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Stereotypically male-dominated for years, the world of sports betting has been But in Brazil a fresh landmark research is changing the story we have been leading on with Conducted in conjunction with the betting platform KTO, the Associação de Mulheres da Indústria de Gaming (AMIG) “Women in Betting” research highlights the developing and rather powerful presence of women in the sports betting scene in Brazil.
Beyond mere statistics, the study presents a different view of how women interact with gambling: with strategy, purpose, and an emphasis on entertainment over risk. The results highlight not only a change in conduct but also a whole market in metamorphosis as Brazil gets ready to hold the 2027 Women’s World Cup.
Women Leadership Behind the Research
Driven by a group of experienced women, all members of AMIG and part of KTO’s research division, the study was led:
Simone do Vale – Educational Researcher
Maria Paula Nascimento – Research Manager
Priscila Teixeira Ferreira – Senior Researcher
Their goal is to learn about the preferences, motivations, and difficulties of the Brazilian women gamblers group, far too often neglected in strategic conversations.
One of the most unexpected results, according to Priscila Teixeira, was how knowledge directly empowers women consumers. The female public comes first now; it is not secondary. She said, “They are strategic, rising, and merit deliberate attention from companies and venues.”
Women Now Surpass Males in Wagering
Maybe the most headline-worthy discovery? Women make up 51% of Brazil’s betting populationsurpassing men in a field formerly almost wholly male.
Mostly between 18 and 39 years old, these women are well-educated and middle-class Brazilians. Most (85%) betting sites are accessed using mobile devices; hotspots of activity are in São Paulo, Bahia, and Rio de Janeiro.
As Maria Paula Nascimento put it, “Understanding the behavior of Brazilian female bettors is essential to iGaming’s sustainability. Women make up most of the population, and now also most of this industry.
An Entertaining Profile: Cautious
Unlike the archetype of the impulsive male gambler, women usually bet with care and an acute emphasis on social interaction and enjoyment. Actually, 70% of those polled said that entertainment and interaction were primary drivers; only 30% saw wagering as an income.
Top sports of interest include:
- Football: 65%
- Basketball
- Tennis
- Games from casinos (slots, roulette, bingo)
Indicating a great opportunity for educational programs, just 11% of participants consider themselves experienced bettors, and less than half (48%) are familiar with sophisticated tools like bet builders.
Wise Spending; Responsible Betting
With more regulated spending patterns than their male counterparts, the study found that 37% of female bettors spend up to R$200 weekly. Women also tend to utilize responsible gambling tools like bet limits and self-exclusion.
Still, obstacles persist. Often mentioned were social stigma, poor representation, and the lack of female-centric groups. The studies beg
Inclusive marketing campaigns
Customized betting experiences
Supportive, women-centered networks within platforms
The Rise of Women’s Football and Market Potential
One of the most promising areas for expansion? Women’s football.
With 76% among 16–24-year-olds, the survey discovered that 63% of Brazilians love the sport. Over 44,000 people came to the 2024 Brasileirão Feminino championship, and 154% more international movements of Brazilian women players increased last year alone.
The intersection between rising female fandom and wagering involvement offers a rare commercial chance, given that Brazil will host the FIFA Women’s World Cup 2027.
Reshaping Brazil’s iGaming Future
“Women in Betting” offers a guide for the future, not only a research report. The statistics show that women are not only playing iGaming but also transforming it.
With a diverse, educated, and responsible user base, the female betting audience is here to stay. For platforms, regulators, and marketers, the message is clear: adapt or risk falling behind.
In the words of the researchers, the future of betting in Brazil will not be male or female—it will be inclusive, intentional, and data-driven.
Source: GMB
