The Brazilian iGaming market has experienced remarkable growth in recent years, solidifying its position as a significant player in the global online gambling industry. By 2025, the market is projected to generate approximately US$2.39 billion in revenue, with expectations to reach US$4.03 billion by 2029, reflecting a compound annual growth rate (CAGR) of 13.5%. This expansion highlights Brazil’s emergence as a central hub for iGaming activities.
The market is undergoing a significant transformation at the moment, with new regulations coming into effect from January 1, 2025, which have reshaped the market landscape. Affiliates, serving as essential marketing channels, will be instrumental in this evolution, helping operators acquire and retain players as they adjust to this new environment.
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With this in mind, we highlight the indispensable role of affiliates and strategies that operators can employ to strengthen these partnerships in the Brazilian iGaming market.
Affiliates: the foundation of market expansion
Affiliates have long been vital to promoting operators in the iGaming space, offering a cost-effective means of acquiring and retaining players. Its importance is about to escalate with recent regulatory changes in Brazil. One of the striking advantages that affiliates bring is their ability to penetrate remote areas, especially regions where offline gambling has traditionally dominated. Through localized content and personalized marketing strategies, publishers can engage these audiences, facilitating a smoother transition to online platforms.
Additionally, affiliates play a crucial role in promoting trust within a market that has historically faced challenges related to legal uncertainty and public perception. In the past, operators needed to invest heavily in brand awareness to establish credibility. Affiliates, with their established platforms and loyal followings, can bridge this trust gap by introducing operators to audiences in a more relatable and trustworthy way.
Navigating Regulatory Responsibilities
With new regulations in force in Brazil, operators will have increased responsibility for the actions of their affiliates. This responsibility will require a proactive approach to affiliate management. EstrelaBet, for example, is leading initiatives to educate affiliates through courses, comprehensive FAQs and a revamped affiliate program. These educational efforts are designed to ensure that affiliates operate within legal parameters, safeguarding both their interests and those of the operators.
Managing Sub-Affiliates: A Layered Approach
The affiliate ecosystem often includes sub-affiliates, adding layers of complexity to management. Effective oversight of these sub-affiliates is crucial to maintaining compliance and performance standards. Advanced affiliate programs, like those offered by Income Access, provide comprehensive tools for monitoring both main affiliates and sub-affiliates. These platforms facilitate accurate commission calculations, tracking of key performance indicators (KPIs) and conversion metrics, ensuring a transparent and streamlined operation.
Adapting to bonus restrictions
New restrictions on bonuses and free bets in Brazil represent a significant challenge for affiliates, who have traditionally relied on such incentives for player acquisition and retention. In the absence of bonuses, affiliates will need to adjust to alternative engagement strategies. Emphasizing quality content emerges as a viable solution, mirroring trends observed in other regulated markets with similar restrictions.
This change provokes a critical assessment: how many players attracted by bonuses convert into long-term loyal users? By focusing on high-quality, informative and engaging content, affiliates can attract players who are genuinely interested in the iGaming experience, potentially leading to higher retention rates and more sustainable growth.
Leveraging compliance support tools
Tools like Rightlander Intel, which we offer at Income Access, provide invaluable support to operators in maintaining compliance in affiliate activities. By providing real-time monitoring and reporting, these types of tools help operators ensure that affiliates follow regulatory standards, mitigating risks associated with non-compliance.
Reevaluating commission models
The evolving landscape also provokes discussions about ideal commission models. There is a noticeable shift toward revenue-sharing agreements over cost-per-acquisition (CPA) or first deposit (FTD) models. Revenue sharing models align the interests of operators and affiliates, promoting lasting engagement and long-term collaboration.
Future perspectives
As Brazil’s iGaming market adapts to recent regulatory changes, the role of affiliates will become increasingly central. Operators must take a collaborative and proactive approach, providing affiliates with the tools, education and support needed to navigate this new terrain.
By fostering transparent partnerships, emphasizing quality content and leveraging advanced management tools, both operators and affiliates can thrive in Brazil’s dynamic iGaming market.
About Income Access
Founded in 2002, Income Access is a leading digital marketing and technology company with an independent affiliate network. IA specializes in providing affiliate and digital marketing solutions to regulated gaming, lottery and financial trading companies through its award-winning marketing software and partnership-centric approach.
***Text written by Erica Anderson, Vice President of Marketing at Income Access
