Brazil finally regulated its online betting market in early 2025, and the first year has already reshaped the iGaming landscape in Latin America. For years, Brazilian players were betting on offshore platforms with almost no local oversight. One year later, the regulated market is starting to settle and advertisers are learning how to operate within the new rules.

Brazil Was Already a Huge Betting Market

Even before regulation, Brazil was already one of the largest online betting markets in the world. Millions of Brazilian players were betting through offshore operators. According to data reported by iGaming Brazil, users transferred around R$33 billion to international betting sites in 2023 alone.

Once the regulated market launched in 2025, the scale of Brazil’s betting activity became clearer. The industry generated roughly R$37 billion (about $7 billion) in gross gaming revenue during its first year.

Around 25 million Brazilians placed bets during the first year of regulation, which means more than 10% of the population already participates in betting activity.

Traffic growth also shows how quickly the market is expanding. Reports from InplaySoft show that betting platforms recorded more than 5 billion visits in the first quarter of 2025.

What Actually Changed With the New Law

Brazil first legalized sports betting back in 2018, but the country lacked a clear licensing system for operators. That changed with Law No. 14,790/2023, which introduced a formal regulatory framework for fixed-odds betting.

Under the new framework, operators must obtain a government license to legally offer betting services. The license costs about R$30 million and is valid for five years.

The government also introduced a 12% tax on gross gaming revenue. More details about the tax structure are discussed in analysis by GamesBras.

The market is overseen by the Secretariat of Prizes and Betting within Brazil’s Ministry of Finance. Operators must also implement identity verification, anti‑money laundering systems, and responsible gambling tools.

Advertising rules were also introduced, limiting certain marketing tactics. A broader regional overview is available in this Latin American iGaming regulation guide.

How Operators Adjusted to the New Market

When the regulated market launched in 2025, some operators had to temporarily pause their services while completing licensing requirements.

Industry reviews, including reports from GamesBras, show that companies quickly adapted once the rules became clearer.

Operators began forming local partnerships, investing in compliance infrastructure, and localizing their platforms for Brazilian players.

Localization often includes Portuguese interfaces, football-focused betting markets, and support for local payment methods such as PIX.

Is Brazil a Good Market for iGaming Advertisers?

For advertisers and affiliates, Brazil is one of the most attractive emerging markets in the global gambling industry.

The country has more than 200 million residents, and even modest participation rates translate into tens of millions of players.

Brazil also has one of the most active digital populations in the world. Social media usage is high, mobile internet access is widespread, and players are comfortable with online payments.

Sports culture also fuels demand. Football dominates the local sports landscape and major tournaments can trigger large spikes in betting activity.

The Challenges Advertisers Should Expect

Despite the growth potential, challenges remain. Reports such as coverage from GamesBras suggest illegal operators may still control a large portion of the market.

Even after regulation, unlicensed platforms still attract a significant share of players. Some estimates suggest illegal operators could control up to 40% of the betting market, according to industry reporting.

This creates unfair competition for licensed operators who must follow regulatory requirements.

Another challenge is high entry costs.

The licensing fee alone can be a major barrier. When you add compliance systems, taxes, and operational costs, the total investment becomes substantial.

Regulatory uncertainty is also something advertisers should keep in mind.

Brazil’s regulatory framework is still relatively new, and policies may evolve as the government adjusts the system. Tax changes or additional advertising rules could appear in the coming years.

Finally, payment regulation has tightened.

Financial institutions are required to block transactions linked to illegal gambling platforms. While this helps protect the regulated market, it also adds complexity to payment flows.

Where the Biggest Opportunities Are

Despite these challenges, the opportunities for advertisers remain huge.

One of the biggest advantages is timing. The regulated market is still new, and many brands are still establishing their presence. Companies that build strong brand recognition early can capture long-term market share.

Mobile advertising is another key opportunity. Brazil is a mobile-first market, which means campaigns focused on mobile traffic often perform better than traditional desktop strategies.

Like everywhere else, localized content is also extremely powerful. Publishing ads and offering resources in English is not the worst thing you can do but far from optimal. Portuguese betting guides, football analysis, and comparison sites can attract large volumes of organic traffic while building trust with Brazilian users.

Finally, data-driven optimization will play a major role in campaign success. Aggregating your data with a tool like Voluum allows you to get a deep insight into what works and how to tip the cost and profit balance toward a more favorable position.

With such a competitive environment, advertisers need accurate tracking, attribution, and performance analysis to scale profitable campaigns.

Brazil Is Just Getting Started

One year after regulation, Brazil has already proven it can become one of the largest iGaming markets in the world.

For advertisers willing to navigate compliance requirements and localize their campaigns, Brazil offers one of the most promising growth opportunities in the global gambling industry.