Pulse
LATIN AMERICA IGAMING
standard base offering, giving players something more advanced and perhaps invite newer audiences to established portfolios.
Nadine: Due to the complex geopolitical situation in Latin America countries are starting to take advantage of the financial benefits to be had from the tax revenue they receive upon regulating the gaming market.
Colombia is without a doubt the market to watch right now, with considerable room to grow since it became the first regulated jurisdiction in Latin America. Argentina is another market to keep an eye on. However, it’s a complex landscape due to the varying regulations across the country.
In terms of future markets that aren’t quite there yet, it’s hard to look past Brazil as they boast the biggest population. Once laws are implemented, there’s absolutely no doubt the country will become a powerhouse for gaming in LatAm. Mexico could quite possibly rival Brazil if they were to pass laws allowing gaming, but for now it remains a grey area.
Roman: It has become clear that a range of poker games is needed to hold most customers’ attention. As preferences change from culture to cultural, being able to deliver on these diverse tastes will be key. Within South and Latin America, there is a distinct preference for quick-fire games that tend to be shorter and have random elements in the gameplay, such as those seen in Spin and Go or Fast Fold games.
Having proven ourselves in Asia, EvenBet knows how to thrive in a fragmented market. Tis is why our poker platform consists of 34 different game types to meet various preferences and to keep players engaged. But rolling out the same products and services that work in Asia or Africa isn’t enough.
To help with this, we have been strengthening our Columbia-based online poker project. Operators connected to this can target an audience from a huge portion of the continent, including Mexico, Costa Rica, Peru and Colombia itself, to name a few.
We are extremely excited about the development in Brazil gaming regulation in late February. It’s been the biggest market for online poker clubs, but this legislation would mean many clubs and league owners will be ready to start an independent poker project for an existing audience of hundreds of thousands of players.
Jorge: More than ever before, international operators are considering the uniqueness of individual countries when entering these markets, rather than employing a comparatively ineffective blanket approach. Established local
P108 WIRE / PULSE / INSIGHT / REPORTS
“More than ever before, international operators are
considering the uniqueness of individual countries when
entering these markets, rather than employing a
comparatively ineffective
blanket approach. Established local brands have a strong
resonance across LatAm and this is a driving factor in what I believe will be an increase in M&A activity in the region.” Jorge Morales
“It has become clear that a range of poker games is needed to hold most
customers’ attention. As preferences change from
culture to cultural, being able to deliver on these diverse tastes will be key. Within South and Latin America, there is a distinct preference for quick-fire games that tend
to be shorter and have random elements in the gameplay, such as those seen in Spin and Go or Fast Fold games.” Roman Bogoduhov
brands have a strong resonance across LatAm and this is a driving factor in what I believe will be an increase in M&A activity in the region.
Te ability to harness the knowledge of a supplier that has specialised in appealing to a specific segment of the market can be the key to success. As markets progress towards maturity, platforms that can adapt at speed while offering operators an attractive price point will be those that experience the strongest growth.
With football a passionate following across the continent, sports betting is intuitively the acquisition channel of choice. How do you see casino evolving as a complementary product to sports betting?
Roman: Sports betting is the most developed vertical in the region, and it has become an essential pastime for a major part of the adult population. What we need to keep in mind is that sportsbook and casino have an incredibly strong synergy.
For our customers, it is a welcome opportunity to attract an audience that is already actively betting, so poker would become a part of the entertainment culture in these markets. Sports betting and poker have a lot in common, as they demand players to analyse the events and guess the outcomes. Tat’s why we believe that sports betting operators will win the most by integrating online poker.
However, there is a need for innovations that can reinforce and maximise their cross-sell abilities. To help with this, one of our latest products, Side-Bet, caters perfectly to this culture, allowing players to bet on sports without having to leave the poker room. For projects starting from scratch, we have pre- integrated sportsbooks from two partner providers with enormous choice of sports and events, so an operator can give passionate players the access to both offers simultaneously.
Nadine: During the pandemic, many sports betting sites realised that to remain competitive they needed to complement their offering with casino games. Tose that successfully managed to retain their players were the ones that managed to upsell them with a myriad of online slots, table games and live casino. Tose that chose to rest on their laurels probably didn’t do too well as a result.
Localisation is going to be essential to ensure success in LatAm, regardless of the country in question. To evolve and attract more players towards casino and live casino operators have an offering specifically aimed at players from the region. Language is a crucial factor here. It’s imperative that more Spanish speaking tables are made available. Tere are 21 countries that have Spanish as an official language, yet less than five per cent of all live casino tables online across all providers are actually in Spanish.
Victor: One of the few positives we can derive from the COVID-19 pandemic, is the confirmation of the complementary nature of
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