“You must have local knowledge” – Juan Carlos Ortiz Diaz
Juan Carlos Ortiz Diaz, Director of Unik Marketing, joins the latest series of affiliate interviews on Affiliate Grand Slam
Juan Carlos Ortiz Diaz director of 247 Apuestas México, Unik Marketing, speaks about the gambling scene in Latin America, with reference to Mexico. He speaks about the Mexican legislation and how it affects online gambling. He highlights the importance of knowing the language, the culture, and what the target audience wants — follow his story below.
How did 247 Apuestas México take off? What do you know now that you wish you knew when starting out?
We were looking for a set of affiliate sites to support Spanish speakers across the Americas including Canada, USA, and all Latin American countries. When starting out, I wish I knew more sites with payment methods that work across Latin America.
We speak the Spanish spoken in Latin America and our entire team is located in Latin America. My entire team and I are from Mexico. We understand Latin America, we understand the sports that people like here, and we are part of this culture.
What makes your traffic proposition/traffic sites unique?
Our sites are built in Spanish and we market real life Latin American sports and personalities.
What is the biggest challenge you are currently facing?
To grow organically with Google.
Which markets are you eyeing up as a priority and why? Do you see any potential in the emerging markets?
Since are team is Mexican, we started from Mexico. We are now marketing to Spanish speakers across all of the Americas with a number of unique sites to cover all jurisdictions.
How is the iGaming landscape in Latin America?
It is very new and young. It is starting out now but it has a huge potential with large populations who are doing more and more online.
What is the status of the Mexican legislation related to online gambling? How does it affect affiliates?
You need to have a partnership with a local land based casino in order to have a legal online offering. The legislation does not have too much impact on affiliates at this stage.
Are there any specific limitations or requirements imposed on online gambling operators and/or affiliates in Mexico?
As above, to get payment to work with the Mexican currency you need to partner with a local land based casino and you are required to hold a Mexican license.
Which niches work best for your affiliate marketing, and which are the most profitable?
Organic SEO, it’s a long journey, but it pays off in the long run.
Which qualities and skills are essential in an affiliate team/business?
You need to know your SEO, you need to partner with the best operators who treat you like a partner and work with you for the long term.
How does technology play a part in your day-to-day?
Technology is a huge part, from SEO to site hosting, site security, etc.
What does it take for an affiliate business to thrive?
You need to work with trusted partners who have a product suitable for the jurisdictions that you are promoting and you must have local knowledge.
What are your predictions for the future of the sector especially in Latin America?
Everyone is talking about Latin America being the new growth region for online betting; it will grow but there are a number of different countries each with their own particular requirements.
How do you choose your operators and how do you manage relationships with multiple operators?
We choose operators who offer a local product and who have local payment methods. Trusted partners are also vital as there are cowboys out there.
What is your approach in the initial stages of a new partnership?
We sign them up and promote them based on their knowledge and help in each jurisdiction that we operate in.
Have you ever been to SiGMA? SiGMA Europe, Africa, Asia, or Americas – which of these four expo shows would you likely book on your diary for 2021, COVID-19 permitting?
Yes, I have been to SiGMA Europe and, COVID-19 permitting, I would also like to attend SiGMA Americas.
Tell us a bit about yourself – after all, business is done with people, not just companies! Your hobbies, favorite book, favorite quote, whether you are into Gaming yourself, etc.
Well, after a long day working and having Skype meetings, my hobby is to watch my favourite football team, CBTis 232, practicing. CBTis 232 is a professional football team in the fourth division whose players are between 14-16 years. We, 247apuestas Mexico, are the sponsors of this team. These kids’ dream is to one day play in the Mexican first division and we believe in them. I also love to ride my horse whenever possible.
The SiGMA Americas Virtual show will run from the 13th to the 14th of September, 2021. Features include a fully interactive expo floor, networking chat rooms, and a high profile line up of panelists. Explore the agenda or check out who’s on the floor plan.
