Brazil and Colombia traffic analysis: technology propels igaming revenues

Ricardo Avella May 11, 2017

77 1 minute read

Latin America is generating multi-billion dollar revenues for the igaming industry and the region is being propelled by leaps in technology bringing mobile gaming to swathes of new players, Martin Calvert from search marketing agency Blueclaw revealed to iGaming Business.

In an analysis of betting and casino traffic in Brazil and Colombia, Calvert explained that the players from these countries have a penchant for betting on sports, but are also showing interest in the areas of lottery and casino sites. For example Unibet saw its casino traffic from Brazil increase from around 1.75k to over 5.0k between 2016 and 2017.

Over 90% of mobile internet users in Brazil aged 34 and younger have a smartphone, with older demographics not far behind, according to the Mobile Marketing Association. Internet use via mobile has also recorded double-digit growth year-on-year.

This means that although currently only 0.4% of Brazil’s web traffic is linked to gambling sites, the potential is there, with web traffic up across the board and opportunities for smaller companies in sports betting available, said Calvert.

The Brazilian government is in the process of setting up a regulatory framework that would enable it to regulate and tax the sector.

Meanwhile Colombia’s scope for growth in the gambling sector is significant, said Calvert, with the country’s slot machines already creating big revenues from large volume small bets.

As with Brazil, technological development is the key to the industry and with the advancement of online payment methods, online gaming should see more rapid growth.

Affiliate Wincomparator is one example as the company saw its betting traffic in Colombia increase from just over 5k in December 2016 to over 10k in May 2017.

There are fewer gambling restrictions in Colombia than Brazil, but although there is significant scope for operators to capitalise on promising growth in visitors and searches, those entering the market shouldn’t expect an easy ride, warned Calvert.