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As competition intensifies and regulation reshapes emerging jurisdictions, iGaming companies are reassessing how they position themselves. Growth is no longer only about aggressive acquisition strategies. It is about sustainability, credibility, and operational efficiency.
In this context, collaborative marketing is gaining relevance.
Rather than operating in isolation, brands are exploring joint campaigns, co-branded activations, influencer partnerships, and cross-industry alliances. The model is not new in mature industries. What makes it particularly relevant now is the combination of rapid expansion and heightened scrutiny in markets such as Brazil.
Faruk Aydin, Chief Revenue Officer at Revpanda Group and host of Revpanda LIVE, frames it clearly:
“Collaborative marketing in iGaming is about much more than a joint marketing activity. It is about moving past the old ‘everyone fights for the same player’ mindset. It’s about recognizing that operators, suppliers, affiliates, and even influencers can create more value than doing something alone. For instance, two operators co-hosting a tournament in a newly regulated market, a supplier teaming up with streamers to showcase a new game, or affiliates and media companies joining forces to educate players. The keyword should be ‘shared value’. The goal is simple: expanding reach, reducing acquisition costs, and building trust in markets where consumer confidence is still in the build-up phase.”
The concept of shared value is particularly relevant in regulated environments, where compliance costs are high and advertising frameworks are still consolidating.
Different partnership models are emerging simultaneously across B2C and B2B layers of the ecosystem.
According to Aydin:
“Right now, brand-to-influencer is exploding, especially with the rise of live streaming and content-driven player acquisition. But if you zoom out, operator-to-operator partnerships are also gaining relevance in markets like Brazil. On the B2B side, I observe more suppliers collaborating on joint game launches or tech integrations because it’s faster to scale when you don’t reinvent the wheel. Ultimately, we can find a sweet spot when these formats overlap: a supplier creates a game, an operator launches it with a bonus, and influencers amplify the experience. I think this is how such collaboration really scales.”
This layered collaboration — supplier, operator, influencer — reflects a more integrated approach to go-to-market strategies. It reduces duplication of effort and amplifies distribution channels in a coordinated way.
In newly regulated markets like Brazil, compliance requirements and advertising restrictions introduce complexity. Yet, they also create a strong incentive for alignment.
Aydin explains:
“Regulations add both friction and opportunity. In Brazil, compliance costs are high, and the advertising environment is still trying to find its place. Going solo in such a market is expensive and risky, but applying good collaboration spreads that risk. As an example, think about joint awareness campaigns between operators and affiliates. They can help educate players about licensed vs. unlicensed brands, strengthening the regulated ecosystem. And we should remember that having credible partners amplifies trust in your brand in the eyes of your players.”
For platform providers operating in regulated markets, this reinforces a broader principle: ecosystem maturity depends on collective responsibility. Education, compliance communication, and responsible gaming initiatives benefit from coordinated messaging rather than fragmented narratives.
One practical example frequently cited is joint tournaments or pooled-budget campaigns:
“The first thing that comes to mind is joint tournaments where multiple operators or affiliates pool resources. Instead of each brand spending significant sums to attract a few hundred players, they combine budgets, run a high-stakes event, and get thousands of players participating. Everyone benefits: operators get reach, affiliates get credibility, and players get more value.”
From a structural standpoint, however, execution discipline is critical.
“Based on my experience, the initial step for success is clarity upfront. Partners need to define what each partner wants out of the collaboration. Is it awareness, leads, retention, or PR value? Once that’s set, alignment becomes much easier. At Revpanda, we continually build content and creative playbooks before launching joint campaigns. That means shared messaging frameworks, tone-of-voice guidelines, and even approval flows. It prevents surprises and ensures the campaign feels coherent even if two brands have different personalities.”
Alignment frameworks, approval processes, and shared KPIs transform collaboration from an opportunistic tactic into a repeatable strategy.
Content format remains market-sensitive.
“It really depends on the target market. In LATAM, live streams and influencer-driven content are massive. People engage more with personalities than logos. In Europe, co-branded tournaments and shared bonuses still work well. And on the B2B side, thought-leadership content like industry podcasts or joint video campaigns can deliver incredible ROI. If I had to pick one format that universally works, it’s video. Whether it’s a branded stream, a co-produced interview, or even a short social clip, I think video is where collaborative storytelling comes to life.”
For brands operating in Latin America, this reinforces the importance of community-driven storytelling and localized engagement strategies.
The immediate advantage of collaboration is efficiency, but the long-term value lies deeper.
“I’m an ROI-driven marketer, so the obvious advantage is cost efficiency. You share resources, data, and exposure. But I think the bigger advantage is credibility. When two or more trusted brands stand side by side, it signals legitimacy to players, regulators, and potential partners. Another overlooked advantage is innovation. When you collaborate, you’re forced to merge different perspectives. That’s often when the most creative campaigns happen.”
At the same time, collaboration introduces complexity:
“True! The differentiation is the toughest one. You don’t want your brand diluted by blending into a joint campaign. As mentioned, setting boundaries on brand assets, messaging, and visibility is crucial. Another challenge is data sharing. Everyone wants the upside of collaboration, but nobody likes giving up data. Finding that balance here is tricky. And finally, competitive tension - both parties require trust and smart contracts.”
Measurement frameworks must adapt to the campaign’s objective:
“I’d say it depends on the campaign type. KPIs like CPA, FTDs, or conversion rates matter for acquisition-focused collaborations. Engagement metrics like session length, tournament participation, or re-deposits are stronger indicators for retention campaigns. On the B2B and PR side, I’d look at reach, earned media coverage, backlinks, and event attendance. But honestly, the best measure of success is when both parties want to collaborate again. Repeating such a partnership is the most evident proof that value was delivered.”
Repeat collaboration becomes a qualitative KPI that signals trust and mutual value creation.
Collaborative marketing also plays a role beyond commercial performance.
“Absolutely. Right now, iGaming still suffers from a perception problem in many markets: being seen as risky or unregulated. It changes the narrative when brands come together for joint responsible gambling campaigns, charity initiatives, or educational content. Collaboration makes the industry look less fragmented and more professional. It’s a way to show regulators and the public that iGaming companies can be proactive, transparent, and aligned with consumer protection.”
In regulated markets, this dimension becomes strategically significant. Collective credibility accelerates institutional trust.
Looking ahead to Latin America:
“Latin America is the perfect region for collaborative marketing because its audiences are social, community-driven, and passionate about sports. I see more co-branded activations with local football clubs, regional influencer partnerships, and even cross-border campaigns that tap into the cultural overlap between Brazil, Mexico, and beyond.”
Cross-industry collaborations may further expand the ecosystem:
“Yes, and I think so, and I find it so exciting. Imagine an operator in Brazil partnering with a major beverage brand during Carnival, or a casino supplier co-creating a VR experience with a tech company. These cross-industry collaborations would bring iGaming into mainstream culture instead of keeping it in its own isolated space. We’ve already seen glimpses of it with betting brands sponsoring major football clubs. The next phase is about experiences where campaigns blend entertainment, lifestyle, and gaming into one ecosystem.”
Collaborative marketing signals a structural evolution in iGaming’s growth model. As regulation increases and markets mature, isolated strategies become less efficient.Shared value, coordinated storytelling, and ecosystem alignment are increasingly part of the competitive advantage.
For operators, suppliers, and technology platforms navigating regulated markets such as Brazil, collaboration is no longer just a tactical experiment. It is becoming a strategic lever for scalable, credible, and sustainable growth.
Collaborative marketing is only one of the shifts redefining how the iGaming ecosystem operates in regulated and emerging markets.
If you want deeper insights on regulation, platform strategy, market trends, and the future of B2B iGaming, subscribe to the Oddsgate newsletter and receive analysis like this directly in your inbox.
