The profile of the Brazilian bettor underwent a visible transformation in the first months of 2025. If the sector was previously dominated mostly by young men, today there is a significant expansion in age groups, social classes, and female participation. Market activity accompanies 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 attracts profiles previously unfamiliar with this universe.
According to a survey by the Prizes and Betting Office, Brazil already counts 37 companies authorized to operate in the sector. This formalization provided more legal and digital security for consumers while encouraging broader advertising campaigns, which directly contributed to diversifying the audience.
Ricardo Santos, data scientist and founder of Fulltrader Sports, notes that the bettor base is becoming more diverse and demanding. ‘We notice a migration from curious profiles to more strategic bettors. Platforms are investing in usability, real-time data, and functionalities that cater to both beginners and advanced users,’ he observes.
Female participation and growth in middle classes
The entry of women into the betting world represents one of the most visible changes in this scenario. A study by the Locomotiva Institute found that women already make up 47% of bettors in the country, with high adoption among those aged 30 to 49. This shift directly impacts how platforms develop their interfaces, campaigns, and communication. Ricardo highlights that this growth brings new perspectives for behavioral analysis. ‘The female audience has a more rational and strategic decision-making pattern, which even influences recommendation algorithms. These are less impulsive profiles and more connected to performance data,’ he points out.
Another notable phenomenon is the increase in middle-class bettors. Easier 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, deposit limits, and the possibility of low-value bets have helped reduce the stigma that betting requires large sums or prior experience.
Platforms adapt features for new profiles
With the change in the consumer profile, betting companies have heavily invested in technology and personalization. In addition to traditional sports markets, it’s possible to track live bets, automated statistics, and even tutorials for new users. Ricardo points out that data intelligence is key to meeting these demands. ‘Today, every click, dwell time, and betting preference becomes data. Platforms that know how to use this information stand out by offering personalized experiences that retain users,’ he analyzes.
This progress, however, requires attention to responsible gaming practices. With the growing user base, it’s essential for companies to offer protection mechanisms against compulsive betting, such as self-exclusion, customized limits, and excessive use alerts. Moreover, experts argue that financial education must accompany the sector’s popularization, preventing new audiences from exposing themselves to risks without proper understanding of how the market works.
The evolution of the Brazilian bettor profile in 2025 shows that the sector has ceased to be a niche and become a mass digital entertainment industry. With a more diverse, informed, and connected audience, the future of online betting will depend on platforms’ ability to combine technology, personalization, and responsibility in their operations.
