Pulse
LATIN AMERICA IGAMING
these verticals. Tis is something that GAMING1 has been championing for years; regulators should always consider sports betting and iGaming as two sides of the same coin when it comes to mobile entertainment.
As the sports calendar was disrupted, we saw the betting share of wallet largely move to casino in jurisdictions where the framework allows users to enjoy a complete, robust product. Not accounting for this represents a loss of tax revenue for governments, market share for legal operators and protection to users.
Jorge: Tat is an interesting question and comes down to the choices of the operator in concentrating on which vertical to target at sports bettors. In my opinion, sports fans are a natural fit to cross-sell into table games or live dealer games, as they will be familiar with those game mechanics. However, slots players are unique and it’s a far more difficult task to get sports bettors interested in this vertical – as we have seen in the past with so many failures of sports-themed slots.
For this reason, it's crucial that operators look to a variety of acquisition tools and affiliate networks to attract players of all backgrounds. I believe that one vertical will end up balancing another. For example, a major win from a sports betting event might result in a loss on the balance sheet for the sportsbook, but that is often followed up by a win for the house on casino games due to that player becoming more inclined to risk.
Tere is no doubt that sports betting attracts a great number of bettors and will continue to do so as regulation rolls out across LatAm, but when you look at net results there are no guarantees for the operator – unlike with casino.
Given the prevalence of markets now online across LatAm, such competition between suppliers will inherently bring a greater need to differentiate. In what ways should casino providers look to stand out in order capture market share?
Nadine: Casino suppliers need to have a varied product offering that goes further than just your run-of-the-mill casino games. Tere’s a strong appetite for RNG content right now, so adding unique games that can grab the player’s attention is certainly one good way to go with this.
It’s vitally important that suppliers pick up content that’s primed and ready for a Latin American market. Te sooner operators get Spanish speaking tables as part of their offering the sooner players will flock to them. Of course, all of this should be supported by great promotional offers such as tournaments and by offering easy withdrawal methods to make the
“When we discuss product differentiation in a region as diverse as Latin America, we need to discuss three main
factors: technology enablers, knowledge of local preferences and the reactiveness of the regulatory framework. The interdependency of these three should be obvious, a deep understanding of the preferences of the local
marketplace, combined with the technological ability to innovate and drive change should not be thwarted by regulation inflexibility.” Victor Araneda
entire process as smooth as possible.
Roman: For casinos, having an abundance of games featuring a wide range of themes and mechanics that are all localised for the market will be crucial. While the quality of games will prove to be a deciding factor for those looking to differentiate their casino offering, the support that operators receive will be just as important. Tat is why EvenBet’s platform is tailored to the specifics of the LatAm landscape, which gives operators an edge on the competition.
When it comes to Latin America, a mobile offering backed with the right content and expertise is sure to make a big splash in this huge emerging territory. Tat’s why we enable our customers to organise games for all their existing platforms, including Android, iOS and web browsers, as well as their mobile versions.
One more key factor for the providers coming from saturated and long-standing markets is localisation, which if often underestimated. Business communication, software and customer support must be localised as much as possible, and often physical presence in the region is the key to success on this score.
Jorge: As competition increases, so too does the need for the operator to focus on brand-building and marketing activities and this is one of the major reasons why aggregation is growing at such a fast rate across LatAm. Without an all- in-one platform provider partner, the operator faces ever-increasing challenges at every step of the growth journey.
“It’s vitally important that suppliers pick up content
that’s primed and ready for a Latin American market. The sooner operators get Spanish speaking tables as part of their offering the sooner players will flock to them. Of course, all of this should be supported by
great promotional offers such as tournaments and by offering easy withdrawal
methods to make the entire process as smooth as possible.”
Nadine Thys
Tese include the expansion of an IT department – amid a very challenging environment for attracting and retaining IT personnel – and the need to continually expand a range of game verticals and content, working with a host of suppliers while remaining fully compliant across multiple jurisdictions. It all adds up to a massive challenge.
Having the ability to concentrate fully on B2C concerns, while relying on a partner that can provide all the content and innovative tools to engage and retain players within a modern, adaptable platform, is a must for most operators to stand out in the market.
Victor: When we discuss product differentiation in a region as diverse as Latin America, we need to discuss three main factors: technology enablers, knowledge of local preferences and the reactiveness of the regulatory framework.
Te interdependency of these three should be obvious, a deep understanding of the preferences of the local marketplace, combined with the technological ability to innovate and drive change should not be thwarted by regulation inflexibility. Operators and suppliers that excel in these three areas will undoubtedly rise above competition.
NEWSWIRE / INTERACTIVE / MARKET DATA P111
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