MediaTroopers: Marketing Online Gambling in LatAm
Since MediaTroopers began operations in 2019, the company has worked to obtain licences to start marketing operations in all US states. Since achieving that goal, the most recent focus has been Latin America. Christine Burlingham, Affiliate Manager, says of the major challenges with the region is applying a local lens and gaining an expert understanding of each country.
I want to focus on the LatAm market because it seems increasingly like a big contender for affiliate companies to consider. Peru legalised online sports betting in August 2022, while Brazil launched regulated online sports betting and casino gambling on January 1, 2025. Since then, the market has exploded in popularity.
Brazil was a unique case. While lawmakers legalised regulated gambling in 2018, regulations did not come into place until years later. That wilderness period taught me and the team to build our strategy to ensure our structure is adaptable to new geos.
We have plenty of experience with that from the US market. Each US state launched with its own regulations and quirks, and while we could usually predict which markets would legalise soon, waiting for regulations to come into place is something the team and I are used to. That’s proven valuable in LatAm with the long waiting period in Brazil and other markets like Argentina, which uses a similar provincial system.
One of the challenges with LatAm is applying a local lens and gaining an expert understanding of each country. Again, our US experience is important because looking at “Brazil” or “Peru” as one market is too broad. It’s like counting Arizona and New York as the same market. Brazil has 26 states, each with its own tastes and preferences.
That involves constantly keeping up with regulations and maintaining a flexible approach before and after a market goes live. While having a local lens poses a significant challenge, it is also the best way to approach marketing in a new jurisdiction. It builds authenticity and is the best way to connect with customers.
So, if every market is so different and requires a unique approach, how do marketers build a unified approach to LatAm? Even though betting only launched a few months ago, I have noticed there has always been a strong betting culture in LatAm jurisdictions like Brazil, Peru, and Chile. That drive is a connective feature between the countries.
Another area to consider is how players in LatAm access media. Most players use smartphones to place sports bets or play online casino games, and therefore, even with a local lens, marketing tends to be focused on mobile channels.
Overall, finding the right marketing strategy in LatAm is a tricky prospect. I have found the most successful way is to keep a flexible outlook while trying to provide the most localised experience possible. That doesn’t mean you should ignore national trends on the most effective channels. The best marketing strategy combines all these elements.
Bio: Christine is a key contributor to the MediaTroopers’ success in affiliate marketing over the three years. Managing a diverse portfolio of partners, fostering strong relationships and implementing performance-driven strategies that align with MediaTroopers’ broader business objectives.
Equipped with dual master’s degrees, Christine displays a robust combination of strategic insight and analytical rigour. Her educational background directly impacts her working environment—enhancing her ability to optimise campaigns, identify growth opportunities, and make data-informed decisions that drive measurable results.
