Electronic sports betting moves R$ 100 billion annually in Brazil – in recent years alone, the segment has grown 360%, reveals a Datahub survey. According to the numbers, between the years 2020 and 2021, the growth in the number of open betting operators in the country was 127%.
In 2022, there were 239 open companies operating in the country, and, in just the first three months of this year, the number of open sites already exceeds the entire year of 2020. One of the explanations for the increase in companies is the regulation of online betting in Brazil, in December 2018, by Law 13,756.
Multinational companies are growing stronger on the world betting scene. British firm Sky has already solidified itself in the market, as well as the North American MGM. The newest company to explore this industry is Disney, which sealed an agreement worth US$ 2 billion dollars with Penn Entertainment, which will use the ESPN brand, which belongs to the Disney Group, to rename its portals sports betting, casinos and online gaming.
With big players operating in the market, acquiring new customers is one of the most challenging aspects for betting site companies, which rely on marketing to increase and retain their customers.
“Google Ads, for example, is a very important alternative in most marketing strategies. However, in some segments such as the sports betting market, using the Google solution presents some difficulties,” says Edu Sani, CEO of ADSPLAY.
“Terms like “bet” or “to bet” (‘apostas’ or ‘apostar’), blocked by Ads, are allowed in the programmatic media strategy. In this way, ads can reach the target audience much more effectively,” explains the executive.
In a simplified explanation, programmatic media is a way of buying digital ads that allows the advertiser to establish predefined guidelines for placing the ad on various websites or applications. With the help of algorithms and artificial intelligence, it is possible to create segmentation criteria such as demographics, location and user behavior.
“In general, programmatic media is quite effective because it creates more optimized campaigns with greater intelligence. The display formats and videos offered by the model meet many of the needs of customers, in addition to providing much more tangible results,” explains Sani.
According to the expert, the affiliate marketing industry will also become more competitive as new aggregator sites try to establish themselves in what may be the biggest opportunity and turning point in the betting industry since the beginning of the web. “An affiliate can be linked to as many betting companies as he wants. The important thing is to generate traffic to the partner site and demonstrate this capacity in practice,” says Sani.
For the expert, “affiliate partnerships with sports bloggers, influencers and relevant websites can significantly increase brand visibility and drive high-quality traffic to the platform. Offering commissions or other incentives for every new user they bring in can motivate affiliates to promote your platform more effectively.”
Strong presence in football
According to data from Ibope in 2022, among the main clubs in Latin America, the five sectors that currently lead in volume of brand exposure in uniforms are: Financial Sector, Sports Betting, Automotive, Telecommunications and Food respectively.
Together, they represent 55% of brand appearances on the uniforms of the main clubs in the region. “Currently, of the 40 teams participating in Series A and B of the Brazilian Championship, 39 are supported by some betting companies. In 2020, there were only 19,” says Sani.
In practice: how to invest in programmatic media
Today, most programmatic media campaigns are carried out through specialized companies such as trading desks or by advertising agencies that have internal teams and licenses to operate this type of media. However, this type of operation is only possible with a minimal investment, something that was unaffordable for many brands.
However, there are already companies like ADSPLAY X, a platform developed for agencies and direct advertisers looking to have their brand displayed on large portals and applications. The platform is also designed for liberal professionals such as traffic managers and freelancers who want to diversify and expand their strategies going beyond more traditional channels like Meta (Facebook and Instagram) and Google Ads.
Finally, entrepreneurs who take care of the brand's marketing can also rely on a simple, practical and powerful channel for dissemination - the platform already has more than 300,000 audiences and the possibility of enriching the campaign with data from companies such as SERASA, Boa Vista, Visa and others.
Source: ADSPLAY
