A bilingual approach
SETH SCHORR: MARKETING TO LATINOS IS MORE THAN JUST SPEAKING SPANISH FIFTH STREET GAMING’S CEO SETH SCHORR spoke
with SBC Leaders about the thought and care that has gone into developing the JefeBet brand as well as how to translate that sense of community from online into the real world BY JESSICA WELMAN
T
hey are a population consisting of over 60 million people, roughly 18% of the American population, but somehow the Latino and Hispanic population of the US gets shockingly little attention from the
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gambling industry. With online gambling still in its infancy, it is understandable that companies are still focused on national-level marketing and brand awareness. Nonetheless, while marketing campaigns target specific fandoms - women and residents of specific states are commonplace -
finding similar campaigns targeted at the Latino and Hispanic market is a near-impossible task. At the brick and mortar level, casinos seem equally disinterested in more than an occasional Cinco de Mayo festivities and offering bilingual options for Spanish speakers. Fifth Street Gaming aims to change gaming’s lackadaisical approach. Earlier this year, the company launched JefeBet, the first major sports betting site designed specifically for the Latino and Hispanic community. The bilingual site is more than just Spanish language stories. The content features specific dialects and