T RAF F I C
B R AZ IL
The Brazilian market opportunity is potentially
huge, with the country seemingly edging closer to
allowing regulated legal gambling.
Many people are surprised that in this football-
crazy country gambling is legally prohibited.
But the reality on the ground is less clear-cut; just
as activities such as smoking in public and topless
sunbathing are theoretically illegal but still take
place largely without consequences, so betting
is a fact of life too. Informal betting frequently
happens and international sites pick up significant
traffic and bets from Brazilian visitors. But the
move to fully regulated betting will still be a big
shift for the country and, by extension, the profits
of operators and affiliates.
KPMG recently put a number on the opportunity
offered by Brazil, in a report prepared for industry
trade body the Remote Gambling Association.
It estimates that the Brazilian online betting
market could be worth R$6.7bn (£1.4bn) –
if properly regulated.
With a population in excess of 207 million,
and mobile penetration increasing, betting brands
should consider laying the groundwork now for
expansion in the country. Connectivity doesn’t
need to be comparable with Europe for such a large
market to be appealing.
In terms of gambling traffic, sports remains the
biggest sector by volume. However, many might be
surprised at the passion for lottery terms and by the
growth trajectory of search traffic in sites that focus
on games of chance.
BETTING CONTENDERS COMPARED
The Blueclaw team has investigated several sites
from an SEO-metric perspective.
As with those we looked into for the Mexican
market, each of these sites focuses hugely on football.
Given the legal status of betting in Brazil, it’s clear
why these sites have an international focus while also
accommodating Portuguese-language traffic.
Monthly traffic estimates for the data we have
available from the region seem low, though Bumbet
and Sportingbet have a good spread of keywords.
Of the sites identified, Sportingbet are the winners
in terms of pure visibility.
BRAZIL: SEO AUTHORITY OF LEADING SITES
Root domain TLD Domain
Majestic
citation flow Domain
Majestic
trust flow Domain
Majestic ext
back links Domain
Majestic
ref domains
10bet.com com 42 38 5,394,814 5,881
Bumbet.com com 44 31 360,758 321
Sportingbet.com com 38 51 181,368 945
Premiwin.com com 22 9 7,781 40
BRAZIL: KEYWORD RANK, TRAFFIC AND VISIBILITY OF LEADING SITES
Root domain TLD SEMrush
organic
keywords SEMrush
organic
traffic Search metrics
visibility
(desktop) Search metrics
visibility
(mobile)
10bet.com com 779 3,398 2 1
Bumbet.com com 3,808 25,648 403 585
Sportingbet.com com 9,445 784,575 2,442 1,710
Premiwin.com com 951 2,719 3 4
iGB Affiliate Issue 69 JUN/JUL 2018
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