Evolution of the profile of Brazilian bettors reveals structural changes in 2025

The profile of the Brazilian bettor underwent a visible transformation in the first months of 2025. If before the sector was dominated mostly by young men, today there is a significant expansion of age groups, social classes and female participation. The movement of the market follows the growth of the sports betting user base in the country, driven by the regulation of the sector, new marketing campaigns and the dissemination of educational content that attract profiles previously unrelated to this universe.

According to a survey by the Secretariat of Awards and Betting, Brazil already has 37 companies authorized to operate in the segment. This formalization gave more legal and digital security to the consumer, in addition to stimulating broader advertising campaigns, which directly contributed to the diversification of the public. 

Ricardo Santos'sdata scientist and founder of Fulltrader Sports, notes that the bettor base is becoming more heterogeneous and demanding. “We have noticed a migration of curious profiles to more strategic bettors. The platforms are investing in usability, real-time data and features that serve both the beginner and the advanced user”, he evaluates.

Female participation and growth in the middle classes

The entry of women in the betting universe represents one of the most visible changes in this scenario. A study by the Locomotive Institute pointed out that women already represent 47% of bettors in the country, with a great adhesion between the ages of 30 and 49. This change directly impacts the way platforms develop their interfaces, campaigns and communication. Ricardo highlights that this growth brings new perspectives of behavior analysis. “The female public has a more rational and strategic decision pattern, which even influences recommendation algorithms.These are less impulsive profiles and more connected with performance data”, he points out.

Another phenomenon highlighted is the increase in the number of middle-class bettors. Access facilitated through applications, 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 contributed to reduce the stigma that betting requires large amounts or prior experience.

Platforms adapt features for new profiles

With the change in the consumer profile, betting companies have invested heavily in technology and customization. In addition to traditional sports markets, it is possible to follow live betting, automated statistics and even tutorials for new users. Ricardo points out that the use of data intelligence is fundamental to keep up with these demands. “Today, every click, dwell time and betting preference becomes given. Platforms that know how to use this information come out ahead by offering personalized experiences that retain the user”, analyzes.

This advance, however, requires attention to responsible gambling practices. With the increase in the user base, it is essential that companies offer protection mechanisms against compulsive betting, such as self-exclusion, personalized limits and warnings of excessive use.In addition, experts argue that financial education needs to walk along with the popularization of the sector, preventing new audiences from exposing themselves to risks without proper understanding of the functioning of the market.

The evolution of the profile of the Brazilian bettor in 2025 shows that the sector has gone from being a niche to becoming a digital mass entertainment industry.With a more diverse, informed and connected audience, the future of online betting will depend on the ability of platforms to combine technology, customization and responsibility in their operations.