Study finds Brazilians increasingly view betting as income source rather than entertainment

A growing number of Brazilians are viewing online betting as a potential way to earn money rather than simply a recreational activity, according to an investigation by Agência Pública, a Brazilian non-profit investigative journalism organisation, which examined how public attitudes towards gambling have changed alongside the rapid expansion of the betting market.

The investigation analysed survey data gathered over several years and found that perceptions of sports betting have shifted, with a growing number of consumers associating gambling with the possibility of generating additional income or improving their financial situation.

The report cites estimates from open finance infrastructure provider Klavi suggesting that around 40 million Brazilians place bets online daily, while approximately 74.3 million people, equivalent to 34.8% of the population, have placed an online bet at least once.

It also compares these figures with a Paraná Pesquisas survey from March 2023, which estimated that around 29.5 million Brazilians had participated in online sports betting before the country’s regulated betting framework was implemented.

Agência Pública said the growth of the market was driven not only by the legalisation of fixed-odds betting in 2018 but also by the years that followed before detailed regulation was introduced. During this period, betting companies expanded their presence through advertising, while increased smartphone adoption and the widespread use of Brazil’s instant payment system Pix made access to betting platforms easier.

Sports law specialist Andrei Kampff told Agência Pública that the gap between the creation of the legal framework in 2018 and the introduction of detailed regulation allowed the sector to grow rapidly before comprehensive safeguards were established.

The investigation also highlighted concerns about public confidence in the sector. It cited previous surveys indicating that many Brazilians believe sports betting could be vulnerable to manipulation, while other polling has shown limited trust in betting companies and dissatisfaction with the industry’s impact.

The findings come as Brazil continues to strengthen oversight of its regulated betting market. The Ministry of Finance has introduced stricter advertising requirements, including mandatory responsible gambling warnings and restrictions on marketing that portrays betting as a source of income, investment opportunity or solution to financial problems.

Although fixed-odds betting was legalised under Law 13,756/2018 during Michel Temer’s presidency, the regulatory framework was not implemented during Jair Bolsonaro’s administration, allowing offshore operators to expand rapidly. Lula’s government subsequently completed the legislative and regulatory framework, enabling Brazil’s regulated betting market to launch in 2025.