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In June 2025, Brazil’s Internet gambling industry was the second-largest among all TV advertising investors, a reflection of the market’s rapid expansion and growing influence. The classification occurs during a growing public debate and legislative efforts to limit gambling promotion.
Online Betting Booms in TV Ad Spending
As reported by Tunad, a firm that deals in media intelligence, online gambling websites combined spent over BRL 123.5 million (about USD 23 million) on television advertising for the month of June. The industry ranked second only to the pharmaceutical industry in advertising spend.
Most prominently, numbers game brand Betano, owned by Kaizen Gaming, led all brands across all sectors in ad spending, bringing approximately BRL 46.9 million (USD 8.6 million) to the figure. Betano led heavy spenders like Globoplay, which took second place with BRL 44.1 million (USD 8 million), and BetMGM Brasil, which took third place with BRL 32.2 million (USD 5.9 million).
The top five spenders were led by telecommunications behemoth Claro with BRL 27.9 million (USD 5.1 million) and Banco do Brasil, which spent BRL 26.9 million (USD 5 million) on TV commercials.
Scope and Limitations of the Study
It must be mentioned here that the figures provided by Tunad are estimates and may not always be the actual marketing expenditure incurred by the concerned companies. Further, the study does not include advertising spending on digital media such as social media or online video platforms.
Tunad’s approach includes open and pay TV stations, including traditional commercial spots, as well as product placement and in-program brand integration.
Regulatory Risks to Ad Spend
The phenomenal rise in advertising that has accompanied betting is occurring against the risk of prospective legislative prohibitions that could fundamentally alter when, where, and how gambling brands can be advertised.
A bill passed by the Brazilian Senate in May—PL 2.985/2023—gives guidance on strict limitations on gambling advertising across several media. Up for debate in the Chamber of Deputies, the prospective legislation has the following main characteristics:
Gambling product advertisements would be restricted to 7:30 p.m. to 12:00 a.m. on subscription TV and broadcast TV, streaming services, social media, and online services.
Live sporting events would be allowed to display gambling ads just 15 minutes before kick-off and 15 minutes after the end of the event.
Mentions of gambling sponsors during sports coverage from 9:00 p.m. to 6:00 a.m. would be permitted only if they do not have marketing wording such as odds, bonuses, or inducements to participate.
If passed in its present form and signed into law, PL 2.985/2023 will be bound to trigger a substantial reduction of TV advertising by betting firms, drastically changing the media strategies of dominant platforms.
Industry Response and Implications
The proposal has drawn criticism from the betting sector stakeholders and media sector stakeholders, who argue that the regulations would disrupt the existing economic model that underlies sports leagues, entertainment programs, and digital innovation in Brazil.
Advertising is one of the key drivers of customer acquisition in the gambling industry, and Brazil’s ever-larger and now licensed and regulated market appeals to global operators. However, these legislative changes may potentially compromise the industry’s reliance on mass advertising to attain brand recognition and client loyalty.
While Brazil proceeds with fine-tuning its gambling regulation framework, the country is a real-world test case in balancing market growth, populace demand, and consumer protection.
No matter if the introduced bill becomes law or is modified in response to greater deliberation within the Chamber of Deputies, its destiny will carry significant implications for advertising strategy, sponsorships, and investment levels in both Brazil’s betting and media industries.
Source: YogoNet
