The profile of the Brazilian bettor underwent a visible transformation in the first months of 2025. If before the sector was predominantly dominated by young men, today there is a significant expansion of age groups, social classes, and female participation. Market movement follows 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 the survey by the Prize and Betting Department, Brazil already has 37 companies authorized to operate in the segment. This formalization provided greater legal and digital security for the consumer, as well as encouraging broader advertising campaigns, which directly contributed to the diversification of the audience.
Ricardo Santosdata scientist and founder ofFulltrader Sports, observe that the betting base is becoming more heterogeneous and demanding. "We are seeing a migration from curious profiles to more strategic bettors. Platforms are investing in usability, real-time data, and features that cater to both beginners and advanced users," he/she/they assess.
Female participation and growth in the 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 showed that women already represent 47% of bettors in the country, with strong participation among those aged 30 to 49. This change 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. They are less impulsive profiles and more connected with performance data," he points out.
Another prominent phenomenon is the increase in the number of middle-class bettors. The 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 amounts or prior experience.
Platforms adapt resources for new profiles
With the changing consumer profile, betting companies have been heavily investing in technology and personalization. In addition to traditional sports betting markets, it is possible to follow live bets, automated statistics, and even tutorials for new users. Ricardo points out that the use of data intelligence is essential to keep up with these demands. "Today, every click, dwell time, and betting preference becomes data. The platforms that know how to use this information have an advantage by offering personalized experiences that foster user loyalty," he analyzes.
This advance, however, requires attention to responsible gambling practices. With the increase in the user base, it is essential for companies to offer mechanisms to protect against compulsive betting, such as self-exclusion, personalized limits, and excessive use alerts. Furthermore, experts argue that financial education needs to go hand in hand with the popularization of the sector, preventing new audiences from exposing themselves to risks without proper understanding of how the market works.
The evolution of the Brazilian bettor's profile in 2025 shows that the sector has shifted from a niche to a mass digital entertainment industry. With a more diverse, informed, and connected audience, the future of online betting will depend on the platforms' ability to combine technology, personalization, and responsibility in their operations.
