Currently, Brazil is considered one of the fastest growing iGaming markets in the world, with an estimated volume of USD 2.1 billion, which is expected to keep increasing to USD 2.6 billion by 2026, according to Delasport. Additionally, the market is becoming gradually digitalized, which is something we covered at length in our last article with G&M News.
With so much focus on this rising market, brands are looking for scalable ways to advertise their products to a growing audience. That’s where affiliate marketing comes in, as it’s one of the more efficient ways to connect with new users without breaking the bank.
Considering all that, the team of Income Access (a Paysafe company, renowned for its award-winning affiliate tracking, reporting and analytics technology) has put together some useful tips to help brands stand out in the Brazilian market. This team accumulates 20+ years of experience in the iGaming industry. Let’s take a look at these recommendations.
1) Find reputable & relevant affiliates to work with
While finding long-term partners is a key aspect in any iGaming market, it’s important to understand what makes an affiliate successful or reputable in each territory. For Brazil, looking into the kind of traffic affiliates bring in, through traffic tracking products like Google Analytics, and the other brands they work with is important, but shouldn’t be the only step brands take, as they should look to collaborate with different types of affiliates.
In the Brazilian market, affiliates who make the most out of social media are valuable, as it’s where a lot of affiliates are having success today. Affiliates who are either famous influencers from the area or popular on YouTube have begun to really make a mark in the area and should be the types of affiliates brands look to work with.
2) Offer affiliates access to simple, real-time data to optimize campaigns
Affiliates can only be as efficient as the data they receive, so being sure to insulate them with real-time statistics so they can optimize marketing campaigns quickly should be paramount. Brands should look to work with affiliate marketing software providers who can provide their affiliates with relevant, up-to-date stats that will allow them to adjust quickly and bring brands even wider audiences. Income Access is proud to offer an award-winning affiliate marketing software that provides this, so reach out today to discuss with our team.
Additionally, affiliates are looking for a simple journey to start working with different brands. While ensuring there isn’t too much friction for signing up is necessary in all markets, it’s especially important here, as the market grows rapidly, and affiliates have a choice between the brands they’d like to partner with.
3) Ensure you provide relevant, appeals marketing materials and player offers
Although providing affiliates with the right statistics is fundamental, it’s also significant to supply them with relevant offers and fresh marketing materials, so that they have the tools to properly convey to their audience the value of your brand.
For Brazil, a vital aspect for users is to see properly localized content in Brazilian Portuguese, so brands should focus their marketing efforts here to ensure they are seen as trustworthy by the Brazilian audience. Additionally, to pique their curiosity, we’d also suggest including local celebrities or athletes from local sport teams in marketing materials to increase interest in your brand.
4) Localize properly
Despite the fact that we mentioned having properly localized content in the last point, that’s not where localization should end for brands. Having marketing materials in Brazilian Portuguese can help put brands in a stronger position, but they must also ensure that their landing pages, apps, and customer support are provided in Brazilian Portuguese as well.
On top of having the right language, it’s also been seen that the Brazilian market is becoming far more digital as more of the population turns to smartphones. Additionally, conversions for affiliates are typically higher when they can promote a brand that has an app, so with that in mind, having an app that allows users to enjoy it on the go can give brands an edge over those that don’t.
The Brazilian market is different from a traditional European one, so giving the possibility of lower deposit amounts can help, along with providing trusted local payment options like PIX. On the support side, WhatsApp is the most commonly used messaging app in the area, and offering a Customer Support choice on that platform can really help users and increase satisfaction in your brand.
5) Sports betting and casino are important, but how about Esports?
While Esports isn’t the largest vertical worldwide in the iGaming industry, it’s become a massive part of the equation in Brazil. With the 7th largest percentage of Esports fans in the world, Brazil is one of the top markets for that vertical, and one that more brands should be looking to take advantage of.
When speaking with affiliates in the area, our team noted that they prefer to work with brands that have products catered to young adults and, in particular, Esports, as there’s such a large fan base to tap into. While it hasn’t taken off as much as sports betting or casino, it’s rapidly expanding and a vertical for brands to look out for.
Looking ahead
The Brazilian iGaming market shows no signs of slowing down, as it continues to grow and become a true hotbed for the industry as a whole. Brands looking to diversify into the area should be aware that simply using the same strategies from other markets will likely not be successful. By focusing on the aspects covered in this article by Income Access, brands can ensure they put their affiliate program in the best place to succeed going forward.