The phrase 'Brazil is not for amateurs' might be the greatest synthesis of the dynamism of Brazilian society and the local media business environment. This popular saying proves more relevant than ever in the iGaming industry. This is the starting point of the article by the marketing agency Samba Digital for GMB. Operators attentive to the policies of Google, Meta, and other big techs are crucial for success in the emerging betting and gaming market in the country.
In a constantly boiling market, companies like Google, Meta, among other big techs, apparently still do not have a coherent plan established to keep up with the updates of the rules of the sports betting and lottery industry in Brazil, which has been progressing geometrically.
In this scenario, from the operators' perspective, huge media budgets suffer from two ailments: either they are not consumed due to a lack of technical and legal understanding, or the budget is invested inappropriately, without generating the expected return.
In one of the most established examples of marketing planning, considering the funnel of reach, consideration, and conversion, in 2024, even for companies pre-selected to operate legally in Brazil, Google only allows media negotiation through Adwords, which covers bottom-of-the-funnel strategies. The purchase of banners on sites associated with Google DV360, which would serve the top of the conversion funnel, is still prohibited, under all aspects! The question remains: What is the point?
At Meta, in its official channels, commercial service for the segment and its modus operandi is a mystery to most mortals. In major portals, commercial rules may vary from operator to operator. Moreover, the inability of global portals to communicate rules and standards efficiently prevents the purchase of media via transnational packages, which is common in less complex industries.
According to a recent survey published by Itaú, marketing investments in the sector per year range between R$ 5.8 billion and R$ 8.8 billion. Obviously, this article does not aim to reduce a real from this forecast. The goal is to invite reflection.
What are the best possible methods today for these investments not to evaporate in the acquisition of FTD's (First Time Deposits)? What are the possible dialogues between the operators of the industry and the media platforms so that their products are used in the best possible way and with due respect to the end consumer?
Given the profound issues presented here, Samba Digital positions itself as a support arm for operators as a channel of communication and strategy development between them and the media platforms.
Contact us and find out how we can help maximize results and build effective strategies not only for the present moment but also for future challenges, whether at the beginning of 2025 or even moments after you read this article.
Source: Samba Digital
