Traffic from the top 14 sports betting websites operating in Brazil already represents 201 million visits per month.
The popularity of sports betting in Brazil is an undeniable reality, which can be measured by the volume of visits Brazilians receive from platforms hosted abroad. In August of this year alone, more than 201 million Brazilians visited the 14 main betting sites operating in the country, equivalent to the country's population.
The survey, which BNL had exclusive access to, was conducted using the SimilarWeb traffic platform. Based on these visits, it is estimated that the country has 40 million accesses from 'unique IPs', an identification for each computer connected to a network.
The research covers the period from September 2020 to August 2022 and, in addition to being impressive for the number of people investing in offshore platforms, it also confirms a change in the ranking of brands.
During the 24 months studied, the volume of visits across the 14 websites totaled 3.7 billion, with Bet365 leading the way with over 2,8 billion recorded visits. In September 2020, Denise Coates' platform had over 133 million visits, but in August of this year it registered 97 million. This represents a 37,1% reduction in audience during the period studied.
Despite Bet365's absolute leadership, the numbers indicate that other sites are beginning to share this traffic with the platform, mainly the Brazilian sites PixBet, EstrelaBet, BetNacional, Betsul, and Betmotion. Check out the audience figures for the 14 main sports betting sites.
In September 2021, the ranking of traffic on betting websites was:
| Position | Consumer Relations Platform | September 2021 | percentage |
| 1 | Bet365.com | 116.036.607 | 57,5 % |
| 2 | Sportingbet.com | 10.745.888 | 5,3 % |
| 3 | Betfair.com | 8.980.255 | 4,5 % |
| 4 | KTO.com | 5.097.219 | 2,5 % |
| 5 | Betano.com | 2.539.011 | 1,3 % |
| 6 | Sportsbet.io | 1.136.612 | 0,6 % |
| 7 | Betsul.com | 1.119.779 | 0,6 % |
| 8 | Betway.com | 1.029.537 | 0,5 % |
| 9 | Pixbet.com | 801.815 | 0,4 % |
| 10 | Betnacional.com | 728.381 | 0,4 % |
| 11 | Betmotion.com | 447.661 | 0,2 % |
| 12 | Betsson.com | 431.798 | 0,2 % |
| 13 | Pokerstars.com | 376.206 | 0,2 % |
| 14 | Estrelabet.com | 44.451 | 0,0 % |
| 149.515.220 | 100 % |
In August 2022, the ranking of traffic on betting websites was:
| Position | Consumer Relations Platform | August-2022 | percentage |
| 1 | Bet365.com | 97.782.467 | 48,5 % |
| 2 | Betano.com | 29.695.170 | 14,7 % |
| 3 | PixBet.com | 24.254.812 | 12,0 % |
| 4 | EstrelaBet.com | 11.778.180 | 5,8 % |
| 5 | Betnacional.com | 11.069.072 | 5,5 % |
| 6 | Betfair.com | 9.845.442 | 4,9 % |
| 7 | Sportingbet.com | 7.419.055 | 3,7 % |
| 8 | KTO.com | 4.172.757 | 2,1 % |
| 9 | Betsson.com | 1.885.513 | 0,9 % |
| 10 | Betway.com | 1.276.128 | 0,6 % |
| 11 | Sportsbet.io | 964.933 | 0,5 % |
| 12 | Betsul.com | 699.794 | 0,3 % |
| 13 | Pokerstars.com | 449.051 | 0,2 % |
| 14 | Betmotion.com | 366.766 | 0,2 % |
| 201.659.140 | 100 % |
In September 2021, traffic from international companies represented 98% (146,1 million accesses) of the market, while national brands had 2% (3,1 million) of this share. Excluding Bet365, the ratio was 91% (30,3 million) to 9% (3,1 million) for national companies. By August 2022, international sites represented 76% (153,4 million) of the market and national sites 24% (48,1 million). Excluding Bet365, the ratio becomes 54% (55,7 million) for international sites and 46% (48,1 million) for local sites.
In other words, in the last 12 months, the brands PixBet, EstrelaBet, BetNacional, Betsul, and Betmotion, with the help of aggressive marketing campaigns, jumped from 2% to 26% of the market share.
