Speaking to iGaming Expert, Eduardo Riol Guerra, Co-CEO of ApuestasFree, revealed how ApuestasFree’s newsletter is redefining the way players receive insightful, personalised content.
Ahead of the upcoming SBC Summit and the Affiliate Leader Summit, he also highlighted the growing importance of regionally tailored content in their global strategy and shared his thoughts on the impact of the recent FIFA Club World Cup.
iGaming Expert: You launched ApuestasFree alongside Josean Paunero and Jon Garcia—what sparked the idea to start the site, and what kind of vision did you have when you were just getting started?
Eduardo Riol Guerra: The inspiration for launching ApuestasFree stemmed from identifying a unique opportunity in the rapidly growing online betting market, where the demand for reliable and up-to-date information was clear.
Initially, we operated a free web hosting service funded by advertising, and we noticed a significant increase in advertisers from the gambling sector. This led us to create ApuestasBlog, a platform for sharing relevant betting content.
However, we soon recognised the need for a more comprehensive platform that not only informed but also provided users with direct access to the best promotions and exclusive bonuses from betting operators. Thus, ApuestasFree.com was born, with the vision of becoming the leading reference for bettors, delivering transparent, updated, and personalised information to maximise user value, while promoting responsible gambling practices.
iGX: One of the standout features on your site is the newsletter sign-up. What extra value does the newsletter bring for players that they might not already get on the main site?
ERG: The ApuestasFree newsletter is a strategic tool designed to provide our users with distinct value in an environment where immediacy and relevance are paramount. Unlike the static content on the website, the newsletter delivers a curated selection of the most notable promotions, exclusive bonuses, and betting opportunities we deem essential. We take great care to ensure this content is tailored to our subscribers’ needs and preferences.
Additionally, we include concise analyses and personalised recommendations based on market trends and key sporting events, enabling players to make informed decisions quickly. This proactive approach ensures our users are always one step ahead, maximising their opportunities in a dynamic market.
iGX: ApuestasFree operates across Europe, North America, and South America. How do you go about tailoring your content and offers for such a diverse set of regions?
ERG: Adapting our content for a global audience is central to our strategy. We achieve this by hiring local editors and experts with in-depth knowledge of regional markets, ensuring culturally relevant and compliant content.
We customise offers and promotions to align with local preferences, such as football in South America, basketball in North America, or horse racing in Europe. Our multilingual approach, supported by data analytics, allows us to track trends and provide accurate, up-to-date information.
Additionally, we implement a GeoIP system to display relevant content based on the user’s country, such as highlighting events like the FIFA Club World Cup for football-focused regions. Combined with an intuitive design, this localised strategy delivers accessible, relevant content to users worldwide.
AL: A standout feature for AquestasFree is how in-depth your blog content is, especially around individual matches with specific bonuses. How do you choose what sports and games to focus on, and how important is this type of content when it comes to keeping players engaged?
ERG: Our selection of sports and events for the blog is based on a dual approach that combines editorial analysis and strategic collaboration with betting operators.
On one hand, our editorial team, led by our content manager, identifies high-relevance events weekly. We prioritise those with significant media impact and appeal to bettors, such as football derbies, tournament finals, or international events. On the other hand, we maintain ongoing dialogue with betting operators to align our content with their most prominent promotions, occasionally suggesting events we consider of high interest to users.
This detailed content is not only informative, but it also builds trust and engagement, providing players with actionable information that enhances their betting experience and reinforces ApuestasFree’s reputation as a reliable and expert source.
iGX: We noticed the FIFA Club World Cup is given a lot of attention on your Spanish site. How has it been received by your users, and what are your early thoughts as we head towards the 2026 World Cup in North America?
ERG: The FIFA Club World Cup, as a novel tournament, generated notable interest among our users, though it didn’t reach the intensity of a national team World Cup.
Preliminary data indicated a positive reception, particularly in football-centric markets like Spain and Latin America, where users valued our specialised content and associated promotions. However, we are analysing engagement metrics to optimise our coverage for future events.
Looking ahead to the 2026 World Cup in North America, we anticipate an unprecedented impact, given the event’s global reach and significance in key markets like the United States, Mexico, and Canada.
We are already developing a comprehensive strategy that includes dedicated pages, exclusive content, and collaborations with betting operators to offer tailored promotions, all prepared over a year in advance to maximise value for our users.
AL: You’ve made responsible gambling a core part of your brand. In your view, what more could the wider industry be doing to support at-risk players? And how do you stay on top of the latest regulations?
ERG: Responsible gambling is a core pillar of ApuestasFree, and we believe the industry must intensify its efforts in education and prevention. We propose that betting operators and affiliates invest more in awareness campaigns to inform players about gambling risks and available tools, such as deposit limits or self-exclusion.
Additionally, the industry could standardise the promotion of regulated operators, emphasising authorised domains and official listings and protecting users from unregulated platforms, which lack prevention mechanisms.
At ApuestasFree, we take a proactive approach. We continuously monitor regulations in each market, collaborate with betting operators to ensure compliance, and apply regulations stringently, regularly reviewing our content to align with the most rigorous legal standards. This commitment allows us to protect our users and maintain brand integrity.
iGX: You are set to attend the upcoming SBC Summit this September, which features a dedicated Affiliate Leaders Summit. What are you most looking forward to at the event?
ERG: SBC Summit is a key event for ApuestasFree, providing a unique platform to strengthen strategic relationships and explore new opportunities in the gambling sector. We look forward to connecting with betting operators and casinos we already collaborate with, as well as discovering new brands to expand our portfolio.
The event also allows us to align our future projects with our partners’ strategies, exchange perspectives with other affiliates, and anticipate emerging industry trends.
Additionally, the Affiliate Leaders Summit is an invaluable opportunity to share best practices and discuss common challenges. Beyond business, we value the networking and dynamic atmosphere of the event, which combines professional opportunities with moments of leisure, making SBC Summit an unmissable annual gathering.
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Want in on the Affiliate Leaders Summit at SBC Summit 2025? Apply for a complimentary pass for full access to the expo floor, all sessions, evening networking, and free catering.
SBC’s 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. Apply for membership.
Source: iGaming Expert
