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Latin America – The New Frontier of iGaming
It’s been four years since Colombia became the first country in Latin America to establish a local licensing regime for online gaming, unlocking the potential of an entire continent. Since then, several countries in the region have followed suit while others are still exploring the possibility to regulate igaming.
As the trailblazer in the region, Colombia has done an excellent job of creating a market where licensed operators are allowed to thrive. Players have access to a wide product offering, including both sports betting and online casino games, and are safeguarded by sound player protection measures. The challenge for any regulated jurisdiction is to strike that balance between establishing attractive market conditions while introducing necessary regulatory measures that are not too stringent or cumbersome to scare away operators and content suppliers. It goes without saying that to have a well-regulated market, you need to appeal to operators targeting the country while offering players the products they desire in order to keep the black market to a minimum and ensure maximum protection of consumers.
Colombia’s success also lies in the approach of its gaming regulator, Coljuegos, to engage with industry stakeholders and respond to their concerns. A perfect example is its recent quick response to the challenges arising from the COVID-19 outbreak when the regulator introduced a series of measures to help steer the gaming industry through the crisis. No regulation is perfect, however, and in Colombia, the requirement for operators to store data locally has proved challenging. Nevertheless, the market’s legislation sets a benchmark for other countries in Latin America looking to regulate internet gambling.
Greentube entered the Colombian market in 2019 and we have been quick to gain market share, now partnering with four operators in the country and seeing great interest in our content. For Greentube, it has been a learning curve, having experience in multiple European markets, and entering a completely new region that differs in many ways. Most importantly for us, players in Colombia have a preference for table games and video bingo in addition to the traditional slot games which are popular in most European markets. The bulk of our content portfolio in Europe is based on our classic titles, known from land-based venues, and fruit games. Yet in Colombia, although iconic slots like Sizzling Hot deluxe, Lucky Lady’s Charm deluxe, and Apollo – God of the Sun are part of the favourites, other games like Royal Crown Roulette, Royal Crown Blackjack, and 1-2-3 Bingo are topping the list.
After making a strong entrance in Colombia, we were thrilled to also have launched in Paraguay this spring with local operator Il Palazzo. Being on the doorstep of Argentina and Brazil, the region’s two biggest economies, the market offers huge potential for growth both within the country and beyond its borders. Our land-based content has for many years proven successful with local players and so we expect our online adaptions will be equally popular. Paraguay is an important step in our South American strategy, and we are looking forward to expanding our business there as a means for further international growth.
Greentube is also keeping a close eye on the developments in several other countries in Latin America where discussions around regulating online casino gaming are taking place. Our next pending market entry is Mexico where we have struck a deal with the leading local operator. Greentube’s strategy is to operate only in regulated markets, which ensures we act in a legal and compliant matter but moreover, gives us an advantage when establishing new partnerships. As most major operators choose to be active only in legal markets, they prefer to cooperate with suppliers that also comply with the regulation. Equally important before entering any market is the growth potential; the strategic fit of our product and the availability of established distribution channels and platform providers. From our experience and based on the popularity of our games in the region’s land-based casino segments, we believe that Latin America has the potential to become one of our core regions and we continue to explore every opportunity with great excitement.
Written by: Markus Antl – Head of Sales and Key Account Management at Greentube
Endorphina has entered into a partnership with Luckia, a leading company in the gaming sector. Combining Endorphina’s passion for slots with Luckia’s innovative spirit, this partnership is set to provide incredible gaming experiences to all iGaming enthusiasts.
Endorphina’s Senior Partnership Manager, Zdenek Llosa, shared his excitement about the partnership: “We are thrilled to join forces with Luckia, a respected and influential operator in Colombia, Spain, Mexico, and Portugal. This partnership is a significant step forward in our global expansion strategy, allowing us to reach new players and markets. We are confident that Luckia’s players will appreciate the quality and diversity of our games, and we look forward to a fruitful and enduring collaboration.”
Luckia is a commercial brand of Luckia Gaming Group that combines offline and online gaming, including traditional businesses such as gaming machines in bars and restaurants and gaming arcades, new online gaming activities, and land-based sports betting. By advancing the current concept surrounding gaming, Luckia aims to provide an extensive entertainment experience, democratizing gaming and making it a social, accessible, and trust-inspiring activity.
Eloy Fernandez, Head of Product at Luckia, said: “We’re thrilled to announce our new partnership with Endorphina, with Mexico being the first market to go live with their creative slot content on Luckia’s platform! Endorphina’s distinctive games will not only enhance our offering but also provide a fresh and engaging experience for our Mexican players. Their unique approach aligns with our mission to elevate entertainment and optimize our services in key markets.”
eCOGRA, a leading international authority in Testing, Inspection and Certification services for the iGaming industry, has secured new regulatory approvals across three key jurisdictions: Arizona, Indiana and Panama. With these developments, eCOGRA strengthens its position in the U.S. and Latin American markets, offering excellence in compliance through their Quality, Speed, and Service promise.
This strategic expansion allows eCOGRA to conduct independent compliance audits and certification services in each region, addressing the growing demand for rigorous regulatory oversight in the fast-evolving global iGaming industry.
Securing approval in Arizona, where eCOGRA has now been licensed as an Event Wagering Ancillary Supplier, enables the International Testing Laboratory (ITL) to audit event wagering licensees in line with Arizona’s expanding regulatory landscape. Indiana, which introduced online sports betting in September 2019, has authorised eCOGRA to perform regulatory compliance audits, providing licensed operators with crucial assurance in meeting the state’s high standards.
In Panama, the Board of Gaming Control officially recognised eCOGRA as an Authorised Entity for Compliance Certification, specifically for slot machines and gaming software. This endorsement reinforces eCOGRA’s role as a trusted partner for operators seeking to meet stringent regulatory requirements in Latin America’s emerging iGaming sector.
“Our recent approvals in Indiana, Arizona, and Panama underline our dedication to continually expand our offering, to support our growing portfolio of clients with their global growth plans. We are committed to ensuring that we bring the same quality, speed and service that marks us out to both our clients and regulators in these dynamic markets,” said Will Shuckburgh, Group CEO of eCOGRA.
Bradley Khoury, Chief Technology Officer at eCOGRA, said: “Securing licensure as an Event Wagering Ancillary Supplier in Arizona and an Authorised Entity in Panama underscores our dedication to supporting responsible and sustainable iGaming operations. We are committed to driving trust and accountability within the industry by providing compliance solutions that uphold the highest standards.”
Aposta Ganha, the fastest growing Brazilian sports betting and casino site in Brazil, has launched its Black Friday promotion with its newest ambassador Luva de Pedreiro, AKA Bricklayer’s Glove.
With over 21 million followers on Instagram, the digital influencer and social media phenomenon will strengthen the brand’s presence in the market and shake up Black Friday with a campaign full of special offers for bettors.
Known for his catchphrase “Receeeeba!” and his irreverent personality, Luva de Pedreiro will be the main face of the campaign, creating a direct connection with the public, football fans and social media enthusiasts. The partnership aims to increase Aposta Ganha’s visibility in the market, attract new bettors and offer an even more dynamic experience.
Aposta Ganha is taking advantage of Black Friday to reinforce its commitment to ethical and transparent operations in the market. The platform complies with the new regulations of the Federal Government and invests in education and awareness initiatives, ensuring a safe experience for its users. Vitor Paulin, Chief Marketing and Growth Officer at Aposta Ganha, said: “Signing an ambassador like Luva de Pedreiro is a huge milestone for Aposta Ganha. His authenticity and connection with the public make him the ideal partner to boost our brand and make the betting experience even more exciting.”
Aposta Ganha’s Black Friday brings unmissable offers for all types of bettors. One highlight is that bettors will receive 10% cashback on the amount lost in the Aviatrix game and daily offers for sports betting. The promotions will be valid from November 21 to 30, with exclusive advantages in selected games each day.
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