Guide to Launching Gambling Campaigns in Brazil’s Market

Promoting gambling in Brazil is a hot trend right now for several reasons. Brazil has a large and growing population of over 200 million people, making them the largest country in the LATAM region. The country’s recent regulatory changes have opened up new opportunities in the gambling market. Additionally, gambling has a strong cultural history in Brazil, especially in sports betting and lotteries, making it more accepted by the population, right now it’s the top country to promote gambling.

Understanding the Brazilian Gambling Audience

Who Gambles in Brazil?

Gender: In Brazil, people who gamble come from different backgrounds. It’s not just men – actually, slightly more women (51%) gamble compared to men (49%).

Age: The average age of Brazilian gamblers is around 39 years old, and most gamblers (over half) are between 25 and 40 years old. Another significant group is between 41 and 56 years old, making up more than a quarter of all gamblers.

Education levels: These are quite high among gamblers. Nearly half have finished high school, and 44% have gone to college or university.

Job situation: Many gamblers (49%) have a stable employment, and overall, about 64% are working in some capacity.

Gaming Preferences

Brazilian gamblers show a strong preference for a variety of games. The lottery dominates the market share, with 58% of surveyed adults participating in some form of lottery, including scratch cards, bingo, and raffles. Sports betting is the second most popular, with a significant portion of players showing interest. Casino games, including slots and card games, are equally favored, followed by classic table games like roulette.

Legal Landscape

On December 30, 2023, Law No. 14,790, which mainly regulates ‘fixed-odds betting’, was passed in Brazil.

Operators must offer customers self-exclusion windows that range from 24 hours to six weeks. They must also have a Brazilian board member who will hold at least 20% of the company’s share capital.

Companies must also verify the identities of bettors – all of whom must be over 18 years old – through facial recognition technology.

Selecting the Traffic Source and Offers

Analyzing Traffic Sources

Traffic Generation Tactics: Traffic sources such as social media platforms (Facebook, Instagram), messaging apps (WhatsApp, Telegram), and search engines (Google, Bing) are some of the best sources to attract Brazilian gamblers. Additionally, pops and push notifications ads offer less competitive, cost-effective alternatives for driving traffic.

Pops Ads: If you’re new to driving traffic for gambling in Brazil, consider using pops ads as a great starting point. Pops ads are perfect for beginners because they’re easy to set up and don’t require creating visuals, only a landing page. Simply add a link to your offer, do basic targeting, and your campaign is ready to go! Plus, the cost is very affordable—starting at $0.3 per thousand views (CPM) on Traffic Nomads for this location. You don’t need a big budget to start, and the potential profits can be significant.

Push Notifications Ads: Push ads have shown impressive conversion rates for gambling and continue to perform well in 2024. One great thing about push ads is that there are no content restrictions—you can use any texts or visuals you want. Additionally, the prices are reasonable, and there’s substantial traffic volumes for Brazil on platforms like Traffic Nomads, with about 35 million daily impressions.

Evaluating Affiliate Programs

  1. Affiliate Program Selection: Choosing the best affiliate offer is essential, usually media buyers and advertisers in general try to get the offers with the highest payouts, which usually have really low conversion rates (CR) and therefore many times are not that profitable, they also tend to have bigger minimum deposits which in a country where the income is very low makes the user not to be so interested in registering. A minimum deposit of 5$ is the ideal for the Brazillian Market. Consider programs that provide dedicated affiliate managers for additional support. Platforms such as Betano and Brazino are some of the top operators in the industry for Brazil.
  2. Target Market Compatibility: Ensure the chosen affiliate program accepts traffic from Brazil.
  3. Take the Payment Options into consideration: Boleto used to be the top payment choice in Brazil, but over the past two years, Pix has become the dominant method. In fact, about 90-98% of all payments in Brazil are now made using Pix. If a casino offers Pix as a payment option, players can easily deposit funds without any issues. Pix is straightforward and user-friendly.

Offer and Conversion

  1. Understanding Player Preferences: Brazilian iGaming enthusiasts prioritize attractive bonuses and promotions, a user-friendly interface, reliable customer support, and fast, secure payment options. Choose your offers to meet these expectations.
  2. Conversion Optimization: Utilize pops ads for their simplicity and affordability, ideal for beginners. Push notifications ads, on the other hand, offer high conversion rates (CR) without restrictions on texts or creatives.
  3. Creative Strategies: Innovative and engaging creatives are essential for capturing attention. Direct click ads emerge as a new, engaging format that can complement traditional pops and push notifications ads.
  4. Use and Abuse of the Special Tools: Special tools that some ad networks like Traffic Nomads give you, such as subverticalization can sometimes make a big difference when you’re trying to get the best possible results. You just need to set the SubVertical for your offer. Our system will automatically connect you with publishers who have had the best results in similar campaigns, from the same subvertical. This means you’ll get traffic from the most relevant sources, with the highest potential to convert.

Designing Effective Creatives

  1. Incorporate Lucky Symbols: Utilize visuals such as four-leaf clovers and horseshoes, tapping into the local superstitious beliefs for better performance.
  2. Use Realistic Local Assets: Ensure that all visual elements, like banking logos, are authentic to the Brazilian market to enhance credibility.
  3. Include Solid Call-to-Action (CTA): Ensure that each creative has a clear CTA like “Register Now” or “Claim Bonus” to drive the desired action.
  4. Localize Ad Copy: Properly localize all text, copy, or headlines into Brazilian Portuguese to avoid disconnect with the audience.
  5. Local Celebrities and Influencers: Use local celebrities and influencers to increase the credibility and relatability of the offer.
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Setting Up Campaigns

To successfully launch a gambling campaign in the vibrant Brazil casino market, advertisers must focus meticulously on mobile traffic, which has been identified as the most lucrative. Starting with a Cost Per Click (CPC) of $0.01 on Push Notifications Ads and adjusting based on performance metrics is recommended. t’s also advised to limit impressions to one per user per day to optimize engagement without overwhelming potential customers.

Monitoring Performance

  1. Premium Source Selection: Begin with sources that have proven efficiency and high conversion rates (CR), scaling to other traffic types as the campaign progresses.
  2. Optimization Tools: Utilize tools for campaign optimization, such as SubVerticalization and SmartBid system. These tools can significantly increase CR while lowering Cost Per Acquisition (CPA).
  3. Create a Pre-Lander: Sometimes the landing page of the offer is not the most enticing for the end user to click, try to create a pre-lander in order to optimize your traffic.
  4. Schedule your Campaigns: At first we always advise for your campaigns to run throughout the day but when you have some feedback about the best hours and days when the users are registering and depositing, you should create a campaign within that schedule.
  5. Create your own Whitelist: At Traffic Nomads we try to put your campaigns on our best whitelists according with your subvertical, however some zones will convert better with some advertisers than others, so you should definitely create a campaign only with the publishers that are converting for your offers in specific. Check here how to create a good whitelist.

Conclusion

This guide is here to help advertisers and media buyers understand how to start successful gambling campaigns in Brazil’s newly regulated casino market. It covers important strategies for learning about Brazilian gamblers and launching effective campaigns, making it a great resource for anyone looking to get into the growing casino and gambling scene in Brazil.

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