Brazil: An Emerging Market for Online Casinos

Size and Growth Potential

Brazil has an estimated market of $2.1 billion, with projections reaching $2.6 billion by 2026. Each year, 300,000 Brazilians travel abroad to gamble, evidence of existing interest and demand. This landscape attracts international operators and creates a highly competitive environment where marketing is essential.

Impact of Bill 2234/2022

The PL 2234/2022, expected to come into force in August, aims to regulate and open up the national online casino market. The new regulation will increase competition among operators, making effective marketing strategies crucial. Along with acquiring new users, retention will be decisive: the player who leaves rarely returns, so offering a personalized experience will be key.

Profile of the Brazilian Player

48% of players bet once or twice a week and 12% consider sports betting as one of their main sources of income. Even with restrictions, 36% claim to have played at online casinos, favoring roulette (78%), blackjack (66%), other table games (64%), and poker (61%).

33% use two different platforms. Among the choice factors are free bets and special offers (56%), ease of navigation (48%), and a simple local payment system (45%). These are demanding users seeking unique experiences; if they don’t find them, they migrate to another operator.

Marketing to Acquire New Players

Affiliate campaigns are a popular channel, although CPA costs rise and regulations frequently change. To attract users, it is necessary to create useful and resonant content. Many casinos choose well-known brand ambassadors —for example, Neymar, Rafinha Bastos, or David Luiz— whose followers increase the visibility and attractiveness of the offering.

Retention Strategies

Retention is as important as acquisition. Operators seek to increase the LifeTime Value (LTV) by enhancing the experience through tournaments and missions that incentivize competition and objectives with greater rewards. These dynamics increase participation, engagement, and the average amount wagered, thus boosting revenue.

Prospects and Challenges

The future of marketing in Brazilian casinos is promising yet demanding. With imminent regulation, differentiation through personalized experiences will be decisive. Operators able to adapt to the changing preferences of players will be better positioned to succeed in a market that will continue to expand.