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western-style sportsbook and a huge range of casino products. It is true that the ordering of a sportsbook may need to be changed – with the showcasing of different leagues for example – and the addition of video bingo and local payment service providers is important. Tis is the same for any market, though. Esports is also a vertical with mass-market appeal, with one of the best-loved titles in the region being CS:GO. We have found that among fans of this title, offering a customisable approach to skins and enhanced visual assets including weaponry helps to drive conversion. Such items are now so popular they have real-world value and can be wagered within the world of esports betting, which we expect will grow to be very popular in Brazil.


It’s all about localisation, not tropicalisation, and among the most important aspects within this process is the branding and marketing, selecting the right ambassadors and the right sponsorships.


Ultimately, everything hangs on the regulation and there have been a few U-turns so far. First, the authorisation model in keeping with Spain and Colombia appeared to be favoured by Brazil’s authorities, then the concession model of up to 20 licences was put forward as a solution. It remains to


be seen which path Brazil will ultimately go down, though we expect to find out at some point this summer. If it is to be the concession route, then it is inevitable that some brands will miss out and will lose the investment they have made to date.


At Pronet Gaming, our presence across Latin America continues to grow and we are already present in Brazil, Mexico, Argentina and Peru. Te opportunities are plentiful, particularly when helping existing retail brands take their operations online. We are also engaged in projects with lotteries, media organisations and sporting bodies in a region that we consider to be hugely exciting.


It has been a journey that has been eye-opening too regarding the perception that the big European operators will naturally get the first seats at the table. In fact, we are regularly in discussions with Asian and African operators looking to enter Latin America utilising our tailored solution.


Brazil could, as many have suggested, be the biggest market in Latin America. It is also true that in the ongoing absence of regulation, this potential is unrealised. We await the latest market developments with keen interest.


WIRE / PULSE / INSIGHT / REPORTS P83


Ultimately, everything hangs on the regulation and there


have been a few U-turns so far. First, the authorisation model in keeping with Spain and Colombia appeared to be favoured by Brazil’s authorities, then the


concession model of up to


20 licences was put forward as a solution. It remains to be seen which path Brazil will ultimately go down, though we expect to find out at some point this summer.


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