In a scenario where betting and games of chance are gaining more and more ground in the daily lives of Brazilians, an unprecedented survey by Hibou, a research, monitoring and consumer insights company, brings to light data on the motivations, behaviours and challenges faced by bettors in Brazil.

Conducted between 07 and 09 August 2024, with 2,839 Brazilians from all social classes, the study reveals important data, for example, 68% of the national population actively participates in some form of gambling.

“It's impressive to see how gambling permeates the lives of Brazilians, whether for fun, financial gain or even the influence of friends and family. This study helps us understand the cultural and economic impact that gambling has in the country,” says Lígia Mello, CSO at Hibou and responsible for the research.

The lottery and betting culture for Brazilians

The lottery appears to be the most popular choice among Brazilian gamblers, with 47 per cent of those interviewed saying that they play the lottery. According to Lígia Mello, ‘The lottery is a tradition deeply rooted in Brazilian culture. Many people see it as an opportunity not just to win money, but to dream of changing their lives. Brazilians crave big prizes here.’

Next up are raffles (25 per cent), sports betting (11 per cent), bingo (10 per cent) and online casinos, especially the game ‘Tigrinho’ (8 per cent).

Among the gamblers, 53 per cent said they had already spent more than they had won on all the games they had taken part in. The survey also revealed that only 2 per cent of gamblers consider themselves addicted, but 16 per cent have already faced financial problems due to gambling, with some resorting to loans from friends, family, banks and even loan sharks to cover their losses.

Advertising and Influencers

Advertisements play an important role in bettors' behaviour, with 42% claiming to see gambling ads on TV, 33% on Instagram and 19% being impacted by influencers.

Sports betting and the impact of sponsorship

Sports betting, popularly known as ‘betting’, has been gaining ground in Brazil, with 11 per cent of punters dedicating themselves to this sport. Among the main factors influencing the choice of bookmaker are the recommendation of friends and family (32%), the reputation of the bookmaker (31%) and the fact that the brand is a sponsor of their football team (31%). The survey indicates that 71 per cent of punters feel more inclined to bet when the team they support is sponsored by a betting brand.