Brazil: Women Lead Online Sports Betting Market for the First Time

Brazil – May 27, 2025 – www.zonadeazar.com – In a historic shift in Brazil’s online sports betting industry, women now make up 51% of all bettors, surpassing men for the first time. The study was conducted by AMIG (Women in Gaming Industry Association) in partnership with KTO.

The research shows that most female bettors are aged 18 to 39, have higher education, and belong to the middle class. The states with the highest number of female bettors are São Paulo, Bahia, and Rio de Janeiro.

Mobile usage dominates, with 85% of respondents using smartphones to place bets. Football remains the top choice, with 65% identifying it as their favorite sport to bet on.

Female bettors are also more strategic: nearly 40% place bets weekly, and 37% limit their spending to R$ 200. When preparing to bet, 20% rely on sports news, 19% on personal experience, and 16% on tips from friends.

In the past six months, 25 million Brazilians joined online betting platforms, with 62% of them being women — a dramatic change from 2023, when men still made up 78% of the market.

Despite the surge in female users, most influencers and professionals in the betting industry are still men. Alarmingly, 57% of problem gambling cases reported to the Ministry of Health in 2024 involved women.

“Sports betting has always been designed with a male audience in mind. The rise in female participation shows that the industry must evolve,” said João Fraga, CEO of Paag.

Editó: @_fonta www.zonadeazar.com