"Enormous potential"

What would Betsson Group’s one piece of advice to affiliates in Latin America be?

Latin America is a region full of diverse opportunities, especially for affiliates. There is enormous potential to secure a spot in these developing markets. Countries within LatAm are highly populated and socially aware of gambling. Online casino and betting are growing rapidly within LatAm markets, therefore it’s the right time to start focusing on building a business here and becoming a leading affiliate source.
As a licensed operator, it gives us more credibility as a long-term option for our affiliate partners. Being fully compliant gives us more trust and creates a sustainable business for both Betsson and our affiliate partners, leading to greater success as we focus on optimising our efforts together.

What qualities do you look for an in affiliate, specifically with the LatAm region in mind?

When discussing with affiliates, we always focus on getting quality traffic that would lead to an effective collaboration. Additionally, we focus on affiliates that are active and knowledgeable about the region, helping to optimise marketing potential for our brands and their sources.

Which markets have been your strongest to date?

We are a market leader in Peru, with our flagship brand Betsson, along with Betsafe and Inkabet. Strategic sponsorships and investments in Peruvian sports and local teams continue driving the brand forward, and have generated incredible results for us in Peru.
One of our biggest sponsorships to date is the naming rights sponsorship of Liga 1 Betsson, which is the highest league in Peruvian Football. We are also invested in Chile with our sponsorship of Campeonato Betsson, also the first division in Chilean Football, along with many other sponsorships in all the countries we are present in. Betsson is also fully licensed in Colombia, Argentina (Province of Buenos Aires, City of Buenos Aires and Cordoba) and Mexico respectively. Through these investments and sponsorships, Betsson is positioned to build a strategy of long-term success for the brand and the company.

What is Betsson’s outlook on the Brazilian market?

Brazil has the potential of being the biggest market for iGaming in Latin America as, after all, it is the biggest country and boasts the highest population. Compared to the rest of LatAm, Brazil is unique as it has a different language and culture. Brazil is set to introduce regulated sports betting later this year, and we are proud to be part of the recently established Brazilian Institute of Responsible Gaming (IBJR) and that Betsson’s Managing Partner for Brazil, Andre Gelfi, is the President of this Insitutute. The goal of the IBJR is to collaborate with the public and private sector, developing a fair and sustainable sports betting market in Brazil based on best practices from successfully regulated markets.

What traits do LatAm players show when it comes to A) sports betting and B) casino?

It is a similar pattern to other markets – casino players bring more value than sports betting due to product specifications and longer-term promotional campaigns. However, Latin America is definitely a sporting continent and it's no surprise that football is no.1. Therefore, focusing on sports events, promotions and sponsorships within markets is important here. Some markets in LatAm, like Peru, tend to bet with their heart and bet on their team, irrespective of whom they’re playing against.
Regarding casino, there is a higher risk of bonus hunters within this continent compared to European markets; however, the value coming from casino players has good potential.

Have you seen any common mistakes from brands trying to move from Europe to Latin America?

We have noticed other brands setting up shop without acquiring the licences they need. Poorly translated sites or less attention to detail in marketing to specific countries are common mistakes European-focused brands make when entering Latin America. This region is very different to European markets, player behaviour and geopolitical conditions are dissimilar, therefore it is important to invest financially and time-wise, to deeply analyse and understand the markets in LatAm.
Each market is different, therefore it is very important to have customised marketing approaches in each LatAm country. Additionally, the profitability of the markets is not the same as in Europe; however, focusing on the long-term strategy that inevitably involves licences in specific markets can bring great results for our brands and company.

Where do you see the Latin America region being in 10 years?

It is likely that LatAm markets will focus on regulation as it is a key contributor to increasing local tax and ensures foreign or direct investment in their economy. Regulation also offers a safer gaming environment for players and builds trust in brands that are offering gambling products, as they are governed by laws and players are protected. Argentina has adopted this along with Mexico and Colombia. Brazil and Peru are next and, who knows, many more will act to ensure they move in the right direction? Besides regulation, we expect the markets to grow rapidly and mature. New growth opportunities will continue to open up. Exciting times!