The profiles of companies operating in Brazil monitored monthly by Samba Digital, an agency specializing in sports marketing and iGaming, accumulated 3.9 million interactions in November and reached their lowest number in 2024, surpassing the mark of 5.3 million interactions in January.
With 896 thousand interactions, the lowest mark for a leading company since the monitoring began to be published monthly, Betão led the segment on Instagram. The top 5 was formed by Reals Bet (800 thousand), Esportes da Sorte (501 thousand), EstrelaBet (218 thousand) and VaideBet (202 thousand).
With the exception of Reals Bet, whose performance increased from 575 to 800 thousand interactions, all other companies in the top 5 showed declines when comparing their performances between October and November.
The (negative) highlight is Esportes da Sorte. Leader in October with 1.1 million interactions, the company saw a drop of over 50% and closed November with 501 thousand, in 3rd place.
23% growth compared to 2023
The 3.94 million interactions obtained in November 2024 means that the segment grew compared to the previous year when in the same period, the profiles accumulated 3.19 million interactions. The growth was 23% compared to 2023.
“The benefit of constantly monitoring the segment allows us to understand that, even with the three consecutive drops recorded by Samba Digital's monitoring, the market, in a broader view, is still growing satisfactorily and shows that social networks are important ways for brands to connect and raise awareness in relation to their target audience,” mentions Camila Cunha, director of the iGaming department at Samba Digital.
Concentrated follower growth
Two sports betting companies accounted for 89.41% of all growth, i.e. new followers, of all the companies monitored. With 549 thousand and 457 thousand new followers, respectively, Reals Bet and Betão concentrated the growth and made the sector have an increase of 69% compared to October, when the companies accumulated 662 thousand new followers. The growth in followers in November was 1.12 million.
Excluding Reals Bet and Betão, EstrelaBet and BetSpeed, third and fourth placed in Growth, showed drops of 17% and 22% respectively.
Source: Samba Digital
