Firstly, Alessandro Valente, CEO and Co-founder of Super Affiliates, outlines the paths to achieving success as an affiliate in Brazil. In this regard, the first step is to establish trust with the player. He then identifies content as the greatest ally for those looking to work in Brazil.
"Content is king! Long live content. Seeing more and more ads in the media only makes me think about the return on investment compared to producing content that is relevant to the audience and created using simple language with a strong emphasis on graphics, images, and video," explains Valente.
However, when analyzing the expansion of sports betting in Brazil, he points out that operators were caught off guard and have been struggling with a new type of inflation.
"Money is flowing into the market at an unprecedented rate, resulting in a cost inflation across all media sources. The cost per click has grown exponentially, and we anticipate further significant increases. Influencers, previously accessible, have suddenly become high-cost entities. This change happened almost overnight, and we're not sure when this bubble will burst," he said.
Similarly, discussing the emerging regulation, Alessandro foresees an exodus of betting companies from mainstream media due to the prohibitive nature of the projects under discussion. However, this scenario could create opportunities for affiliates.
"If this scenario unfolds, we can expect a flow of companies turning to affiliates as the primary alternative for customer acquisition. In its current form, the legislation has little or no potential to attract business. Gray market activities may resurface. The industry will turn to these alternatives to survive; it's a natural instinct," he explains.
Finally, Valente outlined a perspective on the challenges for the future of the industry considering changes in legislation and bettors' behavior.
"It's uncertain, to some extent. Considering that heavy taxation and other issues in legislation are imminent, it can be said that the road ahead will be full of curves and obstacles. Additionally, we can expect a significant volume of players switching operators. Users are becoming increasingly discerning about how they spend their money. If the odds in sports betting are not favorable, they may realize that other operators offer better payouts," he concluded.
The complete interview can be found here.
The panel 'Affiliate Leaders: Overcoming the Traditional Affiliate-Operator Relationship and Building Trust in Latin America' is part of the program for the 'Affiliates and Advertising' congress at the SBC Summit Latin America.
The meeting is scheduled for November 1st at 11 a.m. In addition to the moderation by Alessandro Valente, CEO and co-founder of Super Affiliates, the discussion will feature the participation of Victor Arias (VP of LATAM Operations at Pragmatic Play), Javier Troncoso (CCO of Futbol Sites), and Julio Bernabe (Head of VIP Latin America at Coolbet).
Source: GMB
