iGB Affiliate 69 June/July | Page 29

T RAF F I C B R AZ IL The Brazilian market opportunity is potentially huge, with the country seemingly edging closer to allowing regulated legal gambling. Many people are surprised that in this football- crazy country gambling is legally prohibited. But the reality on the ground is less clear-cut; just as activities such as smoking in public and topless sunbathing are theoretically illegal but still take place largely without consequences, so betting is a fact of life too. Informal betting frequently happens and international sites pick up significant traffic and bets from Brazilian visitors. But the move to fully regulated betting will still be a big shift for the country and, by extension, the profits of operators and affiliates. KPMG recently put a number on the opportunity offered by Brazil, in a report prepared for industry trade body the Remote Gambling Association. It estimates that the Brazilian online betting market could be worth R$6.7bn (£1.4bn) – if properly regulated. With a population in excess of 207 million, and mobile penetration increasing, betting brands should consider laying the groundwork now for expansion in the country. Connectivity doesn’t need to be comparable with Europe for such a large market to be appealing. In terms of gambling traffic, sports remains the biggest sector by volume. However, many might be surprised at the passion for lottery terms and by the growth trajectory of search traffic in sites that focus on games of chance. BETTING CONTENDERS COMPARED The Blueclaw team has investigated several sites from an SEO-metric perspective. As with those we looked into for the Mexican market, each of these sites focuses hugely on football. Given the legal status of betting in Brazil, it’s clear why these sites have an international focus while also accommodating Portuguese-language traffic. Monthly traffic estimates for the data we have available from the region seem low, though Bumbet and Sportingbet have a good spread of keywords. Of the sites identified, Sportingbet are the winners in terms of pure visibility. BRAZIL: SEO AUTHORITY OF LEADING SITES Root domain TLD Domain Majestic citation flow Domain Majestic trust flow Domain Majestic ext back links Domain Majestic ref domains 10bet.com com 42 38 5,394,814 5,881 Bumbet.com com 44 31 360,758 321 Sportingbet.com com 38 51 181,368 945 Premiwin.com com 22 9 7,781 40 BRAZIL: KEYWORD RANK, TRAFFIC AND VISIBILITY OF LEADING SITES Root domain TLD SEMrush organic keywords SEMrush organic traffic Search metrics visibility (desktop) Search metrics visibility (mobile) 10bet.com com 779 3,398 2 1 Bumbet.com com 3,808 25,648 403 585 Sportingbet.com com 9,445 784,575 2,442 1,710 Premiwin.com com 951 2,719 3 4 iGB Affiliate Issue 69 JUN/JUL 2018 25