SBC News Voice of the Sports Betting Industry
Ahead of SBC Summit Rio, SBC News and Affiliate Leaders caught up with Tarcio Santos, Marketing Manager at Adsterra, who will speak on the “Master Localised Marketing and CRM for a Winning Entry” panel as part of the Affiliate Leaders track.
Santos shared insights into Adsterra’s approach to Brazil’s gambling market, emphasising its ability to provide brands with extensive non-mainstream traffic, tailored strategies, and strict adherence to local regulations. He also underscored the significance of leveraging cultural events, adapting campaigns to diverse regional profiles, and using popular platforms to ensure responsible and impactful advertising in the country.
SBC: Could you share an overview of Adsterra’s journey and some of the key milestones that have defined its success over the years? In your view, what makes Adsterra unique among ad networks?
Tarcio Santos: Adsterra started with a friendship and grew to be a successful business. The company was founded in 2013 by professional affiliate marketers and webmasters with (as of now) 20+ years of experience. The big idea was to create an ad network that would enable thousands of advertisers and publishers across the globe to earn decent money online at ease. At that time, the challenge was to eliminate the lack of proper technology, so this is where we started.
Being veterans of the industry wasn’t easy when we began: there were only two developers who brought up the MVP of the platform within just a few months. Then, step-by-step, Adsterra grew, while the team, very small at that point, was focused on delivering seamless user experience and only a couple of sales managers held negotiations with different media outlets and advertisers from different parts of the world.
Although the company grew significantly, we always remember our roots and our core values remain the same: teamwork, commitment, consistency, and quality. Like before, we still always emphasise being there for our clients (we call them partners) and employees, paying attention to their needs and ideas.
Adsterra is a great choice for advertisers with iGaming offers. The platform’s functionality and user-friendly interface are perfect for those willing to maximise their ROIs in iGaming campaigns. Here’s what makes Adsterra a top-notch choice for iGaming advertisers and affiliates:
- 1,5B+ conversions per year and up to 20% CTR
- Direct traffic from a variety of verticals, including Entertainment, Movies Online, Downloads, Streaming, and Sports that convert greatly with iGaming offers
- Attractive ad formats that don’t create visual clutter and don’t look like aggressive ads. For example, Adsterra’s unique Social Bar has pre-designed skin templates suitable to any offer.
- Adsterra works with many verticals and offers that can meet restrictions and bans on other platforms. The exceptions that are not accepted are stated in Adsterra’s Policy.
- Pure and genuine traffic from 248 GEOs and high traffic volumes from the USA, Brazil, Mexico, Argentina, Dominican Republic, Bulgaria, Bangladesh, Philippines, Nigeria, and South Africa.
- Adsterra Partner Care program. Adsterra is proud of its Partner care approach focused on building long-term, mutually beneficial relationships with its partners. The company strives to help its partners achieve their goals and maximize their revenue potential by providing high-quality support and guidance. In addition to its Partner care approach, Adsterra offers valuable resources for its members: a great blog with many valuable materials and case studies, a free affiliate marketing course, and many other helpful guides.
SBC: How do you see Adsterra’s role in helping local and international brands penetrate the Brazilian market?
TS: Since Adsterra has a vast amount of traffic from around the world, including Brazil and Latin America, it is an excellent source of non-mainstream traffic, complementing traditional traffic sources. The cost of traffic makes it possible for even small brands to obtain effective traffic and reach their target audiences.
A wide range of ad formats allows you to choose suitable creatives for any vertical.
Social Bar, a proprietary ad format created by Adsterra, for instance, increases CTR by up to 30%. It is fully customisable and can take any shape and behaviour including conversational flow.
SBC: How will Law Ordinance No. 1231 and updated CONAR guidelines reshape influencer marketing and what specific practices are now prohibited under these new guidelines?
TS: These regulations emphasise ethical advertising and compliance to protect consumers and vulnerable groups.
Influencers are now responsible for ensuring their content does not target minors or vulnerable audiences, avoiding child-friendly language or imagery. Misleading claims, such as presenting gambling as a guaranteed way to earn money or extra income for success or social status, are strictly prohibited. Clear disclaimers like “Bet responsibly” are mandatory.
Additionally, practices like encouraging irresponsible gambling, promoting it among sports professionals, or partnering with unauthorised gambling platforms are banned. Only collaborations with authorised Brazilian domains (e.g., “.bet.br”) are allowed, ensuring legality and consumer protection.
These measures demand more cautious influencer campaigns, with brands and influencers needing to prioritise compliance and ethical messaging. This shift will likely lead to more scrutinised, responsible marketing efforts to align with Brazil’s evolving legal landscape.
SBC: What are the key elements of a successful localised marketing strategy when entering new markets, particularly in regions as diverse as Brazil?
TS: Localising a marketing strategy for a diverse market like Brazil requires a deep understanding of its cultural, economic, and regional nuances. I see localisation not as an option but as a necessity to ensure relevance and build a genuine connection with the audience.
For instance, cultural adaptation goes far beyond simple language translation. It involves tailoring campaigns to resonate with the local context by incorporating idioms, humour, and cultural references that vary significantly across Brazil’s regions.
Supporting customers in Portuguese and engaging with them on their preferred platforms is critical. In Brazil, responsive customer support on channels like WhatsApp can greatly enhance brand loyalty.
Leveraging major festivals, such as Carnival, or even the Brazilian sports calendar, which differs from European ones, presents unique opportunities to create impactful campaigns during peak traffic periods, especially around high-stakes matches.
Thorough market research is also crucial. Consumer behaviour in Brazil is highly segmented, with distinct preferences across its diverse regions. For example, communication preferences vary significantly between urban and rural areas, and platforms like YouTube and WhatsApp dominate social engagement. Effective campaigns must reflect this understanding, tailoring communication styles and channels to meet audience expectations.
Compliance with local regulations is another critical area. Adhering to advertising laws, like those enforced by CONAR, ensures campaigns are both ethical and legally sound, protecting the brand from potential risks.
Finally, localised pricing and payment options play a significant role in building trust and simplifying the customer journey. Offering prices in Brazilian reais and accepting popular payment methods such as boleto bancário and PIX is essential. These steps demonstrate respect for local preferences and create a seamless experience for the consumer.
In short, succeeding in a market as vibrant and diverse as Brazil requires attention to cultural, behavioural, and operational details, all of which are fundamental to earning trust and achieving meaningful engagement.
SBC: What emerging trends in CRM do you see as most impactful for improving customer retention in the Brazilian market?
TS: Emerging trends in CRM are reshaping customer retention strategies in Brazil, with businesses prioritising personalised interactions and the adoption of innovative technologies. As a marketing professional deeply familiar with this market, I’ve observed that AI integration is leading the charge in transforming CRM systems. Generative AI, for instance, has become a game-changer by analysing vast amounts of customer data to predict behaviour, personalise interactions, and optimise customer experiences. It empowers businesses to anticipate customer churn and craft highly targeted retention strategies.
Another major trend is the focus on omnichannel engagement, which is particularly relevant in Brazil due to its diverse demographics and communication habits. Companies are leveraging CRM tools to unify interactions across platforms, ensuring that communication remains consistent and relevant no matter how the customer chooses to engage.
Customisation for local markets has also gained prominence. In Brazil, this means tailoring CRM systems to reflect cultural nuances, regional preferences, and language subtleties. By adapting communication styles to align with Brazilian customers’ expectations, businesses are enhancing loyalty and strengthening their brand connections.
Finally, the use of real-time data and automation is revolutionising the customer experience. Access to live insights enables businesses to respond quickly and effectively to customer needs, while automation streamlines processes such as follow-ups and feedback collection. Together, these innovations are driving higher retention rates and creating more meaningful customer relationships.
In Brazil’s dynamic market, these trends are not just shaping CRM strategies—they are setting the standard for how companies engage and retain their customers.
SBC: How do you see AI, automation, or other emerging technologies influencing localised CRM and marketing strategies?
TS: AI plays a central role in personalisation, using behavioural insights to craft marketing campaigns tailored to individual preferences. For example, machine learning-powered recommendation engines suggest products based on specific customer behaviours, while sentiment analysis tools gauge emotions from social media interactions. These insights allow brands to fine-tune their messaging, ensuring it resonates with Brazil’s rich cultural and regional diversity.
Automation is equally impactful, streamlining communication across multiple channels, including email, SMS, and WhatsApp—a platform widely embraced in Brazil. Automated workflows now manage entire customer journeys, from onboarding to re-engagement, ensuring no interaction is missed and maintaining a consistent brand presence.
Localised data utilisation has also become a game-changer. Advanced geolocation tools and analytics enable hyperlocal targeting, addressing the unique preferences of Brazil’s diverse regions. Generative AI supports this by creating content tailored to specific cultural contexts, allowing businesses to engage customers authentically across various regions and languages.
SBC: For advertisers unfamiliar with the Brazilian market, what tips would you give them to better connect with Brazilian audiences through digital ads?
TS: Well, creating effective digital ad campaigns requires a strategic approach that accounts for local preferences, behaviours, and platforms. Understanding these nuances is essential to engaging audiences and driving meaningful results.
Localisation is the cornerstone of any successful campaign in Brazil. It’s not just about translating content into Brazilian Portuguese but also adapting it to align with local idioms, humour, and cultural values. This ensures the message feels authentic and relatable to the target audience.
Brazil’s digital ecosystem is heavily influenced by social media platforms like Instagram, YouTube, and WhatsApp. Advertisers should prioritise these channels, using features such as stories, messaging ads, and community-based engagement to maximise reach and interaction. Pairing this with a mobile-first approach is crucial, as most Brazilians access the internet via smartphones. Ads should be mobile-optimised, with responsive designs and fast-loading content to ensure a seamless user experience.
Local payment options are another critical factor for success. Payment systems like PIX, boleto bancário, and local credit cards are trusted and widely used in Brazil. Offering these options not only simplifies transactions but also builds consumer trust, ultimately boosting conversion rates.
Timing campaigns around significant local events is a powerful way to capture attention. Events like Carnival, São João, and major football matches are deeply ingrained in Brazilian culture and provide prime opportunities for engagement. Seasonal promotions aligned with these events often yield excellent results.
Influencer marketing is another highly effective strategy in Brazil, where influencers enjoy strong, authentic connections with their followers. Partnering with relevant influencers helps humanise your brand and significantly impacts purchasing decisions.
Finally, addressing Brazil’s regional diversity is essential. Each region, from the North to the Southeast, has distinct cultural, economic, and lifestyle characteristics. Tailoring campaigns to these differences ensures broader appeal and resonance across the country.
SBC: Heading into SBC Summit Rio, what’s on your “must-achieve” list? And who are you most looking forward to meeting while you’re there?
TS: Heading into SBC Summit Rio, I’ll focus on building strategic partnerships, expanding market knowledge, and showcasing innovative solutions.
Adsterra is a global ad network, with an exclusive Partner Care program, offering robust solutions for businesses seeking to buy top-quality traffic and maximise ROI, as well as for those who want to sell traffic. With expertise in many verticals, Adsterra serves as an ideal complement for advertisers looking to diversify and enhance their campaigns.
This is also the perfect venue to connect with regional experts, understand Brazil’s evolving regulatory landscape, and explore tailored strategies for player engagement and localised marketing. Showcasing Adsterra’s unique capabilities at the summit will position the company as a valuable partner for growth in the Brazilian market.
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.
