With sponsorships and other activities, the business exceeds R$ 3.5 billion
After the sanction of PL 14,790 in 2023, which recognizes the legality of bets, electronic betting companies in the Brazilian market, Conar (National Code of Advertising Self-Regulation) hurried to curate parameters for the segment that accounted for revenue of R$120 billion.
For DataHub, growth was 360% in two years and 230 new companies have established themselves in the country since 2021. In the assessment carried out by Tunad, a company specializing in media intelligence, in 2023, 88 thousand advertisements were broadcast across the most diverse channels.
Advertising helped to consolidate this business whose access is in the palm of your hand through smartphones. The volume of accesses in Brazil, the leading country, was R$3.19 billion last year. Between media purchases, naming rights, sponsorships on football club shirts, promotions and actions with athletes, the value can reach R$3.5 billion, as reported by Antonia Souza, from the Exame portal.
Day M
Of the ten brands that advertised the most on TV in the 3rd quarter of 2023, the three that stood out the most in the period were Sportingbet, with more than 8 thousand advertisements; Betano, with more than 6 thousand; and Bodog, with more than 2 thousand. The EstrelaBet brands also participated, with 2,011 entries; Betfair.net (1,792); Lucky Sports (1,547); Cartola Pro (1,237); Betsul (1,059); Betnacional (1,007) and Pokestars, with 639 placements, details Tunad.
Tunad’s COO, executive Ricardo Monteiro, praises the legal frameworks. It is important to have standards so that the sector can grow and operate safely for both the user and the Bet companies themselves.
Betano, according to Tunad, is the biggest advertiser in the trade. The brand invested R$47.088 million in the last quarter of 2023 in purchasing media in the company’s research universe. Followed by Betnacional, with R$21.380 million; Esportes da Sorte, with R$17.565 million; Sportingbet (new DPZ customer), with R$12.254 million; EstrelaBet, with R$11.505 million; and BetSul, with R$9.839 million.
According to Ibope Monitor, which propmark had access, the TV medium (open) concentrated 44% of Bets’ funds, with R$ 921.188 million in 2023. The total invested in media was more than R$ 2.071 billion.