Leads Global: Personalised Experiences are Essential for Success

In the lead-up to SBC Summit Rio, SBC News and Affiliate Leaders had the opportunity to speak with Fatima Gonçalves, Project Manager at Leads Global, who will be attending the event.

During the conversation, Gonçalves shared how Leads Global leverages market research, cultural trends, and player data to craft highly effective, region-specific marketing campaigns. She also reflected on Brazil’s rapidly evolving regulatory landscape, noting that while new regulations can be restrictive, they also open up exciting opportunities for affiliates to thrive in a more structured market.

Looking ahead to the summit, Gonçalves reveals her goals for establishing lucrative partnerships, showcasing Leads Global’s expertise, and capitalising on the opportunities created by this newly regulated market. 

SBC: How does Leads Global ensure its casino traffic strategies are tailored to the unique demands of different regions like Europe, Latin America, and Africa?

Fatima Gonçalves: At Leads Global, we approach each region with strategies tailored to the market’s unique demands. It starts with deep regional market research, where we analyse user preferences, gaming behaviours, and cultural trends. This ensures our efforts resonate with the audience and feel relevant. From there, we personalise content to reflect cultural and linguistic nuances and align with local festivities and traditions.

Regulatory compliance is also a cornerstone of our strategy. By adhering to country-specific gaming laws, we not only avoid penalties but also build trust with users – which is critical in this industry. We continuously analyse data and gather feedback to refine our campaigns, enabling us to stay responsive to emerging trends and optimise our approach.

Ultimately, this combination of research, personalisation, compliance, and agility allows us to craft strategies that drive user acquisition and retention while aligning seamlessly with the needs of each region. It’s about striking the perfect balance between global expertise and local insight.

SBC: Your network boasts over 10 million active emails and an extensive publisher network. What strategies have been most effective in growing and maintaining such a robust database?

FG: Building and maintaining a database of over 10 million emails and an extensive publisher network is all about combining smart acquisition strategies with consistent nurturing and retention. 

For us, it starts with highly targeted lead generation campaigns—using data insights to reach the right audiences and ensure we’re capturing quality leads. We also take an omnichannel approach, leveraging social media ads, Google Ads, SEO-optimised landing pages, and affiliate marketing to consistently attract new subscribers and diversify our reach.

Segmenting our audience and tailoring email campaigns based on preferences and past interactions are also key to our success, as well as keeping content relevant and engaging. This includes offering localised content and promotions to connect with users in different regions.

Database hygiene is another cornerstone of our strategy. We routinely validate emails to remove inactive or invalid addresses, which helps maintain high deliverability and avoid spam traps. Consistent communication also plays a huge role. 

Trust is fundamental, so we strictly comply with global privacy laws providing clear opt-in and opt-out options. We also work closely with our publisher network to tap into audience insights, rewarding top performers and refining our strategies based on real-world results.

It’s this combination of targeted acquisition, personalised engagement, and ongoing trust-building that allows us to grow and sustain such a robust database. This approach not only strengthens our reach but also fosters loyalty and long-term success in the competitive online casino industry.

SBC: What trends are you currently observing in player acquisition and retention across your key markets like Brazil?

FG: The Brazilian online casino market is evolving rapidly, and we’re seeing some key trends shaping player acquisition and retention. Brazilian players tend to engage in online gambling one or two times a week, and they gravitate toward platforms that offer appealing bonuses, intuitive navigation, and payment systems that align with local preferences. Convenience and customisation are at the forefront of their expectations.

Retention has become just as important as acquisition, especially as the market moves toward full regulation. Personalised experiences are essential for success here. Tailored marketing strategies that align with player interests, strategic partnerships to broaden outreach, and a strong emphasis on compliance with local regulations, are helping businesses maintain a responsible and sustainable presence in this competitive space.

By understanding these trends and continuously adapting to the unique characteristics of the Brazilian market, companies can not only drive engagement but also ensure long-term growth. It’s about creating experiences that resonate locally while staying ahead of the curve in a dynamic and rapidly expanding market.

SBC: Are there any specific aspects of the regulatory framework in Brazil that you find concerning?

FG: The new regulatory framework in Brazil’s online casino market brings both exciting opportunities and some notable challenges, particularly for affiliates like us. 

One key concern is the impact on marketing strategies. With enhanced restrictions on gambling advertising, many traditional promotional methods – such as welcome bonuses –  may no longer be viable. This means we’ll need to get creative and develop innovative, fully compliant strategies to effectively engage audiences, all while adhering to the new regulations.

That said, regulation also opens up significant growth opportunities. A well-regulated market creates a safer, more trustworthy environment that can attract more players and ultimately drive revenue growth. The challenge here is adapting quickly to the new rules to ensure we’re capitalising on these opportunities without delay.

Competition is another area to watch. With international operators entering the Brazilian market and complying with these new regulations, the landscape will become much more saturated. Affiliates will need to stand out by offering high-quality content, localised strategies, and innovative approaches that resonate with players and operators alike.

In the end, while the regulatory framework introduces complexities, it also lays the groundwork for a structured and secure market full of potential. For affiliates who can adapt and innovate, this is an opportunity to thrive in a fast-evolving environment.

SBC: If you were to outline the traits of a Brazilian player, what aspects would you highlight as defining their profile? Are there any specific behavioural trends that are particularly common among this audience?

FG: Brazilian online casino players have a distinct profile that reflects their cultural preferences, gaming habits, and engagement patterns. First and foremost, they deeply value localised experiences. Platforms that offer Portuguese-language interfaces, local customer support, and themes relevant to their culture – like Carnaval or football – are particularly appealing. Promotions tied to Brazilian holidays or events resonate strongly, making localisation a critical element for player engagement.

Another defining trait is their mobile-first behaviour. Most Brazilian players access online casinos through their mobile devices, so seamless mobile optimisation and apps with integrated payment options are essential. Brazilians are also highly drawn to bonuses and promotions. They often compare platforms to find the best deals, so offering competitive bonuses and loyalty programs is crucial for standing out in this market.

Sports betting, especially on football, is a passion for many Brazilian players and often serves as a gateway to exploring other casino games. Cross-promoting sports betting with casino offerings can significantly boost engagement. Additionally, Brazilians are highly social and community-oriented. Referral programs, multiplayer games, and community-driven events tend to perform exceptionally well, as they align with their preference for interactive experiences.

Trust is a major factor in behavioural trends. Brazilians prefer familiar and secure payment methods like Pix, which is seen as reliable and user-friendly. While players are highly engaged, they tend to have short attention spans. Quick-win games and regular updates are essential for maintaining their interest.

At the same time, concerns about digital fraud mean that trust and transparency are non-negotiable. Players prioritise platforms with secure payment systems, licensed operations, and clear terms, making these factors key to building long-term loyalty. Finally, Brazilian players are most active during their leisure hours, with evenings and weekends seeing the highest levels of engagement.

Understanding these traits and trends is crucial for tailoring strategies that resonate with Brazilian players. By aligning with their preferences and habits, operators can create a more personalised, engaging, and trustworthy gaming experience in this vibrant and growing market.

SBC: What marketing channels—such as social media, influencers, or programmatic ads—are most successful in promoting gambling brands in Brazil?

FG: In Brazil, promoting gambling brands successfully requires a multi-channel approach that balances traditional media with innovative digital strategies. Television remains a dominant force, offering extensive reach and helping brands establish credibility across a wide audience. 

Digital influencers are another game-changer. Collaborating with influencers, especially those with a focus on gaming, sports, or lifestyle, has proven to be a powerful way to connect with Brazilian audiences. These influencers bring authenticity to campaigns, building trust and encouraging new players to engage with the brand.

Social media platforms like Instagram, Facebook, and TikTok are indispensable for reaching and interacting with a broad audience. These platforms are also versatile, enabling brands to adapt campaigns to match the preferences of their target demographics.

Programmatic advertising takes precision to another level. Leveraging user behaviour and preferences, allows us to optimise ad spend and boost conversion rates. It’s particularly effective for retargeting users who have already shown an interest in gambling-related content, ensuring a high level of efficiency.

Content marketing and SEO are equally vital. It helps attract organic traffic and is a long-term strategy that builds credibility and deepens player engagement.

Overall, combining traditional and digital channels has proven highly effective in Brazil. However, it’s essential to stay updated on regulatory changes to ensure compliance while maintaining a responsible and sustainable marketing approach in this fast-evolving market.

SBC: You’ll be attending SBC Summit Rio in February, just a couple of months after Brazil’s full regulation. How do you anticipate this development will impact your traffic strategies?

FG: The full regulation of Brazil’s online betting market, will significantly influence our traffic strategies.

With the introduction of new laws, aligning our traffic acquisition efforts with local regulations will be paramount. This includes tailoring our advertising promotions to comply with Brazil’s specific requirements, thereby avoiding penalties and building consumer trust. A critical regulation – as outlined by SENACON (the organization responsible for enforcing consumer protection laws in Brazil) – is the prohibition of advertising welcome bonuses and deposit bonuses for operators applying for a licence.

Given the widespread use of platforms like Instagram, Facebook, and WhatsApp in Brazil, we will prioritise these channels for our marketing campaigns, ensuring a strong connection with the local audience.

We also plan to establish authentic and culturally relevant partnerships with Brazilian influencers, boosting brand visibility and attracting new users in a compliant manner. Our content will reflect local preferences and trends, fostering user retention and promoting a safe, responsible gaming environment.

At SBC Summit Rio, we aim to refine these strategies further, gain insights into industry best practices, and adapt to the dynamic Brazilian market in its post-regulation phase. This event represents a valuable opportunity to stay ahead in a rapidly evolving landscape.

SBC: What are your main goals for the event, and who are you most eager to connect with? Additionally, which topics on the agenda do you find particularly interesting?

FG: At SBC Summit Rio, our main goals revolve around strengthening our position in the Brazilian market and capitalising on the opportunities created by its newly regulated environment. 

A top priority is building regional partnerships. We’re eager to connect with local operators and companies entering the market post-regulation, especially those looking for affiliates to help establish and grow their presence. 

This event also offers a crucial chance to engage with regulators and compliance professionals, which is key to understanding the evolving legal framework and ensuring our strategies remain compliant and future-proof.

Another focus is showcasing our expertise. We plan to highlight our proven traffic generation tools and innovative approaches to attract potential clients and partners. At the same time, we want to position ourselves as thought leaders in the affiliate space by sharing case studies, discussing best practices, and demonstrating our deep understanding of the Brazilian gambling landscape. Of course, staying ahead of industry trends is essential, and we’re particularly interested in learning about new technologies and their potential applications in affiliate marketing.

When it comes to the agenda, there are a few sessions that really stand out, such as:  

• New Market, Old Tricks: How Affiliates Still Have the Winning Formula
•  Your Traffic’s Journey – Beyond Traditional Models
•  Reinventing Traditional Verticals: Horse Racing, Lottery and Bingo

These panels are especially exciting because they address the challenge of balancing traditional affiliate strategies with emerging trends. I’m looking forward to gaining insights into integrating social content strategies with proven approaches, which could help us maximise effectiveness and differentiate ourselves in this market.

Another key session is “Buckle Up, Brazil! Driving Towards a Safer, Protected Future.” This promises to provide valuable updates on Brazil’s regulatory framework, which is crucial for affiliates like us who prioritise sustainability and compliance. 

I’m particularly interested in exploring how successful strategies from mature markets like Europe can be adapted to Brazil. Understanding these nuances will be critical to maintaining strong relationships with both operators and players while ensuring we operate well within the legal boundaries.

Overall, our focus at SBC Summit Rio is on building meaningful partnerships, staying ahead of industry developments, and solidifying our presence in this exciting and rapidly evolving market. This event will undoubtedly play a key role in shaping our strategies for long-term growth.

Want in on the Affiliate Leaders Summit at SBC Summit Rio? Apply for a complimentary pass for full access to the expo floor, all sessions, evening networking, and free catering!

SBC’s Affiliate Leaders community brings together a vital segment of the iGaming industry, empowering affiliates to connect, share insights, and explore challenges and opportunities within the sector. Built around information exchange, Affiliate Leaders offers exclusive benefits, including speaking opportunities at SBC events, interview features, VIP dinners, and complimentary access to all SBC events globally, amplifying affiliate voices in the iGaming discussion. Apply for membership.