Global gambling market overview highlights strong growth worldwide and in Latin America

Key Findings:

• Global Traffic: Betting websites worldwide received over 27 billion visits from January to September 2024, marking a 49.2% growth compared to the same period in 2023.
• Expanding User Base: In September 2024, the unique visitor count to betting sites reached 583.6 million, reflecting a substantial 77.7% increase in the user base year-over-year.
• Intense Competition: The betting sector remains highly competitive, characterized by low customer loyalty, consolidation among top players, high customer acquisition costs, and strengthening brand presence fueled by significant media investments.

The data highlights a dynamic rise in traffic to betting websites, with significant growth in both access volume and user base expansion. Sports betting leads the category in traffic volume, followed by lotteries, casino games, poker, and bingo.

Similarweb. Desktop & mobile web, Jan. 24 – Sep. 24, worldwide.

Brazil Remains the Dominant Force in the Global Betting Market

Brazil continues to lead as the top market in the betting industry. In 2024, it generated the highest global traffic share to betting sites, with a market share of 14.8% and a total of 10.95 billion visits—a year-over-year growth of 32.9% compared to 2023.

Similarweb. Desktop & mobile web, Jan. 24 – Sep. 24, worldwide.

Across Latin America, the gambling sector is experiencing significant growth, creating a highly competitive landscape among market players. The following countries showing the highest growth rates:

• Paraguay (+276,5%)
• Uruguay (+190,5%)
• Argentina (+176%)
• México (+87%)
• Colombia (+38%)
• Brasil (+32,9%)
• Chile (+29%)

This surge reflects rapid market expansion and increasing user interest, driving new entrants to capitalize on the segment’s potential.

Similarweb. Desktop & mobile web, Jan. 24 – Sep. 24, worldwide.

The Growing Demand for the Betting Market in Brazil

The recent changes aim to strengthen market regulation, introducing important updates such as new requirements for the licensing of betting houses, clearer guidelines for consumer protection, and strict measures to ensure that minors and beneficiaries of social programs do not have access to such activities. This new approach not only seeks to enhance the credibility of the sector but also addresses social concerns, reflecting a commitment to responsibility and the protection of users.

Despite the controversy surrounding the regulatory movements regarding betting sites, the trend of increasing access continues to grow. In September 2024, betting sites in Brazil mobilized an impressive 1.36 billion accesses, highlighting the rising popularity and appeal of this market. This robust demand reflects not only ongoing consumer interest but also the sector’s ability to adapt to new regulations, showcasing its potential for future expansion.

Similarweb. Desktop & mobile web, Jan. 24 – Sep. 24, Brazil.

Which betting platforms are attracting the most traffic in the country?

The betting websites with the largest market shares are:

• Betano (7%) – 96M
• Esportes da Sorte (6.7%) – 91.3M
• Betnacional (5.5%) – 75.6M
• Superbet (5.4%) – 73.8M
• Bet7K (5%) – 68.6M
• Bet365 (4.8%) – 66.1M

Similarweb. Desktop & mobile web, Sep. 24, Brazil.

Although Betano holds a leading position, betting sites are facing intense competition for user traffic and engagement. Betano, which secured the top spot in July 2024, is investing in advertising campaigns and is the current sponsor of the Brasileirão, one of the most important football championships in Brazil. In April of this year, the CBF announced Betano as the official sponsor of the Campeonato Brasileiro Série A. The company acquired the naming rights for the competition for a period of three years.

Data and insights by: David Carr, Editor, Insights News & Research, and Vicky Almeida, Similarweb Insights Leader for LATAM.

by David F. Carr

David covers social media, digital advertising, and generative AI. With a background in web trends since the 1990s, he’s also the author of "Social Collaboration for Dummies".