"Brasil es un pa��s muy peculiar" - Fl��vio Figueiredo, iGaming Brazil

Fl��vio Figueiredo, CEO of iGaming Brazil / iGaming Media, joins the interview round of the Affiliate Grand Slam affiliate club

Fl��vio Figueiredo talks about iGaming Brazil and iGaming Media, the importance they give to SEO and how to target consumers in Brazil for both local and foreign businesses. Below, we tell you her story.

How did iGaming Brazil take off? What do you specialize in?

iGaming Brazil is a B2B betting news portal. It covers the main categories of the sector, such as sports betting, 바카라s, event coverage, etc.

It was founded in early 2019 and quickly stood out for its innovative mindset and industry partnerships.

What makes iGaming Brazil different from other media websites in the country?

The specialized media portals in Brazil have very peculiar shapes.

We have large media companies in the country, but when we looked at the market, we felt the need to innovate, so we brought ideas and a mindset that were not found in the B2B betting sector.

With an increasingly visual world, we sought to bring and produce video interviews at major events around the world, established partnerships with motorsport drivers (to spread the company’s brand and the iGaming universe in general, in a market that had no bets yet) and found spaces that we could fill, that’s when iGaming Media was born.

In February, Brazil’s deputies voted to legalize gambling. What does it mean? What are the advantages and disadvantages?

This is a big step towards regulation, but it’s not the last yet. The positive point is that we see progress in this long process of regulation. Brazil, being a country with more than 210 million inhabitants, having a population that already likes to bet and that moves billions of reais a year, cannot stand still.

Most users in Brazil search in Portuguese. This means that in order to target the Brazilian public, you need good SEO. How important do you give to SEO?

Total importance! I often joke that nowadays we write for Google and not for the reader.

The Internet and technological evolution force us to work with SEO. It is the main tool if any company wants to exist or survive in any market where there is competition.

I have been working with backlinks since 2016 and I felt the need of the market to have a company specialized in this, from this need came iGaming Media.

How do you secure high rankings in search engines?

Some companies expect quick results, however, when you work with SEO (backlinks), you have to understand that this type of work doesn’t come along overnight.

The system needs time for results to begin to be seen.

It is important to work together with the client (bookmaker), as we analyze the website and combine the client’s strategy with good SEO practices, it inevitably has an effect!

In addition to SEO, we can advertise, which is a “plus” in the business, based on the publisher we publish.

What role does iGaming Media play with backlinks and SEO for Brazil?

iGaming Media is a completely Brazilian company.

Brazil is a very peculiar country. Within the same country we find different cultures, different dialects, different climates, and these are the traps of Brazil.

Knowing the country, knowing what words and what marketing to use in the different states makes a difference and can be the cause of a company’s failure or success.

Is there a technical difference between SEO for Brazil and for the US or Europe?

Exist. We are talking about a market of 8.5 million square kilometers willing to consume any product.

The Brazilian market is characterized by consumption and the Brazilian market can be considered one of the most developed in the world.

I think the Brazilian market is more similar to the American market than the European one, due to its natural characteristics.

Brazil has an area of 8.5 million square kilometers. Even though it is a single country, there are different cultures and dialects. What impact does it have on external companies that target Brazilian consumers? What does it mean for local businesses?

This means that companies coming to Brazil will have to study the country a lot.

Brazil is the only country in South America whose official language is Portuguese. And the Portuguese spoken in Brazil is not the same as in Portugal or Angola, it is unique.

Brazil is much more than samba and soccer. We have German descent in the south of the country and African descent in the northeast, even Indian in the north.

Tropicalization is the word! Foreign companies will have to “Brazilize” their products and services in order to compete.

Can you explain the different strategies of the companies that arrive in Brazil?

Yes. Companies arrive in Brazil with the idea of exploring the brand on soccer team shirts and advertising posters.

It’s like a cake recipe. I’m not saying it’s a wrong path, but it’s an incomplete path.

The player/customer is on the Internet. You won’t remember the name of the “bookmaker” you saw while watching the game and go to search engines to look for a bookmaker to bet on, meanwhile, the company spends millions of dollars to have the name on the team’s jersey, but at the moment of truth the “customer” spends the money on another bookmaker.

That’s when iGaming Media comes into the picture and helps bookmakers.

Have you ever been to SiGMA? SiGMA Europe, Africa, Asia or the Americas, which one would you like to attend in 2022?

I have not personally participated in any SiGMA. We started the company in 2019, we did our first media partnership at SiGMA in early 2020 and then the pandemic hit.

But we’ll be in Toronto with a booth and in Malta by the end of the year.

Tell us a little about yourself: after all, business is done with people, not companies. Your hobbies, your favorite book, your favorite phrase, if you like the game, etc.

I am a journalist turned entrepreneur. I work and do what I like, maybe that’s why the business is booming.

As a Brazilian citizen, I love watching and playing soccer with my 11-year-old son. I am married and live in S?o Paulo.

In my free time I like to play video games and I’m reading two books: Living on the Edge, a book about Formula 1, and Companies built to win, by Jim Collins.

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