hen I started my journey in affiliate marketing 20 years ago, I would have never imagined how much the industry would grow. Today, affiliate marketing is a vital source for new player acquisition in the iGaming space. One of the regions that affiliation is still in the process of becoming big and bold is Latin America. What makes the LatAm market unique? That’s simple! The opportunity to target a region with limitless potential. Latin America is almost twice the size of Europe. In fact, Brazil alone is home to 200 million people. The primary LatAm markets are Brazil, Colombia, Argentina, Chile and Peru, since they are more developed in terms of iGaming. Colombia has been a regulated market since 2016 and other regions will soon follow. If you are an iGaming affiliate considering targeting Latin America, I suggest you follow these important pinpoints and strategies: Topicalization Considering Spanish and Portuguese are the main languages in most LatAm countries, you must customize your content. If you are an SEO affiliate, make sure your content is suitable for the country you are targeting. Work with a local partner or hire a content manager located in that country. Consider some differences between the north and south of a region. For example, Brazil is the most promising in terms of affiliation, but there is a slight difference in the tone and other particularities throughout the country. The more topicalization, the more success you will have. Develop a strategic plan before diving in. Do your keyword research and follow it closely with intuition. Be smart and creative and do not follow the crowd. KYoYuCr: CKunsotwo m e r One of the big topics in LatAm is customer service. Why? Because they are still newbie players. They will have questions about bonuses, free bets, etc. Think twice and prepare yourself to provide quality and clear information. Ensure your information is well structured, and includes images, icons and bullet points. Have a solid Customer Relation Management (CRM) plan and keep your users warm with relevant news and promotions about a particular operator. Offer useful data. The average time between a player registering on a platform and making a first deposit can be up to three months (do not worry, it can be much earlier!) It’s important is to keep users motivated to visit your website and make return visits by providing relevant content. Do not make drastic changes to your website once it is launched. Update your content consistently and regularly add new and trusted bookmakers, but do not make wholesale changes to the look and feel of your website, as that can make the user feel lost. Become Educated, Not Aggressive One of the key factors for affiliation in LatAm is education, meaning you should create content that helps players learn something new and different. Make the perfect match between the cultures. Imagine yourself some time ago when gambling was still in its early days and some topics were trending: How to place a bet. How to use my bonus. Is this bookmaker trustworthy? Can I deposit through Pix? THE LATIN AMERICAN MARKET Develop a strategic plan before diving in. Do your keyword research and follow it closely with intuition. Be smart and creative and do not follow the crowd. GPWAtimes.org 32
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