On Tuesday (13th), influencer Virginia Fonseca attended the Federal Senate after being summoned to testify before the Parliamentary Inquiry Committee (CPI) of Bets. Among other statements, the influencer said she does not regret the advertisements she made for betting companies.
A study conducted by the Applied Marketing Studies Center (CEAM) at ESPM identified that, despite the continued high demand for BETs, even with government regulation, the reputation of celebrities is heading in the opposite direction. The poor reputation of the category causes celebrities associated with these brands to be 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. Additionally, among the respondents, there is a trend of increased betting in the future: if BET were to sponsor 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 the respondents, 43% say they like these brands as sponsors of their teams.
"With the research, we are able to perceive how BETs are viewed within different aspects. A topic that has been the subject of many discussions in the country recently. Our goal is to identify the behavior of these consumers and the paths to be followed by brands," says Evandro Luiz Lopes, academic director of research and Postgraduate Stricto at ESPM, a leading school, 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 the 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 asked about the motivation to bet on BETs, 24% responded to make money. Not surprisingly, the research also identified that the modality already ranked second among the respondents' game consumption, with a concentration of about 25%, behind only the Lottery.
Methodology
With a 95% confidence level, 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 brand recall, relationships with sponsored clubs and celebrities in the context of online betting companies.
