LatAm: Exploring the shared language of commercialization

Commercialization of gaming products in LatAm

The commercialization of gaming products forms the backbone of any operator’s growth strategy in Latin America. In a dynamic and highly competitive regulatory environment, evolving regulatory frameworks coexist, commercialization strategies must be deeply tailored to each territory. From Brazil, where football and Pix dominate, to markets like Mexico, with a strong lottery tradition and heavy cash usage, operators successfully positioning a gaming product requires deep understanding of the local market, as well as the effective integration of branding, payments and user experience.

In Latin America, where diverse cultures, varying economic conditions and constantly face unique challenges and opportunities. An effective strategy goes beyond capturing user attention. It must also facilitate the first deposit, promote recurring activity and build loyalty through localized content and relevant bonuses. This process involves both marketing initiatives and selecting the right channels – owned or third-party – and integrating products and services properly within the operator’s digital platforms.

To achieve this, operators rely on a digital ecosystem of affiliates, social networks, sponsorship agreements and streamers, as well as hybrid channels such as physical points of sale. Commercialization is not an isolated effort but a central component of an operation that aims for sustainable, competitive growth over time.

Main methods and related activities 

This section covers the tools and techniques that enable operators to reach their target audience at each stage of the acquisition funnel – from high-impact brand awareness campaigns to specific tactics to convert users into active, profitable players.

A) Performance marketing

This relies on measurable models that link investment to concrete results, favored by operators aiming for immediate return. It includes traditional channels such as affiliation (CPA, RevShare, hybrid), display campaigns, email marketing, push notifications and SEO strategies that drive consistent, optimized traffic. More advanced tactics include personalized retargeting, cohort analysis and conversion funnel automation.

One of the most innovative trends is using AI to predict player behavior and dynamically segment campaigns. Machine-learning tools trigger messages, bonuses or promotions based on the user lifecycle and their risk level or expected value. Predictive analytics are also used to adjust creatives in real time and prioritize channels by conversion likelihood. New models have emerged such as “cost per event activation” (e.g a player making a second bet) or campaigns tied to interaction within specific products like live betting or live-dealer roulette.

B) Brand marketing

Focused on strengthening the operator’s identity, building trust and positioning the brand as a key player in the consumer’s mind. Sponsorships, influencers, physical presence at events and public-space campaigns (OOH) create emotional connections with players. Innovative efforts include collaborations with Twitch or YouTube streamers, immersive content like mini-documentaries, 3D experiences for virtual casinos and brand utility campaigns integrated into sports platforms or entertainment apps. Augmented reality (AR) activations and social media filters have also gained ground as non-intrusive ways to generate recall and engagement.

C) Internal activities

Executing these strategies successfully requires coordination among multiple internal teams – digital marketing, CRM, retention, user acquisition, business development and localization – ensuring a coherent, localized experience.

Each team must operate under continuous measurement and optimization principles. Business intelligence tools, real-time dashboards and multi-channel attribution mechanisms are essential for agile decision-making. Internal teams also work increasingly closely with external agencies, creative studios, payment providers and UX labs to ensure alignment across acquisition, retention and monetization efforts.

Specialized service providers

The iGaming commercial ecosystem in Latin America consists of a growing network of specialized players. Companies like Better Collective, Catena Media and Raketech lead international affiliation, providing SEO content and networks of portals tailored to local languages and preferences. In Brazil, firms like Latinaffiliates and Afiliapub connect sportsbooks with segmented audiences via channels such as Telegram and TikTok.

Pipol, an Argentine agency, has expanded regionally, becoming one of the leading performance marketing firms in iGaming. Its AI-based platform MIA optimizes campaigns in real time, tracks user behavior and provides predictive insights for competitive acquisition and retention. Pipol is also highly visible at industry events and partners with major sports media outlets.

Companies like GiG Media and Bwise Media handle full-funnel digital acquisition, while Control F5 and We Content provide local insights in Brazil. Sportradar’s Ad:s division links sports events with automated, dynamic ads. Xtremepush specializes in multichannel customer engagement through push, email, SMS and in-app messages driven by behavioral data. Affiliate management platforms like Income Access and Softswiss’s Affilka help operators efficiently manage their referral networks. Tech and consulting firms such as Slotegrator, Pronet Gaming and Betegy support with data visualization, automation and strategic consulting.

Payment providers like Pay4Fun, PayMee and Celcoin have evolved from transactional fintechs to strategic partners in LatAm gaming marketing. They actively participate in key events like BiS and SiGMA Americas, hosting brand activations, educational content and private meetups with operators and affiliates.

Business models and commission ranges 

Business models define the rules between operators and strategic partners. Choosing the right affiliation or supplier model directly impacts profitability. In the competitive user acquisition landscape, each channel serves a unique and complementary role.

Common affiliate models include RevShare (25–50% of NGR), CPA (U$20–$80 per active player) and hybrids. These agreements vary based on traffic volume and quality. In competitive markets like Brazil and Mexico, CPA rates above $100 have been recorded for high-value segmented traffic.

Referral programs and micro-influencer campaigns have become key strategies to target niche audiences. Platforms like YouTube, Instagram and TikTok enable direct and personalized messages to specific segments – football fans, casual bettors, live casino players – often paid per action (e.g., deposit or verified registration), with CPAs ranging from $10 to $50.

Sales, acquisitions and mergers

Market dynamism has driven continuous mergers and acquisitions. Major international groups pursue inorganic expansion strategies by acquiring well-positioned local assets. Better Collective acquired Mexican portals with solid organic traffic (e.g. ApuestasDeportivas.mx) and Brazil’s Torcedores.com, while Catena Media bought digital assets in Brazil and partnered with Mexican sports media, later selling underperforming assets to focus on regulated markets like Mexico and the US. A major affiliate network acquired SuperAfiliados, gaining access to thousands of active referrers in Brazil and Mexico.

Popular deal structures include direct acquisitions based on EBITDA multiples, extended revenue share post-sale and KPI-based earn-outs. These deals let buyers inherit audiences, tech, SEO rankings and trained teams – reducing time to market and improving ROI.

This also applies to deals between game studios and aggregators, with global providers buying regional IPs or exclusive operations in regulated countries.

Key fairs and marketing events

Industry events are now essential for business development. They offer visibility, quality lead generation and relationship-building between operators, suppliers, regulators and media. Fairs are crucial to discovering new technologies, creating strategic contacts and anticipating regulatory or commercial trends. Globally, ICE London and iGB Affiliate London are top-tier events. These fairs help LatAm operators connect with global suppliers, studios, investors and platforms. Boutique and private events are also growing, organized by agencies like Soho to host executive experiences, brand launches and strategy dinners with decision-makers. Some private events now feature premium entertainment to enhance brand perception and create strategic settings.

Conclusion

Commercialization in online gaming is more than just an operational function; it’s a shared language that runs across the entire industry. From the designer shaping a banner or a betting app, to the commercialization manager orchestrating campaigns across multiple countries, to data analysts, affiliates, content creators and commercial executives – everyone plays a vital role in connecting brands with people.

This ecosystem generates thousands of jobs across Latin America, drives the professionalization of the sector and fosters a constant environment of innovation. Commercialization doesn’t just acquire players–it builds trust, creates community and opens doors to new opportunities.

Carlos Mendez

Writer

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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