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A Closer Look at the Share of Voice of Gambling Operators in Brazil

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December 14, Svilen Madjov. It is also a valid playing field for understanding and estimating which gaming operators command the most attention among local users. This research is meant as an ongoing and revolving effort, tracking monthly search volumes and aiming to pinpoint both the leading iGaming operators and preferred game genres among Brazilian players. We also take an analytic look at consumer preferences and brand loyalty , spotlighting the brands and gaming verticals that effectively engage the Brazilian audience. Our team meticulously examines direct survey feedback , topical online traction and branded search data.

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December 14, Svilen Madjov. It is also a valid playing field for understanding and estimating which gaming operators command the most attention among local users.

This research is meant as an ongoing and revolving effort, tracking monthly search volumes and aiming to pinpoint both the leading iGaming operators and preferred game genres among Brazilian players. We also take an analytic look at consumer preferences and brand loyalty , spotlighting the brands and gaming verticals that effectively engage the Brazilian audience. Our team meticulously examines direct survey feedback , topical online traction and branded search data.

Consistent monitoring is key to a balanced interpretation of these results. We will track and report on market trends and SoV changes every 2 to 3 months in this space. As a concept, SoV does not estimate market shares based on actual subscribers or active players. As a combined metric, it encapsulates everything from the volume of brand mentions to the extent of digital marketing efforts, including social media engagement, website traffic , and keyword prominence in iGaming-related searches.

Although SoV is affected by paid advertising, it also extends beyond that. In our research, we also apply the SoV concept for gaming verticals such as sports betting, lottery and online casino along with corresponding sub-categories like slots or card games. This approach provides us with a nuanced understanding of how various real-money gaming segments resonate within the market. As a starting point, our Share of Voice study benefits from a comprehensive original survey , which we conducted following a coherent and well-structured approach.

The field study collected data from a diverse demographic of Brazilian adults, ensuring a representative sample of the target audience. Our methodology includes demographic segmentation age, gender, socio-economic class, education level and occupation.

What we present below, however, focuses on brand recognition and its impact on gaming habits , including factors that influence such choices and discovery channels for new platforms. These findings are subsequently enriched with third-party data. Given our experience in SEO and lead generation, we focused our tracking efforts on relevant keywords divided between branded and generic searches.

Generic searches focused on the casino vertical and specific game categories based on monthly search volumes. The primary tool we used to measure the Share of Voice was Wincher. We tracked the selected indicators over three months , an ample timeframe which ensures illustrative and balanced data samples.

Nevertheless, one of the most relevant ways of ranking the brands is the volume of branded searches coming from Brazilian IPs. We break down monthly averages for branded queries through Mangools. Ultimately, we designed a points system which sees branded searches receive the highest weight in SoV evaluations, as these are direct queries , most of which in the range of millions.

In a scientific approach, big-data sources weigh more than subjective answers in a questionnaire. Every other type of segmentation also sees the respective leader get the most points, this time from 8 the most to 1 the least , even when the bottom position had marginal presence. Thus, our final analysis highlights the significant influence of brand recognition , player preferences , and strategic SEO on market presence but recognizes actual branded search intent above all.

Besides weighted estimates of the share of voice of online gaming operators, our study sheds light on player behavior and brand loyalty. Multiple factors may affect these choices, such as website design , mobile app availability, and recommendations from friends. These insights are crucial in understanding the dynamics of brand loyalty and player engagement in the Brazilian iGaming market. The first and most important ranking we need to take a look at reveals the most recognized and trusted iGaming brands in Brazil based on survey responses.

When asked which of the following brands Brazilians knew and judged as reliable , we saw the results below. Respondents picked out brands like Bet and Betano above all others. Those were recognized and potentially trusted by Other notable brands such as Betfair Somewhat behind, we see brands like Betsson To appreciate what shapes these preferences, we also need to know what Brazilian players deem as most important when choosing an iGaming operator.

Attractive bonuses and promotions were cited at the forefront of the deciding factors for Brazilian iGaming enthusiasts, over over half of respondents Reliable customer support follows closely, valued by Almost equally significant, we see fast and secure payment options, rated crucial by The next tier of preferences includes a user-friendly interface , regarded as decisive by This preference underscores the role of a seamless and intuitive user experience in attracting and retaining players.

Additionally, although not as paramount as the above factors, we see the selection of games i. Also, not so critical but still relevant, we see competitive odds and payouts in terms of Return-to-Player percentages, RTP still a noteworthy consideration for Not far behind we see mobile device compatibility , still an issue for This demonstrates that such features, while innovative and engaging, do not have a primary influence on the choice of an iGaming brand among Brazilian players.

Earlier responses which generate the SoV ranking of operators are likely unaffected by the list of impact factors we just presented. SoV presence is usually based on paid advertising, online and offline visibility, straightforward fame or notoriety, as well as recent gaming experiences.

However, these elements all weigh in when ultimately making a decision to play on a given platform. As a next step in our evaluation of generic market shares, we need to analyze the verticals that have the biggest pull among Brazilian real-money gamers. The most popular games among respondents were lotteries These do not come as a surprise, as we have already seen comparative market shares that put them in a similar order. Casino audiences are also the most diverse, encompassing roulette players but also fans of slots games We also notice a considerable share of games The sizable shares of scratch-card games Our survey also reveals the consistency and loyalty of player engagement with leading iGaming operators.

The largest share of respondents On the other hand, almost a quarter A smaller yet still significant portion of players switch operators at regular intervals — 9. This highlights a group actively seeking new gaming experiences and promotions. When it comes to discovering new iGaming sites or apps, online advertisements are the primary method for This underscores the effectiveness of digital marketing strategies in the industry.

Social media platforms also play a pivotal role, being the chosen source for Personal recommendations The propensity for occasional switching among operators suggests a market driven by curiosity and the pursuit of better offers or experiences.

In turn, these trends confirm the significant impact of online advertising and social media in discovering new gaming opportunities. Reputation and reliability are the most influential non-gaming factors, with In other words, trust and credibility in the iGaming industry goes a long way, for most users. Recommendations from friends The availability of mobile applications is still an issue for Even when some key features do not represent a decisive factor or a deal-breaker for gamers, many are eager to see improvements in certain areas.

The most desired improvement was faster payments These factors are naturally related to what we were reminded above — the need for quick and convenient financial transactions in gaming. A greater variety of games Such responses emphasize the la sting demand for diverse gaming experiences and reliable assistance.

Last but not least, the demand for more responsible gaming tools As we often point out, online casino is the richest and most diverse iGaming vertical. With plenty of games to choose from, we need to identify the game categories which draw the most online traction.

We have also seen previously that Brazilian casino fans are split between slots and crash games as quick-play options on one hand, as well as live casino games like roulette and blackjack on the other. And we expect these to get the most mentions and search demand.

Achieving top rankings in search engines for popular casino-related keywords is a challenging feat, requiring dedicated on-page and off-page SEO efforts. Established operators with a rich history of optimized content would rank higher in the SERP compared to newer competitors or those with minimal optimization efforts for our focus keywords.

In pragmatic terms, we expect to see older websites i. We used Mangools. The data below shows average monthly search volumes, reflecting proportional online demand. This underscores the importance of focusing on basic queries — as much as on branded keywords, if not more — to achieve and maintain consistent online visibility. All real-money gaming searches seem to have experienced a notable increase in the past three months. However, it is evident that search volumes for roulette-related terms significantly outpace those for blackjack, suggesting a lastingly higher popularity for online roulette.

The above figures show that the hugely popular slot games need a different positioning approach. Slot-related queries are much more fragmented, reflecting the popularity of single game titles and even game studios which combine to outrank generic slot queries. In our quest to weigh brand recognition among iGaming operators in Brazil, we analyzed brand-specific online queries for some of the leading gaming platforms. The ranking below encompasses some of the most recognized brands locally, providing a snapshot of their market presence.

Betano emerges as the most searched brand in Brazil, with over 37 million monthly searches, closely followed by Bet with 30 million. The middle-tier operators include Betfair 3. What is even more important is that many brands outside the top 2 have been adding visibility faster than the leaders in the past few months since we started tracking their Share of Voice.

Most of the operator brands overlap with the responses received in our survey, as well as the ones tracked for online SoV in Wincher see data below. This allows us to combine these sources and rank the top 8 real-money gaming brands in Brazil.

The bandwagon effect is a phenomenon where individuals tend to align with popular choices.

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