SPORTS BETTING
SBC LEADERS ISSUE 28
Searching for success in Argentina Are sports sponsorships an effective promotional tool for operators in Argentina? Search data analysed by major international affiliate LEADSTAR MEDIA certainly indicates that partnering with sports teams and leagues is a highly-effective strategy in the market.
Words by MARTYN ELLIOTT
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he launch of new regulated markets is always eagerly anticipated, as operators cross their fingers and hope that their ambitious projections for the territories are justified. While it is obviously revenues that dictate whether a market entry is a success or not, search data can provide a good indication of how much of an impact each operator brand has made and what their performance is likely to be. Leadstar Media, the international affiliate behind comparison sites such as Miscasasdeapuestas.
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com and Sitedeapostas.com, has analysed the search data for the market in Argentina since the laws allowing jurisdictions across the country to regulate online betting and casino came into force in 2021. Looking first at general searches related to gambling, there has been a clear winner. The number of searches for the phrase ‘Casinos Online’ was 232.6% higher in May 2023 than in May 2022 at 301,000 - an increase that perhaps results from advertising driving greater awareness of the product’s availability.
