GMB – Brazil has just started regulating iGaming. How does this impact marketing for operators?
Camila Cunha – It impacts in several ways. The first effect we felt was in media campaigns. Advertisements for promotions and pre-bet bonuses now have more restrictions, which is normal in regulated markets. With these adjustments and challenges, it will be important for both operators and service providers, such as Samba Digital, to be aware of what can and cannot be done, as well as the best way to do it. We closely monitor all regulatory updates and industry news to be able to provide this service in the best possible way.
Samba Digital specializes in this and understands the subject. And the operator, do they have to relearn these concepts?
A little. For large groups that have been operating globally in regulated markets for a long time, it is easier because they already have this experience and know how the regulatory process works. But those who are facing this initially face challenges in offering a product that is better for the user and differentiating themselves to become competitive. It is a big challenge.
Is Samba Digital showing them this and showing them the right path?
Absolutely. One of the first things we communicate, even before the regulation, is that we would only work with regulated operators. Another thing we do is try to inform operators in advance about everything that is happening in the market. We try to tell them what needs to be done and what precautions to take to avoid problems and always be in line with the regulations.
We always see monthly insights from Samba Digital. What is your assessment of the last three or four months in relation to January 2025?
Since November, we have noticed a significant drop in the KPIs for engagement and growth of followers of betting houses on social media. In the last 10 or 12 months before the regulation, the growth was exponential in terms of engagement and huge reach on Instagram, Twitter and other social networks. From the moment some measures begin to be taken, such as welcome bonuses, we notice impacts on the digital. Both in December and January, compared to previous months, the numbers have slowed down. This was to be expected in a regulated and restricted market. Growth will be more controlled.
What is Samba Digital and Camila's recommendation for operators who are starting this new campaign development cycle?
One of the first points is to have the platform running well in order to have good performance in their campaigns. The domains were changed in January and some operators are adapting. This setup work is important to move on to the next steps, which are media and content campaigns. In parallel to this, another point worth highlighting and which is a service offered by Samba Digital is the data and analytics part.
We are talking about market research, player behavior and competitor analysis. And also regarding the analysis of investment in sponsorship. We know that bets are predominant in football sponsorship, but who measures how much this returns and which investment is more worthwhile. This is a service that Samba has provided for some operators in Brazil and the demand has been interesting.
Can operators knock on Samba Digital's door to get all these insights and this relearning cycle?
Yes. Our role is to help operators grow and understand the market, player behavior and competition. If you need help or are interested, please contact us. In addition to the iGaming side, Samba is a sports marketing agency. Samba can help with the entire performance scenario of Brazilian and European clubs, in the digital and activation areas.
Source: Exclusive GMB
