In this exclusive interview from BiS SiGMA Americas 2025, Milan Vučićević, Head of Sales at MyAffiliates, outlines the pivotal trends driving affiliate marketing strategies in Latin America’s iGaming sector. With regulatory landscapes in flux and digital behaviours evolving rapidly, Vučićević offers a clear view of what affiliates and operators must consider to remain competitive and compliant.

Regulations, localisation, and mobile-first strategies

Vučićević begins by emphasising the importance of affiliate marketing in the iGaming ecosystem, particularly in Latin America, where several key trends are currently reshaping partnerships. Foremost among these is regulation. “The operators especially, and the affiliates… these laws are constantly changing,” he states, highlighting the ongoing need for adaptability.

Another critical factor is localisation. Vučićević explains that understanding the local culture and player preferences is essential, as affiliates must tailor content to each country individually. He also notes the widespread use of mobile devices, pointing out the need for mobile-friendly apps and the integration of local payment solutions as part of a comprehensive retention and acquisition strategy.

A unique trend in the region is the use of influencers as affiliates. Vučićević observes that, unlike traditional SEO-based models, influencers on platforms such as YouTube and TikTok are directly linking to sportsbook and casino operators, leveraging trust and entertainment value to drive engagement.

Brazil: balancing opportunity with competition

Turning to Brazil’s newly regulated market, Vučićević identifies regulation as both the greatest challenge and a key opportunity. While the potential is vast, he cautions that “there is a lot of competition,” necessitating continuous innovation to stand out.

He also flags content control as an emerging issue, particularly as operators collaborate with influencers. Vučićević notes the difficulty in managing brand representation across user-generated platforms, which can impact both compliance and brand perception.

Data-driven tools and intelligent decision-making

Data, according to Vučićević, is central to improving affiliate performance and long-term retention. He points out that both affiliates and operators require tools to understand player behaviour and campaign results. “Tools like MyAffiliates can help you drill down to the granular data,” he explains, citing metrics such as behavioural patterns and click-through rates as key inputs for smarter, data-driven decision-making.

AI and the future of affiliate marketing

Looking ahead, Vučićević highlights artificial intelligence as a catalyst for the next stage of affiliate growth in the iGaming sector. He discusses the increasing accuracy of predictive models, which can forecast player behaviour, revenue trends, and support personalised content strategies.

He specifically mentions Boostbox by MyAffiliates, a tool that enables affiliates to access brand data, promotions, and generate unique content tailored to specific campaigns. Vučićević believes innovations like Boostbox will contribute to “a new wave of scalability and sophistication in the affiliate sector.”