SBC News Voice of the Sports Betting Industry
As SBC Summit Rio approaches, we caught up with Luiz Felippe Correia de Almeida, CEO of Smart Social, who will be attending the event to represent his company.
With Smart Social establishing itself as one of Latin America’s largest media hubs, the company CEO shared insights with SBC News and Affiliate Leaders on the company’s approach to influencer marketing, the impact of Brazil’s evolving regulations, and the unique challenges of building genuine connections in a competitive market.
He also provided a glimpse into his goals for the summit and the exciting opportunities he sees for affiliates and operators in Brazil’s rapidly growing digital landscape.
SBC: Thank you, Luiz, for taking the time to speak with us. Smart Social Brasil has a remarkable roster of clients, including those in iGaming and other industries. Could you tell our readers more about your company and how you stand out when it comes to driving traffic and engagement for gambling operators?
LA: Smart Social Brasil is one of the largest media hubs in Latin America, positioned as a “One Stop Shop” specialising in both digital and offline marketing. We create and execute campaigns linking brands with over 800 strategic media assets to drive conversions and enhance awareness.
We have unique expertise in the iGaming market, with a proven track record of delivering results for major operator brands as well as game providers. Our reach extends globally through influencer traffic and we also manage soccer and eSports sponsorships, along with worldwide ambassadors (including soccer players, celebrities, wrestling athletes and cricket players) and offline media campaigns at strategic locations throughout Brazil.
Our portfolio is truly extensive and it includes creating exclusive assets for clients, such as our pioneering use of the Metaverse to develop a themed casino for streamers viewership.
Our ‘Scale as You Go’ approach allows campaigns to expand at the client’s pace, adapting effortlessly to their needs over time. Whether focused on a niche audience or designed for massive reach, we can deliver impactful results at any scale. From small beginnings to large-scale initiatives, Smart Social is fully equipped to support growth at every level.
SBC: At Gávea Angels, you had the opportunity to work with Camila Farani and analyze hundreds of startups. You also played a key role in organising Hacking.Rio, Latin America’s largest hackathon. How have these experiences shaped your approach to innovation, and how do they influence the way you operate at Smart Social Brasil today?
LA: These experiences have greatly enriched my work today, providing me with a unique tech and business background. At Smart Social, one of our verticals is influencer marketing, where many people are eager to “get a piece of the action.” However, this market often attracts individuals without the necessary business background, which can sometimes introduce amateurism that disrupts the field.
We bring together a complementary range of talents, and this blend of diverse perspectives and expertise enables strong connections with the talents we represent. Additionally, our team members with business backgrounds provide structure and solidity to our operations—a good balance of connections and excellence.
SBC: Given your passion for the metaverse and emerging innovations, what upcoming trends or technologies are you eager to adopt at Smart Social? How do you envision these developments benefiting your clients and their strategies?
LA: At Smart Social, we are always looking to the future and exploring how new technologies and spaces can elevate the campaigns we create for our clients. The metaverse, for instance, has already proven transformative, as seen with our branded virtual casino experience, which provided high engagement and expanded brand visibility. Moving forward, we’re eager to further integrate immersive virtual experiences, especially as gaming and virtual environments continue to merge.
Beyond the metaverse, we’re focused on leveraging AI-driven insights and automation to enhance influencer selection, campaign targeting, and real-time engagement metrics. This enables us to deliver precise, data-backed results, maximise ROI, and adjust campaigns dynamically based on audience response. We’re also developing a proprietary and private GPT, utilising data from past campaigns to create more effective briefings and analyse large datasets at scale, allowing us to gain strategic insights and continually improve our approach.
SBC: As CEO of Smart Social, with over 800 influencers, how do you see the role of influencer marketing evolving in Brazil, especially in industries like gaming?
LA: Brazil is one of our strongest markets (even though we have influencers worldwide), and Influencer marketing in Brazil is an essential pillar for traffic and brand strategy, especially in iGaming.
The audience is tired of the same offers and promotions, and with upcoming regulations, advertising will face new restrictions.
This shift—from a “Brazil v0” to a more mature, regulated “Brazil v1”—demands more than just basic promotion; it requires genuine creativity and precise influencer alignment to drive effective campaigns.
As the stakes rise, partnering with the right people is no longer optional but essential for brands aiming to truly connect with audiences and secure lasting results.
SBC: What are some of the challenges you’ve encountered when working with influencers, particularly around authenticity, brand alignment, and audience engagement?
LA: One of the biggest challenges is maintaining authenticity while aligning with brand goals.
Audiences today are highly perceptive and can easily detect when influencers aren’t genuinely connected with a brand. At Smart Social, we focus on matching influencers whose values and tone resonate deeply with our clients. This minimises the risk of inauthentic promotion and enhances engagement, as followers feel the connection is genuine.
Another challenge is ensuring consistent audience engagement; this requires careful tracking and optimisation of content to keep it fresh, impactful, and relevant for each campaign.
SBC: How do Brazil’s regulations impact influencers, especially now that the iGaming sector is expanding rapidly in the country? As concerns around responsible gambling grow, how do you see influencers navigating their role in generating traffic and engagement while ensuring ethical promotion?
LA: Brazil’s evolving regulatory landscape is reshaping how influencers work with iGaming brands.
The regulation requires more structured, transparent collaborations, emphasising responsible gambling and ethical promotion.
Influencers now need to be more mindful of the content they produce, balancing engagement with a responsibility to promote safe practices—certainly a challenge when attracting new players.
In our work, we help guide influencers through this process, ensuring they understand the importance of ethical promotion and compliance.
This approach builds trust with audiences and positions influencers as responsible voices in the space, which is essential as the sector continues to grow. We are finalising the development of an influencer promotion guide post-regulation, and we are planning to conduct online training to ensure everyone is aware and prepared to stay on track.
SBC: As someone who works across various mediums like influencers, OOH, and TV media, how do you see the role of more traditional affiliate marketing models, such as review-based and SEO-based strategies, evolving in Brazil’s digital landscape?
LA: As Brazil’s digital market grows more competitive, we’re seeing a shift toward a multi-channel approach, where enduring brands are those leveraging multiple strategies rather than relying on just one.
Review-based sites and SEO strategies are key parts of this mix, creating a multi-touchpoint experience. Review sites and SEO build trust and authority, influencer campaigns add authenticity and immediate engagement, and additional channels further enhance brand credibility.
In iGaming, where users often seek reliable reviews, bonus comparisons, and game insights, this blended approach enables a richer customer journey—from discovery on social channels to informed decisions on trusted review platforms. For iGaming brands, this strategy diversifies traffic sources, builds brand authority, and ensures staying power in a rapidly evolving market.
SBC: As you gear up for SBC Summit Rio, what specific factors drew you to this event, and what objectives are you hoping to achieve? Who are the main stakeholders or industry leaders you’re eager to meet?
LA: I attended SBC Summit (in Lisbon) this year, and it was the best iGaming event I’ve experienced so far. That’s why I’m particularly excited about SBC Summit Rio, which offers an invaluable opportunity for Smart Social to strengthen connections with both current and potential partners as we continue our global expansion.
SBC Summit Rio’s focus on regional market insights and networking with key players driving the future of iGaming makes it especially appealing. Our primary goals are to explore new partnerships, gain insights into emerging trends, and highlight our expertise in influencer marketing, offline media, sponsorships and more.
We’re especially keen to connect with operators and game providers to ensure our strategies remain aligned with industry standards and innovation.
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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.
