In the lead-up toΒ SBC Summit Rio, iGaming Expert andΒ Affiliate LeadersΒ spoke withΒ Vincenzo Decaro, CEO ofΒ Digidum, who will be attending the event next month.
During the interview, Decaro shared insights into Digidumβs journey to becoming a trusted name in the iGaming sector, how the company is navigating Brazilβs newly regulated market, and the significance of SBC Summit Rioβs dedicatedΒ Affiliate Leaders Summit.
Decaro also delved into the key differences between European and Latin American markets, the companyβs focus on compliance and localisation, and how strategic adaptation is key for success in Brazil.
Hi Vincenzo, can you provide an overview of Digidumβs journey and what unique qualities and offerings set Digidum apart?
Vincenzo Decaro:Β Digidum, established in 2019, is a dynamic 360-degree marketing agency specialising in performance marketing, with a strong emphasis on the iGaming sector. Our expertise lies in customer acquisition and lead generation, delivering new customers in a straightforward and compliant manner across various verticals and countries.
In the iGaming industry, Digidum has demonstrated significant success, particularly following the implementation of new gambling laws in the markets we operate in. Our tailored strategies have assisted numerous gambling partners in expanding their user base and enhancing their market presence.
By focusing on performance marketing and leveraging industry expertise, Digidum offers both publishers and advertisers the latest tools to spur growth. Our commitment to transparency, innovation, and adaptability ensures clients reach their goals with tailored marketing solutions, making Digidum a trusted partner in the iGaming sector.
You have previously shared that some European markets, like the Netherlands, Belgium, Germany, France, and Italy, are among your strongest. But you also mentioned doing well in LATAM. While, of course, each market is unique, what are the main operational differences in the EU markets compared to LATAM?
VD:Β Over the past five years, our expansion into LATAMβparticularly in Brazilβhas highlighted significant differences between the LATAM and EU markets. While many more factors come into play, Iβll share some of the most notable differences weβve encountered.
When it comes to regulation, EU markets feature stricter guidelines, with standardised compliance frameworks like GDPR, as well as stringent gaming laws. In LATAM, regulatory frameworks vary, and regions like Brazil are still evolving. While this offers some flexibility, it also comes with legal uncertainty.
In terms of consumer behaviour, EU consumers are generally tech-savvy, cautious with personal data, and prefer regulated trustworthy platforms. In contrast, LATAM markets have a younger, mobile-driven audience that responds well to promotions, gamification, and social influencers.
On the marketing side, EU markets feature stricter legal frameworks and focus on leveraging data-driven and targeted campaigns, utilising SEO, SEM, and email. In LATAM markets, there is much more attention on social media and influencer marketing. That said, email marketing and SEO still take a big share of marketing budgets.
When looking at payment systems, EU markets prefer secure, seamless payment options such as credit cards, e-wallets, and open banking integrations. In LATAM markets, most regions have a preferred payment method, such asΒ PixΒ in Brazil andΒ OXXOΒ in Mexico.
Regarding localisation, EU markets can be intricate, needing market-specific knowledge, with multilingual support and cultural tailoring playing a big role. In LATAM, itβs a bit easier since many countries share Spanish as a common language. However, for markets like Brazil, where Portuguese is spoken, localisation is still a must.
In terms of costs and challenges, the EU is a mature and highly competitive market, resulting in customer acquisition costs being a lot higher, especially in the UK. In LATAM markets, player retention tends to be lower compared to the EU, primarily due to economic differences. However, the regionβs larger population helps to balance this, and acquisition costs remain significantly lower.
Last month, the Brazilian gambling market achieved full regulation. What are your plans for the market, and how do you anticipate this milestone will influence marketing strategies and efforts in the region?
VD:Β The recent regulation of Brazilβs gambling market has already influenced market behaviour greatly, with many operators pausing budgets to evaluate this new landscape. This regulatory milestone presents significant growth opportunities but requires strategic adaptation in order to succeed.
Digidumβs focus is on compliance, localisation, and innovation, ensuring we establish a strong, trustworthy presence. By leveraging regulatory clarity and delivering culturally relevant marketing, we aim to strengthen our position and lead in this rapidly evolving market.
What emerging trends in digital marketing does Digidum foresee in Brazil? Which core mediums and strategies are you planning to employ in Brazil to attract new players?
VD:Β Email marketing has been our primary focus, and with the recent market regulation, we expect brands to increase their efforts to maximise output.
Building on our experience in Europeβs regulated markets, we also plan to leverage our extensive portfolio of publishers, to provide a diverse range of solutions to our partners. Weβll utilise a variety of channels, including email, social media, and sports sponsorships, to maximise reach and drive strong results.
What are some of the most common challenges affiliates, operators, influencers, and other stakeholders will face in Brazil? Is the opportunity there as lucrative as itβs made to sound?
VD:Β The Brazilian market presents exciting opportunities, but it also comes with unique challenges for affiliates, operators, influencers, and other stakeholders.
Brazilβs regulatory framework is still evolving, and stakeholders need to navigate compliance with local laws, including advertising restrictions and consumer protection rules. The marketβs regulation has seen an influx of new players entering Brazil, leading to a competitive market. This means differentiating offerings and finding a unique value proposition is key. Additionally, Brazilian consumers remain sceptical of online services due to past scams and fraud, so it will be important to build trust through transparent and reliable services for new entrants.
Is the opportunity as lucrative as it seems? Yes, but success will hinge on understanding market dynamics and taking a strategic approach. Key factors include Brazilβs massive population of over 210 million, its deep-rooted passion for sports, and one of the worldβs largest online audiences. These elements create huge opportunities for affiliates, operators, and influencers alike.
Economic growth and digital adoption have led to an emerging middle class, increasing disposable income and interest in digital entertainment and e-commerce. Affiliates, operators, and influencers who can balance innovation with cultural sensitivity and regulatory adherence will be best positioned to succeed.
You pride yourself on partnering with top advertisers and media publishers. How are you going to go about choosing the best partners to collaborate with in Brazil? What are your criteria going to be?
VD:Β Choosing the right partners in Brazil is about finding those who align with our goals, understand the local market, and deliver real results. We already have a strong portfolio of partners with proven track records and long-standing relationships, but there are key qualities we value most.
We love working with partners who are open to new ideas, leverage the latest technology, and can adapt quickly to market changes. Those who offer a variety of solutionsβemail, social media, native ads, or even sports sponsorshipsβallow us to craft impactful and diverse campaigns.
Great partnerships are built on clear communication and shared goals, so we prioritise collaborators who are open, honest, and easy to work with. Additionally, we look for partners who deliver measurable results and are committed to sharing data and insights to help us refine and improve our strategies over time.
The upcoming SBC Summit Rio will feature a dedicated Affiliate Leaders Summit. Why do you think incorporating this focused summit is significant, and what key outcomes or insights do you aim to achieve by attending?
VD:Β The inclusion of a dedicated Affiliate Leaders Summit at the upcoming SBC Summit Rio is incredibly significant because it highlights the growing importance of affiliates in shaping the future of the industry. It provides a unique platform to address the specific challenges, opportunities, and innovations that affiliates bring to the table in a market as dynamic as Brazil.
The summit will be an invaluable opportunity to understand the latest trends, regulatory updates, and technological advancements shaping Brazilβs affiliate landscape. Brazilβs affiliate market is rapidly evolving, so staying informed is critical to maintaining a competitive edge. The Affiliate Leaders Summit allows us to identify untapped opportunities and explore new channels or niches to reach diverse audiences.
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Want in on the Affiliate Leaders Summit at SBC Summit Rio?Β Apply for a complimentary passΒ for full access to the expo floor, all sessions, evening networking, and free catering!
SBCβs Affiliate Leaders community brings together a vital segment of the iGaming industry, empowering affiliates to connect, share insights, and explore challenges and opportunities within the sector. Built around information exchange, Affiliate Leaders offers exclusive benefits, including speaking opportunities at SBC events, interview features, VIP dinners, and complimentary access to all SBC events globally, amplifying affiliate voices in the iGaming discussion.Β Apply for membership.
Source: iGaming Expert