Analysing the poker market in Brazil: Overview, specifics, and regulations

In this article, EvenBet experts share insights into the Brazilian market to help operators adapt their poker platform to local preferences. 

Brazil is emerging as one of the most dynamic markets for online gaming, particularly poker. While the industry is still not fully regulated in this GEO, with the major efforts underway, the Brazilian market has shown substantial growth: online gambling revenue is projected to reach $8.99 billion by 2029. This anticipated growth is attracting international operators who are tailoring their offers to meet the preferences of Brazilian players.

On the other hand, the regulatory tumult this market has been facing in the last decade makes entering Brazil and maintaining sustainable operations harder for gambling operators. 

EvenBet Gaming is a prominent software provider with over 20 years of experience in the iGaming industry. Our team is ready to share valuable insights that will make entering the Brazilian market, adapting your poker platform to local preferences, and maintaining compliance with emerging regulatory frameworks much easier.

Brazil market overview

Brazil's iGaming market, particularly the poker segment, has demonstrated remarkable growth potential, earning the country the moniker of a “sleeping giant” in the global gambling industry. With a population exceeding 210 million and a growing digital infrastructure (~70% internet penetration), Brazil offers a vast and largely untapped audience for online gaming. According to recent data, approximately 24 million Brazilians engaged in online gambling activities in August 2024, generating transactions worth R$20 billion.

According to industry reports, Brazil accounted for 15% of global visits to gambling websites in 2024, with the market expected to generate R$130 billion (approximately $22.5 billion) in wagers. 

Poker, while less dominant than sports betting, benefits from a relaxed attitude towards skill-based games in Brazil. Due to regulatory issues, online cash games were not legally available for Brazilians until 2025, while live and online poker only gained popularity. Since poker combines elements of skill and competition, it attracts more professional players who appreciate when international platforms can tailor their products specifically for Brazilian players. This appreciation of poker is one of the reasons why EvenBet added Brazil as one of the main markets for the Mystery Bounty format to its poker platform. This feature has been a big success with local players.

Regulatory framework

Brazil's gambling industry has undergone significant regulatory changes, culminating in the establishment of a comprehensive legal framework for operators. The passage of Bill No. 3626/23 in December 2023 marked a pivotal moment, establishing a comprehensive framework for online gambling, including poker. Key regulatory changes include:

• A mandatory licensing fee of R$30 million for operators: a non-refundable fee of BRL 30 million (approximately $5.2 to $6 million) is required for a five-year license, permitting the operation of up to three commercial brands through electronic channels. Operating more than three brands necessitates an additional BRL 30 million per extra authorisation, along with an extra financial reserve of BRL 5 million and an additional BRL 15 million contribution to the share capital. 

• A tax on gross gambling revenue: 12% GGR tax for licensed gambling operators. The GGR is calculated as the revenue obtained from all games minus prizes paid to players and taxes levied on legal entities. At the same time, players pay a 15% income tax on winnings exceeding BRL 2,824.

• Foreign companies can apply by setting up a local subsidiary in Brazil, ensuring that at least 20% of the share capital is owned by a Brazilian entity or individual. 

• Mandatory implementation of responsible gambling measures, a ban on targeting minors, and a ban for players on using social support funds for gambling.

The new regulations went into effect in January 2025 and aim to create a secure and well-regulated market while generating substantial tax revenue for the government. However, the journey into safer and more transparent waters is going to be a long one for the Brazilian market. The stringent tax and regulatory policies appear to be deterring many operators. Despite government efforts to block thousands of unlicensed gambling websites, the grey sector continues to dominate a significant portion of the market.

As of mid-February 2025, approximately six weeks into the launch of Brazil's regulated online gambling market, operator interest in obtaining licences from the Secretariat of Prizes and Bets (SPA) has been tepid, to say the least. To date, the SPA has approved 71 out of 114 licence applications, with only 35 companies holding full five-year licences and 34 possessing temporary licences.

This situation further highlights the challenges operators face in navigating Brazil's evolving regulatory landscape.

Player psychology in the Brazilian market

Brazilian gamblers love mobile games and actively participate in multi-table poker tournaments, cash games, and high-frequency betting. This aligns with broader trends in Brazil’s gambling culture, where excitement, strategy, and the pursuit of financial gain fuel engagement.

Recent data from Brazil’s Central Bank supports this tendency. Brazil has 24 million active online gamblers. Not all of them use spare funds for gambling, which is one of the bigger concerns for the country's government and a major reason for stricter regulations. The research suggests that a considerable number of low-income households, particularly the 5 million Bolsa Família (social welfare initiative) beneficiaries, transferred BRL 3 billion ($519 million) to gambling platforms in a single month. Many Brazilians see gambling as a means to improve their financial standing, which also contributes to riskier betting behaviours.

Risk and reward preferences

Brazilians are enthusiastic players and prefer high-stakes games that give them both an adrenaline boost and a chance at winning a considerable sum. 

A Globo study results suggest that 42% of Brazilians place wagers 1–3 times in a single week, while 18% bet at least seven times weekly. This engagement also manifests in poker, where players look for regular tournaments with varying buy-ins, interactive gameplay, and platforms that can offer attractive bonuses.

When it comes to emotions, most bettors feel excited (51%), confident (48%), and nervous (44%). Winning, of course, brings joy (61%) and more excitement (52%). And it also prompts 21% of players to take advantage of this luck and play some more. Losing a bet has approximately the same effect — 22% of players opt to play again in an attempt to make up for their losses.

Preferred Games

Brazilian gamblers prefer a mix of skill-based games and games of luck. Roulette reigns supreme, whether European, American, or French — the thrill of the spinning wheel makes it the top choice. Blackjack follows closely, attracting strategy-minded and more serious players who enjoy challenging the house.

Slots remain hugely popular due to their simplicity and massive jackpot potential. Poker thrives, particularly Texas Hold’em and Omaha, supported by Brazil’s lenient stance on skill-based games.

Live dealer games have surged in popularity, since they offer a familiar and authentic casino atmosphere, with the live element enhancing the experience through real-time interaction with a dealer.

Crash games and instant games — another noticeable trend. There is hardly a Brazilian who hasn’t heard of Plinko or Aviator. The thrill of uncertainty — when will the plane crash and whether it will take all your winnings down with it — goes well with a minimalist interface and simple gameplay. The next big name to watch out for is Chicken Road, this game has already attracted many players and gained a nomination for the “Best Crash Game 2025” from SiGMA Awards.

Expert perspectives and future outlook

Industry experts provide valuable insights into the Brazilian poker market's current trajectory and prospects. Moving away from a grey market into a regulated space is supposed to attract further investment and provide long-term stability for legal operators who wish to enter this GEO.

Regulatory framework and adaptability

Fernando Saffores, founder and director of Focus Gaming News, emphasises the importance of ongoing regulatory monitoring and adaptability. He advises that before entering the Brazilian market, operators assess the clarity and comprehensiveness of its current regulatory framework. It is especially important to consider how well the system covers licensing, taxation, and consumer protection. Another significant element to assess is how the main supervisory body (SPA) communicates with the Brazilian Ministry of Sports, because this is the basis of the whole regulatory framework. Lastly, operators need to consider the level of competition in this market: many active brands signal that this market has a bright future, but it’s crucial to check that the current market players follow responsible gaming rules and comply with the new regulations.

Security and credibility through regulation

Flávio Figueiredo, founder and CEO of iGaming Brazil, highlights that the regulatory changes are necessary to move the Brazilian market into the new light where gambling can become a secure and credible activity for players. He believes that in the future, poker will take centre stage among the games due to its current popularity and its skill-based nature.

Technological adaptation and localisation

Ayvar Gabidullin from Slotegrator believes that operators will greatly benefit from implementing flexible, modern software that allows navigating fast-developing markets more effectively. He also highlights the significance of localised gaming experiences, noting that understanding and catering to player preferences are key to long-term success. 

Conclusion

Looking ahead, Brazil’s poker market is on the verge of a significant change as it has entered the newly regulated space. With new laws and rules finally in action, the future of this market looks promising for gambling operators. The success of existing operators shows that Brazil's potential is truly untapped, but success requires careful localisation of both business strategies and products, as well as thorough regulatory compliance.

Brazil has all the ingredients to become a major player in global poker: a massive population, growing internet adoption, and now, much clearer rules of the game. Operators who can effectively balance local players’ needs, regulatory requirements, and responsible gambling will be the ones to make the most out of this opportunity.

EvenBet platform includes a variety of poker formats, such as Texas Hold’em and Omaha, alongside innovative features like Mystery Bounty tournaments. The company’s emphasis on adapting to cultural and language preferences has played a crucial role in its success. This kind of thoughtful approach to the market, combined with strict attention to regulatory requirements, shows what it takes to succeed in Brazil's evolving poker landscape.