Latin America has been a hot topic in iGaming for some time and the potential this region holds is beyond all doubt. Yet despite the industry’s growing size and popularity here, its markets are still largely-untapped.
The lack of activity among affiliates in this part of the world is surprising. Hundreds of millions of people who have access to mobile phones, reliable internet connections and a tremendous passion for sports. According to Slotegrator, 4% of the world’s total gaming revenue comes from Latin America and it has a growth of 19% year-on-year for mobile gambling.
A high-profile acquisition and expansion
Surely, considering the above, it’s an opportunity for many affiliates to expand operations?
Leadstar Media did just that last year with the launch of their first affiliate site in Brazil, Sitedeapostas.com. This focuses on finding the best betting sites for Brazilians. The site is run by ex-pro footballer Enrico Nazaré, who won the Brazilian Cup with Vasco Da Gama in 2011. CEO Eskil Kvarnström attributed this in particular as a key factor in the success of the site so far.
“When we enter new markets, we look at many things before we decide to take the jump. One thing is to make sure that we can match our global experience and know-how with local expertise. The recruitment of Enrico has therefore been vital for our success in the market”, says Kvarnström.
“As a footballer myself I have felt the love from the fans, we are very passionate about sports in Brazil. My background has helped me a lot in this position as I understand how much sports matters to Brazilians. Our timing was great in this emerging market as more people get online and look to back their favourite teams”, adds Nazaré.
Brazil isn’t the only Latin American market where Leadstar is active. The company has branched further afield with MisCasasdeApuestas.com, a project that caters to Colombia. Launched initially in Spain, the Colombian extension of this site is further evidence of Leadstar’s aggressive approach to expanding operations which has been evident in the last couple of years.
Kvarnström also shared some insight on further future markets that the affiliate is looking at.
“Latin America is a growing market and of course very interesting for us. Colombia is our latest launch in the region, but we are also working on Perú and Mexico which we expect to launch later this year. When we see potential in a market and manage to identify the right team, we try to go there as soon as possible.”
Mobile drives the market forward
The use of mobile phones in this region directly feeds the gambling market. Most people own a mobile phone, while this is also the most popular device for connecting to the internet. As such, it’s key to provide a seamless and impeccable mobile experience to users.
“Every market we operate in is more or less mobile-first. But even more so in Brazil and Colombia, so of course it’s really important for us to have that in mind when developing the products,” says Kvarnström.
Clearly, there’s a huge interest in gambling in this corner of the globe. Both offshore and local online betting sites have their presence in various Latin American countries. That alone indicates that more are seeing huge market potential.
At a time when the competition intensifies in many markets elsewhere in the world, Latin America presents an opportunity to establish a strong footing early on. And that’s what Leadstar intends to do.