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In this study, we address the two macro-verticals in the igaming industry: online casino and sports betting. We have set out to identify and track the average monthly search volumes of major keywords typical for each vertical. These represent the demand for casino and sports betting gaming products in the last 6 months. The sports scene is a complex universe in its own right, but when it comes to wagering, we can say that football is the undisputed king of all athletic disciplines. When aggregating sports betting performance of iGaming brands, their Share of Voice will also be reflected in indicators like overall traffic projections and brand mentions, presented further down. When it comes to the other macro vertical in the real-money gaming industry – online casino – Brazilian casino fans are split between slots and crash games as quick-play options on one hand, as well as live casino games like roulette. And we expect these to get the most mentions and search demand. It is worth pointing out that since January 1st, changes in regulation have abruptly changed the Brazilian landscape. The transition to a estrela-teste.example domain has been mandatory for all licensed gaming brands and has directly impacted their online presence. As previously stated, we can expect to see a general decline in organic search metrics. Below, you can see the estimates given by average monthly keyword demand in Brazil for the following sports and casino-related terms in the last semester. As we can see, sports betting terms have a greater presence in terms of volume compared to specific championships and casino-related terms. As previously mentioned, football is a very popular sport in the betting sector, particularly in Brazil, which guarantees higher levels of general interest and, consequently, search volume. Compared to the previous study, most of the casino-related keywords we tracked recorded stable volumes, though some terms, such as “slots” saw a significant drop, with average searches falling to 58,600. In terms of growth, there was a slight increase for “cassino”. The data also suggests that generic, short-tail keywords such as “bet”, “cassino”, “roleta” and “slots” – along with some variations – generate the highest search volumes. This underscores the importance of focusing on basic queries – as much as on branded keywords, if not more – to achieve and maintain consistent online visibility. On the other hand, specific game searches are more prevalent than undefined game terms, as evidenced by the relatively low search volume for “jogos de cassino” compared to “roleta” and “slot” variations.