More than just numbers, the survey brings a new perspective on how women relate to the world of betting: with strategy, awareness and protagonism.
Female leadership in research
The study was conducted by three prominent professionals, who are also AMIG associates and part of the KTO research team:
* Simone do Vale – Educational Researcher
* Maria Paula Nascimento – Research Manager
* Priscila Teixeira Ferreira – Senior Researcher
Together, they delved into the behavior of Brazilian female gamblers to understand motivations, habits, preferences and challenges faced by women in this segment.
For Priscila Teixeira, senior researcher at KTO, "one of the most valuable discoveries was realizing how access to information and education about betting empowers female players. The female audience can no longer be treated as supporting actors. They are strategic, growing and need to be considered more intentionally by brands and platforms."
Women take the lead in real money games
According to the survey with 550 respondents, female participation in real money games exceeded that of men, at 51% - even so, men are the majority in sports betting (54%). The majority are between 18 and 39 years old, have higher education and belong to the middle class. The main regions with the largest number of bettors are São Paulo, Bahia and Rio de Janeiro, with a wide predominance of the use of mobile devices (85%) as the main means of access.
"Understanding the behavior and preferences of Brazilian female gamblers is essential for the sustainability of the iGaming market. After all, we are the majority of the Brazilian population," says Maria Paula Nascimento, research manager at KTO.
"Producing and publishing studies like this sheds light on the importance of women's role in the industry, allowing it to become increasingly fair and balanced," she says.
Cautious and entertainment-motivated profile
Unlike the stereotype of impulsive gamblers, women are more cautious and focused on entertainment and socialization — a motivation mentioned by 70% of participants. Only 30% said they bet with an investment view. Among their favorite sports are soccer (65%), followed by basketball, tennis and casino games such as slots, roulette and bingo.
Despite their interest, only 11% consider themselves experienced gamblers and 48% still do not use resources such as betbuilder (combined bets). Most women seek information from sports news, friends and online tutorials — which indicates an opportunity to expand educational actions in the sector.
Controlled spending and increased use of protection tools
The study also points to more responsible behavior in relation to the use of money: 37% of women spend up to R$200 (US$ 35) per week and demonstrate a greater propensity to use self-exclusion tools and betting limits.
Cultural barriers and opportunities for inclusion
Still, challenges persist: social stigmas, low representation on platforms and the absence of female communities are barriers cited. The research highlights the importance of more inclusive marketing campaigns, product customization and the creation of welcoming and networking spaces for women.
Women's football on the rise
In addition to the growth among female players, women's football is consolidating itself as a market trend. The research reveals that 63% of Brazilians are interested in the sport, reaching 76% among young people aged 16 to 24. The 2024 Brasileirão Feminino final, which brought together more than 44 thousand fans, and the 154% increase in international transfers of Brazilian players are evidence of the sport's progress.
Outlook for the 2027 Women's World Cup
With Brazil confirmed as the host of the 2027 Women's World Cup, the sector is already preparing for a new phase of growth. The expectation is that events such as the Copa América Feminina, Eurocopa and the return of the Copa do Brasil de Futebol Feminina will further boost public engagement and betting on the sport.
A new look at Brazilian iGaming
The “Women in Betting” survey reinforces that the female presence in the sector is not just a trend: it is a reality that is consolidating. With a diverse, responsible and increasingly engaged profile, women are redefining the future of iGaming in Brazil — and the market has a lot to gain by following this movement.
Source: GMB
Source: GMB
