Social media platforms have spawned a new celebrity archetype: the influencer.
This celebrity type is especially popular in Brazil.
This means that brands, left and right, try to include influencers in their marketing campaigns and leverage the trust that influencers have already built with their audience. Fair enough. Using a face for your brand can be a strong driver.
However, things are not as simple as they sound.
Certainly not in Brazil.
The government has introduced rules and guidelines overseeing influencer messaging, products, and tone in an attempt to better protect players.
This means that influencers, affiliates, and operators are now required to carefully consider what they are allowed to do and what is off-limits.
This is no simple task.
Which is why, during the upcoming SBC Summit Rio, SBC will help influencers, operators, and affiliates understand these regulations through an ‘Influencer Academy’ held in partnership with marketing agency Propane.
Let’s dive in.
Who is the academy for?
The Influencer Academy, first and foremost, was created to help influencers better understand the new rules and discover how they can remain creative while being responsible.
Apart from learning, influencers can benefit in other ways – most importantly, networking.
SBC Summit Rio will gather all operators already working in or eyeing Brazil. They are all your potential partners. This is your chance to get your face in front of the market’s biggest hitters.
That said, influencers are not the only ones who stand to benefit from attending the academy workshops.
But who else could benefit from attending?
- Operators: If you’re an operator planning to use influencers in Brazil as a traffic driver to your website, you ALSO need to understand the rules. By attending this academy, you’ll be better equipped to work with influencers and guide them on how to promote your brand responsibly. Remember – your reputation is on the line too.
- For Game Studios: Influencers can make or break a game’s success – your game might end up topping the charts simply because an influencer decided to stream it or promote it to their millions-strong audience. So again, attending this workshop, meeting those influencers, and understanding how they can help you promote your game is key.
- Affiliate networks: Affiliate networks should attend the influencer workshop to learn how influencer marketing can boost their strategies in Brazil. The workshop will break down the new rules, so they know how to keep campaigns compliant. Plus, if they work with influencers, they’ll pick up tips on helping them promote client brands the right way.
Our impressive speaker lineup
- Acelino “Popó” Freitas: Retired professional boxer and politician with an impressive 6.2 million followers on Instagram.
- Aruan Felix: 1.7 million followers on Instagram and 2.61 million subscribers on his main YouTube channel, where he shares a variety of content, including vlogs, challenges, and gameplay videos.
- Daniel Rocha: Brazilian actor and musician with 1.2 million followers on Instagram.
- Mama Brito: Recognized for providing emotional coaching to high-performance athletes and as the founder of the Fight Music Show, an event combining fights and musical performances.
- Arthur Frasson: Commercial Executive at Propane iGaming Agency.
- Juliana Albuquerque: Executive Vice President of CONAR, a non-governmental organization that oversees and ensures ethical advertising practices in Brazil.
- Mateo Scudeler: Lawyer at Aragão & Tomaz Advogados Associados.
More speakers will be announced soon!
Marketing Regulation: A Brief Overview
Before we get into the nitty gritty of workshop descriptions, it’s important to understand to current landscape in Brazil.
When it comes to Brazilian regulation, there is a lot to cover- so we will keep this brief. But in essence, the marketing legislation impacting social media influencers can be attributed to four key developments.
- CONAR Digital Influencer Advertising Guidelines require influencers to disclose when they’re advertising during streams, avoid misleading messages, maintain ethical standards, and be subject to CONAR’s stream monitoring.
- Normative Ordinance No. 1,330, the first legal legislation that impacted influencers banned gambling ads in schools and universities, prohibited misleading claims about winning odds, and barred promoting gambling as a path to personal or financial success.
- CONAR’s Annex X, are refined guidelines that require gambling advertisements to disclose commercial intent, avoid targeting minors, and discourage excessive gambling.
- Ordinance No. 1,231: The latest legislation holds operators responsible for affiliate marketing compliance and the implementation of “18+” age restriction notices and gambling risk warnings. Additionally, it mandates that sponsors clearly identify themselves, avoid targeting children, and refrain from sponsoring youth events or teams.
Although these guidelines promote positive change for the industry, they can be tricky for influencers to navigate. They require influencers to follow strict guidelines, stay on top of changing regulations, and balance it all with creating engaging content. Without proper resources or legal guidance, it can be easy to slip up.
Influencer Academy: Exploring The Workshops
The Influencer Academy will take place on Wednesday 26th February at the Marketing Academy & lounge (C05).
Held in partnership with Propane, the academy will feature three workshops, each focusing on a different area of influencer marketing.
WINNERS & LOSERS: BRAZIL’S POST-REGULATION INFLUENCER MARKETING LANDSCAPE (2:00 – 2.40 PM)
Top influencers will discuss the impact of the new regulations on influencer marketing in Brazil. They will focus on sharing practical, proven strategies to help fellow influencers market gambling products while remaining FULLY COMPLIANT.
They will also share their thoughts on what’s next for the industry.
The panel will be moderated by Leonardo Benites, CEO of Propane. With over a decade of experience in marketing, influencer partnerships, and iGaming, Benites is the ideal figure to lead discussions.
RESPONSIBLE ADVERTISING WORKSHOP: NAVIGATING BRAZIL’S NEW MARKETING REQUIREMENTS (2.40 – 3.20 PM)
This workshop will dissect advertising guidelines and explore safer gambling practices, making it a must-see for influencers, operators, and affiliates alike. How do you ensure regulatory compliance? How do you market responsibly when using multiple channels?
The panel will also be moderated by Benites.
CASINO INFLUENCERS: EUROPEAN SUCCESS STORIES MEET BRAZILIAN OPPORTUNITIES (3.20 – 4.00 PM)
This workshop looks at how European casino streamers found success and gives aspiring influencers the tools to do the same in Brazil’s online casino market. You’ll get tips on creating content people love, building a strong community, and growing your personal brand.
This panel will be moderated by Alan Brincat, Director at Propane.
Does this sound interesting? Here are other panels to watch!
In addition to the Influencer Academy, SBC Summit Rio’s conference agenda will feature a number of influencer and marketing-focused panels. These include:
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Final Thoughts
Influencer marketing is going to be hot in Brazil when it comes to promoting gambling brands. That’s a fact—an undeniable one.
And this is precisely why SBC and Propane are working hard to bring some of the hottest influencers in Brazil to the event.
That means SBC Summit Rio is transforming into a space where you can meet the next influencer who could become the face of your brand. What’s even better is that these influencers will go through a series of educational workshops to learn how to promote your brand responsibly, giving you one less headache. You, as an operator, affiliate network, or game studio interested in working with influencers, can also attend to learn how to better guide your future partners.
For those of you who are influencers—this is your chance to secure some pretty good deals. With all the licensed operators present at the event, it really comes down to you convincing them that you’re the right face for their brand—and a face that takes the new regulations seriously.
Get your tickets to the event here.
Operators and affiliates can apply for complimentary passes.
Influencers can contact Isadora Marcante, Relationships Manager Brazil, via email to get complimentary passes: [email protected]
