Speaking to iGaming Expert and Affiliate Leaders, Abraham Lieberman, CEO of Clicks Talent, discusses the agency’s creator-first philosophy, the industry-wide shift toward authentic content, and what real success looks like for brands partnering with influencers.
Ahead of the upcoming SBC Summit Rio and the Affiliate Leaders Summit, Lieberman also explores Brazil’s social-driven betting culture; the importance of continuous monitoring and compliance; and the most common mistakes gambling brands make when working with social influencers.
Could you tell us a bit about Clicks Talent and what sets your approach apart from other influencer marketing agencies?
Clicks Talent is a creator-first agency built on real relationships, global scale, and deep expertise in iGaming.
What sets us apart is our ability to activate campaigns quickly through a network of over 5,000 creators across more than 60 countries. We take a hands-on approach that treats creators as partners rather than ad placements, with transparency and measurable performance at the core of everything we do.
While many agencies rely on databases, we rely on trust, consistency, and long-term collaboration. This is exactly why brands come to us when they need reliable results, and creators genuinely appreciate our approach.
Brazilian audiences have shown an impressive response to influencer-led campaigns. In your view, what makes influencer marketing so effective in this space?
Brazilian audiences are incredibly engaged, community-driven, and responsive to personalities they genuinely trust, which makes influencer marketing especially powerful there.
In Brazil, creators aren’t just content producers; they’re cultural leaders whose recommendations feel personal and authentic. When a creator endorses a product, it resonates like a friend’s suggestion rather than an advertisement.
Combine that with Brazil’s social-first digital culture, high TikTok and Instagram usage, and a strong preference for interactive content such as live streams, and you get campaigns that not only reach millions but also inspire immediate action.
Your site mentions you work with over 5,000 influencers across 65 countries. What factors guide your decision when determining whether an influencer is the right fit for a particular gambling campaign?
When choosing the right influencer for a gambling campaign, we look far beyond follower count; it’s all about relevance, reliability, and regulatory fit.
We assess whether their audience demographics match the target market, especially in terms of geography and age-appropriate reach. We also evaluate the creator’s content style, engagement quality, and overall brand safety to ensure they can promote gambling responsibly and compliantly.
Additionally, we check their performance history with previous iGaming campaigns, their ability to convert, and their understanding of local regulations. Only influencers who meet all these criteria – audience fit, content alignment, compliance, and proven performance – are recommended for a campaign.
What safeguards do you have in place to prevent influencer content from crossing ethical or regulatory lines, considering Brazil’s shifting regulations and the growing scrutiny on digital marketing practices?
We take compliance extremely seriously, especially in a market like Brazil, where regulations evolve quickly.
Every campaign goes through a strict internal review process: we verify that influencers meet age-appropriate audience thresholds, provide them with clear compliance guidelines, and pre-approve all content before it goes live. We also monitor published content in real time to ensure nothing crosses ethical or regulatory lines, and we immediately request edits or takedowns if needed.
Additionally, we only work with influencers who have a clean track record and who understand the importance of responsible messaging. These safeguards, not just at the launch stage but throughout the entire campaign, allow us to stay aligned with Brazil’s rules and maintain the highest ethical standards.
Beyond traditional metrics like engagement or conversions, how do you measure whether an influencer campaign genuinely strengthens a brand’s positioning or narrative in the market?
When measuring a campaign’s success, we look at whether the campaign actually shifts how the brand is perceived. This requires deeper, more qualitative analysis.
We track sentiment across social media comments and mentions to see if audiences are adopting the brand’s values and language, not just clicking links. We also analyse how often the brand is organically referenced after the campaign, whether creators’ communities start discussing it without prompts, and whether the brand becomes part of relevant, cultural conversations.
We also compare pre and post-campaign brand perception surveys, monitor search trends, and look at long-tail effects like repeat traffic or returning users.
What are the biggest mistakes gambling brands make when working with influencers, and how can they avoid them?
One of the biggest mistakes gambling brands make is treating influencer marketing like a quick acquisition tool, rather than a long-term trust-building strategy. Many brands push overly aggressive scripts, ignore local compliance, or choose creators based solely on follower count instead of audience relevance.
Another common pitfall is when brands fail to adapt the message to each creator’s style. A creator’s audience immediately senses when something feels forced, and performance will naturally drop. Brands also underestimate the importance of post-launch monitoring, which can lead to compliance issues or negative sentiment going unnoticed.
To avoid these pitfalls, gambling brands need to prioritise authenticity, give creators room to communicate naturally, invest in proper influencer vetting, tailor campaigns to each market’s regulations, and continuously track compliance. This approach produces safer, more effective, and more sustainable results.
Your site mentions that your services range from jingle writing to social media account purchasing. From your experience, which of these offerings tend to resonate most with operators in Brazil?
For operators in Brazil, the services that resonate most are the ones that help them scale fast and localise effectively. This usually involves influencer activations, jingle creation, and short-form content production.
Brazilian audiences love highly localised, catchy, personality-driven content, so a custom jingle or a viral-style audio cue often performs exceptionally well. However, the core driver is without a doubt influencer campaigns, especially live streams and TikTok-style videos that feel native to Brazilian culture.
Next March, you’ll be attending SBC Summit Rio 2026. How was your experience with the affiliate pass application, and what motivated you to take part? Most importantly, what are you hoping to gain from the Affiliate Leaders Summit and the event overall?
The affiliate pass application was smooth and straightforward, which I appreciated given how busy Q1 always is for us.
What really motivated me to take part is how rapidly the Brazilian market is evolving. SBC Summit Rio brings together the operators, affiliates, regulators, and creators who are actively shaping that landscape in real time.
For me, it’s an opportunity to deepen relationships with existing partners, form new strategic connections, and stay ahead of both regulatory and content trends. From the Affiliate Leaders Summit in particular, I’m looking to exchange insights with industry peers, compare what’s working across different LATAM markets, and identify new collaborative models that can help creators and operators grow sustainably.
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Want in on the Affiliate Leaders Summit at SBC Summit Rio 2026? Apply for a complimentary pass for full access to the expo floor, all sessions, evening networking, and the Food Festival. SBC’s Affiliate Leaders community brings together a vital segment of the iGaming industry, empowering affiliates to connect, share insights, and explore challenges and opportunities within the sector. Built around information exchange, Affiliate Leaders offers exclusive benefits, including speaking opportunities at SBC events, interview features, VIP dinners, and complimentary access to all SBC events globally, amplifying affiliate voices in the iGaming discussion. Apply for membership.
