Affiliates and Acquisition: Keys to Regulated Markets in North America

Regulation and the affiliate ecosystem

The panel addressed the relationship between regulators, operators, affiliates, and advertising platforms, focusing on the responsibilities of each within regulated markets.

One of the main points of discussion was who should determine if an affiliate can carry out advertising activities in a given market: the regulator, the licensed operator, or the advertising platform itself.

In this context, it was highlighted that the different actors must adapt to the regulations of each jurisdiction and, at the same time, comply with the internal processes established by digital platforms.

Regulation also modifies the way communication with users is developed. Brazil's experience was presented as a reference for a market where affiliates, operators, experts, and influencers had to adapt their strategies to an environment with stricter regulatory demands.

Differences between North American markets

Participants noted that there is no one-size-fits-all strategy for all North American markets. Differences between states, provinces, and countries make it necessary to develop campaigns and acquisition models tailored to each territory.

It was also highlighted that the same campaign can yield different results depending on the audience and how the proposal is communicated. For this reason, knowing the specific characteristics of each market is essential to define the appropriate channels and formats.

Mexico and Chile were mentioned among the markets generating interest within the region. In particular, the growing interest of various actors in entering these markets and developing new partnerships was pointed out.

The impact of regulation on affiliates 

The advancement of regulated markets implies changes for affiliates, as well as for operators and advertising platforms.

For affiliates, the transition from less regulated environments to markets with tighter controls requires reviewing communication strategies, content, and the channels used to reach users.

Advertising platforms also have their own review and approval processes. Even when a market is regulated, campaigns may be subject to internal controls before being enabled.

Consumer protection and user trust appear as central elements within these processes. Access to certain advertising tools may depend on the operator's regulatory status and the verifications required by each platform.

New acquisition and retention models 

The panel also analyzed the evolution of acquisition strategies and the combination of different channels to reach players.

Google, Microsoft, Meta, PPC, influencers, and other digital tools are part of an increasingly diversified ecosystem. In this scenario, operators and affiliates must evaluate which channels are suitable for each market and objective.

Influencers can provide organic traffic and broad audience reach, while specialized gaming experts can generate more specific content and also contribute to community building and retention.

Acquisition can combine organic traffic, direct traffic, performance campaigns, and other promotional tools, always in compliance with the regulatory conditions of each jurisdiction.

The importance of establishing clear relationships between operators and affiliates was also highlighted. Agreements must define responsibilities and objectives, avoiding overlap or cannibalization issues between different acquisition strategies.

The importance of measurement and attribution 

Result measurement and attribution were identified as other major challenges for the affiliate ecosystem.

Campaign tracking requires connecting different tools, from Google Ads and Google Analytics to mobile measurement platforms and internal operator systems.

Technical integrations and proper tracking of the user journey make it possible to determine which channels generate results and what type of traffic brings the most value.

In this regard, participants emphasized the need for proper measurement systems before scaling campaigns, in order to analyze results and adjust the strategy.

Strategies for entering new markets 

Entering a new market requires planning that considers regulatory, technical, and commercial aspects.

Among the first steps is establishing a platform that operates in accordance with local regulatory conditions. From there, technical integrations and measurement tools allow setting up the necessary infrastructure to carry out acquisition actions.

Affiliates and influencers can complement this process by providing audience insights and generating different avenues to reach users.

Participants also pointed out that strategies used in Europe, the United States, Brazil, or other markets cannot necessarily be directly replicated in Latin America. Each country has unique characteristics and requires a contextualized strategy.

Mexico, Peru, and Chile were mentioned as markets with opportunities, albeit with different needs and conditions.

Diversification and experimentation 

Channel diversification was presented as one of the keys to developing sustainable acquisition strategies. Instead of relying on a single platform, operators can combine different tools and evaluate the performance of each.

Experimentation also takes center stage. Testing different channels, modifying objectives, analyzing results, and optimizing campaigns allows identifying which strategies work best for each audience and market.

In this process, collaboration between operators, affiliates, influencers, and advertising platforms can help develop campaigns better tailored to the characteristics of each jurisdiction.

The North American affiliate ecosystem continues to evolve alongside regulation, digital tools, and acquisition models. Adapting to local rules, measuring results, and diversifying channels stand out as central elements for those seeking to develop strategies in regulated markets.

To learn more about the topics discussed by the experts in detail, we invite you to watch the full conference on the North American state and provincial affiliate ecosystem on the SoloAzar YouTube channel.