A recent study reveals that women have become the majority in Brazil’s online betting market, outnumbering men for the first time. The “Women in Betting” survey, conducted by the Association of Women in the Gaming Industry (AMIG) in partnership with the KTO platform, offers a detailed look at this emerging trend.
Women now represent 51% of Brazil’s betting audience. The typical female bettor is aged 18 to 39, holds a college degree, belongs to the middle class, and resides primarily in São Paulo, Bahia, or Rio de Janeiro. Most access betting platforms via mobile devices, with 65% favoring football as their sport of choice.
The data also indicates that women are more cautious bettors than men. About 40% bet weekly, but 37% limit their spending to R$200 per week. Many adopt responsible gambling practices, using tools to avoid addiction and seeking information before placing bets. Specifically, 20% consult sports news, 19% draw on personal knowledge, and 16% rely on advice from acquaintances.
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This growing female presence is prompting a rethink in the betting industry. João Fraga, CEO of Paag, a technology company focused on iGaming, emphasized the need for adaptation: “Sports betting has always been designed with a male audience in mind. The growth in female participation shows that the sector needs to evolve.”
AMIG, a fully Brazilian organization, is committed to fostering gender equality in the gaming industry. Through educational programs and networking opportunities, it supports women’s active participation and promotes ethical standards and compliance across the sector. Brazil’s women online betting
