“ We put in our own money to identify key selling points that would attract players ; these could include features like small deposits or specific banking options ”
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FEATURE lower house and then from there on to the senate .
“ Argentina and Colombia were two that we didn ’ t expect to grow as much as they did ,” Jiménez says . “ Argentina mostly because the site went live and two months later we saw huge growth , a lot of traffic and people looking for content .”
When it comes to attracting players in LatAm compared with the West , Jiménez believes the strategy “ requires a more comprehensive approach ”. She says Game Lounge also “ not only focuses on ranking and traffic but also invests extra effort in educating customers ”.
“ In Western regions , content strategy often revolves around keyword ranking and traffic generation , keeping things relatively straightforward .”
DIVERSE CULTURES
Working across LatAm means her team is constantly dealing with diverse cultures and people , many of whom “ have limited exposure to technology and are more susceptible to online gambling scams ”. This means “ we have to focus on not looking spammy and clarify that the casinos we offer are safe ,” she adds .
A way that Game Lounge ’ s LatAm team achieves this is through personally trying out the casinos on its sites . “ We put in our own money to identify key selling points
“ We put in our own money to identify key selling points that would attract players ; these could include features like small deposits or specific banking options ”
that would attract players ; these could include features like small deposits or specific banking options .”
For Jiménez , this is a crucial step in the process of maintaining the brands as “ most players in LatAm have fewer resources compared to those in Europe ,” she says .
“ It ’ s all about simplifying the information and building confidence in the player ’ s mind as well as helping us write the content in a way where they will be more familiarised with the casino .”
GOING NATIVE
On top of splitting the Game Lounge team for LatAm , the affiliate also divides its personnel between casino and sports , a decision that Jiménez says helps the team keep focused . “ It ’ s important to have dedicated teams for each because when you want to target a particular group of people , the entire team needs to have the specific goal in mind ,” she explains .
“ The sports market is quite distinct from the casino business and this means hiring different types of people and using different strategies .”
For each of its Spanish-speaking LatAm sites , Game Lounge hires at least one content writer who is a native speaker , along with a native actor to appear in YouTube videos .
“ This approach helps us connect with customers on a more local level as they understand how to use relevant examples and what appeals to the audience .”
LATAM ’ S PLACE IN THE INDUSTRY
On how players get into gaming , Jiménez explains that in LatAm players prefer to test the waters with modest stakes .
“ In the LatAm context , it ’ s a common understanding that many players will
iGB AFFILIATE LONDON 2024 • ISSUE 94 • 69