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Why BC Brothers is Betting on “Affiliate-as-a-Product”
The iGaming affiliate industry has a problem, and it begins with the “Top 10” list. For years, the business has relied on a foundation of simple review pages. Walls of text that often prioritize commission rates over user experience. But as players are becoming tired of biased endorsements, the traditional review site is entering its twilight years.
“Look, the industry is at a crossroads,” says Borja Imbergamo, CEO of BC Brothers. “The old playbook, where you rank operators based on who writes the biggest check and then dress it up as expert advice, is just broken. It’s a short-term hustle in a world that’s demanding long-term transparency.”
Imbergamo isn’t just criticizing the status quo. Instead, he is pivoting away from it. He’s pushing BC Brothers toward this ‘Affiliate-as-a-Product’ model, which honestly isn’t just some clever rebranding. It’s a total shift in architecture. Rethinking the whole way an affiliate actually connects a player to an operator from the ground up.
Breaking Free from the Template
For most affiliates, WordPress is the default setting. It’s easy, it’s fast, and it’s predictable. However, late last year, BC Brothers began a quiet migration away from standard content management systems toward self-built platforms. While still in the pilot phase in several territories, the move represents a declaration of independence from the limitations of templated solutions.
“WordPress is fine, but it’s a bottleneck for innovation,” Imbergamo explains. “Moving to our own infrastructure allows us to be a lot more flexible. We can develop features that a standard plugin simply can’t handle. These are still pilots, but we have very high hopes for these platforms to become our future. It definitely requires more SEO checks, resources and dedication, but surely will pay off in long term”
This technical shift allows BC Brothers to move beyond the bridge model, where a site is just a transition point for a player, and toward a destination model.
Building an Ecosystem
The pivot isn’t just about how the sites are built, but what they offer. While conversion remains a goal, BC Brothers is investing heavily in products that prioritize utility over the immediate click. These projects are less about a direct sales funnel and more about becoming an essential part of the sports content ecosystem.
One example is BetBrothers.football, a site designed to deliver all the real-time football data and stats a fan could want. Alongside it sits BBSportNews, an editorial project covering the “beautiful game” from every angle – from breaking transfer news and defining stories to deep-dive tactical analysis.
“We are building an ecosystem, not a funnel,” says Imbergamo. “If we provide a player with real-time match stats they can’t find elsewhere, or analysis that actually informs their perspective, we’ve earned their time. By the time they do decide to play, they don’t have to head back to Google to find some random review site. They’re already inside our brand’s ecosystem. It’s about giving them that full 360-degree value so they never feel the need to look elsewhere.”
By focusing on these utility tools, BC Brothers is actually playing a much smarter game with lead quality. Think about it – a person who spends twenty minutes studying data on a platform you built is a way more valuable player for an operator than someone who just clicks a “Play Now” button because they saw a shiny banner. One is an engaged user making an informed choice. The other is just a random click that probably won’t stick around.
Playing by the Rules
This approach is particularly vital in regulated markets, where BC Brothers exclusively operates. The company maintains a strict policy of working only in regulated jurisdictions and exclusively with licensed operators. Getting their Greek affiliate license this past March was simply the next logical step in that process. For Borja, ignoring grey markets isn’t some moral crusade. It’s just the right way to make sure sports betting stays entertaining and safe for everyone.
“We really believe that working only with licensed operators is the right way to keep sports betting fun and sustainable,” Borja says. “We’re committed to staying compliant and actually helping the industry grow in every market we’re in. Sometimes that means taking the harder path. But for us, it’s a long-term investment in a safe environment that protects the players and makes the whole industry healthier.”
The Future of the “Brothers”
The transition from a content house to a product studio is a high-stakes bet. It requires more capital and a willingness to walk away from the easy wins of the grey market. At the end of the day, it requires more developers too. But as the iGaming affiliate landscape becomes more crowded with much more pressure from all sides, the “middle man” who offers nothing but a link is losing their place.
“The era of the disposable affiliate site is over,” Imbergamo concludes. “The next big leaders in this space will be the ones who treat it like a serious tech company, more like the SaaS world. Players want tools, interaction, personalization, and they want value for their time. We’re basically building the infrastructure for a future where the product does the talking, and you don’t have to ask for trust because it’s already built into the code.”
Apple
IBJR hails App Store approval as a milestone in the fight against illegal betting in Brazil
The Brazilian Institute for Responsible Gaming (IBJR) considers Apple’s decision to allow the distribution of regulated sports betting and online gaming applications on its Brazilian App Store a key milestone for the consolidation of a transparent and integrity-driven sector.
This measure strengthens regulation by making it easier for users to clearly identify operators that are duly authorized to operate in compliance with national rules.
Following Google’s decision, made less than a year ago, to authorize the distribution of sports betting apps on the Play Store in Brazil, this initiative acts as a powerful cybersecurity filter and helps protect consumers from the risks of the illegal market.
Since only operators licensed by the SPA are allowed to offer services to iOS users, the process of channeling traffic into the regulated environment is further strengthened.
However, for the measure to be fully effective, continuous enforcement is required, as several illegal apps can still be found on major platforms.

Data from Instituto Locomotiva, in partnership with LCA Consultoria, indicate that the illegal environment—much of it controlled by organized crime—moves around R$40 billion per year in Brazil and generates an estimated annual loss of R$10.8 billion in tax revenue.
In this context, actions that help distinguish legal operators from unauthorized ones are essential.
The presence of applications on both the Play Store and Apple Store reinforces the commitment to Responsible Gaming, as they integrate functionalities required by legislation and audited by the platforms.
These include strict age verification to prevent access by minors under 18, clear risk warnings related to gambling, and self-exclusion tools.
The post IBJR hails App Store approval as a milestone in the fight against illegal betting in Brazil appeared first on Americas iGaming & Sports Betting News.
Black Label
Pragmatic Play signs Latam Agreement with Black Label
Pragmatic Play, a leading content provider to the iGaming industry, has strengthened its reach in the regulated Latin American market through a multi-product deal with platform provider Black Label.
The partnership will see Pragmatic Play’s premium portfolio, including Slots, Live Casino, and Virtual Sports, integrated into the Black Label platform, enabling regulated operators across LatAm to seamlessly access the supplier’s content.
Pragmatic Play titles, including multi-award-winning slots such as Gates of Olympus and Sugar Rush, as well as popular crash games like High Flyer and Spaceman, are now available to Black Label’s partners in the region.
Black Label, a 360‑degree online gaming experience, serves as an end‑to‑end integration platform for launching or scaling online casinos.
Built with a deep understanding of Latin American players and offered in Spanish, it provides locally aligned solutions for one of the fastest‑growing regulated markets in the industry.
Victor Arias, VP of Latin America at ARRISE, a global iGaming software and services leader and a key partner to Pragmatic Play, said:
“Latin America remains one of the most dynamic and fast-growing regions in the industry, and partnering with Black Label allows Pragmatic Play to further boost its reach across the market.
“Combining Pragmatic Play’s award‑winning content with Black Label’s locally aligned platform to support operators and players across the region is another positive step, and one that further cements Pragmatic Play’s status in Latin America.”
Roberto González, general manager at Black Label, added: “Pragmatic Play is a globally respected supplier, and integrating its multi–product portfolio is a major milestone for Black Label.
“Our platform is built specifically for the needs of Latin American operators, and adding Pragmatic Play’s high‑performing content further strengthens the value we deliver to our partners.
The post Pragmatic Play signs Latam Agreement with Black Label appeared first on Americas iGaming & Sports Betting News.
Advanced Compliance Technology
Advanced Compliance Technology partners with the Soccer Federation of Rio Grande do Norte
ACT has been selected to collaborate in building integrity programs of Brazil’s football leagues through its independent, real-time Sports Integrity monitoring technology and specialized education programs to strengthen Brazilian Sports Integrity.
Advanced Compliance Technology (ACT), a leader in compliance, sports integrity and risk solutions for the global regulated betting and gaming industry, has entered a partnership with the Soccer Federation of North Rio Grande, a regional member of the national Brazilian Soccer Confederation (CBF).
The agreement signifies an important step forward in Brazilian football’s vision for the future as it adapts to the needs of the country’s new sports betting regulations, with an equal focus on safeguarding the integrity of competitions and protecting the athletes.
Under the agreement, ACT will conduct a comprehensive analysis of the current status of the leagues’ needs operating within Brazil’s emerging regulated market.
ACT will also deliver educational programs tailored to the Brazilian sports markets, drawing on its expert sports leadership team, who share decades of experience and who have identified some of the largest match-fixing incidents in the United States.
The ACT team will combine their knowledge of sports betting, insider trading, and specialized analytics to address the growing need for sports integrity monitoring across Brazilian leagues. This will include the application of advanced technology through ACT’s proprietary online monitoring platform, the only real-time technology of its kind that is independent from betting operators and trading services.
Susan Bala, Co-Founder and Director at Advanced Compliance Technology, and former Delegate for the U.S. Commerce Department in Central and South America said:
“We are entering a new chapter in global sports with the introduction of legalised sports betting in Brazil. The country has an incredible and proud history in soccer, producing many of the game’s greatest athletes.
ACT is very pleased to collaborate with the leadership of the Soccer Federation of Rio Grande do Norte league in their mission to build a strong future through education and application of the most advanced technology solutions to safeguard the sport.”

Felipe Silva, Acting President of the Soccer Federation of Rio Grande do Norte, and José Silva, Vice President of the Brazilian Soccer Confederation, said:
“We are extremely pleased to be working with ACT on this initiative. We recognise the importance of educating our athletes and protecting the sport we love. It is our mission through this work to contribute to the future success of Brazilian football.
About Advanced Compliance Technology (ACT)
Advanced Compliance Technology is a leading provider of regulatory technology solutions for compliance and integrity monitoring in the global betting and gaming sector.
ACT’s all-in-one platform delivers the most advanced technology tools to help leagues, operators and regulators meet their complex compliance requirements with an independent expert service and real-time performance.
The company’s technology combines advanced geolocation intelligence, identity verification, advanced anti-fraud mechanisms, sports integrity and behavioural analytics to prevent circumvention, strengthen market integrity and support player protection.
The post Advanced Compliance Technology partners with the Soccer Federation of Rio Grande do Norte appeared first on Americas iGaming & Sports Betting News.
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