Brazil: Time to get on the pitch?

Betting in Brazil has never been safer, not just for players but also for operators. For the first time, the country has a fully regulated sports betting market, operating under clear rules and state oversight. Since January 2025, only platforms authorised by the Ministry of Finance, with the “.bet.br” domain, are legally allowed to operate. The result? A reliable sector showing extraordinary growth potential.

In the first three months of Brazil’s legal market, approximately 73 companies have already been authorised to operate betting activities across more than 150 different websites.

Conditions to operate

There are currently two main types of licences: federal licences, issued by the Ministry of Finance, which allow operations nationwide; and state licences, granted by state governments, valid only within their respective territories.

To obtain a federal licence, companies must prove legal representation and have a headquarters in Brazil, present certified betting algorithms issued by government-recognised entities, and pay a R$30 million (£3.9 million/$5.3 million/€4.7 million) licence fee. The authorisation is valid for five years and mandates the use of the .bet.br domain, as domains like .com are not allowed.

Licensed operators must also pay 12% tax on their gross gaming revenue (GGR). In addition, each licensed company may designate up to three brands to operate under the same authorisation.

Companies that have paid the licence fee but are still finalising documentation may receive a provisional licence, valid for two months, until all legal requirements are fully met.

In an unprecedented move, the courts have also granted operating rights to 18 betting houses through preliminary injunctions. These operators are legally challenging parts of the national regulation and, while awaiting a final ruling, are temporarily authorised to operate. This includes brands like Vai de Bet, which featured singer Gusttavo Lima as an ambassador, and Zeroum, founded by influencer Deolane Bezerra.

At the same time, some states have begun issuing their own licences backed by judicial support. Rio de Janeiro was the pioneer, setting a fixed licence fee of R$5 million, plus a 5% tax on GGR. Other states such as Minas Gerais, Paraíba and Paraná have also moved forward with similar state-level models.

As both federal and state licensing models expand, the federal government has initiated discussions with state governments to establish the National Betting System (Sinapo, in Portuguese). This system aims to prevent regulatory overlaps and unfair competition. The talks, led by the Secretariat for Prizes and Betting (SPA), seek to standardise technical criteria, reinforce responsible gambling practices and align anti-money laundering strategies. Building this integrated system will be essential to ensure legal certainty and the long-term sustainability of Brazil’s regulated market – a market that was born large.

The creation of a unified national system is not only crucial for legal clarity, but also to avoid asymmetries between state and federal rules. When conflicting norms coexist, operators uninterested in fair regulation may exploit loopholes, undermining the effectiveness of the framework. Thus, cooperation between federal and state authorities is not just desirable, it’s essential to preserve the market’s credibility.

Market size

Currently, Brazil’s legal betting market is more than four times the size of Portugal’s and has already surpassed Peru’s. For context, Portugal, which regulated the industry in 2015, has just 17 licensed operators as of April 2025. Peru, even after a full year of regulation, has around 60 authorised betting houses.

This size difference is driven by two factors: brands see Brazil as a commercially attractive market, with scale and volume, and they recognise that entering during the regulatory rollout is key to securing a strong position. The earlier the entry, the better the chance of consolidation.

This rapid onboarding by operators reflects not only Brazil’s market appeal but also the immediate traction that regulation has enabled.

In Q1 2025, growth was staggering, positioning Brazil as one of the world’s leading betting markets. An Aposta Legal study revealed that licensed websites in Brazil received over five billion visits, an average of more than 650 clicks per second during the first three months of the year.

At that pace, it would take just two minutes to fill the Maracanã stadium in Rio de Janeiro.

The legal .bet.br domain alone received more traffic than platforms like LinkedIn, Pinterest and even some adult sites when comparing global visits over the same period. Compared to Q4 2024, this represents an approximate 90% surge in traffic volume.

The rush of brands entering the market to capture a share of this growth aligns with the early-stage behaviour seen in newly regulated markets: it’s during this phase that many bettors choose their preferred platforms. And this is already happening in Brazil.

Looking closely at site traffic, market leadership is increasingly concentrated. The top three operators – Betano, Superbet and Bet365 – accounted for around 2.24 billion visits in Q1 2025, or about 44% of the entire market.

The rush of brands entering the market to capture a share of this growth aligns with the early-stage behaviour seen in newly regulated markets: it’s during this phase that many bettors choose their preferred platforms. And this is already happening in Brazil.

Looking closely at site traffic, market leadership is increasingly concentrated. The top three operators – Betano, Superbet and Bet365 – accounted for around 2.24 billion visits in Q1 2025, or about 44% of the entire market.

A groundbreaking survey conducted by the Ministry of Justice and Public Security, obtained by O Estado de S. Paulo, revealed that betting websites have already surpassed the traditional jogo do bicho (an illegal numbers game) in popularity: 32.1% of bettors now use online platforms, compared to 28.9% who still rely on jogo do bicho. Only official lotteries remain ahead, with 71.3% of respondents indicating they play them.

This data signals more than a preference, it shows a shift in behaviour. Regulation offers a path to transform an informal, risky practice into something safe, responsible, and above all, legal. Unlike jogo do bicho, licensed betting has rules, oversight, tax contributions and consumer protections.

Public lotteries have long held a place of trust in Brazil. The Mega-Sena end-of-year pool, for example, is part of popular culture. But with the rise of regulated bets, that trust is being challenged. And that’s no accident, betting operators are investing heavily.

The beautiful game

Football is the key driver of this connection. In 2025, 18 of the 20 Série A football clubs in Brazil have betting companies as their main sponsors. Only Mirassol and Red Bull Bragantino do not display betting brands on the front of their shirts, although Mirassol has a secondary deal with 7K. Altogether, these deals represent nearly R$900 million in sponsorship revenue. Corinthians and Palmeiras lead the way with deals worth R$309 million and up to R$170 million per year, respectively.

The strategy to bet on football is not just about visibility. It reflects the habits of Brazilian bettors, who follow the sport closely and see it as part of their cultural identity. By sponsoring popular clubs, operators associate themselves with values like passion, tradition, and belonging - powerful ingredients for building brand affinity in Brazil.

Sponsorship agreements with betting operators have increased by 25% in just two years, rising from 12 to 18 clubs. It’s a clear sign: the legal market is gaining strength, recognition, and symbolic relevance. What was once viewed with suspicion is now competing for legitimacy with traditional forms of popular entertainment – and in some cases, winning.

It’s encouraging to see that as licensed operators gain ground, the Brazilian government is also stepping up efforts against the illegal market. Over 12,000 domains have been blocked since regulation began. This effort benefits not only licensed brands but also bettors and the entire ecosystem surrounding the betting industry, from affiliates and ad agencies to service providers. The expansion of the legal market is a sign of maturity and shared opportunity.

Another sign of opportunity is the entry of major national groups into the industry. With regulation in place, new operators have emerged tied to traditional Brazilian media networks: Bandbet (from Rede Bandeirantes), MGM Apostas (from TV Globo), and SBT-backed brands like Baú Bingo, Bet do Milhão, and Tele-Sena Bet. In short, Brazil is proving attractive to both international investors (like Flutter’s acquisition of Betfair/Betnacional) and heavyweight domestic players.

Looking ahead, the outlook is optimistic. Brazil stands out for its scale, its steadily advancing regulatory environment and a growing base of engaged consumers. With stronger brands, ongoing enforcement, and a more mature public conversation around responsible gambling, the country is laying the foundation for a competitive, transparent and sustainable sector.

It’s time to bet on Brazil – with responsibility, transparency and confidence in the potential of a market that is finally playing by the rules.