Tulio Chebli: Educating influencers ensures that we can build an ethical ecosystem in Brazil

In the lead-up to SBC Summit Rio, iGamingExpert and Affiliate Leaders had the opportunity to speak with Tulio Chebli, CEO of KR3W, a 360-degree influencer agency.

During the conversation, Chebli shared insights into KR3W’s work in connecting brands with top-tier gaming influencers, the importance of education and compliance in Brazil’s evolving regulatory landscape, and how the rise of influencer marketing is reshaping traditional affiliation models.

Hi Tulio, and thank you for sitting down with us for the interview. First things first—tell us more about KR3W and what you guys do.

Tulio Chebli: Thank you for having me! KR3W is a leading influencer network specialising in the iGaming and Gaming industry. We connect top-tier influencers with brands, helping them create impactful and engaging content for their audiences. Our goal is to build sustainable, long-term partnerships that drive real results while maintaining an authentic and responsible approach to influencer marketing.

You have some impressive names on your list of influencer creators who work within the iGaming vertical. Could you share some of them with our audience?

TC: Absolutely! We work with some of the most recognised influencers in the gaming space, including Buxexa, Nobru, PaulinhoLoko (winner of the Esports Brazil Award for Biggest Streamer in Brazil in 2024 and the third biggest streamer in the world), Luquet4 (winner of the Esports Brazil Award for Biggest Streamer in Brazil in 2023), Yuri, Markola, Kersch, Steluto, Weedzao, and 157 other content creators, all exclusive to KR3W.

Together, our influencers reach over 220 million followers across various platforms, making them key players in the industry.

You also collaborate with a great number of brands (operators) that are now licensed to operate in Brazil. To what extent do they rely on influencers to promote their brands?

TC: Influencers play a crucial role in brand promotion, especially in a market like Brazil, where social media engagement is extremely high. Operators rely on influencers not just for visibility but also for credibility—Brazilian audiences connect more with personalities they trust than with traditional ads. Our role is to ensure that these collaborations are organic, effective, and aligned with the new regulations in place.

This year, we’re running the Influencer Academy at the event. The premise is very simple—educate influencers (and, of course, operators and affiliates) on what’s okay and what’s off-limits now. How do you feel about this inclusion?

TC: I think it’s a fantastic initiative! The industry is evolving rapidly, and compliance is now more important than ever. Educating influencers, operators, and affiliates ensures that everyone is aligned and that we can build a sustainable and ethical ecosystem. At KR3W, we already focus heavily on educating our influencers about responsible marketing, so having an official academy dedicated to this topic is a great step forward.

You shared your numbers (monthly FTDs) with me, and they’re quite impressive. Does Brazil’s preference for social media and other communication formats like WhatsApp mean that those who focus on traditional affiliation (review sites, for example) will struggle to gain a foothold in the market?

TC: Brazil is unique in that social media, streaming platforms, and even messaging apps like WhatsApp play a huge role in consumer behaviour. Traditional affiliation through review sites still has its place, but the highest engagement comes from direct interaction with trusted influencers.

People in Brazil are more likely to follow recommendations from content creators they admire rather than rely solely on written reviews. That’s why influencer marketing has become such a dominant force in the iGaming space. 

In addition, KR3W was founded and is composed of professionals with decades of experience in the influencer market and digital platforms. This background provides us with a significant competitive advantage, enabling a deep understanding of platform algorithms and operational dynamics. A practical example of this is the optimisation of YouTube live streams. Key factors such as title, thumbnail, keywords, and broadcast timing are crucial for maximising reach. 

Furthermore, we exponentially expand the visibility of these streams by creating and strategically distributing clips across multiple channels, including TikTok, Kwai, YouTube, Instagram, and Facebook. This approach ensures that the content reaches a much larger audience beyond just the live viewers. With a robust structure, a highly skilled team, and advanced technological support, KR3W has over 50 professionals dedicated to managing influencers’ careers, helping them achieve exceptional levels of performance and relevance.

What are the main points in the new regulations—documents like CONAR’s Digital Influencer Advertising Guidelines—that influencers need to be extra careful about? And how do you, as a company, educate them to ensure that your operator partners don’t run any risks?

TC: Transparency is key. Influencers must clearly disclose sponsored content, avoid misleading promotions, and ensure that they are not targeting underage audiences. 

At KR3W, we provide regular training sessions and guidelines to all our influencers to make sure they understand and comply with these rules. We also work closely with legal experts to stay updated on any regulatory changes and ensure our partnerships are always in full compliance.

Following the regulatory changes, the communication approach that experts and influencers needed to adopt with their audiences shifted significantly. However, at KR3W, our influencers faced no issues in adapting. 

First and foremost, they are highly conscious of their personal brands, which means their content has always been centered around entertainment. For our influencers, playing at online casinos has always been akin to going to the movies with friends—an experience focused on fun and engagement. This entertainment-driven approach positioned us ahead of the curve when CONAR introduced new advertising regulations. By proactively aligning with these standards, we not only ensured compliance but also strengthened our credibility and trust with the operators we collaborate with.

You’ll be attending SBC Summit Rio’s second edition later this month. What are your main goals for the event? Are you bringing any team members or influencers you work with along?

TC: Yes, we will be attending, and we’re very excited about it! Our main goals are to strengthen existing partnerships, explore new collaborations, and stay ahead of industry trends. We’re also bringing some of our top influencers, as well as key team members, to engage with brands and participate in discussions on the future of influencer marketing in iGaming.

Looking forward to an amazing event and great conversations!

Want in on the Affiliate Leaders Summit at SBC Summit Rio? 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.