MARKET PLAY


“Offering a dedicated team hub will allow bettors to quickly find fixtures, standings, statistics and a range of betting markets focused on that individual team in one place,” Salas states. “Te fewer clicks needed to find the desired bet, the more likely it is that bets will be placed.”


Many of us will be familiar with sweepstakes, where players draw teams at random, and then win a prize if their assigned team goes on to win the tournament.


According to Guilherme Guazzelli Buso, VP, LatAm for supplier Genius Sports, more niche markets such as sweepstakes could be a position of focus to make World Cup betting offerings stand out. “Before and during the World Cup, a lot of the conversation centres on who is leading the family ‘bolão’ (sweepstake),” he says. “Te fans in this part of the world are extremely passionate during major tournaments, especially when their team is playing.


“I believe micro markets can be used strategically to enhance the in-play betting experience during this year’s World Cup. Player props will be a valuable asset for sportsbooks, as most of the fans have high hopes for their national heroes and look to bet on them frequently.”


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“Te fans in this part of the world are extremely passionate during major tournaments, especially when their team is playing. I


believe micro markets can be used strategically to enhance the in-


play betting experience during this year’s World Cup. Player props will be a valuable asset for


sportsbooks, as most of the fans


have high hopes for their national heroes and look to bet on them frequently.”


GUILHERME GUAZZELLI BUSO, VP, LATAM FOR SUPPLIER GENIUS SPORTS


WHERE DO WE GO POST 2026? What is worth remembering about LatAm is that, in regulated terms, it is still broadly in the fledgling stages. When we approach the World Cup in Morocco, Portugal and Spain in 2030, the landscape could look very different, but there can be no doubting the 2026 iteration could play a key role in shaping it.


When asked how he expects online sports betting in LatAm to evolve in the coming years, Kambi’s Lenoble says: “Te future of sports betting will likely be defined by expansion of the offering - particularly as AI becomes more prominent - and continued growth and evolution of the bet builder.


“Te key for operators will be packaging this expanding product set in a way that feels intuitive and tailored to local needs. Tose that manage to blend innovation with localisation will be the ones to capture the long-term opportunity Latin America presents.”


Within the industry, many eyes will be on Latin American operators and suppliers from the moment Mexico take on South Africa in the tournament’s opening match on June 11. When that match kicks off, it’s time to let the games begin, or as they may say in LatAm, ‘que comiencen los juegos!’


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