In the lead-up to SBC Summit Rio, iGamingExpert and Affiliate Leaders had the opportunity to speak with Humberto Alves, Co-founder of Clube da Aposta and Apuestas Club who will be attending the event with his team.
During the conversation, Alves delved into his journey into the sports betting industry, detailing how Clube da Aposta made waves with its groundbreaking ‘Bonus Method.’ He also highlighted the platform’s innovations in machine learning models, the transformative role of AI in streamlining daily operations, and the strategies his team is employing to navigate compliance in Brazil’s newly regulated market.
Hi Humberto, thank you for joining us for this interview. Before co-founding Clube da Aposta, you worked in the industry as an Affiliate Manager. What motivated you to start your own brand, and how has your journey unfolded since then?
Humberto Alves: My start in sports betting wasn’t too different from most Brazilians today. I was unemployed and living at my parent’s house. I was watching a football match on TV when I saw a Sportingbet ad on the sidelines. Curiosity got me, I checked the site, and they were offering R$2 as a no-deposit bonus.
My first thought was: “This is exactly what I need to build my fortune.” So, I took R$1 and bet it on Brazil beating Bolivia, and the other R$1 on Argentina winning by halftime. Long story short – I lost both bets. Something I thought was literally impossible.
Starting my betting journey by losing money was honestly one of the greatest gifts fate could have given me. First impressions have a lasting impact, and that day delivered a clear message: sports betting is far from easy money.
My first venture into betting inspired me, and soon I was scouring the internet to learn more. I picked up a lot from my Portuguese brothers and by 2009, I started building Clube da Aposta to share the ‘bonus method’.
This method was hated by sportsbooks, but the idea was simple: create an account, grab the bonus, and bet on two different platforms to guarantee a profit no matter the outcome. Sure, there was a small margin loss due to odds differences, but as they say – money is money.
Brazil’s ‘Real’ has always been weak compared to the dollar, euro, and pound. Back then, you could make decent cash doing this, especially during big events like the Champions League, World Cup, and other finals.
That’s how Clube da Aposta came to life – spreading the gospel of bonus hunting. We launched the site in 2010, and by 2012, a French friend reached out, inviting me to join the company he was starting in Brazil. I worked there for almost 3 years, and he taught me a lot about this industry. I won’t name him since I think he’s out of the business now, but if you’re reading this, just know I have so much respect for you!
To sum it up: if you wrote that Clube da Aposta was founded by an unemployed football fan, you wouldn’t be wrong.
Affiliates vary greatly in size and structure, ranging from one-person operations to large corporations. Can you share some insights into the team structure at Clube da Aposta? Which roles do you see as essential within the affiliate space?
HA: My first degree was in Business, and I still remember one of my professors preaching Darwinism for companies – businesses are like living organisms that need to adapt to their environment to survive.
That’s how we operate. Our structure shifts based on what the market demands and aligns with the strategy we map out.
At one point, we had over 20 people – all remote. Today, we’re keeping it ‘lean and mean’, taking full advantage of the productivity AI tools have gifted us. By 2025, we’ll be rolling with a streamlined team of just 10 people, but they’ll be top-notch.
Now, picking the “most important” area is tough – everyone brings value to the table:
* Financial Team: Running with no leverage, relying solely on our own capital, and maintaining enough reserves to endure tough times – that’s a game-changer.
*Authentic content creators: Engaging with the audience through genuine insights, without selling unrealistic dreams – absolutely priceless.
Operational experts: Focused on driving high-impact outcomes while enhancing community value – pure gold.
* Innovative marketing: Continuously testing new channels, refining user experiences, and making the betting journey enjoyable – undeniably essential.
* Data-driven storytelling: Using data creatively to uncover fascinating narratives and deliver powerful insights – invaluable
If you are looking for the MVP (most valuable player) of the affiliate game, I would honestly say a solid social media pro can be a game-changer. Google searches are dying, SEO doesn’t hit like it used to, and younger generations live on social platforms. (By the way – we’re looking for a social media wizard or agency to help us out. If you’re reading this and think you’ve got the sauce, hit me up!)
As a co-founder, how do you define your leadership style, and in what ways has it influenced the company culture at Clube da Aposta?
HA: Clube da Aposta thrives on a model of collective leadership, where our leaders bring their strengths to the forefront at different times. Some excel through their exceptional teamwork and charisma, while others stand out with their impressive productivity and organizational skills.
As for me, I recently read my yearly review, and honestly? I was flattered. Apparently, I’m seen as a calm, easy-going leader who gets things done with humor and a light touch but can also handle the technical side when needed. I really hope they weren’t just being nice!
When it comes to Clube da Aposta, I genuinely believe we reflect the best of Brazil:
* Humor and casual relationships at work
* Flexible routines, but with accountability for deadlines
* Facing challenges with a smile
* Solving problems with that classic Brazilian “jeitinho”
* Prioritizing work-life balance
Honestly, I’m lucky to work with such a talented, intelligent team. I told them as much during Christmas. My job is simple – give them the tools they need to do what they do best.
These are exciting times for Brazil, with the market now firmly on everyone’s radar. However, it’s also a period of adjustment as stakeholders work to understand what is and isn’t acceptable. What key aspects of the new regulatory framework do you believe deserve the most attention?
HA: At Clube da Aposta, we’ve spent nearly 15 years steering clear of the shortcuts and questionable tactics that are all too common in this space. We’ve never:
* Used demo accounts with inflated 150% payouts to push games like Fortune Tiger.
* Flaunted luxury cars in ads, claiming betting is a shortcut to your wildest dreams.
* Pitched sports betting as “guaranteed income from your couch.”
* Posted stunts like firing up Aviator to “win fuel money” for an empty gas tank.
Instead, we’ve always prioritized transparency and integrity. As a registered company since 2016, adapting to the evolving landscape has been straightforward for us. Over the past few weeks, we’ve:
* Signed the necessary paperwork to comply with new regulations.
* Removed welcome bonuses in line with CONAR’s directives.
* Adjusted our strategies to align with the new playing field.
Because we’ve consistently respected our audience and operated responsibly, this transition has been smooth sailing.
Starting January 2025, sportsbooks will be held accountable for their affiliates’ actions. For our long-term partners, this is a non-issue. Our relationships are built on trust and compliance, so there’s no drama or headaches here.
While others scramble to migrate users, switch to .bet.br domains, and untangle the new rules, I’m glad we can be the steady, reliable partner our affiliates can count on.
Brazil stands out not only for its unique cultural preferences but also for the way its audience consumes content, with a strong reliance on social media platforms, influencers, and messaging apps. How do you think this will shape the future of the affiliate space?
HA: Over the years we have established an ethos of transparency and respect with our audience. That is why In 2025, Clube da Aposta will be seen as the elder brother of Brazilian bettors.
We want our users—whether they’re on Instagram, Telegram, or TikTok—to trust us first. Our goal is for them to engage with our content, rely on our insights, and sign up through our links. They know we’ve always done real, honest work, exposing the traps, shady operators, and scams that prey on unsuspecting bettors.
Just like a big brother, our message will be: “Look… do you really want to throw your entire severance package on Fortune Tiger because some influencer said it’s easy cash? Well, this is going to end badly. We’ve got a safer, smarter way to bet – they won’t make you rich overnight, but they’ll keep you in the game longer.”
We believe this honest, straightforward approach is the key to building genuine, authentic connections with our community. Alongside this, we’re developing initiatives to foster a sense of belonging—helping bettors feel like they’re part of something bigger, a true family.
What role has technology played in enhancing Clube da Aposta’s user engagement and expanding its market presence? For instance, you’ve mentioned using machine learning models on your LinkedIn—can you elaborate on that?
HA: I’m currently doing my second degree – this time in Statistics – and I’m obsessed with it. However, applying stats to betting can be brutal. So far, our machine learning models have mostly just reinforced how hard it is to beat the sportsbooks through data.
If I had 36 hours a day, I could spend more time tweaking those models, looking for hidden gems in the data. But for 2025, I’m planning to shake things up and bring some innovative experiments to the table, such as:
* Building models utilizing predictions from TV experts, to see if their bets have any real edge.
* Developing algorithms to track matches where the heavy favorite is losing early.
* Applying market cycle theories from finance to sports betting.
There’s so much to explore, and I’m extremely excited to dive deeper with my team, whilst ensuring customer satisfaction.
Now, speaking of tech, I feel extremely fortunate to be alive during this AI boom.
I genuinely sent ChatGPT a thank-you message this Christmas for saving me so much time. I always greet the system, wishing it good morning and good night – because hey, if the machine uprising happens, maybe they’ll make me the coffee guy instead of taking me out.
At Clube da Aposta, AI and productivity tools are everywhere. We make sure every team member knows how to use them, boosting efficiency and cutting out boring, repetitive tasks. This lets us run a smaller, sharper, happier team, whilst ensuring no burnout. At the end of the day, our primary objective is to ensure a fun atmosphere and solid work.
You’ll be attending the SBC Summit Rio for the first time in 2025—what motivated you to take part in the event, and which aspects are you most excited about?
HA: To be honest with you, I haven’t attended many industry events in the past. But since SBC Summit Rio is one of the first post-regulation events, I’m curious. I want to hear from our partners, feel their pain points, and soak in their insights on this new chapter.
I’m from Belo Horizonte, but Rio de Janeiro is Brazil’s ultimate postcard for a reason. This city embodies the Brazilian spirit – relaxed, creative, full of humor, and always smiling through the chaos.
It’s vibrant, cosmopolitan, and a reminder that life isn’t just about work – it’s meant to be enjoyed. I will also spend this time meeting up with my remote teammates. Balancing work with Rio’s distractions will be tough, but hey – we’re disciplined. We’ll get the important work done and still soak up the best the city has to offer.
Want in on the Affiliate Leaders Summit at SBC Summit Rio? Apply for a complimentary pass for full access to the expo floor, all sessions, evening networking, and free catering!
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