Part 4: The current market shape
Part 4: The current
market shape
The performance
of Sportingbet and
Bet365 in the offshore
market hints at both
the potential for these
companies, as well as
for other operators,
if the online market
is regulated in a
sensible way
There are what would appear to
be two outstanding candidates
for market leader in any regulated
sports betting market in Brazil.
GVC’s Sportingbet and Bet365
have an established hold on the
offshore market, according to web
traffic data from Blueclaw analysed
by Morgan Stanley.
Market contenders
Sportingbet
Sportingbet, in particular, has a
leading position in Brazil in terms of
search. The Blueclaw data suggests
it has more than 800,000 visits
per month, which, Bet365 aside,
is multiples higher than any other
sports betting operator.
The data suggests that much of
Sportingbet’s traffic comes from
the search term ‘sportingbet’ which,
as the Morgan Stanley team says,
implies very strong brand awareness.
This has been achieved by
advertising on TV sports channels,
including Globosat’s SporTV, as well
as Fox and ESPN.
The chosen route taken by
Sportingbet has been that of
branded free-to-play games.
BRAZIL The regulated opportunity in Latam’s largest market
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