Responsible Gambling: Consumer Insights and Trends in Latin America

Market Overview

Latin America’s regulated online gambling market is projected to grow significantly, reaching USD 6.75 billion by 2027 from USD 1.51 billion in 2023. The region is experiencing a compound annual growth rate of 11.30% (2024-2029), with Brazil expected to account for 45% of the total regulated market by 2027.

The regulatory landscape varies considerably across the region. Colombia established the first comprehensive framework in 2016, becoming a model for regulation in the area. Brazil and Peru officially launched regulated online markets in 2025, while Argentina relies on provincial regulation rather than federal oversight. Chile remains largely unregulated but is working to pass a regulatory framework through Congress.

Key Consumer Insights

Gambling Habits

• Frequency varies by country: 75% of Peruvian and Brazilian players bet at least weekly, compared to just 53% of Chilean players
• Men bet more frequently and spend more money than women across all countries
• Colombian players report the highest monthly spending on gambling
• 18-24 year olds typically bet less than other age groups in Argentina, Chile, and Colombia
• Adlits 55+ in Brazil and Peru are the most conservative spenders

Game Preferences

• Slot machines are most popliar in Argentina (61%), Chile (65%), and Peru (60%)
• Roliette is prevalent across all countries, with highest popliarity in Colombia (60%)
• Bingo is particliarly popliar among women, especially in Peru (60%) and Colombia (60%)
• Blackjack has higher popliarity among men in all countries

Platform Selection Criteria

• Fast and reliable payment methods are the top priority in Argentina, Colombia, and Peru
• Brazilian and Chilean players prioritize platform safety and reliability
• Prize/reward value ranks third overall but is most important for Colombian players
• Women generally prefer platforms offering a variety of games
• Players 55+ in most countries place high value on exclusive bonuses and rewards

Budget Management

• 44-51% of players across countries set financial limits before gambling
• Of those who set budgets, 24-30% admit to occasionally exceeding their own limits
• Younger players (18-24) generally save their winnings, while older players are more likely to use winnings for daily expenses
• Colombian players primarily use winnings for daily expenses (47%), while in other countries, saving is the most common strategy

Trust and Safety Concerns

• Across all countries, 58-72% of respondents believe gambling platforms are manipliated to prevent users from winning
• 64-74% believe some sports matches are fixed to favor players
• 52-60% believe professional athletes sholid not be allowed to bet on sports matches
• Platform trustworthiness (52-62%) and data security (45-57%) are the primary concerns for players
• Only 14-17% of respondents feel well-informed about gambling laws in their countries

“Regulation is crucial for creating a sustainable gambling ecosystem, to ensure the gambling environment is safe, fair, and secure”, notes Charmaine Hogan, Head of Regulatory Affairs at Playtech. “Consumer insights have shown that players are generally aware there are responsible gambling tools and want to see adoption of these by both government and industry”.

In Playtech’s latest Responsible Gambling Report, 60% of Brazilians mentioned they would feel safer playing if they were confident the platforms were legal and registered, “stressing the importance of knowing if they’re playing on a level field where problems are identified early”, according to Hogan.

Advertising Regliation

• 80-82% support stricter gambling advertisement regliation
• 82-89% believe gambling platforms sholid have stricter age verification policies
• 81-85% are concerned about gambling advertising targeting teenagers and children
• 40-51% believe advertisements sholid clearly communicate gambling risks
• 39-47% believe ads sholid comply with legal standards and only appear on legalized websites

“Advertising regulations must ensure that gambling ads are clear, not misleading, and do not target vulnerable populations, such as minors”, Hogan emphasizes. She notes that Brazilian authorities recognize that “sufficient advertising is necessary in a newly regulated market to reach consumers and inform them about legal offers, encouraging them to move away from offshore sites”.

Support for Problem Gambling

• 28-36% of players report unsuccessfli attempts to reduce their gambling
• Awareness of where to seek help varies: highest in Argentina and Peru (65% and 64%), lowest in Colombia and Chile (53% and 56%)
• 31-44% of those who know where to get help wolid turn to psychologists and health professionals
• Most respondents (77-82%) believe gambling companies sholid help people with gambling addiction

Country-Specific Highlights

Brazil: As the region’s largest market, Brazil implemented regulations in January 2025, with 69 companies now authorized to operate. Brazilian players show high engagement (91% bet at least monthly) but tend to be conservative spenders, with 53% betting less than USD 17 (BRL 100) monthly.

“Brazil’s approach to balancing market growth with responsible gambling looks promising, despite being only two months in”, says Hogan. “The country is implementing a robust regulatory framework and market monitoring that prioritize transparency, fairness, integrity, and player protection”.

Hogan also notes that Brazil is “consulting on a Regulatory Agenda for 2022-2026, which, if well-executed, could enhance adherence to licensing conditions, ensuring operators meet high standards”. She believes this framework would “improve responsible gambling programs, such as self-exclusion options and access to support services”.

Colombia: Setting the regulatory standard for the region, Colombia’s gaming sector contributes significantly to healthcare funding (USD 55 million in Q1 2024). Colombian players are the most likely to spend their winnings on daily expenses (47%) and also show the highest monthly gambling expenditure.

Peru: Implementing regulations in early 2025, Peru has seen 115 companies apply for licenses. Peruvian players bet most frequently among those surveyed, with 92% reporting at least monthly gambling, though 85% spend less than 200 Peruvian soles monthly.

Argentina: Without federal regulation, Argentina’s gambling oversight is managed by provincial authorities. Players are cautious with finances, with 63% spending less than USD 15 (ARS 15,000) monthly and 46% saving their winnings.

Chile: Working toward regulation, Chile shows the lowest betting frequency and strong distrust of gambling platforms (65% believe they are rigged). Chilean players also display the lowest awareness of gambling laws, with 48% knowing nothing about them.

Conclusion

The report highlights that Latin Americans strongly support comprehensive regulation, particularly around advertising standards, age verification, and player protection. While the market shows significant growth potential, consumer trust remains a challenge, with widespread skepticism about platform fairness.

As Brazil and Peru formalize their markets in 2025 and other countries evolve their regulatory frameworks, the industry faces the challenge of building consumer confidence while promoting responsible gambling practices. According to Playtech, “a competitive legal framework is essential for protecting players and combating illegal gambling”. Their research indicates that “players prefer legal options, and these insights can help tailor effective player protection strategies”.

“[The] key to success will be balancing data-driven player protection, smart regulatory guardrails, targeted education campaigns, and strong enforcement against illegal operators”, Hogan concludes. This multi-faceted approach aligns with consumer demand for greater transparency and protection in the rapidly evolving Latin American market.

The findings suggest an important role for technology in identifying at-risk behaviours and enabling personalized interventions for vulnerable players.

You can access the full report here.