The segment, now regulated, has a turnover of R$150 billion and audience preference is concentrated on open TV and YouTube
Pondé can recommend psychology, because the sociological phenomenon of online gambling is keeping those who invest in brands that permeate this new business segment awake at night, hoping to get lucky. It is good to be well aware that bad luck is more likely to result in a match, especially since trying does not generate a reward. The SBVC (Brazilian Society of Retail and Consumption) conducted a survey that confirms that Brazilians have their income compromised due to electronic gambling: 23% stopped buying clothing; 19% food and 14% personal hygiene items.
On the other hand, media channels are happy with the bets. A survey by Tunad, led by CEO Cesar Sponchiado, shows that more than 88 thousand broadcasts were consolidated in 2023 and with a tendency to increase. With naming rights, sponsorships, promotions and media, this is a business that could reach R$4 billion in 2024, a generous slice of a market that is on track to reach the R$150 billion revenue mark in the current season, according to projections by Fernando Pereira, director of mergers and acquisitions at Auddas.
Resenha Digital Clube went into the field to carry out the “Consumers of Sports Content” survey. The study reveals that in total, nine out of ten people who regularly follow sports content are aware of some betting website or application, clarifies the company’s statement.
“Among the most cited platforms are: Bet365 (66%), Betano (64%), Sportingbet (49%), Blaze (40%), 1XBet (35%), EstrelaBet (34%), Betfair (32%), BetWay (17%), Bodog (13%) and Novibet (12%). However, despite the high level of awareness, four out of ten people still do not consider using these platforms, showing that the market is still expanding”, states Resenha Digital Clube, which had the collaboration of Opinion Box.
“The democratization of internet access allows digital channels to become increasingly more important in sports consumption. One example of this is WhatsApp, which is considered the main network for consuming and sharing information about sports, according to the study, with frequent use by 92% of respondents. Instagram comes in second place, mentioned by 88%, followed by YouTube, with 77% of mentions,” the analysis continues.
Specialized in networking through creators that reach 50 million people, Resenha Digital Clube comments on the relevance of the sector for agencies and channels.
“It is extremely important for the advertising market, leveraging all the media in which it operates. Influencer marketing is undoubtedly essential for betting, since an important part of the strategy is to link the brand to some influential personality. Due to the nature of the business, influencer marketing in the sports segment is widely used to generate awareness, brand recognition and conversion. Observing the survey data, we found that nine out of ten people are familiar with the betting segment. Another extremely important point is the regulation of betting. With this, the market will grow even more and in a structured manner”, explains Nilson Moysés, market director of the hub that proposes influencer marketing to generate engagement in sports audiences.
Read the full article in the edition of propmark of July 15, 2024