In recent years, the Latin American region has established itself firmly on the global gambling stage. The success of markets such as Brazil and Peru underscores the tremendous and rapid development the region has experienced over the last decade, offering ample opportunities for brands looking to diversify their regional reach.
However, as the region solidifies its foundation, individual markets are beginning to diversify, each featuring distinct regulatory requirements, player preferences, and cultural attitudes. This diversification means that brands entering these markets could potentially be overwhelmed by the range of new variables to consider.
The upcoming SBC Summit Latinoamérica’s conference program will help delegates navigate this extensive wealth of information through targeted panels on various industry sectors. These sessions are designed to offer delegates a deeper understanding of each little consideration when entering a new region, ensuring a smooth and informed arrival into their chosen market.
This blog post will highlight the key areas for seamless market entry covered in the conference agenda, shedding a light on key panels to attend, how these panels can assist brands and the speakers set to offer their invaluable guidance.
The blog will be separated into several sections. These include:
- Key Considerations for Emerging Markets
- Understanding Regional Regulation
- Unlocking the Door to Affiliate Marketing Success
- Enhancing Your Marketing Output
- Securing Your Optimal Payment Solution
- Navigating Gaming Verticals
Key Considerations for Emerging Markets
Understanding key factors such as regional gaming preferences, player behavior, and regulation, as well as identifying leading brands in the area to form impactful partnerships, can be the difference between success and failure.
Gaining a deep understanding of these key considerations is essential for brands aiming to establish themselves in Latin American markets. By grasping regional gaming preferences and player behavior, brands can tailor their offerings to meet local demands, thereby increasing their appeal. Awareness of regional regulations and licensing requirements ensures compliance and helps avoid legal pitfalls. Moreover, identifying and collaborating with established regional partners can facilitate smoother market entry and provide valuable local insights. Understanding cultural and language differences is crucial for effective communication and branding strategies while leveraging technology and accessing capital are vital for a successful launch. Collectively, these insights enable brands to navigate the complexities of emerging markets with greater confidence and precision, enhancing their chances of long-term success.
On day one (Wednesday, October 30th), of the SBC Summit Latinoamérica’s conference program, delegates will gain invaluable insights into such regional considerations through the panel titled “New Neighborhoods: Key Considerations Around Entering Emerging Markets.”
Part of the ‘Affiliate & Advertising’ track, this panel will cover essential topics for brands, including legal and regulatory considerations, navigating the licensing process, finding regional partners, accessing capital, addressing cultural and language differences, developing a branding strategy, implementing technology, and strategies for a successful product launch.
The panel will feature a lineup of industry experts including Connor Williams (Director, Velo Partners), Bill Pascrell III (Partner, Princeton Public Affairs Group), Frank Digiacomo (Partner, Duane Morris LLP), Christian Tirabassi (Senior Partner, Ficom Leisure), Amie Biros (VP of Strategic Initiatives, Rush Street Interactive) and panel moderator Adam Rosenberg (Senior Advisor, Gaming & Leisure, Blackstone).
Understanding Regional Regulation
The first step for any brand seeking to enter a new market is to ensure they have a comprehensive understanding of the regulatory landscape of their chosen market. From varying regulations on marketing output, player spending, gaming offerings, and licensing fees, understanding your market regulation is the foundation for seamless market entry.
Affiliates and operators alike may encounter specific challenges navigating this complex regulatory landscape. Affiliates need to grasp local regulations affecting advertising, promotions, and player acquisition to avoid penalties and ensure effective collaborations. Operators, on the other hand, must manage compliance with a range of regulatory requirements, including licensing and financial regulations, while adapting their business models to fit local market conditions. Both groups must also understand regional preferences and restrictions that impact their strategies and partnerships.
The session titled ‘Regulatory Tango: Navigating Latam’s Gaming Landscape’ will take place on Wednesday, October 30th, as part of the ‘Leaders’ track. This panel will offer delegates a comprehensive overview of the current regulatory environment in Latin America. Featuring industry experts JD Duarte (CEO, Betcris), Gonzalo Perez (CEO, Apuesta Total), and panel moderator Cristina Romero (Partner, Loyra Abogados), the discussion will focus on how online operators can ensure regulatory cohesion to effectively penetrate a market with millions of sports-obsessed bettors.
Additional panels covering regulation include:
Unlocking the Door to Affiliate Marketing Success
While emerging markets offer immense possibilities for operators, those in the affiliate world also recognize the incredible potential these new markets present.
With more Latin American markets finally establishing solid online regulations, the region is witnessing an influx of online operators entering the market. This presents a fantastic opportunity for affiliates to make their mark by promoting the most promising regional brands.
However, given the complex tapestry of varying regulations across the Latin American region, affiliates entering these markets must first develop a comprehensive understanding of current regulations, identify which markets permit legal online gambling, and familiarize themselves with the available online resources and communities.
To aid affiliates in understanding the region’s preferences, regulations and trends, SBC Summit Latinoamérica’s conference agenda will feature a dedicated ‘Affiliate & Advertising’ track, set to take place on Wednesday, 30th October.
The panel titled ‘Strategic Approaches to Affiliate Marketing Success in LATAM’ will explore the latest technology, player habits, and social engagement tools, that are shaping the Latin American affiliate landscape. Featuring industry experts Florencia Brancato (Head of Markets, Pinnacle), Joaquin Gago (CEO, BETANDEAL), and Adrian Tejeda (Affiliate Marketing Department Lead, Logrand Entertainment), the discussion will address future trends for affiliates over the next five years, strategies for new affiliates to safeguard their growth, and the benefits operators can gain from partnering with affiliates.
Enhancing Your Marketing Output
Whether you are an operator, supplier, or affiliate, a brand’s marketing team is an indispensable tool for promoting your brand. They play a vital role in communicating your latest offerings and enticing promotions to players, attracting new customers, and ultimately strengthening your brand’s presence in the region.
For those who are not marketers, it might seem that marketing strategies can be easily applied to any region where a brand operates. However, this assumption is incorrect. When entering a new market, marketing teams must navigate a multitude of critical considerations, including regional marketing legislation, the need for localisation, market susceptibility, region-specific platforms, and the use of appropriate automation software.
The upcoming SBC Summit Latinoamérica will seek to provide delegates with the framework to establish successful marketing campaigns in newly entered markets through the panel ‘Attracting Players: Strategies for Driving Traffic Acquisition in LatAm’.
The panel, scheduled for Wednesday, October 30th, as part of the ‘Affiliate & Advertising’ track, will provide delegates with insights on selecting effective approaches to engage specific audiences. Featuring industry experts such as Erick Sapien (Director, Gana777), Laura Gago (Head of Operations, BETANDEAL), Rodrigo Cambiaghin (Senior Sales Executive Digital Advertising LATAM, Sportradar), and Christopher Iyahin Guzman (Head of Affiliates, Strendus), with panel moderator Victor Arias (VP Latam Operations, Pragmatic Play), the panel will delve into the role of the product, the do’s and don’ts of selecting the right automation software, and how leveraging existing customer activity can drive successful marketing campaigns.
Other notable marketing panels:
- Navigating Responsible Marketing Through Social Media & Influencers
- AI’s impact in sports betting operations
Securing Your Optimal Payment Solution
For any brand seeking to establish itself in the gambling industry, ensuring a reliable, seamless, and user-friendly payment method is crucial for achieving higher player satisfaction and retention. Without it, players may simply turn to competitors.
This issue becomes significantly more complex when entering new markets. Brands must be aware of the leading payment services and providers, regional payment preferences, regulatory restrictions, and emerging technologies, all while ensuring a smooth and seamless user experience.
To help delegates better understand the Latin American payment landscape and select the optimal payment options to enhance their business offerings, the upcoming SBC Summit Latinoamérica will feature a dedicated ‘Payments & Compliance’ conference track.
Scheduled for Thursday, October 31st, the panel titled ‘Evolution of Payments in LatAm’ will delve into the dynamic evolution of payment systems in Latin America’s sports betting and iGaming sectors. The discussion will cover the latest trends in financial technology, the integration of digital currencies, and the challenges and opportunities in creating a seamless payment experience for users. Additionally, the panel will address regulatory implications and the potential for these innovations to shape the future of gaming in the region.
Navigating Gaming Verticals
Another crucial consideration when entering a new market is gaining a comprehensive understanding of the most prominent verticals within each market. While the burgeoning iGaming and sports betting sectors have rightly received much attention, the Latin American region also boasts an enthusiastic player base for traditional verticals such as land-based casinos, lotteries, bingo, and more.
Understanding the preferences for gaming verticals in each market can help brands identify key markets to enter, shape strategies to entice players, collaborate with other gaming verticals to enhance offerings, and establish a unique and dominant position in their desired market.
Opening the ‘Lotteries, Casino & iGaming’ conference track, on Thursday, October 31st, is the panel titled ‘Converging Worlds of iGaming, Sports Betting, & Land-Based Casinos’.
The panel will explore how the inevitable convergence of online casinos and mobile sports betting will disrupt the current Latin American market. Discussions will include how casino-first, sports betting and multi-brand operators will fare as more markets establish iGaming regulations alongside sports betting. Additionally, the panel will examine how operators can leverage their inherent strengths to carve out market share and whether we will continue to see a surge of M&A activity in this area.
Final Thoughts:
Entering a Latin American market presents brands with the complex challenge of navigating a range of diverse and intricate considerations. Key factors include mastering regional regulations, understanding the unique behaviors and preferences of local players, implementing effective and seamless payment solutions, and crafting tailored marketing strategies. Each of these elements can significantly impact whether a market entry is smooth and successful or falls short.
To address these challenges, the upcoming SBC Summit Latinoamérica will feature an in-depth educational program specifically designed to equip delegates with essential tools, strategies, and regional insights. This approach aims to facilitate not just entry into these dynamic markets but to ensure that brands can establish a robust and enduring presence. By attending, delegates will gain valuable knowledge and strategies to enhance their brand visibility, effectively engage with local audiences, and solidify their position as key players in the Latin American market.