How Brazilian sports betting companies can score big with mobile marketing

The Brazilian mobile app landscape is on the brink of a major transformation. 113 sports betting companies have sought licenses to operate in Brazil ahead of new regulation in January 2025. This strong interest highlights the immense opportunities that come with regulatory changes. Despite challenges like high licensing fees and stringent regulations, Brazil’s vast market potential has drawn a wide range of operators. The competition will drive innovation and push companies to adopt mobile-first strategies to engage the country’s mobile-savvy population.

For those preparing for Brazil’s entry into legalized sports betting, the potential is clear–but so is the competition. Success will depend on effectively using mobile technologies, tapping into local betting habits and trends, and offering seamless user experiences.

As global internet penetration continues to rise, reaching 67% in 2024, the way people access the internet is also shifting. In early 2024, as many as 93.7% of people accessed the internet via smartphones, compared to just two-thirds on computers. This reliance on smartphones, driven by their portability and accessibility, has led to a surge in app downloads. Across the App Store and Google Play alone, app downloads reached 33.4 billion in Q4 2023.

The mobile revolution is especially evident in the sports betting sector. What once required a trip to the stadium or a sports bar has now shifted to the palm of your hand. Sports betting apps offer instant access to live scores, game updates, and interactive features like in-game betting, allowing fans to stay connected with their favorite teams in real-time. This mobile convenience has elevated the sports experience, offering more personalized and immersive ways for fans to engage with the action directly from their phones.

We’ve already seen how mobile apps have driven success in the sports betting sector. This is especially evident in markets like the United States, where the legalization of sports betting across numerous states has generated over US$30 billion in lifetime gross revenue.

Now, it's Brazil's turn to experience this boom.

It's no surprise so many companies are flocking to Brazil for January’s legal milestone. After all, the nation is a mobile-first powerhouse. In 2023, 154.44 million internet users in Brazil accessed the internet via mobile, highlighting the country’s mobile-first culture. As the third-largest country for app downloads, and with 26% growth in installs between H1 2023 and H1 2024, Brazil’s app market is set to generate $8.1 billion in revenue by 2029.

As sports betting becomes legal in 2025, the groundwork is set for Brazil to follow in the footsteps of mobile betting success stories from around the world. The question for local Brazilian app marketers isn’t whether to focus on mobile, but how to do it effectively.

For companies looking to make their mark in Brazil’s sports betting sector, adopting a mobile-first approach is clearly fundamental for success. However, alongside this strategic focus, companies must also keep in mind these key considerations while developing a robust mobile strategy:

1. Develop a user-friendly mobile app: Your app is a digital storefront. Focus on an intuitive, fast, and secure experience that ensures a seamless betting journey. Learn more about building an app.
2. Optimize for mobile web: If you don’t have the resources to build an app, ensure your mobile website (ideally presented as a web-based app) is fast, easy to navigate, and visually appealing.Learn more about the different types of apps.
3. Leverage local knowledge: As a Brazilian company, you have a unique advantage—a deep understanding of local sports preferences and betting habits. Use this insight to create targeted, relevant content and offers that resonate with your audience. By strategically aligning your promotions with local interests, betting habits, and sporting preferences (do they like futebol, futsal, or MMA?), you can build stronger connections with users. Learn more about localization.
4. Focus on security, compliance, and ethics: Building user trust requires prioritizing data security, compliance with Brazil's upcoming betting regulations, and adhering to ethical marketing practices. Implement responsible gambling tools, such as self-exclusion features, betting limits, and clear information about the risks of gambling. By promoting ethical practices, companies can build long-term customer trust and brand loyalty while contributing to a healthier betting ecosystem. Learn more about mobile app security.

As your sports betting company enters the mobile marketing space, understanding how to measure and optimize campaigns to get the best return on investment (ROI) can quickly become overwhelming, especially across multiple channels.

Luckily, the solution is simple. To measure the performance of your campaigns, it's essential to work with a mobile measurement partner (MMP). An MMP streamlines and centralizes the process of measuring how users reach your app and how they interact with it after install.

Let’s explore a few of the specific ways an MMP’s neutral and consolidated attribution can enhance your sports betting app’s performance.

1. Accurate attribution: Granular data allows you to fine-tune your marketing budget to focus on the most effective platforms. This helps facilitate the efficient allocation of resources in order to maximize ROI. By attributing each conversion to the right source, you’ll know exactly where your most valuable users are coming from.
2. Fraud detection and prevention: Mobile ad fraud can drain your marketing budget. MMPs provide built-in fraud detection tools that help identify click injection, click spam, fake installs, or SDK spoofing. (A great MMP even prevents fraud before it happens–more on this below with how to choose the best MMP.) Protection against fraud means that your ad spend is going toward real, high-value users, which is particularly important in a high-stakes industry like sports betting.
3. User engagement and retention insights: Understanding user behavior post-install is just as important as acquisition. MMPs provide insights into how users engage with your app, such as how frequently they log in, how long their sessions are, or which features they use most. These insights allow you to create better retention strategies and keep users engaged, especially between major sporting events or seasons. Learn more about sustaining sports betting app sessions in the off-season periods.
4. Cross-channel campaign optimization: Users often engage with your brand through multiple channels, including push notifications, email marketing, and paid media. MMPs consolidate data from all these touchpoints into a single dashboard, offering a complete view of the customer journey. This comprehensive perspective sheds light on which campaigns and channels are effective at each stage of the funnel and lifecycle. 
5. Compliance with data privacy regulations: As data privacy becomes increasingly prominent in the newly regulated Brazilian market, an MMP can help ensure your marketing efforts comply with local and international data protection laws. Learn more about navigating privacy regulations and standards.

Not all MMPs are built equally. While all MMPs provide core attribution functionality, some offer far more robust offerings. Advanced MMPs go beyond basic attribution, providing fraud prevention, cross-channel analytics, automation, easy integrations, and next-gen solutions. These capabilities are critical for sports betting companies looking to thrive in Brazil’s competitive, highly-regulated market.

When choosing the right MMP, it’s important to evaluate their offering to make sure you get the most out of your investment. Consider the following:

• Does the MMP have experience in the sports betting industry?
• Can they provide accurate attribution across all relevant channels?
• Do they offer robust fraud prevention capabilities?
• How do they handle data privacy and security?
• Can they provide insights that are actionable for your specific business needs?

The 2025 deadline may seem far off, but building a strong mobile app and brand presence takes time. Begin strategizing your mobile approach today. In addition to making sure your marketing team is well-versed in mobile marketing basics, prioritize the following:

Choose your technology partners: From app development to analytics, start evaluating and selecting partners for your tech stack who will provide reliable support throughout your mobile journey.

Leverage your local advantage: Use your understanding of Brazilian sports fans to create compelling, targeted content and offers.

Implement an MMP: Set up a robust measurement and analytics system early to inform your strategies as you prepare for launch. MMPs will be a key component of your ecosystem, providing priceless insights that can significantly improve marketing efficiency and ROI.

With the stage set for an explosion of growth in this sector, 2025 will mark a significant turning point for sports betting companies that prioritize a localized mobile-first approach. Mobile-first means focusing on user experience, data security, and compliance will be crucial. A reliable MMP who will do the heavy lifting so that you can focus on making strategic moves will position your sports betting company for success.

The question is: Are you ready to place your bet on mobile success? Let's win big together in the Brazilian mobile sports betting market! Request a demo today to see first-hand how we can help you navigate this evolving landscape and unlock your sports betting app’s full potential in Brazil.