As global regulations tighten and digital ecosystems evolve, affiliates face a complex web of challenges that threaten the traditional routes of user acquisition. At the SiGMA Central Europe Summit, Keith Geary, Director of Casino at Game Lounge, led a keynote on the Affiliate Leaders Stage, titled “How Affiliates Can Grow in Brazil & India Amid Ad Curbs, Tax Shocks, and Google Volatility” that dissected how affiliates can sustain and scale growth in emerging markets such as Brazil and India, even in the face of advertising restrictions, tax changes, and Google’s algorithmic volatility.
Adapting to regulatory turbulence
Both Brazil and India are high-risk, high-reward markets. Brazil’s new regulated betting market, authorised by the government, is compounded by new tax legislation that threatens the operations of affiliates that depend on traditional traffic models. India’s regional legislation and muddled advertising codes remain a source of compliance uncertainty.
Geary indicated that in order to have sustainable growth, affiliates must be regulation-resistant. “The key is to create plans that do not collapse when an ad network alters its policy or a new tax model emerges,” he said. Affiliates will need to diversify acquisition channels, develop locally compliant content frameworks, and focus on long-term trust rather than short-term conversions.
Creating localised user funnels
In Brazil and India, success factors are ultimately based on cultural UX, not just translation. From local payment methods to language nuances and mobile-first design, affiliates need to serve experiences that feel local.
In Brazil, the social dimension of iGaming and sports betting is deeply rooted in community and entertainment; therefore, affiliate funnels should leverage creator collaborations and interactive content formats.
In India, where digital literacy and trust in financial platforms vary widely, affiliates must invest in educational content and UX that simplifies navigation and security. Gamified onboarding experiences, localised visuals, and transparent bonus disclosures can significantly improve retention.
Rethinking traffic and partnerships
As Google continues to update its algorithms and tighten restrictions on gambling-related content, affiliates can no longer depend solely on organic or paid search. Geary advocated for a mixed-traffic model, combining social, programmatic, influencer, and community-driven channels. This approach mitigates risk and creates a more sustainable flow of qualified leads.
He also emphasised the value of compliant creator ecosystems. “Creators who understand the legal and cultural boundaries of each market become long-term partners rather than campaign contractors,” he said. Affiliates should prioritise transparency and compliance when partnering with influencers, ensuring all promotional content aligns with local regulations and platform guidelines.
Privacy-first data strategy
With privacy laws tightening globally, particularly in data-sensitive markets like India, the keynote underscored the importance of privacy-first data capture. Consent-based systems, first-party analytics, and zero-party data collection are emerging as the new cornerstones of affiliate marketing resilience.
By implementing ethical data frameworks, affiliates not only protect themselves from regulatory backlash but also build stronger user trust. In Geary’s view, affiliates who treat data privacy as a competitive advantage will thrive in the next phase of digital marketing evolution.
Charting the next frontier
The keynote concluded with a forward-looking call to action. Affiliates must now think like adaptive ecosystems rather than isolated websites. Innovation, localisation, and compliance are not optional; they are the blueprint for sustainable growth in complex regulatory environments.
As Brazil and India continue to mature into some of the world’s fastest-growing iGaming territories, those who evolve early will lead the charge.
For more insights on affiliate innovation and global market growth, visit the SiGMA Website.
The content presented on this page is strictly informational and intended for B2B purposes only. SiGMA Group is not responsible or liable for any business decisions, commercial agreements, or activities conducted by attendees, exhibitors, or third parties during or after the event. All participants are responsible for ensuring compliance with applicable laws and licensing requirements, including those of the Agenzia delle Dogane e dei Monopoli (ADM) in Italy. Our events are restricted to adults aged 18 and over.
