Brazilians’ relationship with betting platforms has increasingly been characterised by long-term loyalty.
This is according to a new study by HSR Specialist Researchers, LatAm’s largest independent market research group.
According to the survey, 33% of users say they are loyal to a single website or app. This loyalty among bettors to betting sites reflects customer behaviour in Brazil nearly a year and a half after the industry was regulated. This suggests a significant degree of consolidation in this trend. This group attributes its loyalty primarily to factors such as trust, security, familiarity and consistency in the experience.
According to Lucas Pestalozzi, partner and head of innovation at HSR Specialist Researchers, this trend reflects a shift in how users interact with the digital betting environment. “Loyalty, in this case, is not just a habit. Users tend to stay where they find predictability, security, and a proven experience, which underscores the importance of consistency on the part of platforms,” he says.
This pattern of bettors declaring their loyalty to betting sites fits a relatively well-defined profile of bettors in the country. The base is predominantly male (53%), young (with 65% aged 39 or younger), and concentrated in the higher socioeconomic classes, with 61% belonging to the Top-Tier Earners.
Regionally, the state of São Paulo accounts for the largest share of these users, at 29%. This is, therefore, a highly connected audience with greater access to digital services, which helps explain both the adoption and the consolidation of habits within these platforms.
Ease of use
In this context, digital experience plays a central role in attracting and retaining users. Access is primarily through online channels, with 64% betting via websites and 55% via apps, while the smartphone has established itself as the primary device, with 73% of users having betting apps installed.
Ease of use stands out as one of the key drivers of this journey. 83% consider the registration process “easy” or “very easy,” and 52% believe it is becoming even simpler, which helps lower barriers to entry and boost repeat usage. This clearly explains why gamblers say they are loyal to operators.
About 20% of gamblers identify as active explorers, motivated by a variety of experiences, bonuses, and the potential for higher winnings. During peak periods, such as the World Cup, this behaviour tends to intensify.
The study indicates a high level of engagement with the tournament. Forty-eight percent of respondents gave their engagement a perfect score of 10, and 80% gave scores between 8 and 10. In this context, 43% say they intend to maintain their betting volume, while 34% indicate an intention to increase it, and only 9% say they do not plan to bet during the period.
For Pestalozzi, the data shows a maturing market in terms of how users interact with platforms. “More than just growth, the numbers point to a trend toward consolidation.” The quest to build bettors’ loyalty to betting sites has been a constant in the world of sports betting.
“Loyalty to a platform highlights the importance of attributes such as trust, security, and stability in an experience that involves decision-making and risk. At the same time, the presence of more exploratory profiles shows that the sector is still in its formative stages, with room for differentiation and value creation over time,” he concludes.
HSR
HSR Specialist Researchers is Brazil’s largest independent market research group, comprising several firms led by partners with solid backgrounds in their respective fields of expertise.
The company’s competitive edge lies in the seamless integration of state-of-the-art physical and technological infrastructure. This ranges from data collection and processing to systems, dashboards, and artificial intelligence—as well as the strategic leadership of experts capable of integrating these AI solutions into projects to ensure agility and precision in delivery.
This combination strengthens the company’s ability to turn data into insights, delivering innovative and customised solutions that foster a culture of learning and support strategic decisions with significant results.
Original article: https://igamingbusiness.com/sports-betting/loyalty-drives-bettors-behaviour-brazil-hsr-survey/
