Betting Sites Are the 2nd Most Visited Websites by Brazilians
Bet.br Domains Dominate Internet Traffic in Brazil
Brazil.- July 10, 2025 www.zonadeazar.com Sports betting sites with the bet.br domain have become the second most accessed online destination in Brazil, trailing only Google.
In the past three months, regulated betting sites accounted for 7.6% of all internet traffic in Brazil, while Google led with 17.88%. YouTube, Globo, and WhatsApp completed the top five.
In January, the first month of regulation, these domains recorded an average of 55 million daily visits, rising to 68 million daily visits in May.
Sports Events Drive Traffic Spikes
According to Olhar Digital, daily visits remain consistent, but major football matches lead to spikes. The Champions League final between PSG and Inter Milan attracted 73.8 million visits, nearly 6 million above the monthly average.
The year’s record was on May 7, during the Champions League semifinal (Arsenal vs. PSG) and three Copa Libertadores matches involving Brazilian teams, reaching 76.7 million visits.
Direct Traffic Dominates Acquisition Channels
Data shows that direct traffic accounts for 67.8% of visits, indicating strong brand presence. Social media contributed only 8.24% of visits, while search engines generated 14.26%.
According to marketing consultant William Porto (via UOL), high direct search traffic reflects successful brand-building strategies.
Google Updates Policy, Approves Betting Apps on Play Store Brazil
Traffic is expected to increase as Google has updated its Play Store policy to allow sports betting and online gaming apps in Brazil, following pressure from betting operators and the Ministry of Finance.
According to BNLData, Google informed advertisers it will allow apps for betting, gambling, and fantasy sports in Brazil, requiring SPA licensing verification for Google Ads eligibility.
Google also mandates a highlighted functional link to the app’s Play Store page on the operator’s registered domain.
With Google and Apple app store approvals, the government expects to reduce the market share of illegal operators, which currently control up to 51% of Brazil’s betting market (IBJR data).
Edited by: @_fonta www.zonadeazar.com