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Understanding the Brazilian Gamer: Unleashing Potential for Retailers

Updated: Jan 28

Group of Brazilian gamers in a tournament with an enthusiastic audience cheering for their favorite gamer

In the bustling streets of Sao Paulo, a group of teenagers huddle around a smartphone engrossed in an intense mobile multiplayer game. At a nearby café, gamers enthusiastically chat forums about the latest updates on their favourite titles. In a small electronics shop, a retailer places a special preorder for the upcoming release of a highly anticipated game.

The gaming culture thrives across Brazil, where a new generation of tech-savvy gamers is emerging. For retailers who understand this passionate audience, the growing Brazilian gaming market presents a significant opportunity.

Brazilian gamers have unique preferences and habits that set them apart from audiences in the US and Europe. Retailers seeking to tap into this lucrative market need to take time to understand what makes them tick.

As Glauber Fonseca, a 20-year gaming enthusiast from Rio de Janeiro, puts it: "Gamers here get really excited about different games than my friends in the US. If retailers want us to buy from them, they need to know what we like."

What do Brazilian gamers like?

Getting ready to level your knowledge.

In this post, we will explore four key insights into the distinctive tastes and behaviours of Brazilian gamers. Understanding these factors is key to unlocking the full potential of this rapidly growing market. Let's jump right in!

Action and Sports Games Dominate

Unlike in the US and Europe, Brazilian gamers tend to prefer fast-paced, competitive genres, such as action, sports, and multiplayer games. As Glauber explains, "Here in Brazil, games like FIFA, Mortal Kombat, and Call of Duty are way more popular than story-driven RPGs."

According to a recent survey by GamesBrazil, action games account for over 30% of game sales, while sports games account for 25%. On the other hand, intricate roleplaying games (RPGs) and immersive first-person shooters (FPS), such as Fallout and Battlefield, which are hits among American audiences, have much more limited appeal.

Retailers catering to Brazilian gamers would do well to focus their inventory on popular actions and sports titles. Sponsoring multiplayer tournaments and competitions can also help drive engagement and sales.

As Glauber puts it, "Whenever a new FIFA or Pro Evolution Soccer comes out, me and my friends have huge tournaments. The retailer who sponsors it would get all our business!" By understanding the types of games that attract Brazilian gamers, retailers can curate offerings tailored specifically to this market.

Group of people sitting absorbed by their cell phones symbolizing the world of the digital age

Mobile Gaming is Massive

With widespread smartphone adoption and limited access to PCs and consoles, mobile gaming has exploded across Brazil. Casual genres, such as match-3 puzzle games, arcade-style games, and multiplayer titles, thrive.

Like Marta Silva, an avid mobile gamer from São Paulo, "I play mobile games during my commute, at lunch, pretty much anytime I have a few minutes.

Mobile gaming fits so easily into my lifestyle here." Brazil is the second-largest market for mobile gaming globally, accounting for nearly $2 billion in game revenue, according to NewZoo.

Retailers should focus on mobile gaming. Carrying a wide selection of gift cards and in-game currencies for top mobile titles is essential. Prominent advertising of popular mobile games both in-store and on a retailer's website can help attract Brazilian mobile gamers.

Developing an easy-to-use mobile commerce site or application to facilitate purchases is also wise. As mobile devices continue to dominate the gaming landscape in Brazil, retailers need to meet gamers where they are on their phones.

F2P Rules the Day

Unlike American and European audiences, Brazilian gamers overwhelmingly prefer free-to-play (F2P) titles over premium games. With concerns over piracy and limited disposable income, paying upfront costs is often unappealing.

As Glauber explains, "No one I know wants to pay $60 or $70 for a game. But we'll happily spend on F2P games later if we really get into them." This means that in-game transactions for items such as skins, loot boxes, and experience boosts are popular.

Retailers should stock gift cards for in-game purchases and offer promotional offers for topping up balances. Highlighting free downloadable games over expensive boxed games is crucial.

Bundling gift cards with hardware such as gaming phones and tablets incentivises spending. With the F2P model dominant here, capturing this in-game spending is crucial for retailers.

Group of Brazilian gamers socializing on a street transformed into a gaming stage

Tight-Knit Gaming Communities Rule

Compared to the fragmented gaming scene in the US, Brazilian gaming culture thrives in tight-knit online communities. Major franchises, such as FIFA, Call of Duty, League of Legends, unofficial forums, and Facebook groups with tens of thousands of members, are hubs for discussion.

Top influencers on YouTube and Twitch also have intense followings. As Marta explains, "I learn about new games from my favorite YouTubers and chat about news and tips with my clan on WhatsApp."

Savvy retailers can participate in these conversations by sponsoring influencers and engaging with online gaming communities. Giveaways for forum members and in-store clan recruitment efforts help drive foot traffic.

Allowing influencers to preview upcoming title releases provides organic publicity. Promoting tournaments and meetups for popular title cement retailers as a gathering place for gamers.

By immersing themselves in the tight-knit social fabric around gaming in Brazil, retailers have become part of the community.

The growing passion for gaming across Brazil presents a significant opportunity for retailers to serve this distinct audience.

With the right inventory, marketing, and community engagement focused on a unique Brazilian gamer, retailers can tap into incredible sales growth in this emerging market.

It is time to power your retail strategy for successful gaming in Brazil!

The Brazilian gaming market clearly distinguishes itself from its unique preferences and tendencies. From the popularity of action-packed competitive titles to massive mobile adoption and free-to-play dominance, Brazilian gamers march to beat their own drums.

Retailers hoping to succeed in this emerging space must tune their strategies to fit the local scene.

Focus on fast-paced multiplayer games, emphasising mobile offerings, providing ample options for in-game purchases, and immersing yourself in the country's tight-knit gaming communities.

Meet Brazilian gamers where they are, and find a community ready to embrace you. After all, the only thing Brazilians love more than games is that retailers understand their passion. Let their energy and enthusiasm fuel success!

The Brazilian gaming market offers exciting opportunities for retailers. Our Newsletter provides insights that you need to succeed in.
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