Online gambling marketing in Argentina: an influencer’s perspective
Agustina Cabaleiro explains how online gambling companies engage content creators amid evolving regulations and economic pressures.
Key points:
– Gambling marketing is split between regulated platforms and unlicensed operators with risky tactics
– Influencers face choices with high-paying but controversial gambling deals
– Increased regulation leads influencers to use indirect ways to promote gambling
Argentine marketing expert and social media influencer Agustina Cabaleiro has discussed the tactics used by online gambling companies to recruit content creators, shedding light on the challenges that the industry currently faces in one of her videos to 537,000 Instagram followers.
Cabaleiro reveals a two-tier gambling system in Argentina: licensed platforms follow regulations, pay taxes, and offer addiction support and self-exclusion and display age checks and warnings. Unlicensed operators bypass these rules, working via encrypted messaging with no consumer protections.
The promotional strategies employed by these different operator types expose troubling industry practices. Cabaleiro found that unlicensed gambling sites prey on economic vulnerability, with marketing messages promising financial salvation through gambling wins.
She explains: “The messaging is always about desperation: how gambling helped someone afford their child’s school supplies or finally take a family holiday.”
Licensed operators adopt a more sophisticated approach, framing gambling as leisure entertainment rather than economic opportunity.
Her research found that social media personalities receive substantial payments for gambling endorsements. Licensed operators generally offer fixed fees for promotional content across platforms, while unlicensed sites use revenue-sharing models. Some offers documented by Cabaleiro exceed $200,000 per campaign, surpassing typical brand partnership amounts.
“When someone offered me half of everything my followers would lose using my link, I realised the scale of investment flowing into influencer marketing within the gambling sector,” Cabaleiro stated.
Argentine authorities have taken action requiring influencers who promote unlicensed gambling to publish warnings about gambling risks and keep them visible on their profiles. In response, some influencers use indirect content to initiate private conversations where gambling links are shared outside public view.
Good to know: Rio de Janeiro authorities have recently issued notices to over 300 influencers, betting firms, and agencies about their gambling promotion practices
Cabaleiro explains that cuts in creator payments and brands’ preference for uniform influencer profiles have made gambling sponsorships a financially appealing option for many creators.
Despite acknowledging her own enjoyment of occasional casino visits, Cabaleiro ultimately declined gambling endorsement opportunities worth substantial sums.
She states: “There’s a fundamental difference between personal entertainment choices and actively encouraging your community to gamble.”
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