DATA.BET on esports in Latin America: From local passion to global influence
With deep cultural roots, football crossover, and an emerging regulated betting market, LatAm is fast becoming a global esports leader, argue DATA.BET experts Bogdan Holovnov and Mykola Shymko.
Opinion.- In recent years, Latin America has emerged as one of the fastest-growing esports regions in the world. With its mix of passionate fans, cultural icons, and a young, mobile-first population, LatAm has become a notable ecosystem where esports is a social phenomenon. From the favelas of Brazil to the gaming cafés of Mexico City, it has grown into both a lifestyle and a pathway for entire communities. DATA.BET experts, Bogdan Holovnov, head of Esports, and Mykola Shymko, Esports operations manager, are ready to provide in-depth insights into how this market is evolving and what drives its growth.
“Esports here reflect culture, history, and accessibility,” Bogdan explains. “Some titles succeed because of legacy, others because they are affordable, and together they create a diverse market unlike anywhere else.” From the legacy of Counter-Strike in Brazil to the rise of League of Legends and the accessibility of Free Fire, the region has developed a passionate audience and a growing betting ecosystem that operators cannot ignore.
Popular disciplines and cultural roots
Counter-Strike laid the historical foundation of esports in Latin America. In the 2000s, Brazil became one of the largest CS 1.6 scenes outside Europe. Local tournaments in LAN cafés gathered thousands of players, and the creation of MIBR (Made in Brazil) in 2003 quickly turned the team into a national symbol. In 2006, MIBR won the ESWC in Paris, defeating European favorites, which became the region’s first major international trophy. In 2016–2017, another Brazilian roster won two Majors, such as MLG Columbus and ESL One Cologne, while Marcelo “coldzera” David was named HLTV’s best player in the world for two years in a row. In 2018, the MIBR brand returned, signing championship stars of previous years, and the popularity of Counter-Strike grew even further thanks to football icons like Neymar and Casemiro, who actively joined the esports movement.
League of Legends became the main driver of professional esports after Counter-Strike. Riot Games started investing in LATAM in 2013, creating two regional leagues (LAN and LAS), which were later merged into Liga Latinoamérica (LLA) with a central studio in Mexico in 2019. Meanwhile, Brazil’s CBLOL developed into one of the strongest regional leagues outside the global top regions. Its transition to a franchise model in 2021 attracted major investors, clubs, and stable contracts for players.
Free Fire turned into a people’s phenomenon. Thanks to its accessibility on budget smartphones, it opened the door to esports for millions of children from poor neighborhoods in Brazil, Mexico, and Peru. Teams like LOUD, Fluxo, and Corinthians Free Fire built massive fanbases, with Corinthians winning the 2019 World Championship in Rio. In 2021, the Free Fire World Series set a record with 5.4 million viewers.“Free Fire became the people’s esport,” said Mykola. “It gave kids without PCs a chance to belong.”
In terms of betting volumes, Counter-Strike and Dota 2 dominate across the region, but with clear national preferences: CS is most popular in Brazil and Argentina, Dota 2 leads in Peru, and League of Legends stands out in Mexico. Though more niche globally, Rainbow Six shows exceptional traction in LatAm, both in betting and on the competitive scene. In 2025, LatAm made up about 21 per cent of global Rainbow Six betting volume and 38 per cent of profit, while teams like W7M dominated internationally, winning three of the last four Majors.
This momentum has only accelerated. In 2024, the Brazil League ,Stage 1, became the most-watched Rainbow Six regional competition outside of world championships, reaching 45.4K peak viewers and 1.8M hours watched. These results were more than double the audience of the previous year’s stages, boosted by the performances of FaZe Clan, FURIA Esports, and w7m. Their success not only set new records but also secured places at the BLAST R6 Major Manchester 2024, underlining Brazil’s central role in the global Rainbow Six ecosystem.
LatAm on the global stage and current situation
In the past, esports in Latin America looked very modest. Most tournaments occurred in internet cafés or small LAN gatherings, where local players came together despite slow internet and expensive equipment. Professional conditions did not exist, and titles like Counter-Strike, Warcraft III, and League of Legends were played more as a passion than a career. Brazil and Mexico stood out with slightly faster scene development, while other countries had fewer opportunities. With almost no sponsors, limited brand interest, and small prize pools, esports was more of a hobby for enthusiasts than a real industry.
Today, the picture has changed dramatically. Latin American teams are increasingly leaving their mark globally, particularly in shooters. FURIA and paiN maintain highly competitive CS rosters, while LOUD’s victory at the 2022 Valorant Champions Tour stunned the world and highlighted the region’s potential. Alongside these headline successes, “dark horse” teams such as MIBR and Imperial in CS or HEROIC in Dota 2 continue to deliver strong international performances.
Sports & Esports crossover
Esports in LatAm are closely tied to traditional sports, particularly football. Neymar actively supports the CS scene, streams matches with professionals, and attracts thousands of football fans to esports. His role went beyond streaming in 2024–2025, when he appeared at the Esports World Cup in Riyadh not just as a guest but as a participant in a celebrity showmatch across Counter-Strike 2, Rocket League, and Tekken 8. Sharing the stage with global football icons Kaká and Ronaldo, Neymar underscored how deeply Brazil’s football culture overlaps with esports.
Other football stars have also expanded into esports. Sergio Agüero went further, creating his own organization, KRU Esports, in 2020, while Vinícius Júnior became a co-owner of LOUD, one of Brazil’s most influential esports and lifestyle brands. This points to a broader trend: in Europe, celebrity athletes often create or invest in esports organizations directly, while in Latin America, traditional football clubs themselves, like Corinthians, Flamengo, River Plate, Boca Juniors, and Chivas, are the ones opening esports divisions. This club-driven approach connects massive fanbases across football and digital arenas, fueling esports adoption at scale.
Many top clubs, including Corinthians, Flamengo, River Plate, Boca Juniors, and Chivas, have launched esports divisions, bridging fanbases across sports and digital arenas. “Football didn’t just coexist with esports here; it actively fueled its growth,” explains Mykola.
Localization is also key. Bettors show strong interest in regional tournaments, influencer-led events, and competitions with local streamers. A clear example came in May 2025, when DATA.BET‘s exclusive coverage of a regional Dota 2 influencer tournament upon request from a certain operator, supported by a dedicated promotional campaign. Internal data showed a 2.5× increase in betting volume and a tripling of bet count within the covered ecosystem, with momentum continuing for months and spreading across other esports titles.
At the same time, LatAm’s deep-rooted passion for traditional sports like football, basketball, and boxing reinforces the appetite for competition and betting culture. This crossover creates a unique environment where sports traditions naturally fuel the rise of esports as both an entertainment and betting phenomenon.
Challenges
In 2025, Brazil legalized esports betting, opening new opportunities for regulated growth. At the same time, infrastructure and organizational capacity lag behind the audience’s growth. The absence of major tournament operators and a shortage of top-tier events limit LATAM’s global potential, even with standout cases like the IEM Rio Major 2022.
Still, challenges remain. Infrastructure and major tournament presence lag behind demand, limiting the region’s ability to host top-tier events regularly. “LATAM’s audience is growing faster than the infrastructure can keep up,” says Mykola.
The passion for esports and an emerging betting ecosystem position LATAM as one of the fastest-growing markets globally. “Latin America still has a long road ahead, but it’s already evident this region will be a key driver of global esports in the years to come,” Bogdan concludes.
Brazil is already setting the pace, accounting for about 40 per cent of the South American esports market in 2024. Other countries are preparing to follow: Argentina’s young betting demographic, alongside legislative changes in Colombia and Mexico, point to a region on the cusp of broader regulation. DATA.BET’s recent certification from Gaming Laboratories International (GLI) in Brazil reinforces this trajectory. As frameworks mature, an open and certified market will provide the foundation for sustainable growth, fueling the next stage of esports betting across Latin America.
