GMB - Tell us about Kinser Content. What does the company do and how works?
Sacha Kinser - Kinser Content helps iGaming businesses achieve growth through personalized, results-oriented content and marketing strategies and execution that inspire action and drive long-term success. We deliver tailored solutions that drive acquisition, retention, and long-term success.
What is your relationship with affiliate marketing in Brazil?
We have direct experience launching and scaling affiliate sites in the Brazilian market, where I led teams in developing and executing data-driven SEO and content strategies tailored to local player behavior. Our role focused on positioning affiliates as trusted guides to the most reputable Brazilian operators, ensuring both compliance and engagement. Beyond execution, I’ve built long-term strategies for sustainable traffic growth, brand authority, and player acquisition within Brazil’s dynamic iGaming landscape.
What stands out most about the Brazilian affiliate market compared to others?
What stands out most is the combination of immense potential and deep regulatory uncertainty. On the one hand, Brazil represents a US$12+ billion market today, with forecasts from H2 Gambling Capital projecting online GGR to grow from BRL31 billion (US$5.7bn) in 2025 to BRL64 billion (US$11.8bn) by 2030. It’s a user base that’s expected to become increasingly sophisticated, diverse, and mobile-first, making it a hugely attractive long-term opportunity for affiliates.
But unlike more mature markets, affiliates in Brazil face a uniquely unstable environment. There are proposals that could ban affiliate marketing altogether, inconsistent licensing practices that opened the door for unvetted operators, and rising advertising restrictions. At the same time, 30-50% of Brazilian players still use offshore sites, which undermines regulated operators and risks eroding public trust.
This mix of high growth potential and high political/regulatory volatility sets Brazil apart. Affiliates who want to succeed here not only need to navigate shifting legislation and compliance demands - particularly around responsible gambling and KYC - but also play a role in helping build credibility for the regulated sector.It’s a market where affiliates can thrive, but only if they are adaptable and aligned with the push for a sustainable ecosystem.
What strategies worked best for engaging Brazilian players?
What’s worked best for engaging Brazilian players is trust-driven, content-led strategies rather than traditional promotions. With restrictions on bonuses and free bets, operators and affiliates have leaned heavily on digital influencers who have become some of the most powerful acquisition and retention channels. Research shows Brazilian bettors place far more trust in personalities they follow - and influencers’ ability to interact directly with fans creates an authentic and dynamic environment for promoting betting platforms.
Segmentation has also been crucial. Different influencer profiles effectively reach niches across football, eSports, casino games, and even educational content about responsible gambling and betting strategies - topics in high demand since the market’s boom. Affiliates and publishers, meanwhile, are filling the credibility gap by providing localized, high-quality content tailored to Brazil’s diverse demographics: an audience that is 51% female, averages 39 years old, and skews toward middle and lower-middle classes, concentrated in São Paulo and Rio de Janeiro.
Together, these strategies - leveraging influencers, segmenting content to different bettor profiles, and focusing on education and trust - have proven far more effective than short-term bonus offers. In fact, they’re helping cultivate longer-term player loyalty and more sustainable growth in a market still battling regulatory uncertainty and offshore competition.
What are the biggest opportunities for affiliates in Brazil today?
The biggest opportunities for affiliates in Brazil today lie in bridging gaps created by regulation, geography, and trust. With the new framework that came into effect in January 2025, operators will need strong, cost-effective channels to acquire and retain players in a reshaped landscape - and affiliates are uniquely positioned to deliver this.
First, affiliates can penetrate regions where offline gambling has traditionally dominated, using localized and personalized content to onboard audiences that operators alone would struggle to reach. Second, they can act as credibility builders in a market where public perception of gambling is still evolving, leveraging established platforms, loyal communities, and influencer-style trust to introduce players to regulated operators. Finally, as regulations tighten, affiliates who emphasize education, responsible gambling, and high-quality engagement will not only support compliance but also cultivate long-term player loyalty.
In short, affiliates in Brazil have a rare window of opportunity: to move beyond traffic drivers and become essential partners in shaping a sustainable, regulated iGaming ecosystem.
How do you think regulations will impact affiliate marketing in the country?
Regulations will reshape how affiliates operate in Brazil, shifting the focus from aggressive acquisition tactics like bonuses and free bets toward sustainable, compliance-driven marketing. The framework that came into effect in January introduced stricter rules around advertising, KYC, and player protection, meaning affiliates will need to prioritize responsible gambling messaging, transparent content, and alignment with licensed operators.
At the same time, regulation creates opportunity: it helps legitimize the market and positions affiliates as trusted partners, especially in bridging credibility gaps for operators and reaching underserved regions where offline gambling has traditionally dominated. Affiliates that adapt quickly, investing in localized, high-quality content and building long-term trust with audiences, stand to benefit the most in this new environment.
In 2025, you mentioned that the biggest problem isn’t content volume, but purpose. How can operators identify the true purpose of their content?
In 2025, the challenge for operators is ensuring every piece has a clear purpose. To identify that purpose, start by asking: What are your business goals? Is the priority awareness, acquisition, retention, or monetization?
Next, flip the perspective and ask: What does your audience need? Every piece of content should solve a problem for your player or user, whether that’s helping them discover your brand, reassuring them about trust and safety, or keeping them engaged.
From there, map your funnel and decide where each piece of content fits: top (awareness), middle (consideration), bottom (conversion), or post-conversion (retention/loyalty).
Finally, align your KPIs with the purpose. For example, awareness content should be measured by impressions and reach, acquisition by sign-ups or deposits, retention by engagement metrics, and monetization by revenue uplift.
When operators connect business goals, audience needs, funnel stages, and KPIs, the true purpose of their content becomes clear, and every piece earns its place in the strategy.
Do you notice clear differences in content strategy maturity between Europe, LatAm, and other markets?
In Europe, content strategies are generally the most mature. Operators have been working in regulated environments for years, which means content is not only highly SEO-driven but also built around compliance, responsible gaming, and multilingual localization.
Affiliates in Europe mirror this maturity: they invest heavily in SEO, content quality, and funnel optimization, knowing that long-term authority and trust are what drive conversions in competitive markets. Both sides are data-led, with content mapped carefully to acquisition, retention, and monetization goals.
In LatAm, we see a different stage of development. Operators often lean on aggressive promotional content and acquisition-heavy strategies, reflecting the newer regulatory landscape and the rush to capture market share. Affiliates here are still evolving as well, while many focus on volume-driven SEO and broad traffic acquisition, but the sophistication around retention, personalization, and segmented funnels isn’t as advanced as in Europe.
There’s huge growth potential, though, particularly as operators and affiliates start to refine localization, not just in terms of language, but cultural nuance and user behavior. In other markets, like North America and Asia, maturity varies. In the U.S., operators have strong budgets and media strategies, but because the market is fragmented state by state, long-term content ecosystems are still catching up.
Affiliates face similar challenges, balancing compliance with scaling their reach. In parts of Asia, the focus is often mobile-first and community-driven, with affiliates and operators tailoring content strategies around social ecosystems rather than traditional SEO.
In short, the fundamentals - awareness, acquisition, retention, and monetization - are universal, but the maturity of both operator and affiliate content strategies is shaped by how established the regulation is, how competitive the market has become, and how deeply they understand player needs beyond promotions.
Many brands still invest more in acquisition than retention. Can you give a practical example of a content action that increased player loyalty?
One really practical example I’ve seen is an operator who launched monthly “How You Play” reports. Instead of just sending out a generic bonus email, they put together an interactive snapshot for each player with things like their favorite games, how much time they’d spent playing, their biggest wins, and even personalized recommendations. So if you were really into Megaways slots, you’d get a note saying, “Here are three new Megaways titles launching this week.”
This makes players feel recognized, like the brand actually knew them. That sense of status and personalization translated into loyalty. The players who engaged with those reports had noticeably higher repeat deposits and longer session times. So a simple shift from generic offers to personalized content turned what could’ve been a throwaway email into something that really strengthened retention.
Are CRM and loyalty campaigns being fully leveraged in iGaming, or are they still underestimated?
I’d say CRM and loyalty campaigns are still a bit underestimated in iGaming. A lot of brands still pour the majority of their budgets into acquisition because it’s the most visible short-term win, as you can see new sign-ups and deposits right away.
But the real opportunity is in retention. Too often, CRM gets reduced to bonus emails or generic push notifications when in reality, it can be a powerful content channel. The operators that are leveraging it well are moving beyond promotions to personalized storytelling, gamified loyalty programs, and community-driven content. That’s where you start to see players engaging longer, depositing more often, and actually developing brand loyalty.
You’ve said tone of voice is a “trust signal.” How do you balance creativity with regulatory compliance?
I see tone of voice as one of the biggest trust signals a brand has. Players instantly pick up on whether your messaging feels consistent, authentic, and safe. The challenge, of course, is balancing that creativity with the strict compliance requirements we work under.
For me, it’s not about seeing compliance as a restriction. It’s about using it as a framework. Within those guardrails, you can still develop a creative voice that feels human, approachable, and aligned with your brand. For example, you can inject personality into how you explain bonuses or responsible gaming tools without ever bending the rules.
In emerging markets like Brazil, where rules are still developing, how do you maintain a consistent tone without compromising compliance?
The key here is building your tone of voice from principles, rather than promotions. If your brand voice is rooted in clarity, responsibility, and approachability, it will stay consistent whether the regulations change or not.
In Brazil, for example, we’ve focused on using plain, transparent language that builds trust, while keeping creative elements in storytelling and education rather than in bonus-driven messaging. Compliance then becomes less about “what we can’t say” and more about “how we continue to sound human, trustworthy, and aligned with regulation.”
In your view, where is the healthy boundary between AI and human oversight in iGaming content?
AI is great for scale, speed, and insights - generating first drafts, analyzing player behavior, or automating translations. But iGaming content is high-stakes: it touches regulation, player protection, and brand credibility. That’s where human oversight is non-negotiable. Humans bring context, cultural nuance, and compliance judgment that AI just can’t replicate. The healthy boundary, in my view, is letting AI do the heavy lifting in data or production, while humans own the strategy, creativity, and final editorial sign-off.
What are the most common mistakes brands make when trying to scale content quickly?
The biggest mistake is chasing volume without having a strategy in place. Teams push out pages or campaigns at speed without mapping them to the funnel, KPIs, or actual player needs. That creates content bloat - lots of noise with very little impact.
Another mistake is underestimating localization. Scaling into markets like Brazil or Mexico with a “translate and publish” approach backfires because the content doesn’t resonate culturally. Finally, many brands forget that scaling content also means scaling governance - editorial guidelines, compliance checks, and tone consistency. Without those, quality collapses quickly.
You advocate that content shouldn’t be siloed under SEO, but integrated with product, CRM, and marketing. How do you convince skeptical leaders of this?
I start by showing them the gaps. When content only “belongs” to SEO, it drives traffic but often loses players after the first click. But when content works with CRM, it retains; with product, it educates; with marketing, it builds brand. I also lean on data - leaders respond to results.
If you could give one piece of advice to a brand wanting to stand out, what would it be?
My advice would be: stop competing on promotions, start competing on trust. Bonuses, flashy ads, and aggressive acquisition tactics are easy to copy. What isn’t easy to copy is genuine credibility. You want to become the brand players believe in, return to, and recommend.
Whether that’s through transparent content, a consistent voice, or visible commitment to player protection, trust is the ultimate differentiator. Achieve this and you’ll stand out no matter how crowded the market gets.
Source: Exclusive GMB
