INSIGHT
LATAM OPPORTUNITIES GREENTUBE
While Sizzling Hot Deluxe is a very successful game across whole Latin America it’s new age content originating in online that is pushing towards the top in both markets. Greentube’s biggest success in the past years, the Diamond Link series, also found its way to Latin America with Diamond Link Mighty Elephant and Diamond Link Mighty Sevens on top of the list.
Markus Antl Director Global Sales and Key Account Management Greentube
Markus, could you walk us through Greentube’s journey in the Latin American market to the present day? How long has the region been a market of interest?
Latin America has been of interest for Greentube for about three years. Given Novomatic’s strong position as a supplier and operator of gaming machines in the region it was only a matter of time for Greentube to provide Novomatic and Greentube game content to regional iGaming operators. Initial target markets included Colombia, Peru and Mexico, where we managed to provide a successful mix of slot, casino and bingo games to operators and their players.
Over the last three years we have extended our offer to additional territories such as Chile and have been working on developing additional game content as well as improving the game certification process to shorten the time to market.
Going forward Greentube’s recent acquisition of additional game studios will help to further strengthen our LATAM product portfolio and add some focus on localised content.
What have been Greentube’s greatest learnings about Latin America’s iGaming industry? What advice would you give to international providers looking to enter its markets?
Being live in Latin America for several years while entering additional markets in the region along the way showed, that there are similarities between Latin American markets and synergies that can be used, but there are quite some differences in top games and working game mechanics when looking into it in more detail.
While some markets are classic land-based and therefore slot driven others tend to move further into online influenced content and specific hybrid game types. Like everywhere a proper market and customer analysis before taking the decision to enter a market is the key to success.
Despite content I would advise international providers to take a close look at taxation regulation and especially at ways to get revenues out of the country when supplying out of Europe or anywhere else outside of LatAm. Withholding taxes and other obstacles in finance regulation might force international suppliers to increase the rates for their games or adjust their estimated cost to enter the market upwards.
Greentube’s latest agreement in Latin America saw games go live with Inkabet, one of the biggest brands in Peruvian gaming. What titles have struck a chord with South American players, and why? Does popularity vary from market to market?
As outlined before, popularity of certain game content varies from market to market indeed. We experienced that in Peru players tend to play classic slot content, which they know from land-based operations and trust. Famous Novomatic brands like Sizzling Hot Deluxe, Lucky Lady’s Charm Deluxe, Book or Ra Deluxe are performing very well and we managed to further grow our player base by introducing a in game jackpot mechanic including the globally famous lock and spin feature to the brands above. Te so-called Cash Connection series added another success story to our time as a supplier in Peru.
Colombia and Mexico on the other hand show slightly different player interests.
We experienced that in Peru players tend to play classic slot content, which they know from land-based operations and trust. Famous Novomatic brands like Sizzling Hot Deluxe, Lucky Lady’s Charm Deluxe, Book or Ra Deluxe are performing very well and we
managed to further grow our player base by introducing a in game jackpot mechanic including the globally famous lock and spin feature to the brands above.
Despite a strong slot portfolio offering well known table and bingo games is especially important in Colombia and Mexico. Over the years we managed to launch a variety of brandable table games such as Lux Blackjack, Royal Crown Blackjack and Royal Crown Roulette and re-introduce famous bingo mechanics with Bruno Bingo and 1-2-3 Bingo among others. We are very happy to have strong supporting game studios within our group of companies, which will ensure us being able to continue launching game content dedicated to Latin America.
What does a localised Latin American online slot comprise? How does Greentube differentiate its global content to resonate strongly with local audiences?
I would not say, that there is very specific localised Latin American game content except for some tendency towards table and bingo games. However, like in every market as a game supplier it might help to adapt some game themes towards the local customs and culture and make use of famous public holidays or festivities to further push certain games or game families.
Greentube benefits from collaborations with more than 20 game studios in various markets, which helps to adjust our content development to local needs. In this respect we invested into bingo and table game content at an early stage and managed to successfully launch these types of games in key markets in Latin America.
What’s Greentube’s strategy for Latin America going forwards? What markets are of interest, both in terms of consolidation and expansion?
Going forward Greentube is looking into recent developments concerning the regulation of online gaming in further Latin American markets. We need to be ready for Peru being regulated and new market regulation to come into effect in 2024 and are also looking towards a potential regulation in Brazil. Given our strong bingo content in combination with a great variety of slots Brazil could be another key market for us.
In addition we recently improved our certification process in Colombia, which enables us to benefit from scale and push more content into the market at a higher speed. Finally, we will continue to work closely together with games studios in the area and bring new innovative game content to Latin American markets while always keeping an eye on what players tend to play.
WIRE / PULSE / INSIGHT / REPORTS P33
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