Study predicts huge growth until 2029
H2 Gambling Capital estimates that the legal online betting and iGaming market in Brazil could reach 10.1 billion dollars in gross revenue (GGR) by 2029. This value represents almost double what is forecast for 2025, when the market is expected to reach 5.6 billion dollars.
Betano and Bet365: the market giants
The H2 Gambling Capital study found that there is still some distrust in the market and that Bet365 is the brand that Brazilians trust most and also shows that the bet365 bonus code is one of the most used.
Despite this, Betano leads. Probably due to its digital marketing strategies with a massive and constant presence in the media.
Sports betting
H2GC predicts that, by 2025, sports betting will represent around 55% of gross revenue from online gaming in Brazil. Football will be responsible for 86% of sports betting GGR and 78% of betting volume. These numbers underline the importance of football as the main focus for bookmakers looking to grow in the Brazilian market.
How do Brazilians behave when betting? The first thing that is important to mention is an activity. Common sense says that people spend a lot of their time on social media, but Brazilians also spend a lot of time betting, with 50% betting weekly while 21% placing daily bets.
Multiple bets, in particular, are one of the top bets made, with a margin of 21.5%, compared to 6.7% for single bets. In-play betting has also gained popularity, representing 60% of the total betting volume, while pre-match betting is in the 40% range.
The Future of online gambling in Brazil: projections for 2026
With the legalization of the market in 2025, exponential growth in the number of active accounts is expected. 39 million accounts – this is the number estimated to be active in Brazil. It’s a surprising number and almost surpasses some social networks such as LinkedIn.
Compared to other markets, Brazil, with 39 million active accounts, corresponds to around 9% of the adult population. Brazilians are not alone. This trend is seen around the world and markets like the United Kingdom still have a more significant number of bettors. There, for example, 24% of adults have an active account and bet regularly. Portugal also has high numbers. Only the Netherlands recently legalized it and there is a great lack of interest among the population in this universe, where only 5% have an active account.
Player protection: The challenge of legalization
Legalization also raised concerns, namely addiction. Anyone who has played the game knows that this “universe” can be very addictive. There are many dopamines (brain enzyme responsible for releasing pleasure) and when this happens there is a tendency for there to be a need for repetition. If the repetition is very frequent, we are dealing with an addiction and not a hobby.
Brazil created several entities responsible for being “attentive” and trying to understand how online betting impacts people’s lives. Personalizing messages sent to players was highlighted as an effective way to promote responsible gaming. Tailored messages have increased effectiveness by 100% compared to generic messages, and 70% of players find notifications about high losses useful.
Nothing better than also being aware of real cases of other people who saw their lives negatively impacted. One thing is certain about betting: if done responsibly, it can be a hobby. If done without consideration, they can be dangerous.
