Research Reveals that Women in Brazil Have a Strong Preference for Online Gambling

Posted on: August 14, 2023, 07:05h. 

Last updated on: August 14, 2023, 07:05h.

Several studies over the years have shown that female participation in gambling and sports betting is increasing. Brazil is leading the way, with a new study revealing a significant increase in online gambling among women compared to other regions.

Brazilians gather and display a Brazilian flag during the presidential inauguration ceremony in Brasilia on New Year's Day 2023
Brazilians gather and display a Brazilian flag during the presidential inauguration ceremony in Brasilia on New Year’s Day 2023. The country’s iGaming market is almost evenly split between women and men. (Image: Getty Images)

A recent study by ENV Media shows that women in Brazil make up 49% of the players in the country’s online casino segment. This indicates that the industry’s growth is driven by increased interest from both men and women.

The survey found that women account for 49% of online casino users in Brazil. This is a significant increase compared to previous years, such as a similar survey in 2019 where women’s participation did not exceed 30%.

iGaming Attracting Brazilian Females

Another survey in 2021 revealed an increasing presence of women in online activities. A Game Brazil Survey found that women comprised 51.5% of the players in eSports.

Online betting operator and casino KTO conducted another survey that showed women’s preference for crash games in online casinos. These games involve placing bets on outcomes that can rapidly fluctuate. Roulette was also popular among women, accounting for 27% of their online gaming activity in the country.

About 80% of survey respondents stated that they had played crash games at some point. The study also revealed that the average age of female bettors is 39, with the most active age group being 25-40. The 41-56 age group accounted for 28% of the total participants.

The ENV study also explored the ages of gamblers, revealing an average age of 39 for both male and female players. The most active age group is 25-40, although 57% of participants were under the age of 49. The second-largest age group was 41-56, comprising 28% of the total.

The research concluded that the average Brazilian player is increasingly female and under 34 years old. They prefer online lotteries and sports betting, but online slots and table games are also gaining popularity.

Uncovering Consumer Mechanics

The ENV study delved into the factors that motivate people to gamble online, not just gender and age. Some of the findings align with what the iGaming industry has been saying for years but have been overlooked by regulators and lawmakers around the world.

The primary driving force for engaging in iGaming is the accessibility of expendable cash, according to 48% of the survey respondents. The allure and enjoyment derived from the games also play a significant role, with 40% stating it as a key influence. For 31% of participants, the quality of online games is the third most important factor. Recommendations from friends and relatives also affect the selection, with 24% considering whether a platform is regulated.

The accessibility of games and public perception have little impact on players’ choices, according to around 20% of respondents. This suggests that individuals will find a way to gamble online regardless of the legal or regulatory status of the market.

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