GMB - How has your CRM experience contributed to your understanding of the gaming industry in Brazil?
Álvaro Camargo - It has contributed significantly! I've spent nearly 20 years studying and working on marketing strategies, especially CRM, for businesses focused on online betting in Brazil. Initially, I worked with the onset of the massification of lottery betting intermediary services over the internet, and five years ago, we incorporated a broader understanding of the iGaming landscape in all its verticals.
Throughout this time, I've witnessed the evolution and transformation of this market in Brazil. We've gone through various moments of restriction from various channels and entities, stemming from a lack of understanding of the activity, to a phase of greater flexibility due to the "demystification" of iGaming, and in my opinion, we're entering a phase where some aspects of marketing are beginning to experience saturation. However, this doesn't apply to the CRM context, which is a reality whose relevance only intensifies as operations mature.
What motivated you to join Xtremepush at this crucial moment for sports betting and gaming in Brazil?
It was inevitable. I've been following Xtremepush's movements for some time and admire the company's vision and, most importantly, the business's service plan and value proposition. It's a company with a startup dynamic, providing strategic agility and a business appetite, yet at the same time, it has the solidity of a multinational corporation, having already undergone a significant round of investments and experiencing significant expansion in recent years.
This results in an extremely favorable condition for this moment in the Brazilian market because we bring a structured proposal, through the experience gained in more mature segments, with the versatility of a company that understands the diversity of this huge Brazilian segment. Obviously, my role here is closely related to this last point.
Can you tell us about Xtremepush's unique combination of CRM, gamification, and AI-driven loyalty marketing and how it fits into the Brazilian market?
Our proposal is unique, and I am 100% convinced that our service model is the most suitable for the Brazilian market. No other solution similar to ours has such a broad approach. Xtremepush delivers a complete solution for intelligence about brand visitors and customers, packed with automation and optimization features using AI, gamification, and, most incredibly, we channel the results of all this with the delivery of campaigns through proprietary channels, without delay, dispersion, or the need for additional integrations! At Xtremepush, with just one integration, our clients find everything they need to enhance their customer retention, engagement, and reactivation strategies. Furthermore, by having everything in one place, we optimize the time and investment of our users.
With the opening of Xtremepush's first office in São Paulo, what are your goals and expectations for expanding the company's presence in Brazil?
We want the Brazilian market to understand that Xtremepush is focused on operating intensively in our country. From the beginning, it was clear that a sector of this size, with so much diversity, could not be properly served without people here breathing the local reality. Our expectations for Brazil are very high. We have come to take the lead in this vertical and see potential for our local portfolio to represent 30% of Xtremepush's global revenue.
How do you imagine Xtremepush's platform contributing to the growth and success of gaming companies in Brazil, especially in terms of CRM and loyalty marketing?
This market is still experiencing very accelerated growth, and every day we see new brands seeking a share in it, and those that do a good job succeed. This is an encouraging reality for them, but it brings with it a major challenge: "How to ensure that the newly arrived user is not persuaded to switch to another betting house?" We know that many bettors divide their activity among more than one brand, but it is important for these brands that their bettors never lose interest in their services.
Our real value proposition lies in empowering brands to keep their customers fully engaged with interactions across multiple channels, with real-time and fully personalized approaches for each customer. The more real the user's perception that the brand's engagements are exclusively tailored to them, the greater the sense of satisfaction in using the services of this brand, and the less likely they are to migrate to another place that does not offer the same level of service.
How do you see AI revolutionizing the future of betting products, and what is Xtremepush's role in this transformation?
The impacts of Artificial Intelligence ceased to be a possibility a long time ago and became reality. It's irreversible. And it's something that has become so accessible that it's not limited to being a resource explored only by technology companies and experts anymore; AI resources are within reach of anyone today.
And the impact on user behavior, including in the iGaming vertical, is inevitable. Xtremepush has not lagged behind in this scenario; on the contrary, our solution already has several AI features in use and available to our clients. Our goal is to use Artificial Intelligence as a great ally in boosting our clients' strategies, bringing much more valuable and increasingly faster insights, which will become a powerful asset for the engagement and loyalty teams of our clients. Not to mention all the optimization we will provide, across various layers. This is just the beginning!
Source: Exclusive GMB
