In 2023, the outdoor advertising market in Latin America surpassed $6.5 billion, with digital out-of-home (DOOH) advertising growing at a rate of 9 percent annually. This growth highlights how gambling companies in the region continue to capitalize on outdoor ads to establish trust, drive engagement, and distinguish themselves in a competitive market.
1xSlots has analyzed the impact of cultural perceptions, diverse regulations, and the enduring influence of outdoor advertising on increasing brand visibility and player engagement across Latin America. The company’s findings reveal significant insights into how these elements converge to shape marketing strategies in the region.
Gambling culture and perception in Latin America vary significantly depending on the standard of living in each country. In less affluent nations, advertising tends to focus on the allure of “getting rich quick.” Here, the dream of a life-changing jackpot resonates strongly with people. In contrast, wealthier countries adopt a different approach, emphasizing “entertainment and lifestyle,” where gambling is promoted as a leisure activity, inviting people to play for fun.
The legal landscape across Latin American countries is a patchwork of regulations. In some areas, casinos operate legally; in others, stringent restrictions apply. Without a local license, companies might resort to underground activities or operate in grey areas. Yet, official outdoor advertising remains a potent tool, offering a level of brand visibility unmatched by other methods.
While internet usage in Latin America is on the rise—with over 75 percent of the population now online—outdoor advertising still dominates. Digital ads on social media can be easily overlooked, but a prominent billboard encountered daily on the way to work leaves a lasting impression. This habitual exposure encourages incremental engagement, starting with a small deposit, then another, and another.
Outdoor advertising encompasses a variety of formats, including billboards, digital screens, ads on public transport like buses, subways, and taxis, as well as sponsorships at stadiums and concerts. Collaborations with football and music events are particularly effective in reaching broad audiences. As 1xSlots notes, the power of outdoor advertising lies in its ability to imprint the brand on a subconscious level, fostering trust even among those who aren’t active online. Moreover, outdoor ads can seamlessly link to online channels using QR codes that direct users to apps or websites.
Casinos favor outdoor advertising for several reasons. The medium offers massive reach, with millions potentially viewing billboards. It also helps establish a brand’s image as reputable and trustworthy, countering perceptions of being a “fly-by-night” operation. For companies facing restrictions on online advertising, outdoor ads provide an invaluable alternative.
The effectiveness of outdoor advertising is evident in case studies from various markets. In Georgia, for instance, Adjarabet’s strategy of dominating city billboards propelled it to become the leading brand. In Latin America, Betcris similarly uses widespread billboard placements and logos on football jerseys to maintain high visibility.
However, there are pitfalls to avoid. Overly provocative creative content can provoke public backlash. Disregarding local culture and values in advertising campaigns can alienate potential customers. Additionally, placing billboards in areas where residents cannot afford to make deposits is a strategic misstep.
Looking to the future, the trend in outdoor advertising points towards an increased use of digital screens and interactive solutions. There is a growing emphasis on integrating outdoor campaigns with mobile apps, creating an omnichannel approach where outdoor and digital efforts work in tandem to maximize brand recognition.
As one might conclude from 1xSlots’ analysis, while online channels are essential, the tactile and pervasive nature of outdoor advertising remains a cornerstone of effective marketing strategies in the Latin American casino industry. Companies looking to succeed need to understand and adapt to the diverse cultural, economic, and regulatory landscapes of the region. With these insights, they can craft campaigns that resonate with local audiences, build trust, and drive engagement in an ever-competitive market.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
