The Fortune Tiger Phenomenon
Fortune Tiger, developed by PG Soft, launched in 2022 and quickly became a top favorite in Brazil. By mid-2023, monthly searches for "Fortune Tiger" almost tripled on a monthly basis – from 74,000 in April to 201,000 in May, and from 246,000 in June to 674,000 in July.
As word spread out, the game became known by its nicknames and was the subject of a rapidly growing promotional campaign on social media.
In August 2023, searches for “jogo do tigre” (as Fortune Tiger is called in Brazil) alone peaked at 1.2 million, making it the most searched online casino game in Brazil. It even surpassed traditional player favorites like online roulette, demonstrating the appeal and market potential of quick-play mobile casino games.
Influencer Marketing and Social Media Buzz
By the year’s end, the bigger question became why Fortune Tiger was the focus of attention of so many internet personalities. Indeed, influencers played a pivotal role in Fortune Tiger's success.
Those involved used platforms like TikTok and YouTube to showcase huge payouts and supposed winning strategies. Videos with thousands and millions of views were uploaded daily, including republished content from famous influencers and unrelated screenshots as a clickbait scheme to promote paid affiliate links.
Others created memes – from ironic revelations about scams to bold claims about successful gameplay strategies.
These informal and largely unsubstantiated campaigns led to a massive spike in player interest, with up to two-thirds of active online casino players trying out Fortune Tiger at some point.
Key Metrics and Trends on Fortune Tiger
Player Demographics – A significant portion of Fortune Tiger players are young (in the 18-35 age group), attracted by the game's vivid graphics and engaging gameplay.
Revenue Impact – The game has contributed to an increasing share of online casino revenues in Brazil. The financial impact is also lasting, as the majority of operators report high recognition and retention rates.
Market Impact and Repercussions
Fortune Tiger's dominance has contributed to the current shape of the Brazilian online gambling landscape. First and foremost, it has encouraged other game developers and operators to focus on similar marketing strategies.
The game studio that developed Fortune Tiger – PG Soft – faced unprecedented success and demand for its other products. Besides the Fortune series (Fortune Rabbit, Fortune Mouse, Fortune Ox, etc.), PG Soft enjoyed huge market success through other games like Dragon Hatch and the revival of its old titles like Ganesha Gold and Leprechaun Riches.
However, the questionable reputation of some unethical promotional campaigns prompted regulatory scrutiny and highlighted the need for clear guidelines in influencer marketing within the iGaming sector.
At one point, the unchecked rise of Fortune Tiger attracted attention from law enforcement. There have been instances of proven fraud associated with false promotions (e.g., tips on the best time to play the game!), fake websites and unlicensed operators exploiting the Fortune Tiger hype.
The perceived gap in advertising standards also caused authorities to vote on stricter legislation and implement regulations to ensure more transparency and fairness in such promotional activities.
Today, Brazilian influencers promoting the game (and others like it) must disclose their affiliations clearly. They must also adhere to new advertising laws designed to protect consumers from misleading information.
ENV Media delivers premium research and insights, aiding stakeholders in navigating the dynamic iGaming industry. Their expertise helps shape a transparent and thriving online gambling market in Brazil.
Source: Priscila Ferreira, Researcher – ENV Media / GMB
