The world of iGaming is shifting rapidly, with social media influencers steering the industry into uncharted territory. In a panel discussion at last week’s SiGMA Europe 2024 event, the focus was on how influencers are transforming betting strategies, with Brazil at the epicentre of this evolution. Known for its deep love of football and an insatiable appetite for Instagram, Brazil’s culture offers a unique lens into the growing synergy between social media and iGaming.
Eugene Ravdin, Head of Communications and Marketing at Mighty Tips, expertly moderated the panel of Jon Vlogs, CEO of Jon Bet and Raquel Freestyle, Digital Influencer for ALOB Sports. The panel began by explaining how Instagram became the dominant platform in Brazil, around 2021 and 2022, with locals using it daily to keep up with their favourite stars. In January 2022, Brazil had 128.8 million Instagram users, making it one of the platform’s largest markets globally. This created an untapped opportunity for iGaming brands. The speakers explored how combining this digital culture with the nation’s football obsession sparked innovative approaches to audience engagement.
Raquel Freestyle shared a remarkable personal achievement: breaking the Guinness World Record for football juggling, with an awe-inspiring time of 10 hours and 22 minutes. This feat, though touched upon lightly, hinted at the relentless passion and determination that mirrors the drive seen in Brazil’s iGaming industry.
A bold move was introducing interactive stories that gamified the betting experience. “We changed the game,” Vlogs noted, describing how influencers leveraged their natural charisma to showcase the betting process, making it relatable and entertaining. The strategy proved wildly successful, shifting the perception of betting from passive participation to a dynamic and engaging experience.
While football influencers dominate the Brazilian iGaming space, influencers from other niches, such as lifestyle, gaming, and even comedy, are also engaging audiences. By blending their personal brand with the excitement of betting, these creators extend the appeal of iGaming to broader demographics, such as casual players and younger audiences.
The discussion turned to strategies for engaging audiences, with contrasting views emerging. Some argued that sponsoring football teams, a traditional approach, remained effective because of Brazil’s team-oriented culture. “If you sponsor my team, I value your brand,” a panellist remarked. However, others challenged this notion, advocating for a direct partnership with influencers. The reasoning was simple: influencers have a personal connection with their audiences, which brands could tap into far more effectively than through generic team sponsorships.
The panel touched on the rising popularity of micro-influencers, who have smaller but highly engaged audiences. These influencers often build trust within niche communities, offering iGaming brands a cost-effective way to reach specific demographics while maintaining authenticity.
The panellists highlighted the importance of authenticity in influencer marketing. They emphasised that authentic influencers resonate more with audiences. With the rising popularity of micro-influencers, who have smaller but highly engaged audiences, influencers often build trust within niche communities, offering iGaming brands a cost-effective way to reach specific demographics while maintaining authenticity.
The conversation touched on how influencers gave companies the creative leeway to work without rigid scripts, only loose guidelines, tapping into their individual market and niche audience, proving highly effective in fostering deeper engagement and trust. With millions of views on a single story, the results underscore the power of allowing influencers to engage their audiences in their authentic voice.
Brands often measure the success of influencer collaborations through engagement metrics, such as likes, shares, and comments, as well as more concrete outcomes like sign-ups and player retention. These indicators provide crucial insights that help iGaming operators assess their marketing ROI and make data-driven decisions to optimise future campaigns.
Navigating regulation in Brazil’s emerging iGaming market
The conversation shifted to regulation, with new Brazilian laws set to shake up the industry. The speakers expressed concerns about the challenges posed by licensing fees and stricter compliance measures. However, the panel also acknowledged the challenges of influencer marketing in iGaming, such as ensuring compliance with advertising regulations and managing the reputational risks associated with high-profile partnerships.
Brands must carefully vet their influencers to ensure alignment with their values and legal requirements. “We need to face-scan ourselves to withdraw winnings. It’s going to scare people off,” they warned, referring to the strict Know Your Customer (KYC) measures requiring facial verification. This hints at a potentially challenging transition as the government enforces stricter oversight.
Brazil’s gambling and iGaming market, set to launch in January 2025, introduces a five-year licensing system costing BRL 30 million (approximately $5.9 million) per operator. Companies must also establish a local subsidiary with at least 20% Brazilian ownership and adhere to strict advertising standards, including accountability for influencer promotions. Additionally, the National Consumer Secretariat (SENACON) has banned customer incentives like bonuses and sign-up offers to promote responsible gambling. Such measures might deter casual players who find the process intrusive or complicated, while creating opportunities for well-established brands to solidify their reputation.
While regulation presents challenges, the panel emphasised that overcoming these hurdles is essential for brands to thrive in Brazil’s dynamic iGaming landscape. Despite these challenges, influencers have a unique opportunity to connect with audiences in an authentic, engaging way that builds trust and loyalty.
The panel wrapped up with reflections on what it takes to succeed as an influencer in such a dynamic environment. By sharing personal betting experiences and engaging directly with their followers, influencers create a sense of intimacy and trust that traditional marketing channels cannot achieve. This personalisation helps demystify the betting process, encouraging new players to engage with iGaming platforms.
Emotion, passion, and consistency emerged as key ingredients. “When you’re playing, you need to be all in. People connect with the thrill, the wins, and even the losses,” Jon Vlogs explained, stressing the importance of authenticity in creating viral content.
The overarching theme was clear: Brazil’s fervent love of football and its deep engagement with social media have created a perfect storm for influencer-driven marketing in iGaming. By embracing Brazil’s cultural trends, brands can forge genuine connections, set a new standard for audience engagement, and inspire innovative strategies across other emerging markets.
Subscribe to SiGMA’s Top 10 News countdown and SiGMA’s Weekly Newsletter to stay up to date with all the latest iGaming News, and benefit from Subscriber-Only Offers.
