What we’re seeing with our aggregator is that providers who
weren't top performers in the non-regulated market are upping their game. Likewise, some of the biggest players pre-regulation are going the other way and not engaging enough with a market that has given them so much. I think some providers will continue to lose market share due to their martyrdom.
Salsa Technology Taking Pole Position
Sitting down with newly promoted Eliane Nunes as ICE Barcelona opens its doors, Salsa Technology’s Chief Growth Officer discusses the market that’s on many people’s lips over the following three days: Brazil.
Promoted to the position of Chief Growth Officer in December, Eliane Nunes' new role is designed to align Salsa Technology's growth strategies with the demands of the Brazilian market, as well as other countries in Latin America. Eliane joined Salsa in February 2021 as Marketing Manager before assuming the role of Head of Marketing and Sales in October 2022.
"Because of my history with Salsa, my role is to help all departments within the business,” explains Eliane. “Part of this remit is breaking siloes and facilitating different teams to work together and collaborate. So far it has been great, albeit challenging. It helps that everyone in the business is nice, and because most of us are Brazilian we share that “happy-to-help” mindset which makes my job easier.
“Te role is also external in nature. For example, I am currently renegotiating provider agreements to ensure they can go live in the newly regulated Brazilian market whilst remaining competitive. Brazil's taxation structure is crazy, so it's a learning process for everyone no matter how intimately you understand the market.”
BRAZIL CERTIFICATION
Salsa Technology’s content aggregator, Salsa Gator, received GLI certification ahead of Brazil’s iGaming regulation taking effect at the turn of the year, enabling Salsa to deliver content to operators in Brazil. In addition to strengthening its prominent position in the market, the certification ensures seamless and efficient operations for its clients in the new regulated landscape. As per the rules of the Secretariat of Prizes and Bets of the Ministry of Finance, the certification process for
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the aggregator platform included content agreements with some of the largest global gaming providers, such as Evolution, Pragmatic Play, Games Global, PopOK RubyPlay, Zitro and FBM, among others.
“Simultaneously certifying the technology of the platform and integrating with providers was a lengthy process, and the latter is still ongoing. It has been challenging but we are delighted to have secured the certification before the go-live at the turn of the year. We have some clients who are still waiting for a licence, but we are now live in the market and in the process of integrating more providers to diversify our games offering to clients.
For Salsa, a business based in the country with a team that’s 95 per cent Brazilian, knowing the culture and understanding market nuances is their main point of differentiation from competitors.
“What we have seen so far is a continuation of a common misconception that South America is just one entity. Brazil is completely different from Argentina, and south Brazil is completely different from north Brazil. What we have observed is that it’s difficult to understand these differences if you aren’t on the ground. You need to have an open mind and having a team that's 95 per cent Brazilian helps us hugely. Some people believe having Portuguese speakers is enough in terms of localisation, but Portuguese is significantly different from Brazilian Portuguese.”
A striking example of how betting behaviours differ from one state to the next is the varying levels of interest in betting on vaquejada, a sport typical to the Nordeste region of Brazil, in which two cowboys
ELIANE NUNES Chief Growth Officer, Salsa Technology
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