EMERGING MARKETS
Argentina: An affiliate’ s guide to organic iGaming marketing
In a deep dive into the LatAm market, ICS duo Martin Calvert and Luke Kenna provide essential advice for iGaming affiliates looking to crack Argentina – from regulation to the best organic practices, including building local audiences and amplifying trust
The Argentine online gambling market has opened up significantly in recent years but it’ s still far from a free-for-all.
As with other regulating( rather than regulated) markets, there are uncertainties for affiliates around how guidelines will be enforced in practice, the evolving presence of offshore operators and the complexities of laws being made province-by-province. While the market is regulated at the provincial level, there’ s no single national framework and both affiliates and operators need to understand and apply policies based on a patchwork of local laws and regulatory bodies.
More than this, the competitive landscape is already a blend of domestic and international brands – some with pretty hefty budgets.
For example, in the province of Buenos Aires, there are seven operator licences which are mostly held by foreign / global groups such as Flutter, Bet365, Playtech, 888 and William Hill.
When it comes to digital marketing and growth, meanwhile, there are a few regulatory points to be particularly aware of.
Provincial regulation rules – one size doesn’ t fit all
Argentina’ s 23 provinces and the city of Buenos Aires each have the authority to regulate online gambling individually. Approval in one province doesn’ t grant access to others.
Affiliates also need a licence, depending on the province
CABA( Ciudad Autónoma de Buenos Aires): Regulated by LOTBA( Lotería de la Ciudad de Buenos Aires). Only licensed operators can advertise and affiliates must be disclosed and approved by the operator. Buenos Aires Province: Similar to CABA, no separate affiliate licence is required, but brands must be linked to a licensed operator and follow local rules. For context, Buenos Aires and the surrounding provinces account for around 46 % of the population of Argentina so affiliates need to get this right when deciding on their priorities
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