[WATCH] Affiliates and cross-selling: addressing the LatAm market

Moderator Oliver De Bono of Condor Gaming interviews Allessandro Valente of Super Afiliados to discuss affiliation in Latin America and how COVID-19 has affected cross-selling during SiGMA Americas Digital Summit.

Over the last couple of years, there has been an influx of interested operators both from Europe and Latin America in the markets of affiliation marketing and junkets. Big brands are even doing around six and seven million views per month on sports scores, football and other events that are of interest in Latin America. But how does one navigate these waters?

Affiliation in Latin America

Affiliation is growing in Latin America, the market is moving from a traditionally land-based casino market to an online gambling market.

Valente comments on the affiliate status in LatAm market:

It’s pretty much an immature market to some extent, but at the same time, moving quite fast.

More recently, the pandemic has had drastic effects on the market, especially the sports betting market, which contributed to the casino traffic growth.

There is also emphasis on social media in the region, especially Brazil, he notes.

Overall, Valente argues that: “websites are the main source of traffic and social media and channels like Telegram or Whatspp groups. It’s just too unpopular, I would say”.

Cross-selling and COVID-19

Cross-selling is very much at the forefront when it comes to LatAm market, something which Valente believes was accelerated due to the pandemic. COVID-19 caused many players to migrate to casino products or E-Sports and virtual sports. He states:

“I would say it’s a very interesting aspect because mainly the general population doesn’t really understand some specific markets on sports betting”.

Valente sees video bingo, the leading product in Brazil, as a funnel to bring the customer to the operator. Players initially searching for games, both traditional or new, on the affiliate websites and eventually they’ll gravitate to something new and stay there,

He explains:

primarily, I would say [players] will come straight away looking for video bingos, and then eventually, some may actually stay there forever.

Nonetheless, Valente also states that players sometimes just cross-sell to sports etc.

SiGMA Calendar:  

SiGMA Americas and AIBC Digital Summit were launched with great success in the past week, pushing the shifting grounds of the gaming industry towards LatAm market and discussing the current developments in digitalisation. In a first for SiGMA, both the gaming and the tech segments of the conference were offered in 3 languages, English, Spanish and Portuguese.   

SiGMA will launch its next series of events in 2021, with SiGMA Europe headlining next year’s calendar. Inaugural summits in Asia and Americas are also set to dominate the year, with SiGMA Asia launching in May 2021 and SiGMA Africa in 2022! Explore the full agenda here and register now!