By Damian Martinez, journalist at G&M News.
Since its founding in 2016, Betandeal has grown significantly. What have been the main factors that have driven this growth?
The main factor that has allowed us to grow so much as a company has been the expansion we have achieved in Latin America, starting with Spanish-speaking countries and entering Brazil in 2021 (a market that for us was the first non-Spanish-speaking success story). In addition to this, another very important factor has been the ability we have had as a company to adapt to market changes quickly and effectively, whether there have been regulatory changes in the countries in which we operate or changes in consumer habits. Also, over the last three years, we have built a solid team with which we are able to optimize all processes.
The iGaming industry is highly competitive. How has the brand managed to differentiate itself within the affiliate marketing sector?
The main differentiation is our way of communicating and carrying out campaigns. We don’t just focus on sending traffic to our clients, but on listening to them and understanding the communication needs they have at any given time, in order to adapt our promotions and achieve greater effectiveness. We look for the most suitable profiles for each of the campaigns and we monitor them to achieve the objectives.
What are the most relevant trends in affiliate marketing?
Content creation is the biggest trend for me. Streamers and influencers are increasingly important and influential in society. The new generations hardly consume traditional media, and the way to really impact them is through social networks. While it is true that neither traditional media nor websites are going to disappear, the target is very different, since today the most used search engines are social networks and not so many web browsers.
How can an online betting operator be able to make the most of affiliate marketing?
The main key is trust in our team and that we will know how to make the most of our resources. We have a portfolio of more than 10,000 sports forecasters (in all the markets in which we operate) with whom we are in constant communication to find out, firstly, which one is the most suitable to carry out the campaign and, secondly, what type of communication best suits their audience. In addition, we work hard to identify new market trends and implement them in all our actions.
What are Betandeal’s next expansion objectives? Do you have new regions or services in mind?
As we have recently communicated, we have acquired an Italian company with which we hope to be able to grow within that market, which is quite competitive. Right now, we are in the process of integrating both companies, but we hope to end 2025 having a new relevant market for us. In terms of services, we are always in constant evolution and we have a development team of more than twelve people to be able to have solutions adapted to all the stakeholders we work with.