emerges as the top Latam market for deposits

The Optimove Latam iGaming Pulse Report – March 2025 analyses player behaviour and betting trends across Mexico, Brazil, Peru and Colombia over the past 12 months, based on an average of over 7.2 million active monthly players.

Key highlights:

• Mexico leads in both average deposit amounts and sport betting volume though both metrics saw slight declines since mid-2024. In March, the average deposit dropped to $199 (from an 11-month average of $236), and sports betting fell to $717 (from $853).
• Peru emerged as the leader in total monthly casino betting amounts despite a March dip to $722 (from an average of $817), outperforming other Latam countries in this category.
• Brazil showed the strongest upward trends in terms of customers loyalty particularly since new online gambling regulations took effect in January 2025:
  • Activity days increased 36%, with March peaking at 13.8 days per player.
  • Retention rate climbed to 84% in March (up from 70% average), indicating a shift toward a more loyal and engaged player base.
• Colombia maintained the lowest metrics overall but saw modest improvements in active players retention month over month.

Conclusion:

The new regulations in countries like Brazil has significantly influenced growth trends among bettors. Regulated environments have attracted and retained more regular, active recreational players, marked by Brazil’s sharp rise in activity and loyalty since after January 2025. As other Latam countries consider new regulations, these insights in Brazil are a potential harbinger for other regions.

Report metrics:

• Source: Betting trends in Latam in the trailing 12 months (March 2024-2025)
• Countries: Mexico, Brazil, Peru and Colombia
• Database: A 12-month average of 7,226,166 active players per month

Average deposit amount

Key finding: Average deposit amounts greatest in Mexico

Mexico consistently leads in average monthly deposit amounts, compared to the other Latam countries in this report.

The average monthly deposit amounts for each country are as follows:

• Mexico: The average for the trailing 11 months before March 2025 is $236. March average deposit was $199.
• Brazil: The average for the trailing 11 months before March 2025 is $148. March average deposit was $151.
• Peru: The average for the trailing 11 months before March 2025 is $120. March average deposit was $128.
• Colombia: The average for the trailing 11 months before March 2025 is $53. March average deposit was $51.

Total monthly casino betting amount

Key finding: Peru has the highest total monthly casino betting amount
Peru leads in average monthly total casino bet amounts and is demonstrating strong performance signs. In March 2025 there was a moderate increase observed across all countries, however in some countries, the March average deposit amount is lower than the average of the 11 months before.

The average monthly total casino bet amounts for each country are as follows:

• Peru: The average for the trailing 11 months before March 2025 is $817; the March average was $722.
• Mexico: The average for the trailing 11 months before March 2025 is $663; the March average was $476.
• Brazil: The average for the trailing 11 months before March 2025 is $563 March; the average was $554.
• Colombia: The average for the trailing 11 months before March 2025 is $380 March average was $432.

Definition of total monthly casino bet amount: The average casino bet amount is the total sum of all casino bets and divided by the number of bettors who have placed at least one casino bet.

Total monthly sports betting amount

Key finding: Mexico leads, despite a decline from early 2024

Comparing the average monthly total sports bet amounts, the data show that Mexico maintained the highest level despite a decline that started in early 2024. Brazil remained stable, while Peru showed a brief peak in mid-2024 before leveling off. Colombia maintained the lowest and most stable trend.

The average monthly total sports bet amount for each country are as follows:

• Mexico:  The average for the trailing 11 months before March 2025 is $853. March average was $717.
• Brazil: The average for the trailing 11 months before March 2025 is $399. March average was $372.
• Peru: The average for the trailing 11 months before March 2025 is $362. March average was $283.
• Colombia: The average for the trailing 11 months before March 2025 is $88. March average was $68.

Definition of total monthly sports bet amount: The average sport betting amount is the total sum of all sports bets and divided by the number of bettors who have placed in least one sport bet.

Average number of activity days per active customer

Key finding: Brazil has experienced a notable spike since January 2025

In comparing the average activity days per active customer across Latam, Brazil showed a strong increase in the past three months, outperforming all countries since early 2025.

The average activity days per country are as follows:

• Brazil: The average for the trailing 11 months before March 2025 is 10 days. March average was 13.8 days. The 36% increase compared to the average, we believe, indicates that since the new regulation started in January 2025, operators retained more loyal players compared to casual players proportionally.
• Mexico: The average for the trailing 11 months before March 2025 is 10.2 days. March average was 9.8 days.
• Peru: The average for the trailing 11 months before March 2025 is 7.8 days. March average was eight days.
• Colombia: The average for the trailing 11 months before March 2025 is 6.2 days. March average was 5.3 days.

Definition of average activity days: The average number of activity days is the total number of activity days divided by the number of bettors who have at least one activity day.

Average active retention rate

Key finding: Brazil has been outperforming since February, showing a strong core player base

Mexico and Brazil had similar retention rates until January 2025, then Brazil shifted, with a rate of 83% in February and 84% in March.

The average active retention rates for each country are as follows:

• Mexico: The average for the trailing 11 months before March 2025 is 70%. March average was 69%.
• Brazil: The average for the trailing 11 months before March 2025 is 70%. March average was 84%. A 21% increase compared to the average highlights the most loyal customers who remained active in March despite regulatory challenges.
• Peru: The average for the trailing 11 months before March 2025 is 67%. March average was 77%.
• Colombia: The average for the trailing 11 months before March 2025 is 62%. March average was 74%.

Definition of active retention rate: The percentage of bettors who were active in the preceding month and remained active in the current month.

For more insights visit iGaming Pulse.