Thomas Carvalhaes, Managing Director of Vai de Bob, opened the discussion by emphasizing that knowing the customer is essential for the smooth running of an efficient market strategy. “What I always recommend, especially when I consult with other companies that are entering Brazil, is that data in itself is extremely important, but it is not the only thing. Information is key in formulating a marketing strategy or a commercial strategy. Demographic surveys, user profile and preferences, cultural relevance and being attentive to listening to what your consumer wants. That's basically it, do you know what your target audience is looking for or do you simply define it based on what you think is good?"
"That is, a profile, a demographic survey and a behavioral analysis of the player that takes into account the cultural issue of their target audience, adding all this to data, to more empirical research at the data level, there is no way a strategy can go wrong.”
Eliane Nunes, Head of Marketing & Sales at Salsa Technology, gave tips for operators working in different countries. According to her, understanding the culture of each region helps the company get closer to customers and achieve better results. “It is a very constant mistake of people who come from other continents to think that Latin America is a homogeneous mass,” Nunes commented.
“So, I even brought here some data to share our product mix. Of our main customers in Argentina, our aggregator has a percentage of about 86% of slot games. What happens in Brazil? The mix of slots games on the platform activated by the operators is more or less also 85%. On the other hand, the rounds, that is, the games being actually played, 52% are Crash games. This is quite a new phenomenon. This Crash fever in Brazil is explained by a generation of players that was formed by video games where they have a controller. In this type of game, he has this feeling that he's in control. You do it at the time you choose. So, much more interesting and important than having the data is seeing this data, understanding it and bringing the result of it,” she completed.
Rafael Plastina, CEO of Sporttrack Intelligence, spoke about the strategies currently used by sports betting companies that have invested in sponsoring football clubs. “There are several objectives that the brand seeks when sponsoring the sport. And then when you ask if there is a return, the main and most honest answer is it depends on the objective. In the case of the sports betting vertical, we are talking about very new brands that need to accelerate their memory, knowledge, desire and consumption,” Plastina explained.
“So, today I can safely say that a sponsor has a positive result and accelerates your memory as he invests more. So, sponsoring Corinthians brings much more volume and reach. The name of the team gives advertising more reach and frequency than my Bahia, for example.”
Rodrigo Cambiaghi, Director of Advertising and Sales LATAM at Sportradar, highlighted the importance of knowing the customer and the signals they give to gain their loyalty and maintain retention. “It's not just the product, but also the service behind it. A joke I make here is that there is a phrase that says that it is six times cheaper to keep a customer than to acquire a new one. And then I joke that there was an exception to this, which was the betting market in 2022, which was so cheap to acquire a player last year that there were customers who were literally losing customers at the same rate as they acquired.”
“But, that's changing, I've been talking to customers a lot about this. Because, well, the question was OK, but let's think about getting old, let's think about how we make the customer generate results over the period. In Europe, it's much more like this, so customers pay CPAs around 100, 200, 300 euros on the first deposit, because they know that this one here will pay off in six months. So they think of a much bigger old man. So the strategy in Europe is much more focused on retention than attention. It's a path that we might be able to go. Of course it's a very big thing, different culture, but the retention strategy has to start being thought about now.”
Source: GMB
