On this Tuesday (13th), influencer Virginia Fonseca appeared at the Federal Senate after being summoned to testify at the Parliamentary Inquiry Commission (CPI) on Bets. Among other statements, the influencer said she does not regret the advertisements she made for betting companies.
A survey conducted by the Center for Applied Marketing Studies (CEAM) at ESPM identified that, despite the continued high demand for BETs, even with government regulation, the reputation of celebrities is moving in the opposite direction. The poor reputation of the category means that celebrities associated with these brands are perceived as ‘less trustworthy’ by 68% of respondents. The survey, conducted in November 2024, analyzed consumer behavior on online betting sites.
However, reputation does not affect the perception of football clubs sponsored by BET brands. In fact, among respondents, there is a trend toward increased betting in the future: if a BET sponsors the respondent’s club, 39% say they will bet frequently, while 41% say they intend to bet more in the future if this happens. Among respondents, 43% say they like these brands as sponsors of their teams.
“With the survey, we were able to understand how BETs are perceived across different aspects. A topic that has been the subject of much discussion in the country recently. Our goal is to identify the behavior of these consumers and paths to be followed by brands,” says Evandro Luiz Lopes, academic director of research and Postgraduate Stricto at ESPM, a reference school and authority in Marketing and Innovation focused on business.
According to the survey, 23% of respondents spend 10% or more of their monthly budget and intend to continue ‘investing.’ For 44% of respondents, the perception is that BETs are regulated but not honest.
Despite the contrast between high demand and the perception of not being a trustworthy channel, what most keeps and motivates people of different age groups to persist as users of these platforms is the expectation of making money. When openly asked about their motivation for betting on BETs, 24% responded with making money. No wonder, the survey also found that the modality already ranked second among the gaming consumption of respondents, with a concentration of about 25%, behind only the Lottery.
Methodology
With a confidence level of 95%, the survey, conducted by CEAM – Center for Applied Marketing Studies, interviewed 400 users of betting sites across Brazil during November 2024. In addition to attitudinal aspects, the Center evaluated aspects of brand recall, relationship with sponsored clubs, and celebrities in the context of online betting companies.
