The online betting industry for a long time has put its focus on Latin America and its sporting culture as a way to penetrate the market. On March 2nd during the SBC Digital Latinoamérica virtual conference leaders of the betting and gaming industry got together in a series of virtual sessions to discuss the potential of the industry in Latin America.

With over 60 speakers from various parts of the gaming industry, the focus on the conference was on building the right relationships as more and more Latin American countries regulate online betting in the region. Major media companies, sports teams, and affiliate programs all participated in building relationships for the future in the region and following a path for continued growth in brand recognition and profitability for everyone involved.

On the second day of the conference the focus was on regulation, where lawyers from all over the region provided their input on what companies can expect when legislation is passed in Brazil and Peru, two central countries in the gaming industry. As for the opportunity in the sports market, Jordan Gnat of Futbol Sites shared his thoughts on the market's potential.

 

Fans as the pillar for Sports Betting’s success in Latin America

Jordan Gnat, a 17-year expert in the online betting industry, focused heavily on the fan and their importance to generate engagement as they are fundamental to the ecosystem of operators. “...the single most important part of the online gaming and sports betting ecosystem are the fans. Without the fans of the games, without their passion, without their loyalty, and without their wallets, there is no ecosystem.”

 

Gnat focused on Futbol Sites and how through their digital footprint in the region, fans and operators can connect. “This is where we come in. This is what we provide. This is who we engage and deliver to sports betting operators, leagues, teams and advertisers. Futbol Sites delivers, at scale, the coveted sports fan. Futbol Sites is uniquely positioned to deliver the most engaged and loyal sports fans to bookmakers in LATAM and to the US Hispanic market as one of the largest digital sports media companies in the region. We deliver approximately 1 billion ad impressions per month, service over 50 million monthly unique visitors and have over 100mm monthly sessions. Our BolaVip, Redgol and Futbol CentroAmerica brands are top ranking across the region. We have over 10 different fan pages and over 100 social media assets that connect our most loyal fans to their favorite teams, and our reach to over 300mm users on social monthly keeps us relevant and connected to them, and them to us.”

How does Futbol Sites do that exactly? Gnat had the answer, “We start by creating engaging content that is relevant to our fans. Creating our own content allows us to ensure that we are focusing on the areas and topics that our fans want to hear about. We have learned what is important to them and ensure that we meet or exceed their expectations. For those fans that want to immerse themselves into their favorite clubs, we have many team specific fan pages that create a deeper connection and a higher level of engagement. These fans are highly qualified, motivated, and willing to transact. They are a strong cohort of potential sports betting customers.”

The betting industry in Latin America, through regulation, is rapidly becoming a focus point for brands, operators, and marketers as each one looks to maximize their presence in the market. Conferences like the SBC Digital Latinoamérica is a perfect place to unify efforts.