Willian Lopes talks about the journey of affiliate marketing in Brazil and the opportunities there are for operators in the newly regulated market.
The Brazilian iGaming Affiliate Association ( AFFiGAMING ) was founded in 2025 with the goal of representing and protecting the affiliate market. Willian Miguel Lopes, founder and president of the association, tells SBC Notícias Brasil a little about his journey, the creation and objectives of AFFiGAMING.
Known by many as “the mayor of igaming,” Lopes entered the industry in 2022, through an invitation from his friend João Pedro Tanos . At the time, they developed the online betting site Metbet , obtaining its license in 2025.
Over those three years, more than 2,000 affiliates were managed and more than R$400m in deposits were made. The platform was later sold to a European group, whose identity could not be disclosed during the interview due to confidentiality clauses in the contract.
Therefore, Lopes saw the need to specialise, qualify, and protect affiliates in the sports betting and online gaming industry in a market as unique as the Brazilian one: “The affiliate’s face is a guarantee of a player with a longer lifetime value and a growing average ticket size for the operator.”
The executive’s professional experience prior to entering the betting sector primarily encompasses managing corporate clients at banks such as Santander, Itaú, and XP.
AFFiGAMING’s performance in the affiliate marketing market
AFFiGAMING offers legal and accounting support, as well as access to social media and strategies. According to Lopes, the association’s main differentiator lies in the performance of high-level managers and affiliates, who provide qualified materials and help improve the results and efficiency of partners.
The executive states: “AFFiGAMING operates in the market to be the home of affiliates. The safe haven where they find structure, support, and development.”
Lopes explains that the centralisation of associates allows the sector to gain voice, strength, and access to more attractive proposals. For operators, having a representative from the affiliate marketing industry provides greater security in building agreements and deals, and opens up opportunities for training and qualifying affiliates.
“AFFiGAMING’s mission is very clear: to enhance such a vital sector in the industry. By providing this support, we ensure that the communication, entertainment, and quality of the affiliates and their numbers are truly interesting for the company. And, with the right communication to the players, we deliver what the sector really is: a source of entertainment,” Lopes emphasises.
Initiatives and development of the sector
AFFiGAMING carries out initiatives aimed at developing the sector and encourages operators to allocate investments to leisure, sports, and culture. According to Lopes, these actions generate benefits for society and positively impact people’s lives.
Among the initiatives mentioned by the executive, the following stand out:
- Actions carried out in conjunction with a non-governmental organisation (NGO) in Belo Horizonte aimed at revitalising communities in peripheral areas, including painting and minor renovations.
- Support for anonymous organisations that help people with addictions, such as alcoholics anonymous (AA) groups.
- Promoting cultural projects, festivals, and sporting events.
Lopes also reinforces AFFiGAMING’s concern for the protection of minors and the need for care in promoting brands and services in the sector. According to him, actions carried out at events and other initiatives must observe the age rating restrictions and the principles of responsibility foreseen for the industry.
To combat gambling addiction, the association has developed a dedicated programme for partner establishments and affiliates, offering specialised support for implementing prevention and accountability measures aimed at gamblers.
“Today, AFFiGAMING’s relevance is already evident in providing our members with agreements, legal and contractual security, as well as support for the professionalisation of their service provision. And this is reflected throughout the market,” he states.
Benefits of AFFiGAMING for affiliates
Lopes highlights the benefits of joining AFFiGAMING, including support and advice in the legal, accounting, and financial areas, and access to market materials and strategies. The association’s partners also have access to content that contributes to clearer communication, validation of their authority, and strengthening of their representation among players, resulting in an increased acquisition of clients with greater purchasing power and awareness.
The initiative also offers psychological support and specialized guidance, focusing on helping professionals remain sustainable in the market and deal with potential risks related to gambling addiction.
Additionally, AFFiGAMING seeks to promote financial education and smarter resource management, especially in a context where many experience a significant increase in income, encouraging a more structured and business-oriented view of the activity.
From Lopes’ point of view, the current landscape of affiliate marketing in Brazil, post-regulation of betting, is “hot.” The executive says that, in a year of the World Cup and elections, it is natural that interest in understanding the sector increases among Brazilians.
Furthermore, he emphasises that affiliates are in a phase of professionalisation and specialisation, which tends to make the segment more selective and prioritise the performance of more established professionals.
According to the executive, the affiliate marketing market is maturing, now on par with the betting sector. As a result, the segment shows “a very interesting level of awareness,” highlighting that not all communication is capable of attracting new players.
He also emphasised the difference between professionals who still maintain a pre-regulation mindset and those already aligned with best practices and current standards, a movement that has contributed to the qualification of the market.
According to Lopes, this evolution has led operators to adopt the cost-per-acquisition (CPA) model, in which the affiliate is remunerated for each new customer acquired. Previously, the affiliate market operated mainly with revenue-sharing agreements, where payment was based on the division of profits generated by referred players.
Challenges and opportunities in affiliate marketing
According to Lopes, the affiliate marketing market faces two central challenges. The first is related to the structure of the sector as a whole, especially regarding compliance and professionalisation. He argues it is still necessary to demonstrate to operators the market’s capacity to deliver qualified players, as well as to clearly reinforce the distinction between the legal and illegal environments.
In the executive’s view, the second challenge is linked to education and the sector’s positioning, with special attention to the risks associated with operating in the illegal market and the need for greater clarity on how the industry is perceived.
Regarding opportunities in the sector, Lopes highlighted the entry of international operators into the Brazilian market. According to him, in addition to raising the level of quality and seriousness of the affiliate marketing industry, these companies also encourage local operators to consolidate more transparent and efficient structures.
Evolution of the betting and affiliate ecosystem
Lopes believes the mindset of Brazilians, in general, is undergoing a transformation, in which entertainment is becoming the main focus of betting, although the perception of extra income still persists in some people.
According to Lopes, this movement was also influenced by the positioning of affiliates, which is becoming more oriented towards user experience and fun, delivering additional content that goes beyond simply promoting brands.
Looking ahead, the executive projects a scenario of greater professionalisation in the sector. According to Lopes, this is the moment when affiliates have the opportunity to demonstrate to operators their potential in attracting and retaining players, as well as contributing to a more complete user experience through more interactive and broader entertainment formats.
“I think that, before the five-year concession period ends, we will reach a very high level of maturity in the sector as a whole, from the base, which is the player, to the government,” says Lopes, highlighting that Brazil should approach the level of more consolidated markets, such as those in Europe.
Peculiarities of Brazil
For Lopes, Brazil stands out from other markets due to the strong personalisation of consumer relations. He explainsthat, often, the player directly associates the affiliate with the brand, without even knowing which operator is behind the offer.
This very personal connection with the influencer is explained by a unique characteristic of the national scene: the Brazilian “eagerness for community.” More than just consuming, the local audience has a need to actively participate and be part of something. This sense of belonging shortens the distance between the user and those they follow.
Next steps for AFFiGAMING
In the short and medium-term, AFFiGAMING’s plans involve offering financial planning consulting to its affiliate partners. In conjunction with banking and financial institutions, the goal is to transform these professionals’ revenue into wealth acquisition and growth.
Furthermore, the executive aims to establish strategic partnerships with game providers, not just operators, expanding the ecosystem of opportunities for the affiliate base.
This support structure reflects Lopes’ vision of the social impact of the business: “I think the greatest legacy we can leave for our affiliates is, in fact, to transform this into their profession today.”
He explains that many partners started in the sector out of curiosity, but later transformed the activity into their main source of income. This is the case of professionals who left informal or exhausting occupations to dedicate themselves exclusively to affiliation.
Given this significant life change, Lopes emphasises that AFFiGAMING’s role goes beyond business: the company seeks to support and guide these individuals throughout their transition and professional development journey.
Looking to the long-term, AFFiGAMING envisions an even more ambitious step: the creation of physical meeting centres for its members, focusing on networking, exchanging experiences, and continuous professional development. The expectation is that this first space will be inaugurated in São Paulo, one of the main hubs of the igaming industry in the country.
This story was first published by Affiliate Leaders’ sister title, SBC Notícias Brasil.
