Electronic sports betting moves R$ 100 billion annually in Brazil – in recent years alone, the segment has grown 360%, 🧲 reveals a Datahub survey.
According to the numbers, between the years 2020 and 2021, the growth in the number of open 🧲 betting operators in the country was 127%.
In 2022, there were 239 open companies operating in the country, and, in just 🧲 the first three months of this year, the number of open sites already exceeds the entire year of 2020.
One of 🧲 the explanations for the increase in companies is the regulation of online betting in Brazil, in December 2018, by Law 🧲 13,756.
Multinational companies are growing stronger on the world betting scene.
British firm Sky has already solidified itself in the market, as 🧲 well as the North American MGM.
The newest company to explore this industry is Disney, which sealed an agreement worth US$ 🧲 2 billion dollars with Penn Entertainment, which will use the ESPN brand, which belongs to the Disney Group, to rename 🧲 its portals sports betting, casinos and online gaming.
With big players operating in the market, acquiring new customers is one of 🧲 the most challenging aspects for betting site companies, which rely on marketing to increase and retain their customers.
"Google Ads, for 🧲 example, is a very important alternative in most marketing strategies.
However, in some segments such as the sports betting market, using 🧲 the Google solution presents some difficulties," says Edu Sani, CEO of ADSPLAY.
"Terms like "bet" or "to bet" ('apostas' or 'apostar'), 🧲 blocked by Ads, are allowed in the programmatic media strategy.
In this way, ads can reach the target audience much more 🧲 effectively," explains the executive.
In a simplified explanation, programmatic media is a way of buying digital ads that allows the advertiser 🧲 to establish predefined guidelines for placing the ad on various websites or applications.
With the help of algorithms and artificial intelligence, 🧲 it is possible to create segmentation criteria such as demographics, location and user behavior.
"In general, programmatic media is quite effective 🧲 because it creates more optimized campaigns with greater intelligence.
The display formats and videos offered by the model meet many of 🧲 the needs of customers, in addition to providing much more tangible results," explains Sani.
According to the expert, the affiliate marketing 🧲 industry will also become more competitive as new aggregator sites try to establish themselves in what may be the biggest 🧲 opportunity and turning point in the betting industry since the beginning of the web.
"An affiliate can be linked to as 🧲 many betting companies as he wants.
The important thing is to generate traffic to the partner site and demonstrate this capacity 🧲 in practice," says Sani.
For the expert, "affiliate partnerships with sports bloggers, influencers and relevant websites can significantly increase brand visibility 🧲 and drive high-quality traffic to the platform.
Offering commissions or other incentives for every new user they bring in can motivate 🧲 affiliates to promote your platform more effectively."
Strong presence in football
According to data from Ibope in 2022, among the main clubs 🧲 in Latin America, the five sectors that currently lead in volume of brand exposure in uniforms are: Financial Sector, Sports 🧲 Betting, Automotive, Telecommunications and Food respectively.
Together, they represent 55% of brand appearances on the uniforms of the main clubs in 🧲 the region.
"Currently, of the 40 teams participating in Series A and B of the Brazilian Championship, 39 are supported by 🧲 some betting companies.
In 2020, there were only 19," says Sani.
In practice: how to invest in programmatic media
Today, most programmatic media 🧲 campaigns are carried out through specialized companies such as trading desks or by advertising agencies that have internal teams and 🧲 licenses to operate this type of media.
However, this type of operation is only possible with a minimal investment, something that 🧲 was unaffordable for many brands.
However, there are already companies like ADSPLAY X, a platform developed for agencies and direct advertisers 🧲 looking to have their brand displayed on large portals and applications.
The platform is also designed for liberal professionals such as 🧲 traffic managers and freelancers who want to diversify and expand their strategies going beyond more traditional channels like Meta (Facebook 🧲 and Instagram) and Google Ads.
Finally, entrepreneurs who take care of the brand's marketing can also rely on a simple, practical 🧲 and powerful channel for dissemination - the platform already has more than 300,000 audiences and the possibility of enriching the 🧲 campaign with data from companies such as SERASA, Boa Vista, Visa and others.
Source: ADSPLAY
