Optimove Brazil Report – May 2025: Brazil Leads in Loyalty
Israel.- 17th June 2025 www.zonadeazar.com Executive Summary – Optimove Brazil Gaming Pulse Report (May 2025)
The May 2025 report analyzes data from over 5.5 million Brazilian players and 30 million global players to benchmark performance across casino and sports betting.
Key Insights:
- Brazilian Players Deposit Less: Brazil’s average deposit amount reached $142 in May 2025, reflecting a 5% year-over-year decrease, and standing nearly 50% below the global average of $282. Over the trailing 12-month period, Brazil’s average was $148, while global deposits remained relatively stable.
- Casino Betting Lags Behind Global Benchmarks: In May 2025, global bettors averaged $2,478 in monthly casino bets, while Brazil’s average stood at $489. In terms of growth, global casino bettors rose 22% year-over-year, while Brazil’s growth reached 17%, recovering from a notable dip to 65% in January 2025.
- Sports Betting Volatile but Recovering: Brazil’s average monthly sports betting amount in May 2025 was $312, compared to $466 globally. The number of Brazilian sports bettors showed a volatile trend, ending at 102% in May 2025 while the global growth ended at 99%.
- Brazilian Players Are More Engaged: Brazil consistently outperformed global markets in user engagement. In May 2025, Brazilian players recorded 13.9 activity days per customer, nearly 86% higher than the global average of 7.
days. The engagement gap widened sharply from January onward, reflecting increased platform stickiness and player loyalty.
- Retention Higher in Brazil Since 2025: While retention rates were similar in 2024, Brazil began to outperform the global market from February 2025 In May 2025, Brazil’s retention rate reached 80%, compared to a global average of 66%, which remained stable between 66–71% throughout the year.
Conclusion:
While Brazil continues to trail global benchmarks in deposit levels and betting volumes, it has established itself as a standout in engagement and retention.
The rise in activity days and consistently higher retention rates point to a shift toward a more loyal, high-quality player base.
Going forward, opportunities in Brazil lie in leveraging this engaged audience through targeted monetization strategies, while narrowing the gap in player spend and betting volumes.
Report Metrics:
- Source: Betting trends in Brazil compared to the global benchmark in the trailing 12 months (May 2024-2025).
- Database: A 12-month average of over 5.5 million active players per month in Brazil and over 30 million globally.
Category: Average Deposit Amount
Key findings: Average Deposit Amounts is Lower in Brazil compared to the global average
In monthly average total deposit amounts, the global benchmark consistently outpaces
Brazil’s average by 90% on average.
Brazil’s average reached $142 in May 2025 decreased by 5% compared to May 2024, while the 12-month average trailing to May 2025 stood at $148.
Global deposit amounts remained relatively stable, reaching $282 in May 2025, representing a 1% decrease in May year over year.
Definition of Average Deposit Amount: The average deposit amount is calculated by taking the total sum of all deposits and dividing it by the number of Sports and Casino bettors (players) who have made at least one deposit.
Category: Total Monthly Casino Betting Amount & Number of Casino Bettors Growth
Key findings: Global players lead in both average casino bet amount and growth of casino bettors compared to Brazil
Throughout the period, global bettors consistently outpaced Brazil in average monthly casino betting amounts, with a global average of $2,478 in May 2025, compared to $489 in Brazil.
In terms of casino bettor growth, the global market demonstrated steady and stronger performance, rising from a baseline of 100% in May 2024 to 122% in May 2025 (a 22% increase). Brazil, by contrast, showed a volatile trend. It experienced a significant dip in January 2025, followed by a recovery to 117% by May 2025, still trailing behind global growth.
Definition of Total Monthly Casino Bet Amount: The average casino bet amount is the total sum of all casino bets and divided by the number of bettors who have placed at least one casino bet.
Definition of Casino Bettors Growth Trend: calculated by dividing the total number of casino bettors each month by the number of casino bettors in May 2024, which serves as the baseline (100%).
Category: Total Monthly Sports Betting Amount & Number of Sport Bettors Growth
Key findings: Global markets continue to lead in both average sports betting amount and bettor growth, while Brazil shows a gradual growth in number of sport bettors
Throughout the period, global bettors consistently outperformed Brazil in average monthly sports betting amounts, with a global average of $466 in May 2025 compared to $312 in Brazil.
In terms of sports bettors’ growth, the global market showed modest but consistent performance, rising slightly above the baseline throughout the year and ending at 99% in May 2025. Brazil, however, experienced a more volatile trend, peaking at 105% in July 2024 before declining to a low of 65% in January 2025. Despite this dip, Brazil recovered steadily in the following months, ending with a 2% growth above baseline (102%) in May 2025.
Definition of Total Monthly Sport Bet Amount: The average sport betting amount is the total sum of all sports bets and divided by the number of bettors who have placed in at least one sport bet.
The Sport Bettors Growth Trend: calculated by dividing the total number of sport bettors each month by the number of sport bettors in May 2024, which serves as the baseline (100%).
Category: Average Number of Activity Days per Active Customer
Key findings: Brazil consistently maintained a higher engagement level than the global average, with the gap widening significantly in early 2025.
Unlike trends observed in other performance metrics, Brazil consistently outperformed the global market in average activity days per active customer throughout the period. The gap, which was modest early on, widened considerably following January 2025.
In May 2025, Brazil recorded 13.9 average activity days per customer nearly 86% higher than the global average of 7.5 days. This trend reflects a sharp rise in engagement in Brazil beginning in January, likely tied to shifting player behavior and regulatory impacts. In contrast, the global average remained stable with minimal variation over the 12- month period.
Definition of Average Activity Days: The average number of activity days is the total number of activity days divided by the number of bettors who have at least one activity day.
Category: Average Active Retention Rate
Key findings: Brazil consistently outperformed the global market in terms of retention rate
While retention rates between Brazil and the global market were largely similar until January 2025, Brazil significantly outperformed the global average beginning in February 2025. In May 2025, Brazil’s retention rate stood at 80%, compared to the global average of 66%.
Definition of Active Retention Rate: The percentage of bettors who were active in the preceding month and remained active in the current month.
Edited by: @MaiaDigital www.zonadeazar.com