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Flavio Figueiredo, CEO of iGaming Brazil / iGaming Media, joins the latest episode of the affiliate interview series on Affiliate Grand Slam

Flavio Figueiredo talks about iGaming Brazil and iGaming Media, the importance they place on search engine optimisation, and how to target Brazilian consumers for both local businesses and those coming from outside �C read the full interview below.

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, 바카라, event coverage, etc.

It was founded in early 2019 and soon became known for its innovative thinking and partnerships with the industry.

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

Specialized media portals in Brazil behave in a very peculiar way.

We have great media companies in the country, but when we entered the market, we felt the need to do something new and brought ideas and thoughts that were not present in the B2B betting segment.

With the world becoming more and more visual, we aim to bring and produce video interviews at major events in the world, we establish partnerships with riders (to spread not only the company’s brand but the iGaming universe as a whole in the market that haven’t even had a chance yet) and we found the places we could fill, that’s when iGaming Media was born.

In February, Brazil’s Chamber of Deputies voted to legalize gambling. What does it mean? What are the pros and cons?

This is a big step towards regulation, but it will not be the last. On the positive side, we are seeing progress in this long regulatory process. Brazil, being a country of more than 210 million people, whose population already loves gambling and transfers billions of reais per year, cannot stand still.

Most internet users in Brazil search in their native language. This means that you need good SEO to target Brazilian users. What importance do you attach to SEO?

For us, this is the most important thing! I often joke that today we write for Google, not for the reader.

The internet and technological evolution make us work on SEO. This 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 felt the market need for a company specializing in this, it was from this need that iGaming Media emerged.

How to Ensure High Search Engine Rankings?

Some companies expect quick results, however, when we work with SEO (backlinks), we must understand that this type of work does not appear overnight.

The system needs time for the result to appear.

It is important to work together with the client (bookmaker), as we analyze their website and combine the client’s strategy with good SEO practices, the result is sure to appear!

In addition to search engine optimization, we have been able to make advertising, which is a “plus” in the business, depending on the publisher we publish.

What is the role of iGaming Media in backlinks and SEO for Brazil?

iGaming Media is a true Brazilian company.

Brazil is a very peculiar country. In 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 marketing to use in different states goes a long way and can be the reason for a company’s failure or success.

Are there any technical differences between SEO for Brazil and SEO for US and Europe?

They exist! We are talking about a market of 8.5 million square kilometers, ready to consume any product.

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

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

Brazil covers an area of 8.5 million square kilometers. Even though it is one country, there are different cultures and dialects. What does this mean for external companies targeting Brazilian consumers? What does this mean for local businesses?

This means that companies arriving in Brazil will need to do a lot of research in the country.

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

Brazil is much more than samba and football. We have German ancestry in the south and African ancestry in the northeast, including Indians in the north.

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

Can you tell us about the outreach work and strategies of companies coming to Brazil?

Yes! Companies arrive in Brazil with the idea of researching the brand on football jerseys and billboards.

It’s like a cake recipe. I’m not saying it’s the wrong way, but it’s not the right way.

The player/customer is online. He doesn’t remember the name of the “Bets” he saw while watching the game and turns to search engines for a bookmaker to bet on, meanwhile the company spends millions of dollars to put his name on the team’s shirt. But during betting, your “client” spends his money at another bookmaker.

That’s when iGaming Media takes to the field and helps bookmakers.

Have you ever been to a SiGMA event? SiGMA Europe, Africa, Asia or Americas �C which of these four exhibitions would you probably record attending in 2022?

I have not personally participated in any SiGMA. We created the company in 2019, we entered into the first media partnership with SiGMA at the beginning of 2020, and then the pandemic came.

But we will be in Toronto with a stand and in Malta at the end of the year.

Tell us a little about yourself �C after all, business is done with people, not just with companies! Your hobbies, favorite book, favorite quote, whether you are into gaming yourself, etc.

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

As a Brazilian citizen, I love watching football and playing football 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 read two books: Life on the Brink, a book about Formula 1 and Companies Made to Win by Jim Collins.

Find out more about the SiGMA Affiliate Grand Slam here.

Join us at SiGMA Americas �C Toronto:

Toronto is the perfect hub for SiGMA’s growth in North America, making it a bridge for network and business development in the region in regards to land-based gaming, iGaming, sports betting, and more. Hosting a huge iGaming industry, Toronto will be home to SiGMA Group to bring together industry pioneers on the continent through 3 days of networking, workshops and awards. To learn more about sponsorships and speaking opportunities, or to inquire about attending the event, please contact Sophie at [email protected].