The LatAm market is among the hottest in the iGaming world today, consistently being chatted about at iGaming conferences as one of the quickest growing markets worldwide. By 2026, it’s estimated that iGaming revenue in the continent will reach USD 4.4 billion, which is a staggering amount.
With the iGaming market reaching new highs in the area, the need for brands to work with affiliate marketers to reach new users while managing their costs has increased as well. However, while affiliate marketing is a practice used globally, particularly within the iGaming world, using it in Latin America is an entirely different pursuit.
Considering that, we’ve put together this piece to provide simple ways affiliates can make the most out of the market, amplify their reach and optimize their campaigns efficiently.
LOCALIZED CONTENT
While it can be tempting to copy and paste the same content provided to users in Europe and North America for a Latin American audience, that is one of the main ways affiliates get it wrong when entering this market.
Whether in Spanish or Portuguese (depending on the country), users in LatAm expect their content to be tailored to them. Translating the content into those languages is a great start, but isn’t all that affiliates should be doing. Affiliates should also look to create content that will resonate with users in the area. To do that, affiliates should be sure to also include cultural nuances that can make users feel that they’re being spoken to directly. Commonly used slang or references from the area can help with that.
Additionally, highlighting regional sports, holidays and events can help connect with users in the area, along with utilizing relevant colors to draw users in.
UNDERSTAND REGULATIONS IN THE AREA
This point can be true for affiliates across most iGaming markets, but it’s particularly important in LatAm, where each country has their own rules, and some countries even have guidelines for each different province within it.
Before entering a market, having detailed knowledge of the rules and what to expect from an area can be the difference between success and failure. Often, it can seem rather simple from the outside, but the specific differences in regulations can make a massive difference to affiliate marketing campaigns.
PAYMENT METHODS
While affiliates who work worldwide may be used to certain payment methods being preferred, Latin America is slightly different in this way, with their users preferring some diverse ways to pay and get paid for the games they love.
Particularly, local bank transfers are more popular in LatAm than they are worldwide, making them vital for affiliates to focus on when looking at what brands to offer their users. Additionally, offering e-wallet and prepaid card support is valuable, as even though more users in Latin America are moving to digital payments, there is still a large chunk of the population who prefer cash or don’t have access to online banking. There are 91 million Latin Americans without digital accounts and 200 million are in the early stages of adopting. Offering brands with these two options gives you access to a larger percentage of the potential audience.
REPUTABLE PARTNERS
This may seem like another simple suggestion, but finding the right partner for your affiliate page isn’t as simple as it seems. While it can be tempting to work with any brand that is willing, partnering with ones that have strong pillars like the ones mentioned here can lead to long-lasting results.
It’s also important for affiliates to look for brands that can offer them in-depth statistics with server-to-server postbacks, like the ones provided by Income Access, which will allow them to optimize their campaigns in real-time and provide the best possible users for the brands they’re partnering with.
WARM CUSTOMER SUPPORT
While we already covered providing localized content, it should stand to reason that the customer support offered is also localized. It’s vital that players can feel comfortable and confident that they can get the support they need from the brands they’re playing with. Affiliates should look to partner with brands who can provide this to avoid sending players to brands where they may end up feeling frustrated.
On top of the customer support being localized, it’s important to ensure that the brands providing customer support are available 24/7 and those providing the support are aware of cultural norms and sayings, to avoid any misunderstandings.
LOOKING FORWARD
As the iGaming market in Latin America is still evolving, affiliates will need to keep on top of these concepts to ensure that they are consistently growing as well. Things like regulations and content will continue to move forward and affiliates who aren’t on top of these ideas may struggle to keep up.
Additionally, new technology is consistently being brought into the industry that will change how users play and connect. All these exciting changes are great for users but will require affiliates to continue adapting and finding ways to improve!