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NZ Challenging For Hemisphere Dominance

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Regardless of the industry being discussed, there’s always going to be an emerging market to talk about. South America has been playing this role in gambling circles since the growth of the Colombian market post-2016. Costa Rica, Chile, and The Dominican Republic, among others, have their gambling sectors too, albeit in different phases of construction. There’s a feeling that this area is still a long way off global dominance though.

Colombia reportedly boasted gaming revenue of $300m in 2021. This marks it out as one of the three biggest contributors to South American gambling, alongside Mexico and, based on what happens over the coming months, Brazil. As a whole, the continent looks like it could post a growth rate of 18.4% to 2028 – but how does it compare to its distant compatriots in the Southern Hemisphere, namely, New Zealand?

Pokie Machines

New Zealand has a surprising amount in common with the rest of the world, as far as games are concerned, proving that the appetite for slots and blackjack (etc.) is roughly consistent around the world. In 2020, the average spend on wagering hit a record level of $252m per quarter. This included gambling types, including casino games, lottery games, and what Antipodean gamblers refer to as “the TAB” and “pokies”, i.e. betting shops and slots.

There were reportedly nearly 15,000 pokie machines in New Zealand at the turn of the decade. In comparison, Colombia has an estimated 65,000. This does make sense given the vast difference in population between these two nations (51m to NZ’s 5m) but it still means that New Zealand has a higher proportion of slot machines per person, around 0.003 to 0.001 in Colombia.

Using these figures, it’s actually possible to see just how Kiwi players like to spend their gaming money. NZ’s Department of Internal Affairs claimed that when averaged out across every New Zealander, 2020’s figures were the equivalent of every adult spending $572 on betting. Broken down even further, that’s $128 at physical casinos, $80 at betting stores, $160 on lottery games, and $204 on slots.

The distinction between slots and casino games is likely because pokies are more likely to be found and played at locations other than a brick-and-mortar casino in New Zealand, like a bar. So, the $128 spent at casinos is likely representative of table game spend. As for lotteries, the industry actually saw a 13% increase in popularity during 2020, reinforcing the fact that it’s one of New Zealand’s favorite pastimes.

Charitable Grants

Closer to the present, figures from 2022 suggest that online gambling in NZ is now a $332m industry. All these numbers raise an interesting question, specifically, why is New Zealand such an attractive place to gamble? Approximately 80% of Kiwis are involved in gambling of some description according to the Department of Internal Affairs.

One obvious answer to the previous is tax. The NZ BonusFinder website notes that New Zealand makes a distinction between playing professionally and playing just for fun. Anybody who falls into the latter bracket is not taxed on their winnings at all, “no matter how big”. Professionals are treated just like regular workers, however, which means that they are liable for income tax payments.

Oddly enough, a large amount of gaming cash – around $300m – is redistributed into the community each year through charitable grants, a process that the Gaming Machine Association has previously described as an “enormous advantage to New Zealand”. It’s perhaps this kind of positive attitude toward gambling and casino gaming that has made it almost a universal hobby in the country.

Overall, the average Kiwi gamer is likely to prefer lotteries over table games but a soft spot for pokies keeps the gambling economy ticking over.

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DATA.BET Makes Successful Stand Debut at BiS SiGMA Americas 2025

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DATA.BET Makes Successful Stand Debut at BiS SiGMA Americas 2025

 

Premium esports betting solution supplier expands presence in the growing Brazilian market

DATA.BET has successfully concluded its first-ever stand appearance at BiS SiGMA Americas 2025, one of the largest iGaming events in the region, held on April 8-10 in São Paulo, Brazil. The event took place in Transamerica Expo and brought together over 17,500 participants.

The company made a strong impression with its dedicated expo booth, where representatives engaged with local operators and business partners to discuss development opportunities in the growing LatAm market. DATA.BET showcased its comprehensive suite of solutions, including an updated Single Page Application (SPA), along with tools that are also adapted for local betting projects, including Scoreboards, Pitch Tracker, and Streaming – all designed to enhance user engagement with the platform and optimize their betting experience, particularly for mobile devices.

Alongside a bar serving exclusive cocktails that capture the spirit and vibe of Brazil, DATA.BET fleshed out its interactive stand with cosplayers dressed as Jinx and Ahri – popular characters from League of Legends, one of the top games among LatAm fans. This creative approach helped visitors immerse themselves in the iGaming atmosphere while exploring the company’s extensive portfolio of esports disciplines, events, and betting markets.

Natalie Loshatynska, Head of PR & Marketing at DATA.BET, commented: “Our stand debut at BiS SiGMA Americas allowed us to connect with Brazilian operators at this major event, learn about their specific needs, and introduce our iGaming solution. We saw great interest in esports from visitors. Latin America is a key market with huge growth potential for our niche. We’re excited to bring our products to this dynamic region, and the positive reaction confirms our decision to take part in BiS SiGMA Americas was right.”

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Movers and Shakers: How Micro-Influencers Are the Key to Capturing the Magic of Live Events

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Movers and Shakers: How Micro-Influencers Are the Key to Capturing the Magic of Live Events

 

“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape. 

 

The world of sports is littered with cliches, some true, some not so much. One enduring truth, however, is that few experiences can match the electrifying thrill of a live event.  Live sporting events bring a unique atmosphere and energy almost impossible to replicate. Being able to capture this has been something promoters and marketers have struggled with for decades, however, the rise of micro-influencers and content creators has changed this.

Micro-influencers and content creators, through the use of video content, can provide audiences with a direct connection to a live event, placing them right in the heart of the action with real-time reactions and experiences. These are particularly useful for sports betting events like horse racing, where the tension is high and the outcomes are unpredictable.

By having content creators attend live events, audiences can gain insight they might not otherwise be able to access. At the same time, brands can generate authentic exposure that can not be replicated through more traditional marketing techniques.

Unmatched Authenticity

With AI and curated content everywhere we look, sports fans and bettors are constantly searching for more authentic experiences. Influencers live-streaming at events provide the perfect solution to this issue.

Their followers are given the chance to experience an event in its most authentic way, with influencers able to share their reactions to events in real-time.

This technique has become increasingly popular in horse racing. I was following this year’s Cheltenham Festival in the UK, and my newsfeed was full of live-streamers and micro-influencers sharing their reactions to the events.

So, how do events and companies benefit from this? Well, in the same way, companies have always benefited from freebies—exposure. However, the exposure they gain from these deals is much more impactful than just someone showcasing something or name-dropping them.

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By allowing influencers to attend their events, companies can show what they can really offer. This is a warts-and-all experience that typical marketing strategies are incapable of highlighting.

Last year, one of our micro-influencers, Brettski, was given free hospitality and tickets to the Breeders’ Cup. The company simply provided him free entry and let him work his magic. In the video, he ends up leaving the races up, but whether he wins or loses is not the point. The video does an excellent job of showing people the company’s quality of service.

This type of content will be much more effective for the company than hiring a celebrity to shoot a promo video in a box. Micro-influencers and content creators can bring a raw honesty to the experience that resonates with audiences. Not only that, micro-influencers have a reliability and trust with their audience, which is extremely difficult to create and invaluable to companies trying to sell a product or experience.

Increased Promotional Lifespan

Another massive benefit to having content creators attend live events is that it significantly enhances the promotional lifespan of the event. If you are a company or a team hosting an event and using traditional promotional tactics, you will get some pre-event hype and, if you are lucky, some in-event content, but it typically ends there.

When using a content creator, you will get pre-match excitement and coverage, in-play action, and some post-event content. There is also always the possibility of creating an authentic viral moment, such as capturing the reaction to a horse race, giving your event’s coverage even longer life.

This coverage goes far beyond what you would get from a traditional advertising campaign or a high-end endorsement. When it comes to ROI, having a micro-influencer attend your event is one of the smartest moves you can make.

A Human Approach to Modern Marketing

As scepticism over the authenticity of online content continues to grow, allowing micro-influencers and content creators to attend events in person can be a game-changer for businesses.

It provides a human side to marketing and invites customers to experience something alongside people whose opinion they trust. Providing companies put their trust in the content creators and allow them to show their products and events off in their own unique way

Welcoming influencers to live events is a strategy that can change the marketing landscape for the right brands. It humanises marketing, allowing a brand to create a deeper, more honest connection with its audience that will prove hugely beneficial in the long term.

 

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Author: Troy Paul CEO and Founder of SGG Media.

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Compliance Updates

Altenar gains ground in Brazil with virtual sports certification

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Altenar gains ground in Brazil with virtual sports certification

 

Leading sportsbook technology provider ready to deliver premium virtual sports offering to local operators

Altenar has achieved a significant milestone in its LatAm expansion by securing a new certification to offer sportsbook and RGS, including virtual sports in Brazil.

This development underscores Altenar’s commitment to providing cutting-edge and engaging sportsbook solutions in regulated markets, and follows a string of landmark deals with industry leaders, such as Inspired, Kiron, Leap and Sportradar.

To achieve the certification, Altenar underwent a thorough evaluation process, demonstrating the provider’s dedication to compliance and its ability to meet the stringent requirements of the Brazilian market.

The integration of virtual sports from renowned providers will further enhance Altenar’s comprehensive platform, offering a dynamic and exciting vertical for Brazilian players that can be enjoyed 24/7.

Dinos Doxiadis, Director of Product – Sportsbook and Data at Altenar, said: “We are thrilled to achieve certification for virtual sports in Brazil. This marks another significant step in our growth across Latin America and reinforces our commitment to the burgeoning region.

“By joining forces with some of the industry’s most renowned providers, we are confident in our ability to deliver an unparalleled virtual sports experience to operators and players in Brazil. This offering will complement our existing sportsbook solutions and provide further opportunities for engagement and growth in this key market.”

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