In the lead-up to SBC Summit Americas, iGamingExpert and Affiliate Leaders had the opportunity to speak with Henrique Burity, CEO of AdZappy, who will be attending the event.
During the conversation, Burity shared insights into how AdZappy is leveraging email marketing to send over 2 million emails a day, the importance of staying aligned with evolving market regulations, and how the company has fostered a strong culture of compliance.
What performance media strategies have proven most effective for AdZappy’s clients in the gambling sector, and how do you tailor these strategies to meet specific client needs?
Henrique Burity: Email marketing continues to be our main acquisition channel; however, paid traffic and SMS messaging have also proved highly effective for player engagement and retention. Additionally, we have begun utilising influencers and streamers, which has proven very successful, especially for affiliates working in the sports sector.
For 2025, our big bet is on the AI solutions we have created—such as virtual voice agents and conversational marketing—as well as mobile traffic through apps and mobile measurement partners (MMP). The scale of mobile traffic running directly through MMPs is enormous, and we have partnered with the market’s largest platform to support operators in seamlessly integrating their apps.
Many brands struggle with balancing aggressive acquisition strategies with maintaining quality traffic. How does AdZappy strike that balance?
HB: The balance between aggressive acquisition and traffic quality begins with a thorough examination of the desired audience. For each new traffic source, we carry out controlled tests on a small scale, analysing acquisition metrics before any expansion takes place.
With this approach, we can focus our time and resources on scaling up proven traffic sources whilst also ensuring guaranteed results. What’s more, this control allows us to align expectations with both clients and affiliates.
What role does email marketing play in campaigns today, and how has it evolved with tighter data regulations?
HB: Adzappy is a Franc-Brazilian company that was established within the GDPR guidelines. This means that data protection and player responsibility have always been integral parts of our DNA. From the outset, we have built our strategies with total respect for user privacy, guaranteeing security and compliance in all campaigns.
Today, email marketing is one crucial pillar of our marketing strategy because it offers a conversion rate that is hard to find on other channels. With precise targeting and refined segmentation, we send around 2 million emails a day to bookmakers, guaranteeing real engagement and delivering consistent results for our clients.
What are the key red flags that indicate low-quality traffic, and how do you filter it out from your campaigns?
HB: Our first step to ensuring quality traffic is to integrate the client’s platform with our own tracking platform. This automatically monitors and identifies any suspicious activity. Our technology then allows us to filter out fraud, detect irregular patterns, and ensure that we are only working with legitimate and engaged traffic.
Additionally, we constantly analyse the average ticket of each traffic strategy, comparing it with internal benchmarks to identify any inconsistencies. Although this involves a manual process, it is essential for making fine adjustments and ensuring that campaigns deliver real and sustainable results.
What KPIs should affiliates prioritise to ensure they are focusing on long-term sustainability rather than just short-term wins?
HB: To guarantee truly qualified and sustainable traffic, two KPIs are essential: a high average ticket and a consistent redeposit rate. It’s not enough just to bring in a volume of players. You need to focus on those who really generate value over time.
A high average ticket indicates that players wager significant amounts and have a strong engagement with the platform. A good redeposit rate shows that they continue to be active and profitable after their first deposit, which is fundamental for revenue predictability. The ideal period for evaluating these indicators is 90 days, enough time to understand whether the traffic is building a solid and sustainable LTV. With this approach, we have been able to optimise our campaigns and ensure more strategic growth without relying on the acquisition of new players.
Are you seeing a shift in demand towards certain types of campaigns (e.g., lead generation vs. direct acquisition), and what’s driving that change?
HB: Yes, there has certainly been a shift, and this change has been very beneficial for us.
Today, we see a growing demand for our guaranteed cost-per-mille (CPM) model in email marketing. We believe this increase is not just down to market trends but also due to the trust we have gained with our clients, who are seeing more and more value in the predictability and performance we deliver.
In an era where digital advertising faces numerous challenges, how does AdZappy maintain brand safety for its clients, especially in sectors like gambling that are under intense scrutiny?
HB: At Adzappy, we always anticipate regulatory changes, ensuring our team is up to date with the latest regulatory developments and best practices for the market. As a company that has always adhered to GDPR guidelines, we have fostered a strong culture of compliance, and since 2020, we have fully adapted to the LGPD (Brazil’s data protection law) to operate safely in the Brazilian market.
In the wake of Brazil’s recent market regulation, we have already adapted all our marketing strategies to comply with these new guidelines. In addition, all email, display, or SMS communications created in-house must go through an approval process with our clients. This ensures transparency and security for the brands we serve.
What are your main goals for SBC Summit Americas and what are you most excited about?
HB: We are always looking to provide the right tools and innovative solutions for iGaming brands to thrive in the market. That’s why participating in SBC Summit Americas is a great opportunity, it allows us to exchange ideas, explore new technologies, and meet companies that share our vision.
In addition, we believe that networking is essential for building long-term strategic partnerships. Being at this event allows us to strengthen relationships, open up new business fronts, and keep a close eye on the trends that will shape the future of the sector.
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