In a land where a passion for football and gambling was repressed for over 70 years, a truly courageous entrepreneur decided to make a move. After seeing how saturated the European markets were after years of living in the UK, the Brazilian decided that his home country would be the best alternative to launch his company.
In 2007, Alessandro Valente built his first few 3 websites to promote casino, bingo and poker. Over a decade later, the Super Afiliados strive in the country with a totally revamped brand and business approach.
We interviewed the pioneering entrepreneur who had not only the vision but the persistence to continue with his business after so many ups and downs in this market.
What are the main challenges for a foreign affiliate to penetrate in Brazil?
First and foremost, I should say that the language barrier could probably be on top of my list of challenges, but surely the cultural difference might also have its contribution. We also can’t forget to mention that the player value is not the same as we are used to have in Europe.
Another important factor that one may observe when trying to explore affiliation in Brazil is the preference of Brazilians to consume image and video, rather than text. I know it’s a worldwide phenomenon but there it has always been like that.
What is Super Afiliados for those who are not yet familiar with one of the biggest affiliate companies in Latin America?
The company has evolved over the years and it has now two very distinct verticals. The proprietary websites, social media and other channels are fully controlled by ourselves and the network of sub-affiliates that is exponentially growing because we are better and stronger together.
All affiliates in our network are loyal to us purely because we are here for them, we protect them and by doing that they also protect us. This is a win-win situation that only generates benefits to all parties involved.
What are the benefits to operators that plug their affiliate platform to Super Afiliados?
There are very obvious benefits such as having access to a bunch of good sources of traffic almost immediately and start generating FTDs with reasonable quality and being able to scale that up in a flick of a switch, but there are less known benefits which are intrinsic to the whole strategy.
Joining the operation at Super Afiliados will also contribute to self-regulation of the market, because we try to keep our affiliates to a good standard of behaviour. They are always showered with the best practices and what they should avoid. There is also a financial benefit coming from this scheme which helps keep the deals at a very similar level without cannibalisation of the market.
What is the future looking like for your operation in the region?
We have recently diversified our activities as a group and started other businesses such as Pipa Games, which is a live dealer provider made in Brazil for the Brazilian audience. This is something of an affiliation because our business profits from the revenue of the casinos that utilises our services.
Another important area that we’ve entered is the events scene. With the opportunity that arose from the departure of Clarion from the country, we decided to launch our own event, the Brazilian iGaming Summit which was a great success in 2022. In June 2023, we’re having the 2nd edition of the Brazilian iGaming Summit (BiS 2022) and the first edition of the Afiliados Latam, which will focus exclusively on the iGaming affiliation and marketing in general.
However, the most exciting project that we have been planning and executing is completely unrelated to gambling but it will involve the agro business and crypto with a lot of potential to help the environment while at the same time being very profitable. It will have affiliation and will first be available to our network of affiliates and operators.
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