On Tuesday (13), influencer Virginia Fonseca appeared in the Federal Senate after being called to testify in the Parliamentary Commission of Inquiry (CPI) of Bets. Among other statements, the influencer said she does not regret the announcements she made to betting companies.
A survey conducted by the Center for Applied Marketing Studies (CEAM) of ESPM identified that, despite the demand for BETs continue to rise, even with government regulation, the reputation of celebrities goes in the opposite direction. The bad reputation of the category makes celebrities associated with these brands are perceived as “more trusted” by 68% of respondents. The survey, conducted in November 2024, analyzed consumer behavior on online gambling sites.
Reputation, however, does not affect the perception of football clubs sponsored by BETs brands.Inclusive, among respondents, there is a trend of increased betting in the future: if BET sponsors the respondent's club, 39% say they will bet often, while 41% say they intend to bet more in the future if this occurs. Among respondents, 43% claim to like these brands as sponsors of their teams.
“With the research, we were able to have the perception of how BETs are perceived within different aspects. A topic that has been the subject of many discussions in the country today. Our goal is to identify the behavior of these consumers and paths to be followed by the” brands, says Evandro Luiz Lopes, academic director of research and Post Stricto at ESPM, reference school, authority in Marketing and Innovation focused on business.
Also according to the survey, 23% of respondents spend 10% or more of the monthly budget and intend to follow “investing”. For 44% of respondents, the perception is that BETs are regulated, but are not honest.
Despite the contrast between high demand and the perception of not being a reliable 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 questioned about the motivation to bet on BETs, 24% answered to make money. No wonder, the survey also identified that the modality already occupied the 2nd place among the consumption of games of the respondents, with a concentration of about 25%, lagging only the Lottery.
Methodology
With a confidence level of 95%, the survey, conducted by CEAM ' Centre for Applied Marketing Studies, heard 400 users of betting sites throughout Brazil during the month of 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.
