Analyzing the Online Share of Voice of Gambling Operators in Brazil
The Brazilian online gambling market is getting proper investor and industry attention, following some consistent regulation and mainstream media recognition of its importance. Inevitably, hundreds of gaming operators are competing for visibility and a share of one of the world’s most exciting and rapidly expanding segments.
In such a fast-paced business climate, understanding and evaluating the "Share of Voice" proves crucial. The very concept provides a holistic view of a brand’s online presence and its resonance within the market. Our study offers an in-depth analysis of the top 20 gambling operators in Brazil, highlighting key insights and trends explaining their online visibility.
What Is Share of Voice?
Share of Voice (SoV) measures a brand's visibility relative to its competitors across various digital channels and a series of KPIs. Unlike metrics that solely focus on market share by active users, SoV encompasses the overall digital footprint, including but not limited to:
We also measure the subjective perception of the brands’ online presence among users, as explained below.
Methodology
Our comprehensive SoV analysis leverages multiple data points:
All of these metrics take into account only searches, mentions, organic traffic and social media accounts originating from Brazil alone.
Each data series assigns weighted points – scaling down on a proportional curve based on the maximum points assigned to the top performer in the category.
Key Findings in Q2 of 2024
It is worth pointing out that this research is performed on a quarterly basis, so as to monitor brand performance and competition over time, as well as to obtain actionable insights on effective strategies in digital marketing.
The latest instalment was completed at the end of June 2024.
Top 20 Gambling Operators in Brazil
The online share of voice study ranks the top 20 gambling operators active in Brazil, based on their overall scores. Betfair, Betano and bet365 are an expected sight among the leaders, building on their strong online visibility and global brand recognition. What catches the attention is that KTO is a brand that sneaks into the top 3 for a second Quarter in a row.
Top 5 iGaming Brands in Q2 of 2024
There are a few points to be made when comparing this quarter’s ranking compared to early 2024 results. First and foremost, operator shares have decreased for almost all of the top 10 brands, in absolute terms at least. The trend shows a more competitive and maturing real-money gaming market in Brazil, one where breaking into a rival’s market share is getting harder each month.
In terms of individual brand performance, KTO.com emerges as a strong contender to the big spending names, due to efficient SEO strategies above all. Betway and Pokerstars are the biggest “losers” in this quarter, being surpassed by several “domestic” Brazilian brands like Esportes da Sorte, Novibet and Betnacional.
Brand Recognition and Trust
When asked which of the top 20 online gambling operators in Brazil they recognize and trust as a brand, almost all survey respondents picked several names (on average just under 6). Their resulting choices arranged the brands in the following order.
These choices are based on subjective perception and possibly direct gaming experiences, yet they are a valuable and valid metric for our research, especially since they are monitored regularly.
The brands that grow in the Q2 test are Esportes da Sorte, Pixbet, Betway, Estrela bet and Pokerstars.
Full Rankings and Insights
Branded Search Volumes
The volume of direct branded searches is a critical indicator of a brand's online interest. Betano leads with over 45 million monthly searches, followed by bet365 with 30 million.
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Betnacional and Sportingbet represent the upper-middle tier with 11 and 9 million respectively, while Pixbet, Betfair, Novibet and KTO comprise the lower-middle performance in this segment (between 2.5 and 3.3 million brand searches monthly).
This metric reflects an important measurement of the level of active interest and engagement users have with these brands.
Google Trends Analysis
Google Trends provides insights into the relative interest in brand-match queries and trending searches. Betano and bet365 have consistently been top of that chart in 2024, showing sustained interest over the past year. This continuous interest highlights the effectiveness of their integrated marketing strategies and brand loyalty.
Social Media Presence
Social media (SM) has become the primary information and discovery channel for gaming entertainment – picked by 30% of our respondents. Naturally, a strong social media presence is vital for digital success.
In Brazil, Esportes da Sorte has the most followers across major SM platforms (over 2.3 million), mostly due to its massive Instagram following. Pixbet comes a distant second (900 thousand), while the niche domestic operator F12 takes the third spot with 700 thousand.
Online Casino Search Trends
High search volumes for terms like "cassino," "roleta," and "slots" reveal strong demand for these gaming verticals. Established operators with optimized content dominate these search results, reflecting their strategic focus on SEO.
Judging by the SoV for over 40 keywords (focusing on casino, roulette and slots) tracked continuously via Wincher, we see the following brands the most online visibility for the separate verticals:
Other Factors Influencing Brand Preference
Our survey also revealed key factors that influence player preferences when choosing a gambling brand:
“Attractive Bonuses and Promotions” is cited by 55.1% of respondents. “Fast and Secure Payments” are important for 47.6%. “User-Friendly Interface” is highly valued by 43.5%, while “Reliable Customer Support” is essential for 43.2%.
Popular Gaming Verticals
Sports Betting
Sports betting continues growing and now leads among all real-money gaming verticals (chosen by 66.9% of respondents. It has surpassed lottery games, which still remain a close second player favorite.
Online Casinos
More importantly, over half of the players in Brazil identify themselves as casino enthusiasts, with online slots being the single most picked game type. The demand for diverse and engaging casino games remains high, pushing operators to innovate continually.
Share of Voice Strategies and Results
As we saw above, Betfair, KTO and Parimatch are notable leaders in specific gaming verticals, reflecting their effective SEO and marketing strategies. KTO, for instance, has seen a 30% increase in organic traffic due to its targeted content strategy and localized marketing efforts.
Betano undoubtedly benefits from consistent investments in brand recognition through partnerships, sponsored events and professional teams. It also continues raising the bar by dedicating more resources to online advertising.
The Bottom Line
Understanding the Share of Voice is imperative for gambling operators aiming to establish or maintain their market presence in Brazil. By analyzing key metrics and trends, brands can optimize their digital strategies, enhance visibility, and better connect with their target audience. As the Brazilian iGaming market evolves, continuous monitoring and adaptation will be key to sustaining competitive advantage.
The insights derived from this analysis stress the importance of a well-rounded digital presence. Operators that excel in branded searches, social media engagement, and SEO are better positioned to capture and retain market share. As competition intensifies, leveraging data-driven strategies to enhance Share of Voice will be crucial for long-term success.
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7 个月Brazil is such an important market for InTarget