Thomas Carvalhaes, Country Manager at Leo Vegas, stressed the importance of looking at new affiliates who have come to the market, that expert people should look for retraining, and that communication is the key to the market. “Affiliates are an extension of our business. So, communication has to be as you do with marketing and other industries. The affiliate must be inserted in this channel,” he said.
Ricardo Magri, Latam Development Director of Sportradar, showed the work already developed by the company pointing out that affiliates are a preferred way for operators to give a guaranteed return and that affiliation has great strength in their strategies. “Everything we would do for a regular media section if it doesn't now have an affiliate footprint that it will later convert to the game; it's no longer worth it because it's just a section of tailored content that doesn't matter as much as one that fosters the sportsbook business.”
André Gelfi, co-founder of Suaposta, reinforced the idea that the trust of gamblers and potential affiliates must be worked out to succeed. “This is work that is done in society and only works when there is trust, convergence of values and common interests. This is a condition given when the market is regulated.”
Danilo Pereira, betting expert of Aposta de Valor, stressed the importance of operators well preparing the affiliates that will boost their brands. “The affiliate needs to be prepared to work on his image. You don't put a different product on your shelf if you can't sell it, so you have to have eye to eye and transparency between the two.”
Rodrigo “Loco” Alves, editor of Bet F.C., pointed out that the affiliation still suffers from a taboo that needs to be broken and that it is necessary to see how effective it is. “Affiliation is very effective and less expensive for the operator because, today, a house puts millions on an advertising board of a Brazilian football game, but does not measure how much returns to him. While in digital and with links you know exactly where each customer comes from.”
Sports trader Fabio Bampi Netunno concluded the debate by highlighting the role of the gambler, placing him as the strongest part of the sports betting process. “If you don't have the gambler, you have nothing. It is the basis of everything, but at the same time it is individually the weakest part, so it is necessary to have a force in this coming regulatory landscape.”
Source: GMB
