TRAFFIC
becoming more effective at serving
the needs of the market with more
fitting offers, compelling odds and
language targeting.
While gambling as a niche still
comprises approximately 0.4% of Brazil’s
web traffic, those looking to capitalise on
the market would be wise to look closely
Unibet: casino traffic in Brazil
Casino Games 77: gaming traffic in Brazil
at what this consists of – sports remains
the biggest sector by volume, but many
may be surprised at the passion for lottery
terms, as well as the growth trajectory
of search traffic for sites that focus on
games of chance.
As technology and supporting
infrastructure continues to develop,
we can expect further growth in the
market, especially as customer experience
becomes a wider part of the competitive
strategy of operators and affiliates.
‘New’ markets often suffer as established
operators move in, without a clear focus
on the local language, culture, habits and
preferences. As the market heats up and
more local challengers emerge, player
experience will become an essential aspect
of winning players and maximising FTDs.
As regulations become more friendly
to the industry, new scope for growth
will emerge.
Law and regulations in Brazil
Royal Vegas Casino: gaming traffic in Brazil
Jogo Casino Gratis: gaming traffic in Brazil
32
iGB Affiliate Issue 63 JUN/JUL 2017
As in other Latin American states, the
legal status of different betting activities
is a little bit mixed. Officially, betting
remains illegal across the board, however
prosecutions are practically non-existent
and there are hints the government is
softening, aware of the revenue potential in
terms of tax.
As it stands, the main opportunity is
for firms outside of the country to make
it easy for Brazilian players to participate,
and as we have seen, international
operators have clearly embraced the
potential of the country.
For operators outside of Brazil and
those readers not aware of the regulations
there, it may come as a bit of a surprise to
see the volume of web traffic arriving from
Brazil to offshore sites, the main reason
being the lack of options for official betting
within the country.
If your site is one that is picking
up traffic from Brazil and other Latin
American nations, looking at ways to
accommodate players and payments from
these parts of the world can unlock new
revenue opportunities.