to the Information Technology ( Intermediary Guidelines and Digital Media Ethics Code ) Rules to address online gambling .
Looking at betting-related terms that are being ranked for in India can be intriguing , particularly the interest in apps content :
Query
Betting apps
Monthly search volume ( 2024 )
49,500
Online betting 33,100
ABOUT ME
Chris Mawson is head of SEO at ICS-digital , an international content , translations and digital marketing agency serving igaming brands across 100 + languages . Chris draws on his content expertise and deep understanding of technical SEO to oversee the implementation of marketing strategies for the biggest names in gaming .
ABOUT ME
Martin Calvert is marketing director for ICSdigital and ICS-translate . The sister agencies work globally across multilingual SEO , content , digital PR and translation , with a core focus on highly regulated industries .
Online cricket betting
18,100
Online casino app
Casino games
Fig 4 . India app queries
Brazil in focus
At the time of writing , Flutter has just agreed to invest $ 350m and incorporate its Betfair Brazil business in return for a 56 % stake in a new ‘ Flutter Brazil ’ entity after agreeing a deal with local experts NSX , the owners of the highly successful Betnacional brand .
With an increasingly favourable regulatory outlook and a huge population with a demonstrated passion for sport , free-to-play games and mobile apps , it ’ s little wonder that brands of all sizes are keen to get a piece of the pie .
As we enhance our local market presence through traditional advertising channels , we anticipate a significant uptick in search volumes , particularly from bettors who are either seeking regulated options or exploring online betting for the first time .
4,500
40,500
This shift is likely to generate a surge in ‘ how to bet ’ queries , similar to trends observed in regulated markets as we see in US states as they come ‘ online ’ to regulated betting , but let ’ s take a look at
some examples :
Query
Fig 5 . Brazil queries
Noticeably , Brazilian audiences are already highly familiar with sports betting as well as casino products such as viral crash game Aviator , in addition to the Fortune Tiger suite of titles .
In this evolving landscape , we ’ d expect affiliates to become increasingly influential , even amid the big-money operator deals taking place .
Their role will expand to
Monthly search volume ( 2024 )
O que é aposto 5,400
Casas de apostas 301,000
Aposta esportiva 165,000
Aviator 90,500
Cassino online 110,000 negotiating more favourable terms with both established operators and newcomers entering the market . This strategic shift will leverage their growing presence and expertise in connecting bettors with safe and attractive operators .
Additionally , it ’ s crucial to recognise that a substantial segment of the Brazilian audience is already familiar with offshore betting sites .
Consequently , searches in Brazil tend to focus on advanced topics such as bonuses , odds and promotional incentives , rather than the foundational queries related to signing up , withdrawing funds and understanding legal regulations .
As with other markets with an offshore / grey market component , this established familiarity means that our marketing strategies should account for a more sophisticated audience that is already well-versed in the nuances of betting – so brands need to decide which kind of bettor they ’ re best placed to serve , and how they ’ ll do that . iGBAFFILIATE . COM • 47