Apuesta Legal Group: Ecuador was highest performing market during Copa América

The research conducted by Apuesta Legal Group, under the Alts Digital umbrella, focused on its Spanish-speaking markets of Mexico, Peru, Chile and Ecuador.

Ecuador came out on top across the four markets for session growth, with a rise of 67.9% during the summer tournament. Peru was second, with a rise of 57.9%, Mexico was third, with 19.6%, and Chile was last, with 18.4%. 

However, regarding lead generation Chile was the highest with an increase of 137.5%. Ecuador and Peru had a similar uptick of 60.9% and 60.1% respectively, with Mexico having recorded the lowest with just a 40% rise.

A closer look into Apuesta Legal Mexico showed that the country’s opening game against Jamaica attracted a 37.5% increase in traffic, the second-highest figure for the market during the tournament. The traffic for the other group games dropped below 15% as Mexico exited the tournament.

For the knockout round, the Mexican market scored a 34% traffic increase during the quarter-finals of Argentina v Ecuador and Venezuela v Canada. The final saw the highest traffic spike for the market with a 48.71% increase.

According to the brand, “the most popular content included guides on betting markets” which includes tax explanations on betting and an article on withdrawals from Bet365.

Peru

The affiliate found that the Peruvian market exhibited “specific behaviour” in its traffic to the site, with players preferring articles about each team’s football history and odds rather than general betting or bonus information.

Interest from those in the market did not remain constant throughout the tournament with the company having cited a dip during the quarterfinals. Yet, on 9 July there was an increase of 113.8% in traffic for the Argentina vs. Canada semi-final alongside a 117.6% rise for the final. 

“This pattern indicates that Peruvians prefer specific content related to competitions and teams, highlighting the importance of offering detailed information to capture their attention during key events,” said Apuesta Legal.

Chile

The moderate impact on the Chilean market for Apuesta Legal Chile was felt across the South American tournament. During the group stage and quarterfinals, visits to the site barely increased by 9%, with the final attracting only 18.4% more interest. 

Traffic spikes for the market occurred on 25 June for Chile vs Argentina in the group stage and for the Argentina vs Canada semi-final on 9 July. The company confirmed that the final for the market did not generate any significant rise in traffic.

Ecuador

The Copa América in Ecuador generated the greatest amount of interest during match days when the country featured. The best example of this for Apuesta Legal’s Ecuadorian site came around the Ecuador vs Jamaica and Argentina vs Ecuador games along with the final, which attracted a 143.8% traffic increase.

Ecuadorian local operator Ecuabet brought in five times more players during the tournament than Bet365, the brand’s second-biggest operator. Ecuabet offered bonuses and promotions at a local level for players, particularly in the capital of Quito, as traffic and conversions came in at twelve times higher than the second-highest-ranking city.

“In Mexico and Peru, interest was much higher, but with different focuses: Mexicans seek more specialised information on markets and bonuses, while Peruvians focus on odds and team history,” said Apuesta Legal.

“Meanwhile, in Ecuador, people preferred the national betting brand Ecuabet, which solidified its position as the leading betting house in the market during this period."

The affiliate revealed that these patterns highlight the importance of adapting strategy to each market, as “a generic approach for the entire region may not be effective”.

However, the affiliate group also admitted that the popularity of betting on the Copa América was lower than expected in Chile of all its markets, due to the shared attention with the Euros.