“As we analyzed the behavior of our audience, it became clear that content consumption has changed. Today’s bettor seeks connection, and streamers are the ones who provide a direct bridge to the audience,” says Gabriel Silva, Co-founder and Head of Affiliates and Growth at SeuBet.
In an industry where performance and volume still dominate the conversation, the company has decided to take a different approach , transforming streamers into business partners rather than just paid media.
This move responds to a visible shift in bettor behavior, with users increasingly drawn to real-time experiences and influencers who share their codes, culture, and language.
“Today’s bettor wants more than just a click, they want to feel a sense of belonging. And streamers fill that space like few others. They don’t interrupt the experience, they are the experience,” Gabriel explains.
From traditional model to tailored format
This new phase doesn’t replicate old formulas. A hybrid commission model (CPA + Revenue Share), real-time tracking tools, content support, and creative freedom are all part of the structure specifically designed to meet streamers' daily routines. Instead of generic links or one-off activations, the model focuses on integrated scripts, gamified dynamics, tournaments, and custom overlays.
“This isn’t about copying the traditional model. We created a structure built around the natural flow of streaming, where brand integration happens smoothly and makes sense for both creators and audiences,” says Silva.
The decision to scale up the program is based on solid data. The initial phase of the affiliate strategy led to the acquisition of millions of customers — a milestone that validated both the potential of the channel and the performance-based management model aligned with shared interests.
“We realized that success isn’t just about scale — it’s about building a network where everyone wins. That’s what allowed us to grow quickly and sustainably. Now, we’re applying that same logic to the streaming world,” Silva adds.
Unlike strategies solely focused on numbers, SeuBet’s selection process for streamers considers aspects such as consistency in broadcasting, real audience engagement, and openness to medium- and long-term projects. The goal is not just to increase visibility but to build lasting, value-driven connections.
“More than follower counts, we look for affinity. A fun channel with a good broadcasting rhythm and natural opportunities for brand integration is more valuable than a disengaged massive audience,” Gabriel explains.
Trend or isolated movement?
SeuBet sees its focus on streamers not as a short-term initiative, but as anticipation of a broader trend likely to consolidate as the Brazilian market moves forward with regulation. The expectation is that the industry will increasingly prioritize long-term relationships built on trust, education, and closeness with end users.
“As the market becomes more professional, content creators will play an even stronger role. They won’t just be promoters, they’ll serve as acquisition and retention channels with an active voice and a direct impact on platform results,” Gabriel says.
More than expanding a program, this marks a shift in mindset. SeuBet believes the future of affiliation lies in ecosystems where operators and creators grow together, and where the user experience is not peripheral, but central.
“We’re leaving behind the outdated logic of loose links and commissions. What we’re building is a sustainable model, aligned with the lifestyle of creators and the behavior of modern bettors. Brazil is poised to become one of the most important labs for this new cycle,” he concludes.
SeuBet is a sports betting and online gaming platform from the H2 Group, a company that has spent the past two decades helping to professionalize Brazil’s entertainment industry. With a portfolio that spans live casinos to thousands of global sporting events, SeuBet operates legally in the country, delivering a safe and transparent user experience.
The company is committed to promoting a Responsible Gaming environment, with 24/7 humanized support and initiatives encouraging conscious betting. Trust, security, and innovation are the core pillars of SeuBet, which continues to expand its presence in the Brazilian market backed by the strength of the H2 Group.
Source: GMB
