Brazil’s iGaming market: affiliate promotion vs player demand

Blask’s new Affiliates feature helps understand what brands are being most promoted and how that compares to what players actually search for.

Brazil’s top 3 iGaming brands accounted for almost half of user demand in August. They were widely present on the country’s affiliate sites and promotion pages as well. But the second most promoted brand in Brazil accounted for less than 0.1% of the total branded iGaming demand.

Blask Index — real-time measure of market demand volume for iGaming brands in a given country, based on normalized search data.

BAP (Brand’s Accumulated Power) — a brand’s percentage share of total market demand in a specific country and period.

Demand leaders were well covered

The 10 most demanded iGaming brands in Brazil in August 2026 accounted for 69.3% of the country’s Blask Index. Remarkably, only 2 of those brands were not present on any of the 315 affiliate sites Blask currently tracks in the country.

Among 8 other brands, 3 ranked outside the top-10 most promoted brands by affiliate coverage. The market leader by share of the country’s Blask Index, Betano, was promoted by fewer affiliate sites than Bet365, whose BAP was 3.6x lower.

As of 31 August, Betano was also present on fewer pages than Bet365 and Superbet. Bet365 also had a higher placement on pages than its rivals. The brand appeared as #1 on 55% of the URLs where it was present. Betano’s most frequent appearance was the #2 spot, and Superbet’s was the #3.

Affiliate coverage ran ahead of demand

Although the 3 most demanded iGaming brands in Brazil were heavily promoted by affiliate sites, they did not own the whole top-3 by coverage. The 2nd place there belonged to Stake — a brand that mostly operates offshore globally, but has held a license in Brazil since the launch of the regulated market in January 2025.

Despite the big name and wide affiliate coverage, Stake’s share of the country’s Blask Index was less than 0.1% in August 2026. That was the brand with the smallest BAP among all the top-10 brands by affiliate coverage.

Stake’s wide presence on affiliate sites, though, was limited by the number of pages it appeared on and the brand’s position there. As of 31 August, Stake appeared on fewer pages than Bet365, Betano, Superbet and Novibet, and its median place on those pages was 5th.

The leader by number of pages on 31 August was Novibet, which was the #16 brand in Brazil by BAP in August. Its individual Blask Index in that month decreased by 7.2%, but almost all other brands from the top-10 by coverage lost more demand.

The better performer was Betano, whose Blask Index fell by just 4.3%. But even so, the #3 brand by coverage and leader by Blask Index lost more demand than Vaidebet — the #10 operator by BAP, which was not present on affiliate sites at all.

Bottom line

In Brazil, most of the iGaming brands with the strongest user interest also had wide affiliate coverage, but promotion and demand did not move together. The brand with the highest BAP was not the most promoted, and the runner-up by coverage held almost no share of the country’s Blask Index. Several brands players wanted most, in turn, were barely promoted, or absent from affiliate sites altogether.