In the dynamic world of Brazilian gaming, engaging the right brand ambassadors and influencers is essential for fostering meaningful connections and promoting responsible gambling. Join Julia Panina, Head of Product Marketing at EvenBet Gaming, as she shares key insights from the recent SBC Summit Rio.
Julia Panina stated, “In today’s world, the landscape of marketing transcends mere sales; it is about fostering meaningful connections between brands and consumers. Influencers with substantial followings are invaluable assets in this context, especially when it comes to educating audiences about responsible gambling practices.
Recently, I had the privilege of moderating a thought-provoking panel discussion at the SBC Summit Rio. We explored strategies for establishing a robust brand presence in Brazil. Drawing from the insights shared by my esteemed speakers, I would like to outline some essential considerations for engaging influencers in the Brazilian market.”
Understanding Brand Ambassadors and Influencers
Many operators grapple with the nuanced differences between brand ambassadors and influencers. Conceptually, these roles serve distinct purposes. Brand ambassadors cultivate enduring connections with a brand, necessitating a long-term commitment. Hiring a celebrity for a fleeting three-month period can hinder the brand-building process, which inherently takes time.
In contrast, influencers are pivotal channels for customer acquisition, especially for companies entering new markets. Their primary KPI revolves around traffic generation, allowing for short-term collaborations across various phases of a marketing campaign.
Finding the Right Match for Your Brand
Identifying the optimal brand ambassador or influencer demands meticulous research on potential candidates. A prevalent pitfall lies in fixating solely on follower counts on one platform, which can be misleading. It is imperative to explore all relevant social media channels. Discrepancies in follower numbers across platforms may indicate inflated statistics, warranting a more cautious approach to such candidates.
Furthermore, a thorough analysis of an influencer’s content ensures harmony with your company’s core values. The influencer market can often present inflated pricing; therefore, seeking out individuals with smaller yet engaged followings can yield significant benefits long-term. If you lack local insights, collaborating with local agencies can provide priceless assistance in navigating this complex landscape.
Common Mistakes After Hiring an Ambassador
Upon hiring a brand ambassador, operators often commit critical missteps. A well-defined onboarding plan is essential, aligning the influencer with the company’s ethos while clearly delineating expectations. Additionally, for celebrity endorsements, understanding the celebrity’s year-round commitments is vital for orchestrating effective public relations activities. This knowledge is essential for evaluating how much time the celebrity can allocate to promotional efforts.
To maximise ROI, it is imperative to begin leveraging the ambassador’s assets from the first day of the contract. Strategic planning is paramount when working with an ambassador.
The Role of Content Creators in Educating Bettors about Responsible Gambling
In Brazil, brand ambassadors are often referred to as content creators, and it is essential to understand this terminology when engaging with various articles on the subject. Importantly, these ambassadors are prohibited from advertising gambling as a source of income in any of the content they produce. Consequently, it is vital to conduct training sessions that provide detailed information on all regulatory requirements for the content creators employed. In many successful cases, the ambassador is perceived as a genuine extension of the team, which significantly enhances the potential for optimal results.
The main idea that the content creator and brand ambassador in Brazil should convey is that gambling should be viewed as a form of entertainment, while emphasising the risks of potential financial losses. Drawing from the experiences of different ambassadors, effective communication strategies to reach audiences might include sharing personal stories from those who have engaged with gambling, launching educational initiatives that underline the addictive potential of gambling and the financial risks for the unaware, and creating short videos that clarify the difference between entertainment and investment. Additionally, showcasing both wins and losses during live streams can effectively convey that while gambling can be enjoyable, it also carries the risk of monetary loss.
Brazil’s rapidly growing gaming industry presents unique challenges and opportunities, particularly in establishing a responsible gambling ethos. By leveraging the right brand ambassadors and influencers, operators can enhance their brand visibility while reinforcing their commitment to responsible gaming practices, ultimately fostering a safer environment for all users.
