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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
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