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Brazil’s online gambling market sheds light on surging female engagement 


A recent study is shedding light on the growing prominence of women in Brazil’s online gambling sector, defying conventional trends. ENV Media‘s study underscores a significant increase in female participation in online casinos in the country compared to global averages.

Several studies pinpoint to increased women engagement in Brazil gambling

According to the study, women constitute 49% of players in Brazil’s online casino realm, signifying a marked shift and revealing a rising interest from both genders in the industry’s growth. This departure from past trends is particularly evident when compared to a similar 2019 survey where women only accounted for less than 30% of the online casino participants.

The appeal of iGaming seems to be resonating with Brazilian women, as reflected in a 2021 Game Brazil Survey which demonstrated an expanding female presence in online gaming overall. In this survey, 51.5% of electronic sports (eSports) participants were women.

Brazil's online gambling market sheds light on surging female engagement

Furthermore, research conducted by online betting operator and casino KTO illuminated women’s preferences within the online casino landscape. The findings indicated that female players leaned towards crash games, a type of game requiring bets on an outcome that can rapidly ascend or descend within seconds. Notably, around 80% of respondents confirmed playing such games, with roulette also finding popularity, constituting 27% of online gaming activities among Brazilian women.

The study also delved into the demographics of these gamblers, revealing that the average age of both male and female players is 39. The most prominent age group spans from 25 to 40, with 57% of all participants under the age of 49. Following closely is the 41-56 age group, accounting for 28% of the overall engagement.

Related: Spain’s iGaming market reaches 50% year-on-year growth

Motivation of a growing demographic in gambling

While scrutinizing consumer motivations for online gambling, the ENV study extended beyond gender and age to unveil what drives individuals to engage in such activities. Notably, accessible disposable income emerged as the most significant factor, cited by 48% of respondents. Enjoyment derived from the games themselves held substantial sway at 40%, becoming a pivotal factor when financial constraints are less pronounced.

The study underscored the role of game quality, with 31% of participants identifying it as the third-most significant driving factor. Peer recommendations also influenced choices. Intriguingly, only 24% regarded platform regulation as a consideration when engaging in online gambling.

Accessibility to games and public perceptions seemed to have minimal impact on player choices, with around 20% of respondents indicating these factors were of negligible significance. This suggests that individuals will gravitate towards online gambling, irrespective of the legal or regulatory context of the market.

The study’s findings not only unveil the evolving landscape of online gambling in Brazil but also raise questions about the industry’s dynamics and the various factors influencing individual choices. As female engagement continues to grow and the industry landscape evolves, it’s clear that gambling habits are being shaped by an intricate interplay of accessibility, enjoyment, and personal preferences. These insights may also play a role in future regulatory discussions, as lawmakers grapple with aligning legal frameworks with the evolving dynamics of online gambling.

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