Betsson, the leading global betting operator, proudly announces the addition of legendary former Colombian goalkeeper René Higuita as its new brand ambassador. Higuita, renowned worldwide for his iconic “scorpion kick” save against England in 1995, will further strengthen Betsson’s presence in Latin America.

Andrea Rossi, Betsson’s Commercial Director for Latin America, commented: “We are proud to collaborate with a football legend like René Higuita, who embodies our passion for football and entertainment. This partnership reinforces our commitment to the Colombian market and strengthens our leading position in Latin America.”

Higuita, an idol in Colombia and considered to be one of the greatest goalkeepers in South American football history, said “This alliance began as a bold idea and has now become a reality. I’m proud to join Betsson to make a difference and bring the passion of football closer to the fans.”

Throughout his career, Higuita has been celebrated for his unique blend of professionalism and showmanship. He played a pivotal role in Colombia’s return to the World Cup in the 1990s after a 28-year absence. His accolades include two Colombian league titles (1991 and 1994), a Copa Libertadores (1989), and two Inter-American Cups (1990 and 1997), all with Atlético Nacional. Notably, his performance in the 1995 Copa Libertadores semi-finals has been described as “the most spectacular performance by a goalkeeper in the competition’s history ” by the book Unusual Copa Libertadores Stories.

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In addition to being one of the best goalkeepers, Higuita is recognised as one of the best goalkeepers-attackers in the world, having scored 43 official goals, placing him fifth worldwide. In 2004, IFFHS ranked him as the eighth best South American goalkeeper of the 20th century, while El País named him the third best player in America in 1989 and 1990. His particular style of play even led FIFA to introduce the so-called “Higuita Law” in 1990, defining the role of the attacking goalkeeper.

Betsson has recently made significant strides in the region, becoming the sponsor of three of Latin America’s most renowned clubs: Boca Juniors and Racing Club in Argentina, and Atlético Nacional in Colombia. Additionally, Betsson Sport has sponsored the Italian Serie A champions and last year’s Champions League finalists, Inter Milan.

As affiliates grapple with the challenge of higher player acquisition costs and the subsequent need to build player loyalty, SBC Summit North America will serve as the ideal platform to acquire insights into content creation strategies, brand building and the power of big data, all of which can help affiliates solidify their standing in the market.

Scheduled to take place on Wednesday, May 8, 2024, the ‘Affiliate & Marketing’ track promises engaging discussions encompassing mergers and acquisitions in the affiliate space, gamification, the rise in popularity of online influencers, artificial intelligence (AI) and customer relationship management (CRM) strategies to foster player loyalty, among other topics.

Kicking off the conference track is the panel titled ‘Affiliate Leaders Panel: Building Brands Through Content and Customization’, which will feature Andrew Garven (Head of Marketing, Covers), Rome Smith (Head of Marketing – North America, Betsson), Marcos Oliveira (Chief Operating Officer, Clever Advertising) alongside panel moderator Michael Daly (Former Chief Executive Officer, Catena Media). The panel will delve into how leading affiliates harness branding and compelling content to build unique and recognizable affiliate brands, optimize acquisition rates and strike successful operator partnerships.

The ‘Big Data at the Center: How Affiliates & Operators Can Make Sense of Their Customers Across Multiple Channels’ panel will delve into the strategic use of big data in understanding customer behavior. Experts Gil Bushkin???? (Senior Director of Interactive Marketing, betPARX), Zachary Sold (Vice-President of Marketing, Caesars), Elizabeth Lodge (Chief Marketing Officer, Winible) and panel moderator James Fox (Industry Manager, Google) will discuss big data’s role in identifying common trends in player acquisition and retention as well as profiling customer archetypes that aid in enhancing player engagement and meet operator partner expectations.

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The panel ‘It’s an Influencer’s World: Charting the Success of Ambassadors, Streamers and Other Social Media Stars’ will examine the growing influence of alternative affiliate channels such as influencers, streamers and sports ambassadors. Industry luminaries Kelly Koffler (Influencer/YouTube Content Creator, Slot500Club and Beyond Blackjack), Josh Duffy (SM Influencer /YouTube Creator, Slotaholic), Jon Della Terza (Social Media Influencer/Content Creator, NJ Slot Guy), Josh Margolis (Vice-President of Marketing, Prize Picks), Grant Flannery (Head of Marketing, Rivalry) and panel moderator Lazar Miucin (Chief Executive Officer and co-founder, iGaming Advisor) will delve into the distinctive acquisition strategies and content approaches employed by influencers and examine how they can effectively collaborate with operators. Additionally, the panel will discuss adaptation strategies for traditional affiliates to capture the interest of the next generation of players.

The session panel titled ‘Affiliate Diversification: Success Strategies for the Slower Years’ will delve into innovative approaches affiliates can employ to reach new audiences. Affiliate and marketing experts Noam Klivitsky (Vice-President of US Marketing, 888 Holdings), Shmulik Segal (Chief Executive Officer, MediaTroopers) and Max Bichsel (Vice-President, Gambling.com Group) will explore such strategies while emphasizing the significance of strategic media partnerships in ensuring a strong market presence.

Attendees will also have the opportunity to expand their knowledge of the North American market through dedicated conference tracks covering leadership, sports betting, iGaming, industry and growth, compliance and regulation and payments and technology.

Additionally, the conference will include a dedicated tribal symposium, as well as two pre-day conferences; the Capital Market Forum (entry requires a separate ticket) and the Player Protection Symposium.

Purchase your ‘early bird’ ticket at the discounted price of $795 and gain access to all three days of SBC Summit North America (including the Player Protection Symposium) including the exhibition, the conference and exclusive networking parties. Additionally, operators and affiliates can apply for a free pass to the event.

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You can keep up-to-date with the latest news, speakers and exhibitor additions and conference content by subscribing to the bi-weekly SBC Summit North America LinkedIn newsletter.

Light & Wonder, Inc. (NASDAQ and ASX: LNW) (together with its subsidiaries, “Light & Wonder,” “L&W” or the “Company”) has successfully taken its content live in Argentina for the first time through Betsson Group, the leading global betting operator with more than 60 years of experience in the industry, as an important part of their customers’ entertainment mix.

The launch means players in the Province of Buenos Aires can now enjoy first-party games including 88 FORTUNES, Light & Wonder’s top-performing land-based title in Argentina, through Betsson Group’s brand betsson.bet.ar.

The go-live follows a recently extended agreement between the two long-established companies to bring Light & Wonder content to fresh regulated markets worldwide. A range of additional first and third-party content will also be distributed through the Light & Wonder platform to other Betsson Group brands in the coming months, handing the operator a significant increase in quality entertainment that it can bring to players in Argentina.

Betsson Group has nurtured a strong reputation as a top choice for players in Latin America, due to its unique, high-quality offering and because the company offers the best customer experience in the industry. For many years, Light & Wonder has provided its leading content to Betsson Group to spur growth in key markets globally and this launch represents the latest step in that process.

Tatiana García Barrenechea, Commercial Director – LATAM, at Light & Wonder, said: “Betsson Group is a very significant partner, one that has consistently demonstrated its dedication to excellence during an alliance that has grown successfully over the long-term.

“This debut launch in Argentina is a significant step in our expanded relationship and we are delighted to be able to grow together in this important country, serving players with relevant and highly engaging casino content.”

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Laura Peretta, Head of Supplier Relations at Betsson Group, added: “Light & Wonder has proven to be a highly reliable supplier for many years during our iGaming growth journey as it’s very pleasing to be able to take its content live in Argentina.

“This partnership ensures nothing less than a superb content delivery. We look forward to seeing how our players in Argentina feel the thrill and excitement this content and added-value tools brings them because of this landmark launch.”

Light & Wonder’s ecosystem offers more than 3,500 games from a global network of in-house and third-party game studios, with unrivalled ease of integration that is robust and secure. All games available through the aggregation platform are supported with a comprehensive range of responsible gambling tools, helping to deliver a safe and enjoyable gaming experience for players.