In the lead-up to SBC Summit Rio, iGaming Expert and Affiliate Leaders spoke with Bruno Barroso, CEO of BetPass, who will be speaking at the event this month.
During the interview, Barroso shared insights into BetPass’s rapid success, how his out-of-industry experience has guided the company to be a leader in the affiliate sector, and the significance of the Affiliate Leaders Summit at SBC Summit Rio.
Barroso also offered key advice for affiliates seeking to establish themselves in Brazil, strategies for enhancing fraud prevention, and his perspective on the impact of social influencers on the industry.
Bruno, thank you for taking the time to chat with us. BetPass has achieved remarkable growth in a short time. What do you believe are the key factors behind this rapid success since launching in 2023?
Bruno Barroso: Our ability to adapt quickly and execute with precision has been the key to our success. Being 100% self-funded, we had no choice but to move fast, focus on delivering real value to our customers, and generate revenue to fuel our growth.
Beyond that, we are truly passionate about technology and, above all, innovation. We refuse to follow the crowd—every day, we ask ourselves: What can we do that no one else is doing? This mindset has positioned us as pioneers in the industry, leading to our recognition as finalists in several notable startup competitions, as well as being recognized in the SBC Awards for innovation in the affiliate market.
Your professional background spans fintech, investment management, data science, analytics, and software development. How have these experiences influenced the way BetPass operates?
BB: My background in technology, data, and investment management has shaped BetPass into a company that is not just innovative but also highly strategic and data-driven. Coming from a world where efficiency, scalability, and smart capital allocation are crucial, I’ve applied these principles to the way we build our solutions and structure our business.
From fintech and investment management, I brought a deep focus on risk management, compliance, and financial sustainability. This is reflected in how we help operators mitigate fraud, optimise affiliate performance, and ensure regulatory alignment.
My experience with data science and analytics has given BetPass a strong analytical edge, enabling us to leverage AI, automation, and real-time insights to maximize performance for operators. My background in software development has ensured we don’t just build tools—we build scalable, cutting-edge platforms that truly transform affiliate management.
Ultimately, all these experiences contribute to BetPass being more than just another platform—we are a strategic growth partner for operators, helping them increase performance, reduce risks, and optimise resources in ways that were never possible before.
What would be your three key pieces of advice for affiliates looking to establish themselves in Brazil?
BB: First and foremost, affiliates should look for an affiliate intermediary company that connects affiliates and operators while providing knowledge, security, and support. Before regulation, operators could directly seek out affiliates, but now that’s almost impossible.
Second, Brazil is undergoing a major transformation in its iGaming regulations. Affiliates must stay up to date on compliance requirements, advertising restrictions, and the impact of local laws. Partnering with platforms that provide expert guidance, compliance tools, and structured payment solutions—like BetPass—can be a game-changer in ensuring long-term success.
Finally, focus on quality over quantity. The Brazilian market is massive but highly competitive. The most successful affiliates don’t just generate traffic—they build trust, engagement, and high-value player acquisition strategies. Investing in localized content and a deep understanding of Brazilian player behavior leads to stronger, more profitable partnerships with operators.
Fraud prevention is a key part of BetPass’s offering. How do you feel Brazilian affiliates can strengthen their effort to ensure player safety?
BB: Fraud prevention is essential in the Brazilian market, especially with the new regulatory framework. Affiliates play a crucial role in maintaining a safe and compliant ecosystem, and there are three key ways they can strengthen their efforts to ensure player safety.
Work with Trusted Platforms: Affiliates should partner with operators and affiliate platforms that prioritize compliance and fraud prevention. Having access to anti-fraud tools, KYC verification, and traffic quality monitoring helps minimize risks and protect both players and operators.
Focus on Transparency and Responsible Marketing: Affiliates must avoid misleading promotions and ensure they provide clear, accurate information to players. This builds long-term trust and reduces disputes and compliance risks.
Leverage Data and Technology: Using advanced analytics, AI-driven monitoring, and real-time tracking can help affiliates detect suspicious activity early. Identifying unusual betting patterns, bonus abuse, or traffic anomalies allows affiliates to take proactive action and safeguard the integrity of the market.
At BetPass, we integrate fraud prevention directly into our ecosystem, helping affiliates and operators maintain a secure and high-performing operation while staying compliant with the evolving Brazilian regulations. We do the hard work, allowing affiliates and operators to focus on their core business.
Across Latin America, we’re seeing the growing influence of social media and content creators in affiliate marketing. How do you see this trend evolving?
BB: This trend is only going to accelerate. In Latin America, trust plays a huge role in consumer behavior, and social media influencers and content creators have built highly engaged audiences and communities that trust their recommendations. Unlike traditional affiliate marketing, where traffic is often driven through SEO and paid media, influencers bring an additional layer of credibility and personal connection, making conversions more effective.
Moreover, creators have a strong reach in content delivery, representing the brand in places that the company could never reach, regardless of the investment made. The countries in Latin America have a strong and unique culture in each location, and working on a direct communication strategy to reach the entire population is impossible. This is where the creators’ work shines, as they manage to communicate with their audience in a much more efficient way than direct brand communication.
As a result, not only does the reach increase, but also, more importantly, the conversion and retention rates.
What shifts do you expect in the near future on the affiliate marketing front (due to the regulation of the Brazilian market)?
BB: In regulated markets like Brazil, where compliance and transparency are becoming mandatory, it’s no longer enough for affiliates to simply drive traffic. They must prove their credibility, expertise, and adherence to best practices.
A structured certification and training process is essential for ensuring that affiliates are not only knowledgeable about the industry but also aligned with regulatory requirements and ethical marketing standards. With proper training, affiliates gain a deeper understanding of responsible advertising, compliance, audience engagement, and sustainable acquisition strategies—leading to better performance and stronger partnerships with operators.
Beyond education, ongoing monitoring and compliance oversight will play a crucial role. Operators must have visibility into how their affiliates are promoting their brands, ensuring that all marketing efforts are compliant and free from misleading practices. Advanced tracking, automated audits, and fraud prevention mechanisms will be fundamental to maintaining a healthy and trustworthy affiliate ecosystem. This will not only help with regulation but also improve efficiency and reduce costs.
By implementing certification, training, and compliance monitoring, the industry moves toward a more transparent, professional, and results-driven model—where affiliates are recognized as valuable partners rather than just traffic sources. Those who embrace this shift will be the ones leading the next era of affiliate marketing. It’s an exciting time, as these changes will create new opportunities for growth and long-term sustainability.
Last year, you spoke at SBC Summit’s Affiliate Leaders Summit. How do you think the affiliate-focused side summit benefited attendees and what impact do you expect it to have at the upcoming SBC Summit Rio?
BB: The Affiliate Leaders Summit at the SBC Summit last year was a great platform for industry professionals to exchange ideas, discuss challenges, and explore new opportunities. The summit’s affiliate-focused approach allowed attendees to dive deeper into key topics such as regulation, player acquisition, retention strategies, and the evolving role of affiliates in the iGaming ecosystem. It was a unique opportunity to connect with top affiliates, operators, and experts, all in one place.
The summit highlighted the importance of collaboration and innovation within the affiliate sector. It also raised awareness about the significant shifts happening in markets like Brazil, where new regulations are reshaping how affiliates approach their strategies. Additionally, there has been a clear move toward the professionalization of the affiliate market. This trend is vital because it promotes transparency, efficiency, and stronger partnerships, ultimately leading to a more sustainable industry.
Looking ahead to SBC Summit Rio, I believe these discussions will be even more critical. With Brazil’s market rapidly evolving, affiliates need to be equipped with the latest knowledge on compliance, marketing strategies, and technology to stay ahead of the curve. I expect this summit to provide crucial insights into how affiliates can thrive in a regulated environment and leverage new tools and partnerships to enhance their business performance. It will be an exciting opportunity for everyone involved to learn, grow, and adapt to the changing landscape.
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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!
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Source: iGaming Expert
