Leadstar Media: Brazil bonus ban forces us to focus on high-quality content

SBC News chats to Felipe Pereira, Editorial Director of SitedeApostas.com, a Leadstar Media brand, about the upcoming Brazilian market launch and how affiliates can navigate a tricky regulatory environment.

SBC News: There’s a lot of excitement around Brazil but that has been dampened with the announcement of a ban on bonuses? How will this likely affect the market and Leadstar’s operations?

Felipe Pereira: While the recent news about the bonus ban in Brazil is certainly a curveball, we remain optimistic about the long-term potential of the market. The reality is that a regulated market provides stability and a level playing field, which is beneficial for both operators and affiliates. 

There is no doubt that bonuses are a powerful tool for attracting users, but we believe that a strong brand, quality content, and a focus on user experience will continue to drive growth. We’re adapting our strategies to comply with the new regulations while ensuring we still deliver value to our users. 

Ultimately, the Brazilian market is too interesting to be ignored. We’re confident that we can navigate the bonus ban challenge.”

SBC: What should affiliates look to do in Brazil now that they cannot promote bonuses and offers? How does it impact the type of content you produce?

FP: We have always been strong believers that affiliates should focus on building long-term relationships with their audience. This means providing high-quality, informative content that goes way beyond mere welcome offers. 

At Leadstar Media, we’re adapting our content strategy in Brazil to prioritise these aspects. By offering genuine value for the users, we can foster trust and loyalty, even without the allure of bonuses. We’re investing in data-driven analysis and innovative content formats to keep our audience engaged and informed.”

SBC: There are other markets with similar measures such as Spain and Ontario. How has Leadstar navigated those issues elsewhere and what lessons can you bring to the Brazil market?

FP: Our experiences in markets like Spain and Ontario have been invaluable in preparing us for the evolving regulatory landscape in Brazil.

In these markets, we’ve successfully navigated similar challenges by fostering strong relationships with operators, staying up-to-date with the latest regulations, prioritising high-quality content, and diversifying our revenue streams. 

By applying these lessons to the Brazilian market, we’re confident in our ability to overcome challenges and achieve long-term success.”

SBC: Other measures in Brazil include operators having a responsibility for the content that affiliates post – how will this impact your relationship with operators and how wary do you need to be about your output?

FP: The increased responsibility placed on operators regarding affiliate content is a significant development in Brazil. It underscores the importance of maintaining strong partnerships with operators and adhering to strict compliance standards. We’ll need to be even more vigilant in ensuring that all our content aligns with regulatory requirements and operator guidelines. 

This may involve more stringent review processes and constant communication with operators.

Ultimately, we see this increased scrutiny as highly beneficial for Leadstar Media. By working closely with operators and aligning our strategies, we can navigate this new landscape successfully, promoting higher standards of quality and transparency.”

SBC: Brazil is a market full of experienced sports bettors and football frenzied fans. How do you approach this type of audience from a content perspective? Is it less about education and more about odds comparison, for example?

FP: Brazil is a goldmine for sports betting affiliates. With a population obsessed with football and a growing online gambling market, we see it as a prime opportunity for content creation. 

Rather than focusing solely on education, I’d lean towards high value content such as practical tools and expert insights. Think odds comparison, live betting tips, and in-depth reviews from local experts. 

Brazilians love a good tip, so providing them with actionable advice can really boost engagement. Of course, responsible gambling is key. We need to promote it alongside the excitement, ensuring a sustainable and enjoyable betting experience for everyone.”

SBC: What is Leadstar Media’s strategy for Brazil when the market opens in January and what are your goals for 2025?

FP: Leadstar Media is excited about the upcoming regulation of the Brazilian market. We’ve been investing heavily in the region for some time, and we’re well-positioned to capitalise on this opportunity. Our strategy involves leveraging our local expertise, strong brand partnerships, and innovative marketing techniques to deliver exceptional value to both users and operators.

For 2025, we aim to solidify our position as a leading player in the Brazilian market. We’re focused on driving significant growth, expanding our audience reach, and forging strong relationships with key stakeholders. By providing high-quality content, personalised products, and a commitment to responsible gaming, we’re confident in our ability to achieve these goals and contribute to the development of the Brazilian sports betting industry.”