Latin America is becoming an important center of the iGaming industry, offering massive growth potential and quite a large audience. The region’s growing interest in iGaming, especially in countries like Brazil, Argentina, and Colombia, makes it a prime market to target. However, to stand out in this competitive landscape, you need a well-rounded strategy for online casino marketing that resonates with the local audience.
Whether it will be online casino affiliate marketing, social media campaigns, sponsorships, or SEO, each approach has its own strengths in connecting with players and driving traffic to your platform. This guide will explore essential marketing channels in LatAm, offering actionable insights to help you make the most of the booming LatAm iGaming market. For a more general and comprehensive review, please read the article How to market an online casino.
Affiliate Marketing
Affiliate marketing is a key strategy for growing your iGaming business in Latin America. This approach allows affiliates — whether influencers, websites, or media outlets—to promote your platform in exchange for a commission for each user they attract. Commissions can be varied and based on different models, including hybrid, Rev. Share, or other specific individual deals you and your affiliate will set for partnership (Check out the article Affiliate Marketing for Online Casinos to get more information about the types of commissions).
Regarding the types of affiliates. There are various types, but the most popular ones include:
Websites, Online Forums, and Magazines
This includes any website source, whether it is an online news magazine, such as iGaming Brazil, review websites like SlotCatalog, iGaming forum and review websites like AskGamblers, and so on. These websites are quite popular and have considerable traffic from Brazil. So, they are frequently used for online casino marketing in Latin America.
For instance, Slotcatalog hosts, on average, 85.5K monthly visitors from Brazil. They write reviews for well-known brands, such as Bwin (whose second largest share of the users (49K) comes from Brazil), as well as newly emerged operators.
PPC Affiliates
PPC affiliates are another powerful tool for online casino marketing in Latin America, especially in Brazil. A country where sports betting is booming (Check out the article Brazil’s betting Boom) These affiliates use pay-per-click (PPC) advertising to drive traffic directly to the operator’s platform. By running targeted ads on search engines like Google or popular social media platforms, PPC affiliates ensure that users searching for online casinos or related terms see your platform prominently displayed. This approach helps capture the attention of potential players who are actively seeking iGaming services, making it an effective method for rapid user acquisition.
In Brazil, PPC affiliates often tailor their ad campaigns to match the preferences and habits of local audiences. They focus on popular search terms such as “best online casinos in Brazil” or “apostas esportivas” ensuring high visibility for casino operators. Additionally, they employ advanced targeting tools to reach specific demographics, such as younger adults interested in gaming or those searching for entertainment options. With each click, these affiliates not only drive traffic but also enhance brand awareness, making PPC an indispensable part of online casino affiliate marketing strategies in this market.
SEO Affiliates
These are the affiliates who try to rank their websites (or articles placed on a specific website) for various keywords. So, the user types one of these keywords and then goes to the affiliate’s page. Affiliates have placed a link (with text, image, pop-up, etc.) of the operators they’re partnering with on these web pages and redirect the traffic to operators’ websites.
The keywords SEO affiliates are trying to target can be informational, navigational or commercial, but all of them are non-branded. They often try to rank one web page for various related keywords.
For instance, one of the affiliates has placed its article titled “15 best sports betting sites in Brazil” on Lance! – daily sports newspaper in Brazil. Let’s check out the couple of keywords this specific article ranks for. The keywords are “Sites de apostas esportivas” (Search Volume in Brazil – 1.7K, 1st position), “Casas de apostas” (Search Volume – 246K, Position – 7), and “Jogos de Apostas” (27.1k search volume – 1st position). In the article, they review and talk about brands like Bet365, Betano, Novibet, etc, with respective links to their website.
So, partnering with the right affiliates, who’ll provide quality backlinks to your iGaming website, is quite a popular strategy for online casino marketing. It can significantly impact your website’s traffic and help you gain many users. Thus, this is one of the casino marketing ideas and strategies you should be willing to test.
How to Find Affiliates for Online Casino Marketing in Latin America?
- You can start by analyzing the traffic sources of your competitors through Ahrefs or Semrush. The main job here is to find the referral traffic and the sources from which this type of traffic comes. These sources are very likely affiliates who promote your competitor. So, now you can filter them out and ask them to provide affiliate links to your website.
- Check out the non-branded keywords (with considerable search volumes) about sports betting and casino gaming. After typing them in the search bar, observe the first page. You’ll likely come across the SEO affiliate that writes reviews about the iGaming websites in Brazil. Since they are on the first page of the search engine, they represent a good opportunity to grow your traffic through online casino affiliate marketing.
- Affiliates can be found on specific websites for only affiliate purposes like Gambling Affiliation. These websites offer affiliate networks and programs to help you find and connect with specific affiliates.
- You can also search for affiliates on SEO and iGaming forums, such as Blackhatworld or Slotcatalog.
- Visit iGaming and affiliate exhibitions like SiGMA Americas, Brazilian iGaming Summit, SBC Summit Latinoamerica, etc. At such events and exhibitions, you can meet new partners and affiliates who are ready to promote your iGaming platform. These partnerships are a cornerstone of effective casino marketing strategies in Latin America.
For more detailed information about this topic, check out our article How to Find Perfect Affiliates for Your Online Casino.
Social Media For Online Casino Marketing
In Latin America, 9 out of 10 companies use social media for casino marketing. It means that social media is widely present and involved in every country. Social networks are one of the most frequently deployed channels for generating sales in Brazil.
67% of online casino marketing professionals use various social networks to register users on their platform. Actually, WhatsApp is used to generate sales opportunities by 46%. It can be used for casino marketing by sending promotional messages, bonuses, or casino app links in the message.
While it’s true that influencers work through social media, using social platforms for casino marketing ideas goes beyond them. It also includes advertisements launched from your page to increase awareness, engagement, or traffic to your website. Carousel ads and lead-generation forms are also great tools to drive sign-ups directly to the platform.
You can use advanced targeting options by grouping audiences by behavior, demographics (age, gender, location), and interests. And this is just the basics: social media platforms allow you to filter the audience through various (sometimes very specific) criteria that’ll come in handy anytime you launch the ad. In other words, you can target potential leads with great accuracy.
Ads on platforms like Instagram, Twitter, YouTube, Twitch (etc), are sure to reach a great number of users. For instance, only Brazil has more than 141.41 million Instagram users. That’s more than 65% of the whole population (216.4 million). These numbers make social media an indispensable channel for online casino marketing in Latin America.
Regarding the content, remember to keep your ad copy short and clear. Most users are scrolling quickly and won’t stop to read long paragraphs. Your ad needs to catch their attention instantly, so use text and visuals that stand out. Users tend to respond best to visuals featuring famous people or a person, especially when the focus is close-up.
Moreover, you can also use social media to notify your followers about important events, upcoming matches, tournaments, or updates on the platform. Social media’s ability to engage audiences in real time and deliver tailored content ensures it remains at the forefront of casino marketing strategies.
Sponsorships for Online Casino Marketing
Sponsorships are a vital aspect of online casino marketing in Latin America, as they help boost brand visibility. In 2024, 75% of Brazilian Serie A football teams had main sponsorship deals with betting companies. Well, it’s clearly a good decision because sports betting is the most popular iGaming content in Latin America. So, the same trend also occurs in other LatAm countries, like Argentina and Mexico. This clearly shows how iGaming brands can establish a strong presence in sports marketing.
Sponsorships in Latin America include deals with football teams or teams and individuals from any other sports to advertise your brand by showing its name on their t-shirts and/or shorts. But it’s not the only means sponsorships can be used as a channel for online casino marketing in Latin America.
It also incorporates influencers, such as famous faces, tik-tokers, or social media content creators with a considerable base of followers. Frankly speaking, influencers are the most popular sponsor type in Brazil and other LatAm countries. These persons might also become brand ambassadors and wear t-shirts with the name of your brand. A recent example of this is Jully Poca’s deal with SPRIBE. Well, to cut it short, it means that once you gain a foothold in the industry, you can also find your brand ambassador.
But it’s not only about influencers in social media. Online casino marketing in Latin America also involves streamers and tipsters. Yes, beyond providing tips on the likely outcomes of sports matches, tipsters may also advertise a specific brand. Streamers can stream a game from your platform, show users the strategies to play, and discuss the chances of winning. They might wear a branded t-shirt or talk about the game you have on your platform.
Sponsorships are mainly about increasing and establishing a strong brand awareness. You can’t analyze the number of new users who will register on your platform due to sponsorships, as you would have done with affiliates. But it increases your image and trust in the brand you are operating.
Oh, and one more thing. It’s important to note that the legalized Brazil iGaming market will be launched from 1st January 2025. And as new Brazil gambling regulations declare, only licensed operators will be able to make sponsorship deals or advertise their brand through any marketing channel. So, online casino marketing in Latin America will be limited to licensed online gaming platforms.
SEO in Online Casino Marketing
In Latin America, popular marketing channels for iGaming businesses include affiliate marketing, sponsorships, and social media marketing. While SEO might not be the primary focus compared to other regions or industries, it still plays a vital role in helping your website rank higher for specific keywords.
SEO involves strategies to make your website more visible in search results. These strategies fall into three main categories: on-page SEO, off-page SEO, and technical SEO.
- On-page SEO focuses on ensuring your website matches search queries. This includes using relevant keywords, like “apostas esportivas,” “apostas online”, “casino online” and so on, in your content. Use Semrush and Ahrefs for keywords and their search volumes in your targeted market. So, search according to the country – Brazil, Argentina, Mexico, Colombia, etc. Moreover, on page SEO is also about optimizing Meta tags, and offering original, high-quality content. Search engines reward pages that provide accurate and useful information.
- Off-page SEO covers actions outside your website, such as acquiring backlinks, guest posts, and reviews. Backlinks, in particular, act as “votes” for your site, helping to boost your credibility and search ranking. Nonetheless, you should get backlinks from reliable websites with normal amounts of traffic. If the backlinks are coming from low-quality websites, search engines will consider it as unnatural, spammy, toxic backlinks. This will damage your site’s SEO. But a strong off-page SEO can amplify your efforts in online casino marketing, ensuring long-term growth.
- Technical SEO deals with the behind-the-scenes aspects, such as improving site speed and ensuring mobile-friendliness. Slow-loading pages or poorly designed mobile interfaces for websites can harm your rankings and deter users. So, these technical aspects are also essential for the success in casino marketing.
Besides the strategies, there are some local SEO practices that you should keep in mind. For instance, remember that Latin America has some of the world’s most active mobile users. So, keep the mobile-first approach. Your website needs to be optimized for mobile. Moreover, focus on Google. Its search engine market share is 99% in Brazil, so considering other search engines doesn’t really seem like a good choice.
It’s worth noting that SEO is a long-term investment. While you may not see immediate results, consistent efforts can steadily grow your site’s visibility and audience over time. Regularly updating your website with fresh content and adjusting your strategies based on analytics will ensure your SEO remains effective.
So, for iGaming businesses in Latin America, a solid SEO strategy can complement online casino marketing efforts by capturing organic traffic. This approach allows you to cover all bases and maximize your reach in the booming LatAm sports betting market.
Conclusion
Succeeding in the Latin American iGaming market requires a mix of smart strategies. Also, you need a deep understanding of the region’s unique characteristics. Whether it’s through affiliate marketing, social media campaigns, sponsorships, or SEO, each channel offers opportunities to connect with a growing audience and build your brand’s presence.
Brazil, Argentina, Mexico and Colombia stand out as key markets, each offering unique opportunities for growth. By combining the right marketing tools and adapting to the region’s evolving landscape, your iGaming business can tap into the enormous potential of Latin America, achieving sustainable growth and long-term success.
