Microgaming Andrew Clucas, Chief Operating Officer
Microgaming has announced an exclusive distribution agreement with Neko Games, a game design and development studio based in Buenos Aires. Your games are also present in Mexico as well. Could you tell us about the company’s experiences in this market and about plans going forwards in the wider region?
Tat’s right, we’re delighted to have welcomed Neko Games to our platform. Te Neko team have many years of experience in the region, specifically in developing video bingo content, which is reflected in the quality of their creations; they’ve launched two games since inception, Super Showball and Pachinko, which continue to perform well. Building on this success, we’re planning an exciting roadmap for localised bingo content, so stay tuned!
What is it like actually doing business in the region? Are there any unique obstacles or challenges there which you might have encountered?
Tere are differences across markets, so you really can’t generalise the region. With the range of currencies and exchange rates available across the LaTAM, we’ve adapted our games for certain markets and provided more flexible terms for local operators. Sports betting dominates, except in Argentina, where there is a large casino culture. We work hand-in-hand with our customers, creating targeted marketing campaigns and using our data and experience to drive operations forward. Te region has grown tremendously in the last couple of years, with current events accelerating the natural shift to online operations and increasing regulation, which is welcome.
Are there any types of games which are particularly popular in the market? If so, how do you help deliver these games and help local operators and suppliers?
Many online operators come from land-based casinos, so there is an appetite for games that look and feel like those popular on the casino floor. But there is also demand for new,
New players who might have been hesitant to play online previously are increasingly comfortable in this gaming space, and local operators are adapting their businesses to provide a multi-channel
offering or looking to foreign companies for investments.
innovative games, and so this is where we collaborate with our exclusive independent studios and content partners to ensure we are catering to the breadth of local tastes and demands. We are recognised for our branded content, which works well in player acquisition.
What are the opportunities and challenges for foreign companies looking to enter the region?
Opportunities are abundant following the
increasing shift from land-based to online and the move towards regulation. New players who might have been hesitant to play online previously are increasingly comfortable in this gaming space, and local operators are adapting their businesses to provide a multi-channel offering or looking to foreign companies for investments. We’ve seen this in Colombia, where more overseas companies are entering the market and are competing against the existing wide network of retail and payment options available from local operators. Some markets are very new, so there are still opportunities to come in and establish your niche.
As we’ve seen with Buenos Aires Province regulating, foreign and local companies were required to find a partner to ensure compliance with the licence tender requirements; these joint ventures benefit both sides by balancing extensive online experience with local market expertise. Te challenge for foreign companies is finding the right local partner and hiring a team on the ground that suits their needs.
WIRE / PULSE / INSIGHT / REPORTS P75
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