The event was moderated by Alessandro Valente, co-founder of Super Afiliados and with more than 10 years of experience in promoting iGaming in Brazil. He was accompanied by Pedro Lucas Trindade, founder and CEO of Apostaonline.com; Luciana Hendrich, founding partner of Hendrich Digital Content; and Fábio Tibéria, international iGaming consultant.
When opening the webinar, Valente thanked Vista Gaming for sponsoring the meeting and highlighted the importance of the topic, since Brazil has emerged as a country of great interest to operators from all over the world.
The Super Afiliados executive recalled that “there are no prerequisites for the entry of professionals in our segment, but it is essential that people keep in mind that knowing the activity is a differential. It is not enough to advertise a bookmaker, but to know the target audience and speak their language and meet their expectations,” he said. According to him, “we have a growing demand, as global operators are looking very carefully at our market and it is up to affiliates to specialize and seek serious partners.
Pedro Lucas pointed out that there are many ways for a Brazilian to explore the activity in the country and that social networks are essential for those interested in joining this sector. “Affiliation is a profitable way to monetize a social network. I created a social network for this purpose, and today we teach those interested in the sector. Even people without knowledge are able to achieve profitability in their network by choosing well their partners and understanding what gamblers expect from a good gaming site,” he said.
About this, Valente commented that the concept of affiliation is very common in Brazil, but in the games sector it has the appeal of constancy. “The model traditionally used in iGaming is different from other sectors that offer affiliation. Our sector pays for at least two years and in some cases, permanently. Affiliates accumulate players and that makes the activity very profitable,” he explained.
Luciana Hendrich stated that even those who do not know the concept of affiliation, are often already doing so. “Several companies do this organically and have not yet realized that the traffic generated by affiliates often reaches 50% of all website movement. But in the area of gambling, this is much more present and the affiliation activity has grown and established itself as an excellent way to win customers.”
Pedro Lucas said that when creating Apostaonline.com, he took into consideration addressing all issues involving online betting as well as the business as a whole. “We offer many tips for players, both on betting and guidance on maintaining their wallet. Today we have specialists who guide bettors on predictions and this is an important differential, as they are looking for reliable sites and safe bets,” he commented, noting that“ even our specialists are remunerated for their success in betting tips, which generates benefits for all involved.”
Valente pointed out that “by generating results for bookmakers and safety and profitability for bettors, the affiliate guarantees success for the business as a whole.” According to him, the visibility of operators in traditional media helps in the credibility of a brand and this also helps the affiliate. "The operator waits for results, so the more visibility, the greater the success for both him and the affiliate."
In this sense, Luciana recalled that the first performance of her company in the segment was alongside NetBet, which took the brand to Maracanã and to Rio de Janeiro’s metro. “For affiliates, this was very good, as everyone looking for secure sites felt confident in betting thanks to the prior marketing work done by NetBet.
Fábio Tibéria, with a long history in the iGaming sector in Europe and now in Brazil, said that “the operator's objective is to increase their market share and search for affiliates is one of the fastest ways to build a brand. Brazil is immense and could become one of the three largest markets in the world. Both ambassadors and affiliates are very important for the recognition of a brand,” he guaranteed. According to him, unregulated markets, as currently occurring in the country, generate lower results for operators, which is why "all operators wait for a quick regulation of the activity so that the sector is consolidated once and for all."
Alessandro Valente also pointed out that it is up to the media agencies to offer suitable content locally to the operators. "They are also responsible for the success of an operator and its affiliates and need to know about our activity in order to offer customized solutions for the gambling sector," he declared.
Luciana reinforced what Valente said when mentioning that “operators must choose agencies with competence in the market, but especially those that focus on the gambling sector so that the proximity to our activity offers tailored products, both for operators and for affiliates. And they must not forget to provide them with a 'Brazilian' website, where even the care of the language must be very well equalized. Affiliates have this mission as well, to guide operators moving towards the success of the public. The pitch ad boards reinforce brands and this appearance also gives credibility to the betting site,” he said.
Care should not be restricted to consolidating the brand, according to Tibéria. "Operators need to understand, for example, that even bonuses are interesting and attract bettors, but they must offer it safely so as not to lose money and to guarantee the success of their affiliates."
Both Lucas and Valente highlighted the importance of the affiliate's image work, as this will result in success for the operator. Valente cited the example of the United Kingdom, where affiliates regulated themselves in order to make serious and consolidated disclosures, without hurting the precepts of suitability of betting sites and the sector as a whole. "This gives a lot of credibility to our segment", commented Valente. Pedro Lucas agreed saying that "the affiliate works in the image of the operator and that is why we have a lot of responsibility in indicating a brand and it has to respect the market and the sector's credibility."
Finally, Valente recommended that advertising agencies receive consultations from operators who are dedicated to getting to know the sector well “and that they seek good media to publicize their clients' brands, such as Games Magazine Brasil news portal, one of the best of the sector. In addition, they must offer consistent, serious, and dedicated information to the environment. Knowing our culture well, a good marketing agency can adapt its products to the gambling sector and lead operators and affiliates to success.”
Source: Exclusive GMB
