According to surveys, Betano is most identifiable brand in Brazil.

Kaizen games-owned According a poll by Env Media, Betano is the most identifiable and reliable betting brand in Brazil.
Bras Brazil Betano
Env Media concentrated their poll on the 20 most popular companies in Brazil, including Betano, Bet365, and Betfair. Using their visibility and market shares, the study sought to determine what operators in Brazil had the biggest share of voice.

This is ahead of the legalised sports betting and igaming approved by Bill 3,626/2023, therefore bringing the regulated market online.

500 active adult bettors were questioned in the survey which operators they knew about and trusted. Leading the way with 73.4% of respondents saying they trusted and identified the operator is Betano. While Bet365 came second, chosen by 67.2% of those polled.

Sportingbet and Betnacional were chosen by 42.6% and 41.6% respectively; Brazilian operator Pixbet ranked third, recognised and trusted by 54.7% of respondents.

Betano also benefited from Env Media's analysis of monthly Brazilian web searches across Q2. Way ahead of second-ranked Bet365, which had about 30.4 million searches a month, Betano was found to average 45.5 million monthly searches using Google Brazil. With Betnacional in third averaging 11.1 million monthly searches, the two clearly led over the other providers.

Player preferences in Brazil
The Env Media poll also looked at Brazilian player preferences on what draws them to a brand.

The biggest percentage of the choices, 55% of respondents said that choosing an operator mostly depended on appealing bonuses and promotions. Second was fast and safe payment choices (48%), followed by dependable customer service and an intuitive interface chosen by 43% of respondents.

With 67% of respondents wagering on sports, sports betting turned out to be the most interesting sector. While 51% of respondents play casino games, 58% of those asked gamble on lotteries.

Originally deleted by the Senate, Igaming was included in Bill 3,626,2023 when it was ratified in December. 51% of poll respondents mentioned casino games including live casino and roulette as their preferred betting choice, while 35% chose online slots.

Those willing to change operator
According to the poll by Env Media, Brazilian players are willing to move to another online casino or sportsbook.

While 10% of respondents did so monthly, some 15% changed operators weekly. 13% changed their operator of choice every few months; just 17% said they hardly ever or never changed.

The Env Media poll shows that keeping a good reputation becomes basic since operators could be able to entice clients away from rivals.

While 27% would move on the advice of friends or family, just under a third (30%) of respondents said that social media was their main source of new operator searches. Almost the same amount, 28%, also said that their main method of learning about new platforms is online advertising.

Apart from 44% and 36% for friend or family referrals and online reviews respectively, 76% of respondents said that reputation and trustworthiness was a major non-gaming factor for switching.

Regarding gaming-related motives, 47% of respondents chose faster payments as their rationale for operator change-of-interest. Among the top three were also improved customer support (42%) and reduced minimum deposit criteria (41%).

Betano launching a sponsorship drive
Given its aim to establish itself on the LatAm market, Betano's great brand recognition in Brazil has probably been helped by its massive sponsorship campaign.

The company sponsors the Copa America in addition to the top-flight football divisions in Brazil and Argentina.

Kaizen Gaming is currently the sole operator who has registered their licence application in Brazil ahead of the projected opening date for the regulated market of 1 January 2025 at the time of writing.

Declaring that Kaizen's choice to be the first to apply for its Betano brand was intentional, Aposta Ganha CCO Hugo Baungartner says: "They wanted to be the first. They have been perfecting things since eternity, hence I know.