Latin Americans have always enjoyed gaming. In the early times, they were up to lotteries, and the old game, Jogo do Bicho captured the hearts of thousands. But since then, a lot has changed, and all of it has moved online. Now, with the increasing internet and ICT device penetration rates, mobile gaming is playing a key role in developing iGaming content in Latin America.
To understand the dynamics of the LatAm iGaming market, we need to go deeper and ask questions about the preferred online gaming content in Latin America. What types of games are they drawn into? Do they prefer sports betting or online gambling activities? Are there some of the new trends that tell us about the favored games of LatAm users?
In this article, we’ll explore these questions and delve into the most popular types of iGaming content in Latin America.
Sports betting
We already covered the enormous popularity of sports betting in our article about the LatAm sports betting market review. Our research showed that in 2024 the region has 8.3 million active users who are engaged in sports betting activities. To clarify, the growth rate of active users increased by 131% from 2019.
Well, okay, we got that, we know about the quantity of engaged users. Now let’s see what kind of sports they are into. It won’t be surprising to say that the most popular sport to bet on in Latin America is football. It is closely linked to the culture and the identity of the LatAm countries, especially in Brazil and Argentina.
Based on statista’s data, in February of 2022, the second most popular sport to bet in Brazil was basketball. But for Brazilian users, it was not only about traditional sports, they were involved in esports betting too at that time. Esports was the third most popular sport to bet on in Brazil. The forecasts from the same source reveal that it will generate about 86 million US dollars in 2024.
Remember, that’s only in Brazil when there are other LatAm countries with a young audience tapping into esports betting. On the other hand, the results from 2022 showed that LatAm users also used to love betting on MMA, Volleyball, Boxing, American Football, and Tennis.
Image 1 – Most popular Sports to bet in Brazil in February 2022, according to Statista
But that was 2 years ago, what about the current state? To see what has changed from 2022, we decided to do keyword research on the most popular sports types in Brazil.
Specifically, we picked up the 10 most popular keywords on each main sport. Then, we compared the changes in the overall search quantity throughout the same period of the last 3 years. February 2022, February 2023, and February 2024. You can see the dynamics of the change in Image 2.
Image 2 – Search Volumes of the Main Sports-Related Keywords in Brazil
The results show that the search volumes for the Football (Soccer) have dropped by 26% in February of 2024 from February of 2022 in Brazil. Although it’s not shown in the figure due to the relatively small search volumes Boxing (-9%) also underwent a slight decrease.
Nonetheless, the search volumes of the terms for Volleyball and MMA have grown substantially – Volleyball – 64%; MMA – 27%. Our analysis suggests that right now the most popular sports in Brazil are: Football, MMA, Tennis, Volleyball and Basketball.
From this data, one might assume that betting on Football has decreased in Brazil, but that’s not the case. It’s the keyword search volumes that dropped, not the bet amount. In fact, despite the decreased search rates for football, we have ample proof that the betting activity in Brazil has grown significantly.
For instance, the average bet count per user has increased by 115% -Meaning that if the average bet made by the user used to be $5.8 in February of 2023, in February of 2024 the same indicator is $12.5. Needless to say, we are facing an increase in the overall bet count (74%) and the bet amount (274%) too. For more information about this theme, you can read our article – Brazil’s Betting Boom – A Closer Look at the Average Bet Growth.
Moreover, multiple keywords with high search volumes resonate with the local football league, but change from year to year or month-to-month basis. We couldn’t include these keywords in our research because of that reason. But, the fact is fact, Brazilians love betting on their Serie A League and other local championships.
So, if you are planning to enter the LatAm or Brazilian market, keep in mind that you must have local leagues and championships in your sportsbook. Upgaming’s sportsbook incorporates regionally tailored content, involving up to 45 football leagues from Latin America. For more detailed info, you can check out the article – What Upgaming Offers to LatAm Sports Betting Market.
Slots and Table Games
In 2024, there are 9.5 million active LatAm users who engage in online gambling at online casinos. And the online gambling revenue equals 3.19 billion dollars. It shows a 117% increase from 2022, just in two years. Note that these statistics do not depict the results from sports betting and online lotteries, but they involve every other type of online gambling activity, including gambling on live dealer games.
Thus, it’s without a doubt that the LatAm online gambling market is also growing, and online casino games are one of the most popular iGaming content in Latin America. But with these numbers in mind, it’s worth asking which types of online casino content are the most-liked in LatAm. Are people more into slots, live dealer games, or classic table games like roulette, poker, and blackjack?
Now, if you look closely at the graph given below (Image 3), you’ll see that in 2022, 63% of the Brazilian players who took part in the iGamingBrazil’s study reported that their preferred online casino games were slots. While 50% of the respondents also preferred to play live dealer games. 78% of respondents from the same study reported that their preferred online casino game was Roulette, 66% said it was blackjack, and 61% named Poker to be their favorite.
Image 3 – Most Popular Online Casino Games in Brazil (February 2022) According to iGamingBrazil
So, we can assume that certain live dealer and table games (at least roulette) were far more popular among Brazilian players than slot games in 2022. Is this trend still active? What Changes can we observe in the preferences of LatAm users?
Again, we dug up the most popular keywords by the main topics relating to each type of online casino game shown above. The search volumes in Brazil for the 3 consecutive years (in February) are shown in Image 4.
Image 4 – Search Volumes of the main online casino game-related keywords by types of games in Brazil
Let’s discuss the popularity of certain online casino games based on keyword search volumes. The current situation in Brazil shows that the top 3 most popular game types are Roulette, Poker, and slot games. So, our research proves that roulette is indeed one of the most popular online casino games in Brazil, showing a 31% increase in 2024 from February 2022.
Roulette’s rise in popularity in Brazil can be attributed to the variety of factors that resonate with the local audience. But the main factor is roulette’s simplicity and excitement. It’s easy to understand, making it accessible to novices, and offers a variety of betting options, allowing players to choose from simple bets, such as red or black, to more complex strategies.
On the other hand, research showed that keyword search volumes are much higher for Poker than for Blackjack. If you compare you’ll find out that in the February of 2024, there’s a 253% difference between the search volumes of Poker and Blackjack.
Poker, unlike Blackjack, is not just about chance. Seems like Brazilian players might have shifted their preferences for that reason. In Blackjack, you’re playing directly against the casino, and sometimes the odds might be in the house’s favor.
Poker, however, is different. It’s a game that mixes skill with chance, and many versions are played against other players rather than the casino itself. The casino only takes a small percentage of the pot, known as a rake, leaving the rest for the players to compete for. This setup means that the best player at the table usually comes out on top in the long run. So, in the end, the mix of the excitement of player-versus-player action and the skills involved make this game more appealing to Brazilian players.
It’s also worth noting that the search volume of the keywords related to slot games has grown by 404% from February 2022. This indicates that lately, Brazilian players are more inclined to play slot games than they were 2 years ago.
This makes sense because 2022 has been a turnaround year in Brazil. Most of the operators who are now leading the Brazilian market have made their entry into the market in the very same year. Since then the user engagement and their involvement have grown exponentially. Likewise, their preferences have also become more refined and clear.
Online Lotteries
Online lottery games such as bingo and other lottery-style games are another popular type of iGaming content in Latin America mainly because they are easy to access and play. These games don’t require much skill or strategy, so people of all ages and experience levels can enjoy them.
Well, if you need proof of popularity, here’s a fact. In 2024, the revenue from online lotteries in the LatAm region is 1.21 billion USD, with an average revenue per user of $224.6.
Lottery-style games, like scratch cards and instant win games, are also well-liked. They offer the chance to win money quickly and are easy to play. Overall, the popularity of these games shows the variety and growth of the online gaming industry in Latin America. As more people turn to online gambling, these accessible games are likely to attract even more players.
Mini Games
Mini games, especially crash games, which are one of the main igaming trends of 2024, are becoming very popular type of iGaming content in Latin America. Considering the increasing smartphone adoption rate in Latin America (80% in 2023), there’s no wonder why LatAm players are really into fast-paced, funny, and engaging games that can be played on the go.
Facts show that search volumes for minigame-related keywords have increased significantly. For instance, the most recent data (In July of 2024) revealed that the monthly search volume for the keyword “Minijuegos” (mini games in Spanish) is 74 000 in Argentina. It racks up 49.5 thousand searches in Mexico, while in Brazil and Colombia, the keyword has a search volume of 40.5 thousand. For a detailed comparison of the data from more LatAm countries check out the image below.
Image 5 – Search volumes for the keyword Mini Games in various LatAm countries
We’ve witnessed ourselves that the number of mini game players from LatAm keeps growing, showing they are staying engaged and interested. Dino and Chicken are especially popular in this region, with Plinko following in their footprints too (For more info, read about the top 5 mini games from 2022 to 2024).
But, what’s most exciting is that LatAm players seem to quickly absorb our new mini games such as SpeedX, Doors, and the already well-known award-winning Aero. The later results show that they are on the path to becoming one of the most popular games soon.
Conclusion
iGaming in LatAm is very lively and varied. Sports betting, especially on football, is hugely popular driving more than half of the market. While online casinos attract players with slots and popular table games like Poker, esports betting, and online lotteries also have a strong following.
The surge in mini games, driven by widespread smartphone use, shows how LatAm players enjoy quick, fun games that they can play anywhere. With the enhanced rates of internet and mobile device penetration and increasing engagement in gaming, we can expect that iGaming in Latin America will keep showing new trends that will affect the development of the content.
