According to the information provided by Grupo Globo, sports betting has become a consolidated activity at an international level, growing annually by 11.5%. In 2020, the global market was valued at $ 59.6 billion and it is expected to reach $127.3 billion by 2027.
In Brazil, the numbers are also encouraging. With the regulation of sports betting, the country could become one of the main markets in the world, based on the size of its population and the Brazilian interest in sports.
Regarding the United States, the study shows that the positive effects of the legalization of this type of gambling can be clearly seen. In 2018, eight states registered $4,618 million in bets and a profit of $328.8 million. In 2019 there were 14 states, the volume of bets reached $13,070 million and the turnover was $915.1 million. In 2020, 20 states registered a total of $21,526 million, and the turnover was $ 1,545 million.
Furthermore, from the second half of 2020 onwards, the US market recovered, and in the months of August, September, October, and December they doubled in comparison to 2019.
The study highlights that in parallel, the sports betting market in Brazil reached BRL 7,000 million in 2020 (US$1,238 million), even though the pandemic paralyzed a large part of the sporting events worldwide. Between 2018 and 2020, the sector grew from $354 million to more than $1.2 billion, according to Mktesportivo.
The increase in the search for words and terms related to the game follows the growth curve in the investment of advertising and media in general from brands in the betting market. This sector is increasingly competitive, and the growth of advertising investment shows it. With the consolidation of the market, interested brands must take advantage of this great visibility.
Among the investments in online marketing, today we can find:
In the fantasy games vertical, as expected, Globo's CartolaFC, which exploits the Brasileirão games, is in first place with 78% of the total interviewees, and 57% of those surveyed had also participated in ESPN Fantasy.
Within the 36% of the respondents who acknowledged having participated in online casinos gambling, the most attractive modalities were:
And for Brazilians, betting online is:
Therefore, the main motivators for sports betting are entertainment, income, and networking. 60% considered gambling to be a form of entertainment, 52% hoped to win money, and a third gambled to connect and socialize with friends. It should be noted that 12% of those surveyed consider sports betting as one of their main sources of income.
Regarding the player profile, 18% play every day, 16% do it 4 to 6 times a week, 48% do it 1 to 3 times a week, and 18% do it two to three times a month, or less.
Types of Gamblers are divided as follows:
The pandemic was a great gambling promoter, with more than half of those surveyed claiming to have started in the sports betting world during this time.
Regarding diversification in investments, the Brazilians surveyed highlighted that they play:
As for the way of choosing sites, they put in the first place the speed of making the payments; secondly, the incentive bonds; and third the range of ways to transfer deposits.
As for what attracts the contributor the most, the following stands out:
Another of the topics analyzed within advertising were the main advertising platforms, which are:
As for what factors could increase the value of bets among players, the research shows:
The study was carried out by Inteligência de Mercado Globo | Rafael Garey and Glauber Prado.