In a constantly evolving market, companies like Google, Meta, and other big tech firms still seem to lack a coherent plan to keep up with the updates in Brazil's sports betting and lottery industry regulations, which have been progressing at a geometric rate.
In this scenario, from the operators' perspective, massive media budgets face two major issues: either they remain unspent due to a lack of technical and legal understanding, or the funds are invested inappropriately, failing to generate the expected returns.
One of the most established examples of marketing planning is the funnel of reach, consideration, and conversion. In 2024, even for companies pre-selected to legally operate in Brazil, Google only allows media buying through Adwords, which covers bottom-of-the-funnel strategies. The purchase of banners on Google DV360-affiliated sites, which would address the top of the conversion funnel, is still prohibited in all respects! So the question remains: What’s the logic?
On Meta, through its official channels, commercial support for the sector and its modus operandi is a mystery to most. On major portals, commercial rules can vary from operator to operator. Additionally, the inability of global platforms to effectively communicate rules and standards prevents media buying via transnational packages, which is standard practice in less complex industries.
According to a recent survey published by Itaú, marketing investments in the sector range between R$ 5.8 billion and R$ 8.8 billion per year. Of course, this article is not intended to diminish one cent of this forecast. The objective is to invite reflection.
What are the best possible methods today to ensure that these investments do not evaporate in FTD (First Time Deposit) acquisition? What are the potential dialogues between industry operators and media platforms to ensure their products are used most effectively and with due respect for the end consumer?
Given the deep questions raised here, Samba Digital positions itself as a support arm for operators, serving as a communication channel and strategic development partner between them and media platforms.
Contact us to learn how we can help maximize results and build effective strategies, not just for the present moment but also for future challenges, whether at the beginning of 2025 or even moments after you finish reading this article.
Source: Samba Digital
