ABOUT ME
Martin Calvert is marketing director for ICS-digital and ICS-translate. The sister agencies work globally across multilingual SEO, content, digital PR and translation with a core focus on highly regulated industries.
ABOUT ME
Luke Kenna is the senior market growth strategist specialising in Latin America at ICS-digital. Luke specialises in advising iGaming brands on Latin American growth strategies, leaning on over seven years of experience in the industry. to‘ over-optimise’. Gaining an SEO foothold in a‘ new’ market is as much about avoiding risk as it is about capitalising on opportunity.
3. Local culture Emphasise local sports( football above all), tournaments( e. g. Copa Libertadores, Copa Sudamericana, Copa de la Liga) and betting interests( prop bets on local players on the international stage – Cavani, Herrera and the like).
Local idioms and expressions resonate more, like“ apostar a lo seguro”, not just“ apuestas deportivas”. This is an easy thing to get right – and a red flag for brands who don’ t.
4. Amplifying trust There’ s no shortage of potential influencers who can attract niche, and mass audiences – we’ ve absolutely seen a boom in this method at ICS.
Consider collaborations with Argentinian streamers, YouTubers or sports podcasters. In LatAm, Argentina is second only to Brazil in total number of influencers operating – 1.1 million to be precise.
In brokering partnerships, understand compliance. In partner deals, ensure you understand the licensing status of the operators you link to in each province, and include responsible gambling disclaimers in local Spanish.
Summing up
Talks are ongoing at the federal level for a more homogeneous and‘ unified’ cross-provincial gambling framework to try and combat grey areas of the current provincial landscape where illegal activity can flourish as a result of cross-border confusion.
What this means for affiliates abiding by regulations in the market is that agility and reactivity are still vital to capitalise on opportunities and stay on the right side of the rules. Creativity, tenacity and authenticity in content, SEO and marketing more generally is key.
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