Brazilian betting second only to Google in number of web visits

Since the implementation of new rules for the sports betting market in Brazil in 2025, there has been a significant increase in access to these platforms.

Aposta Legal, which specialises in covering the betting market, says that since January, the ‘bet.br’ domain, which is mandatory for authorised companies, has become the country's second largest online traffic destination, behind only Google, and the 17th largest in the world.

Legalised betting sites registered 1.7 billion visits in the first month under the new regulations, surpassing platforms such as YouTube and Instagram, which had 1.2 billion and 500 million visits respectively.

In December 2024, accesses to betting sites totalled 833 million, a figure that doubled following the implementation of the ‘bet.br’ domain.

The average time spent on betting sites was approximately 13 minutes, exceeding the Google average.

The SPA (Secretaria de Prêmios e Apostas) has stepped up the fight against illegal sites since October 2024, and Anatel (Agência Nacional de Telecomunicações) has blocked 11,555 pages.

Enforcement also extended to digital influencers, with 75 actions taken in January 2025 against those promoting unlicensed platforms.

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Nearly 98% of accesses were via mobile devices. The male dominance is clear, with men accounting for 70% of the visits. Most of the traffic (62%) was direct, indicating that users already knew the addresses of the betting platforms.

The largest bookmakers in the country accounted for 94% of the total traffic among the top 100. Betano, for example, recorded a 440% growth in the number of visits in January 2025, reaching 357 million visits. This figure is comparable to the total number of visits received by the platform in Brazil during the first six months of 2024.

By Janaína Cunha