Secrets to player engagement in Brazil remain a crucial challenge as the market opens up. Betsson’s Affiliate Manager in the region, Bruno Latorraca, shared details on why tapping into affiliates and streamers is “vital”.
Speaking to iGaming Expert, Latorraca discussed the importance of the onboarding process and why affiliate education is imperative when bringing in new partners.
iGaming Expert: Can you tell us more about the vital role of affiliates in the Brazilian market?
Bruno Latorraca: Affiliates play a key role in the Brazilian market because they’re the bridge between operators and players. Brazil is such a unique market, with diverse preferences, and affiliates help us localise our messaging and ensure the brand connects with the audience. With the ongoing regulation, affiliates are also crucial in educating players about the benefits of a regulated market and promoting responsible gaming.
At Betsson, we truly value these partnerships because they help expand our reach and build strong relationships with customers.
IGX: Why is it so crucial that operators provide a deeper education to their affiliates?
BL: With the regulatory landscape in Brazil constantly evolving, it’s essential for affiliates to understand not only the products but also the responsibilities that come with promoting betting.
At Betsson, we focus on workshops, educational materials, and dedicated support to make sure our affiliates are aligned with our values and are equipped to operate effectively and ethically. Educated affiliates don’t just drive results — they also protect the brand’s reputation, which is equally important.
IGX: What due diligence does Betsson do to ensure the affiliate they choose reflects the Betsson brand?
BL: When we partner with affiliates, we’re essentially trusting them to represent the Betsson brand, so it’s a decision we take very seriously. We carry out detailed checks on their compliance history, traffic quality, and overall reputation in the market.
Once the partnership begins, we continue monitoring to make sure they’re aligned with our brand guidelines and following local regulations. This approach helps us maintain player trust and stay compliant.
IGX: What steps do Betsson take to activate partnerships and maximise the impact of affiliate partnerships?
BL: Activating partnerships starts with structured onboarding. We set clear goals, provide the tools and materials they need, and create a collaborative relationship from day one. At Betsson, we believe in being hands-on, offering continuous support, exclusive campaigns, and tailored strategies to help our affiliates succeed. We also review performance regularly to find new opportunities for optimisation and ensure the partnership is always moving forward.
IGX: As the Brazilian market opens up, what role will affiliates play in enabling operators to get ahead and secure market share?
BL: As the Brazilian market regulates, affiliates are key to building trust between operators and players. They help educate players about the advantages of betting with regulated platforms—things like security, transparency, and responsible gaming. Plus, affiliates with local knowledge make it much easier for operators to adapt their strategies and enter the market faster and more efficiently.
IGX: How important is it that Brazilian operators tap into streamers and the engagement they fuel?
BL: Streamers are a game-changer when it comes to engaging with younger, more digital audiences. They create an authentic connection with their followers and showcase products in a dynamic, interactive way.
In Brazil, where video content is hugely popular, streamers not only build brand awareness but also trust. By partnering with the right streamers, Betsson is able to extend its reach and create meaningful experiences for players.
IGX: Can affiliates and streamers be crucial in expanding the reach of operators to new audiences?
BL: Affiliates and streamers are a perfect combo when it comes to expanding an operator’s reach. Affiliates are great at performance-driven strategies like SEO, while streamers bring emotional engagement with their live and interactive content.
Together, they help operators connect with a wide range of audiences—from seasoned players to curious newcomers. At Betsson, we see this partnership as essential for creating a long-lasting impact in the Brazilian market.
IGX: What are you hoping to learn from the SBC Summit in Rio and why is it so important as an event?
BL: The SBC Summit in Rio is a fantastic opportunity to dive deeper into the dynamics of the Brazilian market, stay on top of new trends, and connect with other industry leaders.
It’s the perfect space to discuss important topics like regulation and innovation, as well as to strengthen our network with local partners. For Betsson, events like this are crucial to positioning ourselves as a leading brand while supporting the sustainable growth of the market.
