iGaming Affiliate Software: Types and Features Explained
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iGaming Affiliate Marketing in LatAm: Is It Worth a Try?
iGaming affiliate marketing in LatAm is thriving, driven by changing regulations in countries such as Brazil and Colombia, together with a growing passion for sports and games.
Table of Contents
Overview of the iGaming LatAm market
The iGaming LatAm market is quickly advancing, capturing the attention of industry players. But what truly sets LatAm apart as an affiliate’s dream market?
Regulatory progress
LatAm’s gambling regulation has been inconsistent, but countries like Argentina, Colombia, Mexico, and recently Brazil have taken steps to establish corresponding laws for the iGaming industry. In 2023, Brazil introduced sports betting regulations and established clear standards for licensing and taxation. This shift helps affiliates to advocate licensed operators, a challenge in the past due to existing severe black markets. Being familiar with iGaming regulatory progress, you can avoid iGaming affiliate fraud as well.
Mobile optimization
With its population of 670 million, 70% of whom are youngsters, the iGaming LatAm market requires mobile optimization as the majority of the residents access the internet via mobile phones.
Growing interest in Latam’s iGaming market
The iGaming industry is easily gaining popularity among LatAm nations, driven by factors beyond online interaction channels. The introduction of legal sports betting in Brazil has been a game-changer for the market, creating a lot of consumer demand and also available business prospects for affiliates.
Cultural values behind the popularity of iGaming in LatAm
In Latin America, gambling is deeply integrated into culture, especially in countries like Brazil, where it attracts 7,857 daily casino visits. This makes the country the number one iGaming location by visits, surpassing even the United Kingdom. So, for affiliates who want to expand in the LatAm region, this is a big chance, as it will not only be a new market but also a target for success with its nation of gambling lovers.
Do you want to know how? Let’s break it down:
- LatAm + Gambling = Community: When it comes to this region, forget solo spins or bets. Gambling is a group activity for the LatAm regions.
- Football + Betting = Obsession: What comes first to your mind when you say football? Brazil? or maybe noisy fans? Look no further. LatAm is the region where football betting starts earlier than the match itself.
- Betting + Win = Adrenaline: Nations of the LatAm don’t bet for money. Feeling the rush of adrenaline from each betting win is the main motivation for them, so this factor deserves affiliates’ attention.
Are there any special considerations before entering the iGaming LatAm market?
Before entering the iGaming LatAm region, affiliates should follow some special considerations. They must ensure that every detail is aligned with both industry standards and player expectations. Now, let’s get acquainted with the top special requirements.
- Everchanging regulations that make the market more challenging
- Language barrier that requires a specific approach to each country
- Payment puzzles that add additional complexity
- Internet gaps as not every LatAm region has 24/7 internet availability
How to enter the LatAm affiliate market?
As we have already seen, Latin America is experiencing a digital transformation supported by an increase in internet and mobile phone use, together with the domination of the young generation. However, achieving success in this promising market requires a strategic approach. Here are some essential tips to help affiliates looking to thrive in Latin America’s iGaming industry.
Conduct thorough market research
Before entering the LatAm iGaming market, one must conduct thorough research. With its 33 diverse countries, LatAm is a region with unique gambling regulations, player preferences, and market dynamics. As an affiliate, one must ask themselves the following questions and conduct thorough research. What type of content will resonate with players from different LatAm countries? What payment options are most popular across various nations?
Localize your content
For guaranteed success in the iGaming LatAm market, affiliates need to make sure that their marketing material and website are localized for the target audience, who have Spanish and Portuguese as their primary languages. It is essential to align product and/or communication strategies with player preferences, considering the differences across regions. For instance, in Argentina, players prefer a more professional approach, while in Mexico, players are into a more casual tone.
Adapt payment options
Another necessary step to succeed in LatAm is providing payment methods that players are familiar with and trust. While credit cards remain the most popular payment method in the region, having payment options of local digital wallets like Mercado Pago, dLocal, EBANX, and Stripe can significantly boost players’ experience. Lastly, whatever payment option a player chooses, you need to make sure that the depositing and withdrawing process is as easy as landing on the website.
To get the best of your affiliate marketing efforts in the LatAm iGaming market, recommend operators that offer attractive bonuses, such as sign-up bonuses, free spins, or cashback promotions. These incentives are popular with players and can increase your referral conversions. For more, check out our Ultimate Casino Bonus Guide.
Top LatAm countries for iGaming
Affiliates that want to enter the iGaming LatAm market need to understand the unique landscape of each country in the region. Let’s see the top countries where you, as an affiliate, can attract the most traffic.
Brazil
Today, Brazil makes up the largest iGaming LatAm market. However, the path to this position was not easy and straightforward. In 1946, the government of President Eurico Gaspar Dutra imposed a blanket ban on the industry, banning all forms of gambling, including slot machines, casinos, etc. Over the years, Brazilians developed traditional games such as bingo and lotteries, which gained local support. Later, Brazilians’ love and passion for sports, particularly football, created a path for sports betting success.
In the 2023 tournaments, more than 83% of Brazilian football fans were engaged in sports betting activities at least once, showing their presence as a perfect audience and a key factor in driving partnerships between affiliates and sports betting platforms.
What changes will face the Brazilian iGaming market in 2025?
Looking ahead, affiliates planning to expand into Brazil must be prepared for regulatory changes. Starting in 2025, the country will have completely new regulations, including bans on credit card betting and unlicensed operations, controlled by the Ministry of Finance. Moreover, targeting Brazil will require more efforts to enhance the operator’s brand visibility, as the country monitors even YouTube advertisements.
Mexico
Mexico is not just the second largest iGaming LatAm market; it is the country where passion for sports holds the crown. Led by the Ministry of the Interior, the iGaming sector allows various online activities, including sports betting, specifically on football and boxing. Top football leagues like Liga MX and other boxing events position the country as an ideal destination for iGaming investments. So, partnering with top operators will be worth it.
Additionally, Mexico is a country where different regions have different levels of access to the Internet. Do you want to know how this can be challenging? Very simple! Some advertisements will not shoot simply because they will not be able to target the right audience. Make sure you examine each region with its unique characteristics.
Argentina
Unlike other LatAm countries, the gambling market in Argentina is not nationally regulated. Instead, each province has its own regulatory framework. For example, before targeting the Buenos Aires Province, one must check the Instituto Provincial de Lotería y Casinos (IPLyC) and in Buenos Aires City, Lotería de la Ciudad de Buenos Aires (LOTBA). However, this structure did not harm the growth of the iGaming market, as in 2023, 15 out of Argentina’s 24 jurisdictions legalized iGaming. Recently, San Juan province also joined the list and legalized iGaming in the province.
While sports betting claims the crown, the online casino sector is steadily expanding. Games like online slots, poker, roulette, and blackjack are gaining significant attention and interest among Argentinian players. Before targeting Argentina, one must remember one basic rule: iGaming is prohibited if it is not allowed at the local level. Currently, online gambling is allowed, regulated, and active in most provinces, while elsewhere, it is still a topic of discussion.
Colombia
The first LatAm country that started to regulate the iGaming market was Colombia in 2016. Is this an advantage to note? Sure! Being regulated by Coljuegos, the state-authorized regulator of Colombia, the iGaming market of Colombia will allow affiliates to benefit from a wide range of betting opportunities, including sports betting, casino games, and more, all under the protection of a legal framework.
What does this mean? This means that the attracted traffic will be of a higher quality, as many players feel secure when engaging with regulated platforms. With a rapidly growing market and a solid legal foundation, Colombia remains a prime destination for iGaming affiliates looking to expand into Latin America.
Peru
Unlike other LatAm countries, Peru’s clear gambling regulations, established in 2008, make the country one of an affiliate’s dream markets. Overseen by MINCETUR, the Ministry of Foreign Trade and Tourism, the iGaming market in Peru is mostly concentrated on sports betting, specifically football, volleyball, tennis, and horse racing. So, partnering with operators who suggest these betting options will be a nice fit. However, this doesn’t mean that casino game providers must be excluded from an affiliate’s list. Slots, jackpots, and poker are among the favorites of the population.
Bonus advice from AffPapa: Before targeting Peru, examine the country’s rich cultural events, such as Fiesta de la Candelaria in Puno, Inti Raymi in Cusco, and Dia de la Canción Criolla in Lima.
These festivals offer great opportunities for affiliates to tap into seasonal interests and tailor their promotions around local celebrations, increasing engagement and relevance. Peruvians tend to be enthusiastic participants in these events, and aligning promotional campaigns with these cultural moments can boost visibility. Additionally, the increasing trend of mobile gaming means affiliates should focus on optimizing for mobile platforms to meet the demands of a growing smartphone-savvy audience.
The future of iGaming in LatAm: What to expect?
To conclude, iGaming affiliate marketing Latam has a strong potential for affiliates who are ready to debut in the region. The next few years will see dynamic changes in the region’s iGaming landscape, and affiliates who don’t quit and keep researching the best fits will not be waiting for a long time to celebrate their success.
Affiliates who use a localized approach, including the power of mobile-first content, and stay ahead of regulatory changes will be in the top position to secure long-term success in this region.
Bonus hint from AffPapa: By 2027, the iGaming LatAm market is expected to grow at a CAGR of 11%, driven by advancements in mobile technology, increased internet penetration, and regulatory improvements.
FAQs
What should affiliates consider when entering the iGaming LatAm market?
When choosing to expand into the iGaming LatAm market, affiliates need to consider each country’s regulations, preferred languages, available payment methods, and internet availability.
Which LatAm country makes up the largest iGaming market?
Brazil makes up the largest iGaming LatAm market. However, the path to this position was not easy and straightforward. In 1946, the government of President Eurico Gaspar Dutra imposed a blanket ban on the industry, banning all forms of gambling, including slot machines, casinos, etc.
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