The profile of the Brazilian bettor underwent a visible transformation in the first months of 2025. If previously the sector was predominantly dominated by young men, today there is a significant expansion of age groups, social classes and female participation. The market movement follows the growth of the sports betting user base in the country, driven by sector regulation, new marketing campaigns and the dissemination of educational content that attract profiles previously unrelated to this universe
According to the survey by the Department of Prizes and Bets, Brazil already has 37 companies authorized to operate in the segment. This formalization provided greater legal and digital security for the consumer, além de estimular campanhas publicitárias mais amplas, que contribuiu directamente para a diversificação do público.
Ricardo Santos, data scientist and founder ofFulltrader Sports, note that the betting base is becoming more heterogeneous and demanding. We observe a migration from curious profiles to more strategic bettors. The platforms are investing in usability, real-time data and features that cater to both beginners and advanced users, evaluate
Female participation and growth in the middle classes
The entry of women into the betting universe represents one of the most visible changes in this scenario. A study by the Locomotiva Institute indicated that women already account for 47% of bettors in the country, with high participation among 30 to 49 years old. This change directly impacts how platforms develop their interfaces, campaigns and communication. Ricardo highlights that this growth brings new perspectives on behaviour analysis. The female audience has a more rational and strategic decision-making pattern, o que influencia inclusive os algoritmos de recomendação. They are less impulsive profiles and more connected with performance data, punctuate
Another prominent phenomenon is the increase in middle-class bettors. The easy access through apps, platforms with PIX payments and more intuitive interfaces have attracted users who previously kept their distance from the sector. The promise of control, limits on deposits and the possibility of low-value bets have contributed to reducing the stigma that betting requires large amounts or prior experience
Platforms adapt resources for new profiles
With the change in consumer profile, betting companies have been heavily investing in technology and personalization. Além dos tradicionais mercados desportivos, is it possible to follow live bets, automated statistics and even tutorials for new users. Ricardo points out that the use of data intelligence is essential to keep up with these demands. "Today, each click, tempo de permanência e preferência de aposta torna-se dado. The platforms that know how to use this information have an advantage by offering personalized experiences that retain the user, analysis
This advance, however, requires attention to responsible gaming practices. With the increase in the user base, it is essential that companies provide mechanisms to protect against compulsive betting, como autoexclusión, limites personalizados y alertas de uso excesivo. Furthermore, specialists argue that financial education needs to go hand in hand with the popularization of the sector, preventing new audiences from being exposed to risks without proper understanding of how the market works
The evolution of the Brazilian bettor's profile in 2025 shows that the sector has ceased to be a niche and has become a mass digital entertainment industry. With a more diverse audience, informed and connected, the future of online betting will depend on the ability of platforms to combine technology, personalisation and responsibility in your operations
