To boost this surge in access to betting platforms, their apps are beginning to grow on the Google Play Store, as the tech giant has decided to allow such games, including casino games.
Data compiled by the column shows, however, that these companies have started to exert considerable influence on the Brazilian internet, precisely at a time when they face two potentially decisive developments.
On one hand, their apps are about to flood Google’s store, which recently lifted an internal ban. According to analysts, having a presence on users’ phones will further strengthen the loyalty of an already engaged audience.
On the other hand, they may face restrictions on their ability to advertise — a crucial factor so far in building brand awareness and driving traffic to their platforms — if a bill currently under discussion in the Chamber of Deputies moves forward.
The data collected only takes into account websites of betting companies that are legalized in Brazil. According to the CGI (Internet Management Committee), there are 193 such sites. The digital audience for the segment, however, is much larger, but illegal operators were not included in the count.
The digital boom for betting platforms began in January this year, when they started operating under regulation in the country.
Leonardo Benites, Communications Director at the National Association of Games and Lotteries (ANJL), explained the reason for the huge spike in traffic: “Given the marketing investments currently made by the industry, the amount of traffic we generate makes total sense. It aligns with the idea that this is something Brazilians were looking for and will continue to seek,” he said.
Although legalized in 2018, fixed-odds betting houses were only required, starting in 2025, to follow a set of rules — such as obtaining a license from the Prizes and Betting Secretariat of the Ministry of Finance, paying R$30 million (US$5.5m), and adhering to regulations related to player funds and identity verification.
Another requirement is that they must operate under the new “.bet.br” domain (a variation of “.com.br” specifically for betting companies).
The analysis of the traffic explosion was facilitated by SimilarWeb, which began aggregating access to regulated sites under the “.bet.br” domain. Usually, the platform displays visits to individual sites. The company said this unusual move was taken “to provide a more accurate market view,” but noted that “this configuration is already under review.”
According to José Sarkis Arakelian, marketing strategy professor at FAAP, this kind of comparison (aggregating multiple portals under one domain versus analyzing individual sites) is useful for showing the scale of the betting market.
On the other hand, the expert warns that such comparisons must be approached with caution, as this “duel” pits an entire segment against individual players from other categories, such as social networks or news websites.
In the very first month of regulation, January this year, betting platforms averaged 55 million daily visits. This figure steadily grew to 68 million per day by May (latest available data).
In May, betting sites reached 2.7 billion visits — more than YouTube (1.3 billion), Globo (765 million), WhatsApp (759 million), and TikTok (740 million), and second only to Google (4.9 billion). Brazil accounts for 99.92% of the traffic to “.bet.br,” which is already the 14th most visited domain globally.
According to data reviewed by the column, daily traffic varies little. On key match days, more visitors access betting sites — for example, 73.8 million visits on the day of the UEFA Champions League final between PSG and Inter Milan.
The all-time traffic record was set on May 7, during the Champions League semifinal (PSG vs. Arsenal) and three Copa Libertadores matches featuring Brazilian teams (Bahia vs. Nacional-URU; Central Córdoba vs. Flamengo; Cerro Porteño vs. Palmeiras), with 76.7 million visits.
The aggregated data also enables analysis of the betting companies’ marketing strategy, conducted at the column’s request by digital marketing consultant William Porto. For data through May:
- Direct traffic accounted for the majority of visits: 67.8%
- Social networks played a small role: 8.24%, with YouTube as the main platform (57.4% of that share)
- Organic search was the second-largest source of traffic: 14.26%, and the SEO strategy largely relies on branded keywords (users searching for the names of specific platforms)
According to Porto, the numbers — especially organic traffic — reflect the success of the betting brands' efforts to build brand awareness.
Professor Arakelian explains the process: after achieving legal legitimacy, the platforms gained social acceptance by sponsoring top Brazilian football clubs and sports programs. In parallel, they validated their presence beyond the sports world, using digital influencers and celebrities who “lent” their credibility to the brands.
At its most high-profile moments, the Senate’s "CPI das Bets" (Parliamentary Commission of Inquiry into Betting) summoned influencers associated with these companies, such as Virgínia Fonseca and Rico Melquíades. In less publicized sessions, the commission heard from advertising industry figures, like Sérgio Pompilio, president of Conar (National Council for Advertising Self-Regulation).
Restrictions on betting companies’ marketing strategies are at the heart of a bill approved by the Senate and now under review in the Chamber of Deputies. The text proposes:
- A ban on athletes, celebrities, public figures, and influencers in betting advertisements
- A prohibition on associating betting with personal success, alternative income, or financial investment
- Time restrictions for advertising on TV, streaming services, social media, and internet providers (only between 7:30 p.m. and midnight); for radio, only from 9 a.m. to 11 a.m. and 5 p.m. to 7:30 p.m.
- A ban on content aimed at minors, including animations, cartoons, mascots (even AI-generated), or sponsorships on uniforms worn by minors
- A mandatory warning about the risks of sports betting
According to the FAAP professor, these restrictions won’t significantly impact betting companies, since they are already widely known. Both he and Benites, from ANJL, express concern that the measures only apply to legal operators, giving illegal ones yet another advantage.
The release of apps on Google’s store is not expected to impact overall internet traffic, but it will reduce friction when accessing platforms. Currently, users must type in the site’s name and complete facial recognition on every visit. With the app, these steps become much simpler.
Source: Coluna Deu Tilt (UOL)
