The LatAm Ripple Effect: Expanding Beyond Brazil

While the first two months of 2025 were dominated by the historic regulatory launch in Brazil, the focus for the rest of the first quarter has shifted toward the broader Latin American landscape. The Brazilian Blueprint has created a sense of urgency across the continent, with neighbouring jurisdictions now racing to formalise their own frameworks. However, for the strategic operator, the challenge lies in recognising that Latin America is not a monolith; what works in São Paulo will not necessarily resonate in Lima or Quito.

Tatiana Koupepidou, Director at Sevenex Solutions Ltd, discusses why a granular, market-by-market approach is the only way to achieve sustainable growth in LatAm. In this interview, she explores the rise of Peru and Ecuador and explains why portfolio intelligence is now more valuable than simple market entry.

With the dust beginning to settle on the Brazil launch, which other LatAm markets are now moving to the forefront of the B2B conversation?

Brazil will always be the headline market due to its sheer size, but by March 2025, we are seeing significant momentum in Peru and Ecuador. For Sevenex Solutions, Peru is a standout; since passing its online gaming and sports betting law, it has created one of the clearer and more predictable regulatory frameworks in the region. The predictability of its licensing expectations has attracted operators looking for stable, sustainable environments to build into, moving away from the emerging curiosity phase into a meaningful growth vehicle.

Ecuador is also proving to be an interesting jurisdiction to watch. While it isn’t yet at the scale of its larger neighbours, recent regulatory developments have signalled serious intent from the government to open the market for structured iGaming growth. These markets are much more than simply smaller versions of Brazil; they have their own distinct player profiles and technical requirements. Operators who approach them with a “one-size-fits-all” playbook will quickly find that local realities and regulatory adaptations matter far more than global scale.

How do player habits differ as you move across these various LatAm jurisdictions?

This is where many global operators struggle, as there is a common misconception that a single “LatAm strategy” is sufficient for the whole continent. In reality, player behaviour varies significantly from market to market, with session length, preferred volatility, and even navigation habits differing depending on cultural background and market maturity. Latin America is often spoken about as a single region. However, our data shows that a player in a mature market like Colombia behaves very differently from one in a newly regulated environment.

When accounting for these variances, personalisation is put front and centre at Sevenex Solutions. We believe that providing access to content is just one part of the equation; where operators see the most value is through structured portfolios based on performance data and local behaviour. Operators are starting to realise that a single global content strategy doesn’t work here; players expect platforms to feel genuinely relevant and familiar, which is why our mission is to build dedicated roadmaps for different regions rather than relying on generic libraries.

You’ve mentioned that “localisation” is the key to retention in these regions. How does this influence the technical side of aggregation?

Aggregation sits at the centre of this shift, as operators are under pressure to move faster and control costs while still delivering relevant experiences. A strong aggregation layer allows them to do exactly that by simplifying integration and enabling smarter portfolio choices market by market. For Sevenex Solutions, the goal is to help operators read player behaviour more accurately and respond with confidence, offering the flexibility to evolve portfolios without unnecessary friction.

From an aggregation standpoint, the key isn’t backing one type of studio over another; it’s making sure operators can combine proven performers with carefully selected local content. In LatAm, where mobile dominates and attention spans are different from mature European markets, the aggregation layer must be modular. This reinforces the importance of granular content strategies, allowing operators the freedom to adjust portfolios without rebuilding their entire platform, which is critical in rapidly developing markets.

Looking specifically at game verticals, are you seeing any shifts in what is performing outside of the traditional slot market?

Live casino continues to be one of the strongest-performing verticals across Latin America, particularly in markets where players value real-time interaction and a more social gaming experience. Colombia is of course a great example of this. Inevitably, its growth has been closely tied to localisation, especially the rise of local-language tables and regional dealers, which significantly lowers the barrier to entry. Having dealers who speak the player’s language and understand local culture creates a sense of familiarity and trust that standardised global tables often struggle to replicate.

Beyond live casino, we are seeing a growing appetite for alternative verticals like crash games and esports. Crash games have carved out their own niche for players looking for quicker sessions, proving especially effective with younger, mobile-first demographics who want a fast-paced experience. While esports is still in its early days in LatAm, it is quickly growing in popularity among younger audiences, and operators that integrate casino with competitive gaming often see higher cross-vertical engagement as player preferences continue to shape roadmaps.

What is your primary advice for operators looking to expand their LatAm footprint as we head into the second quarter of 2025?

Discipline and adaptability are the two most important traits for success in this region. The markets are developing so quickly that a strategy set in January may already need adjustment by April. Operators must move away from the idea that a large, generic library is a differentiator; instead, they should focus on performance-led portfolio building that reflects how LatAm players actually behave. Personalisation also plays into retention, as players are far more likely to return to a platform that feels curated for them, leading to higher lifetime value.

My final advice is to prioritise the fundamentals of mobile-first engagement and local relevance. In LatAm, where expectations are rising as fast as the competition, the ability to adapt to regulatory updates and technical requirements is what ultimately separates sustainable platforms from those that struggle to keep up. Success will come from reading the region accurately and responding with modular, flexible content strategies that allow for growth without the friction of constant technical rebuilding.