The growth of the betting sector is a true phenomenon. The market often compares this trend with “Gremlins”, those little mythological creatures that multiply when in contact with water. It's as if it's raining on the betting segment, which more than doubles in size year after year.
Just to get an idea of the proportion of what we are talking about, between 2020 and 2022 the betting area grew by 360% in Brazil alone, as Datahub points out. Furthermore, the number of open companies in the country operating in this field increased by 106% between 2021 and 2022, going from 116 companies to 239.
In other words, betting is here to stay. On the other hand, competitiveness in the market has mobilized brands to look for strategies that, in fact, win over the public and are not the old “more of the same”, where they just say how much fun betting is and can earn you extra money at the end of the month. And this is precisely where partnerships with infopreneurs and content creators come in.
Creators have a great influence over their follower base, it is a known relationship of trust, in which the public follows the work of that professional and values their opinion in the digital environment. Consequently, the dissemination of betting services can reach an unprecedented level, generating new sources of revenue for companies.
As if that weren't enough, the creators also produce more than just merchandising. They carry diverse content which, when referring to betting, includes sports analysis, result predictions, tips on how to bet and many others.
How to attract public interest?
When it comes to marketing in the betting sector, the creator and the company need to think together about plans to attract even more audience interest. Marketing strategies, when well designed, help to solidify follower engagement and expand production monetization alternatives.
There are some strategic and efficient options in this regard, such as:
Social networks: they are essential for retaining followers and being able to talk about betting in a specific environment. Today, people are connected almost 100% of the time not only to be aware of market movements, but also to use these channels as a means of reaching the service or content (looking for something that escapes the simple and traditional that has already been frequently debated);
Offering premium content: with people endlessly diving into the world of betting, many won't want the “cliché” - as I mentioned in the topic above, it's important to get away from conventional approaches that are already famous on networks like Instagram and TikTok, for example. The fact is that, today, people are willing to pay a higher price for exclusive videos, with premium content, that are consistent with their level of familiarity and taste for the topic;
Building a community: content creators are professionals who manage to retain fans, who consume their digital productions daily. The world of betting is completely integrated by those who love this activity, whether for simple entertainment or to make a little more profit. Therefore, promoting the interconnection of these individuals with the creator is essential.
Emergence of new formats and platforms
The growth of the betting market linked to the Creator Economy is also creating a movement for content and streaming platforms to adapt to this trend. Mainly due to the pandemic, subscription to these services grew by 30% in Brazil between 2020 and 2021, according to the “Summoned Report”, prepared by XP with data from Sport Track.
In this way, entering this universe is yet another alternative to meet the interests of bettors, offering new and personalized experiences. This happens, firstly, with betting companies opening space for the public to share their opinions and knowledge in an interactive channel, at the same time that they also receive information and have more entertainment options related to the topic. To top it all off, these companies usually make it possible to place bets during the live broadcast, reinforcing the search for live interactions.
In other words, the sector is not only growing in numbers, but in formats that create differences in the betting action. And what we see today is just the tip of the iceberg of a flood of news on this journey that creators and infopreneurs will lead in the coming years.
Tiago Maranhão
Country Manager at Stages, a new solution that allows content creators and infopreneurs to revolutionize the way they monetize their creations, offering new possibilities for the Creator Economy.
