Influencer weighs in on online gambling marketing in Argentina

Agustina Cabaleiro shares how online gambling brands approach influencers and how the industry navigates marketing and regulation.

Agustina Cabaleiro, an Argentinian marketing expert and influencer known for her mentorships, has shared a YouTube video replicated on her Instagram that explains how online gambling marketing works in Argentina.

She distinguishes between legal and illegal online gambling platforms. Legal sites follow state regulations, pay taxes, offer self-exclusion programs and display warnings about addiction and age limits. They use “.bet.ar” domains and show official lottery logos.

Illegal platforms, by contrast, often operate via WhatsApp with informal cashiers and lack oversight.

The marketing approaches between these two types of platforms differ dramatically. As Cabaleiro explains: “Illegal casinos use desperate messaging focused on financial salvation, suggesting gambling can help pay for children’s school supplies or family vacations.

“Legal casinos, meanwhile, market gambling as entertainment and leisure activity, positioning it as a fun pastime rather than a financial solution.”

Good to know: Agustina Cabaleiro, known as @onlinemami_ on Instagram, has 537,000 followers

The video reveals the significant financial incentives offered to influencers for promoting gambling. Legal casinos typically provide fixed payments for content packages. In contrast, illegal platforms use commission-based models, where influencers earn a percentage of users’ losses, sometimes up to 50% revenue share. 

According to her, these compensation amounts are substantial, with some offers reaching $100,000 or more, far exceeding typical brand deals. She cites fellow influencer Luli González, who has 1 million followers and was offered $200,000 by a legal casino for a gambling promotion.

Argentina’s Public Prosecutor’s Office has taken regulatory action against influencers promoting illegal gambling, requiring them to post warning videos about gambling dangers and keep them pinned on their profiles for extended periods. 

But, to avoid Instagram’s penalties for gambling content, influencers have developed evasion tactics, using indirect methods like posting seemingly unrelated stories and then sending gambling links through private direct messages rather than public posts.

Bonus good to know: Gambling Insider‘s Sports Betting Focus will examine the state of influencers in the US, Argentina and Brazil – with the magazine publishing in August

Cabaleiro contextualizes gambling marketing within broader creator economy challenges. As she explains: “Many content creators struggle financially as platforms like Twitch reduced payments, making high-paying gambling sponsorships attractive alternatives when traditional brand partnerships are unusual.” 

She criticizes how brands and agencies increasingly seek homogeneous influencer profiles, leaving creators with distinctive personalities fewer sponsorship opportunities, which can drive them toward lucrative but problematic gambling partnerships.

Finally, she acknowledges enjoying casino gambling personally but distinguishes between personal enjoyment and actively encouraging followers to gamble, ultimately choosing not to promote gambling despite the substantial financial incentives involved.

Carlos Mendez

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Odds tell a story long before the result does. When bettors learn to read that story properly, betting becomes a matter of discipline and value rather than emotion or guesswork.

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