According to the study ” Investment in 2025: Strategic Analysis of the Sports Lottery Industry ” , published by Tunad, a media intelligence company, the Brazilian Sports Lottery Company devoted a total of R$ 1.44 billion (approximately $268 million) to advertising in public television, paid television and radio in 2025.
The report indicates that about 85 per cent of investments go to public television, which once again proves that public television is the most critical medium for communication in the gaming industry, not only to dominate the delivery pattern, but also to lay down the core structure of industry brand coverage and user reach. BetMGM, Betano and Betnacional, which together account for 62 per cent of total television and radio advertising, are among the top companies. BetmGM gradually increased its investment in the first half of 2025, after April, and became the dominant force in the second half of the year; Betano concentrated its advertising effort in June, when spending peaked in the industry for the whole of the year; and Betnacional opted for a more stable and sustainable investment strategy throughout the year.
The report shows that advertising inputs are directly related to sports events (especially football): in January, investments amounted to R$66.7 million, while in June they jumped to R$164.5 million, an increase of 146.7 per cent. This significant change coincides with the point of time of the final stage of the various national and international competitions, highlighting the importance of live sports as a driving force in the strategy of lottery advertising. From a combination of media, although public television dominates, fluctuations vary from channel to channel: The trend in spending on public television, which affects the entire industry, is the core input platform; the performance of paid television peaked in December on the basis of volatility, which is linked to the finals and marketing activities at the end of the year, making it a strategic media choice; the radio station was relatively active in the first half of the year, but the number of advertisements in the second half fell sharply by about 70 per cent. In addition to the top three advertisers, Superbet and BandBet are in fierce competition for the Middle Market, and the cumulative gap between advertising inputs in the second and third quarters of 2025 is negligible. Ricardo Monteiro, Chief Strategic Officer and Chief Operator of Tunad, stated: “In the industry, there is a strong pattern of delivery — based on the cycle of events such as football — and maintaining a steady investment in traditional media to maintain brand volume throughout the year. Enterprises should consolidate the centrality of public free television while reassessing the value of broadcasting. The current broadcast channels are of low interference, and the first seters will have a high return on investment.”
The predictability of the annual investment curve, the absolute dominance of open television, and the fine-tuning of the media mix have brought to light the highly structured marketing model of Brazilian lottery. The industry is moving from a heavy-handed campaign to a central-channel power battle to achieve long-lasting growth through resource optimization.