What game types are popular in Latin America? How does Play’n GO strive to find the balance between understanding the region on a country/market basis as well as offer more ‘universal' products that resonate with players?
Emilie Zamponi Regional Director for Southern Europe and Latin America Play'n GO
Could you tell us about Play’n GO’s presence in Latin America? What partnerships does the company have with local operators?
I think it is fair to say that we’ve been leading the way when it comes to building a strong presence in regulated markets across Latin America, going back several years now. We entered Mexico at the start of 2018 and also received our certification in Colombia around the same time.
In 2021, we added accreditation in Buenos Aires City and Province. Troughout this journey, we’ve partnered with some of the most innovative and forward-thinking brands in the region, and as regulation continues to pick up pace, we’ll be looking to expand into newly licensed markets.
How does conducting business in Latin America differ from other global markets? Does the region necessitate a different approach?
It’s important to treat every market individually, and Latin America is no different in that sense. Building deep partnerships is vital in this industry, wherever you are doing business, but Play’n GO has really focused on taking practical steps towards this over the last few years.
Tis has meant an on-the-ground presence, a dedicated team focused on LatAm, and regular attendance and support of trade shows throughout the continent. We always have confidence our products will perform, so going that extra mile to build the trust and close relationships that make success possible becomes the most important element. We never wanted to be a company that talked about Latin America but didn’t make the effort to actually understand it.
What are some of the challenges that Play’n GO has met in the region?
Tis isn’t a uniquely Latin American problem, but it is always frustrating when good regulation takes longer than expected to implement. Don’t get me wrong, it is always important to take time to get things right, but we see such benefits across the board in those markets which have introduced sound regulation that we are naturally eager to see things progress as quickly as possible. For us, a willingness to work hand- in-hand with stakeholders and commit fully to the long haul is the main thing, and thankfully we’re now seeing some really great progress.
P34. WIRE / PULSE / INSIGHT / REPORTS
It can be a bit misleading to talk about specific game types per region; there is rarely a one- size-fits-all approach in this respect. Games that combine engaging play, innovative mechanisms and fantastic storytelling usually perform well anywhere in the world. Of course, Latin America is a less mature online casino market when compared to Europe, and there are some differences.
One thing we’ve noticed is the high- performance of promotions focused on the potential for big jackpots, so there are certainly opportunities to jump on local trends. But we’ve always found that listening to our local partners is the best way of gaining that deep understanding of a market. Delivering world- class games is going to be appreciated anywhere!
Does Play’n GO have a standout title that performs across all markets, or does popularity vary from one market to another?
You won’t be surprised when I say Book of Dead, which is nothing short of a global sensation and the most popular online slot game in the world. Whenever we enter a new regulated market, there’s huge excitement among players knowing they will finally be able to enjoy the title.
While there does tend to be significant regional variation in popularity further along the tail of our portfolio, our blockbuster slots and spinoffs tend to be universally strong performers. As well as Book of Dead, this includes the Toonz series - which will soon have a new addition in the form of Gargantoonz - and Rise of Olympus, among others.
What’s next for Play’n GO in Latin America? What markets are on the radar? Brazil?
Well, for one, we’re looking forward to visits to Latin America for the Mexican and Brazilian Grands Prix next year, after landing a major sponsorship deal with the Haas Formula 1 team. It is a hugely exciting deal that will introduce our games to an entirely new global audience.
As for specific markets, it feels like we’ve been speaking about Brazil for years, but yes, it does appear that finally we’re on the ‘home straight’, and, with a bit of luck, a framework may even be in place before the end of the year. Brazil’s Ministry of Finance has said it expects to raise around R$2bn (US$400m) annually from legal sports betting, but online gaming could take that number even further, so this is a very significant opportunity.
Elsewhere, Peru is another interesting market we’re keeping a close eye on, and progress is being made. When markets introduce smart, safe and sound regulation, we’re always looking not just to participate in them, but also to lead the way.
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