Interviews
Counting Down: A Roundtable Preview of Brazil’s iGaming Era

As Brazil finally gives the green light for sports betting and iGaming, industry leaders are gearing up for a transformative chapter in 2024. In this insightful roundtable discussion, we had the privilege of engaging with key figures, namely Henrique De Simoni (Account Manager LatAm at 3 Oaks Gaming), Massimiliano Vandelli (Head of Sales at ESA Gaming), Denis Kosinsky (VP Operations at NuxGame), Ihor Zarechnyi (CBDO at Evoplay), Jack Smith (Senior Sales Director at Sportingtech), and Roman Bogoduhov (Head of Accounts LatAm at EvenBet Gaming) to delve into the exciting prospects of casino entry into the newly regulated market. Our focus centred on the meticulous preparations undertaken by suppliers, understanding local player preferences, and exploring the collective vision for the future of this burgeoning market.
As the journey to secure the final approval for iGaming regulation in Brazil concludes, what strategies and preparations has your company put in place for the upcoming market launch?
Henrique De Simoni
Despite Brazil’s iGaming market being in its incipient stages, it has transitioned from a rising star to a tangible reality. This regulatory milestone in the largest Latin American country signifies a plethora of opportunities for the entire iGaming ecosystem, spanning from operators to providers.
As a company known for its agility and meticulous attention to detail, we’ve been actively engaging with key events in the region such as SBC Brazil, and SiGMA Americas. By fortifying our network and relationships with major operators, platforms, and aggregators, we’re positioning ourselves strategically for the impending market launch.
Massimiliano Vandelli
The impending regulation of iGaming alongside sports betting in Brazil presents a pivotal opportunity for our company. We’ve meticulously prepared for this milestone by adopting several strategic initiatives. Firstly, we recognise the significance of a diverse portfolio, particularly given the potential exclusion of certain online casino games. Therefore, we’ve focused on ensuring a balanced offering to cater to varying preferences and regulatory requirements.
Localization lies at the core of our approach. Brazil’s vast and distinct market demands tailored solutions, encompassing language support, minimum bets, and game types that resonate with local preferences. Additionally, understanding the nuances of player behaviour, such as volatility preferences, is crucial for delivering a compelling gaming experience.
Furthermore, leveraging our existing partnerships with established operators positions us strategically in capturing a substantial market share. We have a track record of success with these operators, and collaborating closely with them not only strengthens our market presence but also facilitates smoother market entry.
Ihor Zarechnyi
Evoplay’s business strategy after the final approval of iGaming regulation in Brazil will involve forging key partnerships to strengthen our position in the Latin American market.
With Brazil’s population surpassing 215 million and the local audience’s passion for entertainment, our diverse game portfolio is calibrated to cater to their preferences. Our overarching goal is to replicate and surpass the success we’ve already achieved in Latin America. We focus on enhancing the gaming experience of Brazilian players by addressing their entertainment requirements.
Denis Kosinsky
As for all new market entries, our strategy for Brazil consists of compliance, localization, partnerships and innovation. Much like Europe, Brazil is a highly fragmented market and each state should be approached on a case-by-case basis. We are customizing our platform for Brazilian players by adapting to the culture in terms of language, local payment methods and games that resonate locally while our multi-brand feature can be used by casino operators to manage different geos. We’ve also turned our attention to forming partnerships with Brazil-based companies, enabling us to both broaden our reach and enhance our offering.
With smartphones dominating as the preferred device for iGaming, we’re optimising our tech’s mobile compatibility for a superior experience. In addition, our marketing efforts are tailored to engage Brazilian audiences through localized content and community events. As Brazil finalizes its iGaming regulations, NuxGame is ready to deliver a comprehensive and culturally attuned gaming experience.
Jack Smith
We have recently seen that the Brazilian government has now officially recognised GLI as a certified testing lab. As part of this we have made continued efforts to conform to GLI 19 and GLI 33 which are synonymous with other markets on a global level. In addition to that we have also been working closely with Serpro on data transfer requirements.
In terms of strategy, our stance remains the same as always. We are focused on collaborating with our operators to ensure that we give them all of the technical tools and capabilities to harness their own local expertise and continue to be successful. This is crucial in what will likely be a very competitive market.
Roman Bogoduhov
The country is still at the early stages of regulation, so setting rules and transforming them into business practices will take several long and hectic months. Traditionally, online poker is not the first vertical to be regulated, and this is the case for Brazil as well: our turn will come after sports betting and online casino games. What we are doing now is a lot of homework and preparation: connecting with the market stakeholders, getting to know the player preferences, specific market challenges, and software demands.
Product localisation and customisation are at the core of the EvenBet Gaming platform, and our offering has to be ready for the market launch. So, our business development team explores the market and identifies the features and solutions needed by the Brazilian operators and players, so that we can adapt our product to their needs.
Also, it’s crucial to mention that the Brazilian iGaming community is quite closed and somewhat wary towards foreign vendors and providers, preferring to establish partnerships with companies that demonstrate a proven success record in the local market. While regulation moves forward, we can take it slowly, creating fruitful relationships, showcasing examples of our partnership with operators in South America and educating the market on the business strategies allowing us to earn on poker.
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In anticipation of the iGaming launch, which specific verticals do you believe will capture the hearts of local players, and have you identified any unique preferences or trends that are shaping your approach?
Denis Kosinsky
As part of our continuous improvement strategy, NuxGame conducts regular market research and player feedback analysis to tailor our offering and stay ahead of the tech curve. With our aims of delivering a diverse, engaging, and secure gaming environment that aligns with local player preferences, we have identified key verticals that are poised to captivate local players.
Mobile gaming is one of the largest growing trends worldwide and Brazil is no different. NuxGame’s platform has optimized games to present a seamless mobile experience, catering to this increasing demand. Looking at specific genres, live dealer games perform particularly well in Brazil. For these titles to flourish moving forward, it is important to ensure that there is a Portuguese-language option in addition to high-quality live streaming and a diverse array of experiences to engage as many players as possible. Brazil is also a large adopter of cryptocurrency and blockchain technology. NuxGame’s Web3 technology and cryptocurrency purchasing feature position us to leverage these technologies for secure and efficient gaming experiences.
Ihor Zarechnyi
Initial findings from Brazil reveal a strong preference among the local audience for online casinos and sports betting. Based on third-party market research, it appears that Crash games capture the attention of 79.61% of Brazilian players. Following closely behind are slots, with a significant 39.83% engagement. Leveraging these data and our experience in the LatAm market, we’re confident that Evoplay’s diverse game portfolio, particularly our sport-themed titles, will deeply resonate with this audience.
However, despite our solid foundation, we remain committed to further understanding the local business culture and refining player communication approaches for strategic success. We’re actively developing exclusive projects like Slotopia and Bingo to enrich our offerings and cater to diverse player demographics.
Roman Bogoduhov
Undoubtedly, sports betting will stay the top online vertical in Brazil. As the market expands, new technologies and advanced solutions are coming to the country, online sports betting has a chance to become more prominent than offline, thanks to live bets, mobile access, and fast and secure payments which become available as the regulation settles.
Traditionally, the lottery is the second most popular gaming activity. Still, the state has a monopoly here, so the operators and vendors will demand lottery-like games: bingo, scratch games, keno, etc. Live casino games, card games (including poker and blackjack), and new trends like crash games will follow the leaders.
Jack Smith
As we know in most established markets there is a traditional split between sports betting and casino with Brazil unlikely to differ. Brazilians have a huge affinity with Soccer and that is not going to change anytime soon with more operators vying for sponsorship opportunities with its biggest clubs.
The inclusion of iGaming into the bill was hugely important as well as this represents a sizeable piece of the market. The likelihood is that we will likely see this continue to grow through traditional live dealers and crash games which have proven to be popular in the region as well.
At Sportingtech we recognize iGaming’s importance, hence why we are continuing to partner with local games providers to supply fresh new casino content that we feel will identify with the consumer. It remains to be seen how the landscape will change in the future but as always, our teams will continue to research the market and look for new innovative products to satisfy Brazilian players.
Massimiliano Vandelli
We foresee a diverse landscape of gaming verticals that will resonate with Brazilian players, driven by both traditional and innovative content. One area of particular promise lies in non-traditional games, such as crash games, which have demonstrated considerable appeal across Latin American markets. Our EasySwipe™ portfolio, in particular, stands out as a compelling offering for sportsbooks seeking to diversify into casino games. For instance, games like Goal Mine World, which allows players to personalize their gaming experience by selecting colours associated with the Seleção Canarinha (Brazilian national team), are tailored to resonate with local tastes.
Our widget integration within sportsbooks has already yielded remarkable results, fostering player loyalty and facilitating seamless cross-selling between sports and casino content. This underscores the importance of delivering fast and engaging casino experiences that complement sports betting activities.
While sports are expected to drive significant engagement, the initial interest from online operators targeting the Brazilian market indicates a growing demand for high-quality casino content as well. In response, our latest line of video slots, featuring titles like 12 Deadly Spins and Candy Drops, is poised to captivate avid casino enthusiasts seeking immersive gaming experiences.
Henrique De Simoni
Absolutely! With our company’s wealth of experience in the iGaming industry, I’ve been entrusted with spearheading our efforts in LatAm, particularly in Brazil. Understanding the local culture, speaking the language, and possessing a background in the B2C sector allows us to infuse our offering with user-centric experiences for enhanced player engagement.
I firmly believe that cross-selling will be the primary vertical to target. Seamlessly transitioning players from the sportsbook to casino presents a golden opportunity, especially in a country where sports hold significant cultural sway. While crash games have made initial waves, we anticipate slots to take centre stage in the long run. Our successful slot title, Coin Volcano, with its captivating theme, user-friendly gameplay, and vibrant graphics, exemplifies the high-quality gaming experiences we’re aiming to deliver in the market.
What are your overarching expectations for its trajectory? Are there specific milestones, challenges, or growth indicators that you foresee shaping the landscape in the coming years?
Massimiliano Vandelli
Looking ahead, we anticipate various challenges and growth indicators that will shape the trajectory of our operations in Brazil. Regulatory developments, including the implementation of iGaming legislation and associated licensing frameworks, will significantly influence market dynamics and operator engagement. Furthermore, evolving player preferences and market trends, such as the integration of sports and casino content, will present both opportunities and challenges for our growth strategy.
Primarily our aim is to secure significant exposure for our games with leading operators in the market. To achieve this, we are committed to fostering and strengthening our relationships with major partners in Latin America, who are poised to play a pivotal role in the market. We’re exploring opportunities for exclusive partnerships, developing sports-driven content, and creating bespoke games tailored to the requirements of major operators. By prioritizing localization, we aim to enhance player engagement and drive adoption of our offerings across the Brazilian iGaming landscape.
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Jack Smith
Given the strong interest by what feels like the majority of the iGaming industry, it’s fair to say that everyone sees the growth potential in Brazil over the coming years. Research suggests that revenues will reach $2bn in 2024 and a projected market volume of $4bn by 2029. If those projections were to be correct, Brazil would solidify itself as one of the largest markets globally.
There aren’t specific milestones we are working towards but the continued increase of internet penetration in Brazil will play a crucial role in the development of the online gambling market. Smartphones are becoming more cost effective and available to everyone, and with the incoming legislation we will see the introduction of native apps to the iOS and Google Play stores. This will add an additional layer of convenience to the consumer.
There is also the retail opportunity, which has been hidden in plain sight for a number of years, so it will be interesting to see whether operators transition into retail to penetrate players who are limited to cash only transactions.
Ihor Zarechnyi
With the market’s upcoming launch, we anticipate a notable surge in activity. However, like any new endeavour, this journey may be accompanied by challenges and will require thoughtful, well-balanced actions from regulatory authorities and market participants.
We maintain a positive outlook based on predictions that Brazil’s online sports betting, casino, and bingo market could soar to nearly $3 billion in revenue by 2027, positioning it among the world’s leading markets.
As we navigate rapid growth, it’s important to acknowledge the potential risks, including market overheating. However, armed with a robust strategy and a line-up of games that culturally connect with Brazilian players, we’re well positioned for success in further solidifying our standing in the LatAm market.
Henrique De Simoni
The average Brazilian spends over nine hours on the internet per day, signalling a profound digital presence ready for exploration. As such, we’re poised to leverage this extensive online engagement by ensuring our high-quality games, coupled with robust gamification elements, provide unparalleled slot experiences.
In anticipation of numerous new entrants and potential mergers and acquisitions in the market, we’re gearing up for increased competition. With over 134 companies vying for licences in Brazil, each capable of operating three platforms, the landscape is primed for expansion, with an estimated 402 regulated betting sites anticipated. Despite the challenges ahead, we’re optimistic that our expertise and ability to resonate with the Brazilian audience will set us apart. The best is indeed yet to come!
Roman Bogoduhov
Now the Brazilian iGaming market is shaping, and once the project is launched and adapted to the local preferences, it’s relatively simple to compete and acquire players. The operators will win with attractive bonuses and promotions, well-thought campaigns, and in particular social media marketing and influencer-based advertising. Brazil is one of the biggest influencer markets in the world, according to the statistics, up to 45% of consumers here trust social media platforms and recommendations. At this stage, I will not be surprised if Instagram and TikTok are literally invaded by sports betting and casino placements.
During this initial bountiful period, operators must keep in mind long-term goals. Given the difficult history of long and painful payouts and the lack of local or at least Portuguese-speaking customer support, these two operational aspects are irreplaceable for building trust and long-term engagement and are currently in the top three reasons for player churn.
Denis Kosinsky
With regulation finally being implemented, we can expect Brazil to become a favorable market for growth and sustainability. Early insights signal toward rapid expansion fuelled by the recent legislation, while its young, tech-savvy population’s strong interest in digital entertainment means it is poised to become one of the biggest markets worldwide. Pivotal to success in the market will be player acquisition and retention strategies that provide a superior user experience. Initiatives such as loyalty systems, player battles and brand customization will be critical in retaining players and staying competitive.
We’re closely monitoring growth indicators such as user engagement metrics, market share expansion, and the adoption of new gaming technologies to adapt our strategies for sustained growth. Furthermore, responsible gaming, at its core, is the most important contributor to making the gambling industry sustainable in the long-term. To play our part in this, NuxGame will be focusing on ethical practices to foster a safe and sustainable gaming environment.
Stemming from complex regulatory frameworks, compliance requirements and heightened competition, encountering challenges in a new market is unavoidable. Through our dedication to innovation, customer satisfaction, and strategic partnerships we can address these obstacles before they arise and ensure a smooth launch into the regulated Brazilian market.
Interviews
The White Label Dilemma: Finding the Right Balance for Your iGaming Business

It’s not just black and white label
Yoni Sidi, CEO at Wiztech, says white labels are all about striking the balance between pros and cons, but for some, it’s impossible to achieve and that’s why it’s important to consider other options.
For most operators, a white label solution seems to offer the best route to market. But is that actually the case?
I’ve been working in the industry for more than two decades now, and over that time, I’ve worked on both sides of the fence – so on the white label operator side and on the white label provider side. This gives me a deep understanding of the pros and cons of white label solutions, and this understanding ultimately led me to launch Wiztech. To answer your question more directly, white labels are always about striking the balance between the pros and cons they present – for some operators, a balance can be found, but for others, it can’t. Ultimately, it comes down to knowing what you want from your platform or technology stack, and whether a white label can meet those requirements with the budget and resources you have available to you.
So, what are the pros and cons of a white label platform?
There are plenty of upsides to white labels, and that’s why they’re used by so many operators. The main advantages are speed to market and cost effectiveness – you can literally go from first discussions to your online casino being live in a matter of weeks. The upfront fees are relatively small, and, in most cases, you pay a revenue share back to the platform provider. This can tighten margins a little, but it means you don’t have to have a large capital reserve to get going. Another benefit is that you can take on as much or as little of the operation as you like – for some, they will let the platform provider take care of the operational aspect while they focus solely on marketing and customer acquisition. Other upsides include licensing, with the white label partner securing and being responsible for the licences they hold.
Drawbacks. The biggest for me is the lack of differentiation you get with a white label. The many brands that run on the platform often look very much the same, just with different logos and branding. After a few months of operating your online casino, you’ll likely notice friction points that you’ll want to address, but the rigid nature of white-label platforms means it’s incredibly difficult to smooth out even the smallest of bumps in the road. It’s also incredibly difficult to roll out unique features and functionality as the development team is usually working through a backlog of requests – most of which are for the friction bumps that need ironing out. Factor in the frequent regulatory changes that happen, and the need for the development team to respond to them, and it’s easy to see how hard it can be to improve the experience being offered to players.
How can operators strike a balance between the pros and cons of white labels?
It comes down to understanding the capabilities of the platform provider and whether they offer customisation and localisation. If they don’t, the operator needs to determine if this is a price they’re willing to pay in exchange for the speed to market and cost effectiveness that white labels provide. Of course, some white label providers do offer support and are happy to help when it comes to developing and deploying bespoke features and functionality. But in my experience, most don’t have the capacity for this, even if they say they do. For me, the balance is found by accepting the limitations of white labels and working within the (often pretty rigid framework) they provide. There are plenty of examples of operators that have done this and have gone on to run very successful brands in highly competitive markets.
Is there an alternative to white labels?
The most obvious alternative is to develop a proprietary technology stack, but this approach comes with just as many, if not more, pitfalls. Building a platform from the ground up is incredibly expensive and tremendously risky, and this is why so few operators outside of the industry power players have been able to pull it off. And even those that do often encounter issues such as ongoing maintenance, tech debt, staffing and compliance. But there is a middle ground between white label and proprietary, and it can be found with smaller platform providers whose technologies offer the agility, flexibility and adaptability required for operators to launch highly customised, almost bespoke, online casinos and sportsbooks.
How does Wiztech fit into the platform mix, and how do you support your partners in achieving their goals in often highly competitive markets?
At Wiztech, we champion modular tech and the likes of AI and automation. By embracing these, we have been able to build powerful yet highly customisable casino and sportsbook solutions that are also fully compliant in tightly regulated markets. In our experience, being able to quickly respond to regulatory changes provides a competitive advantage to our customers. In Mexico, for example, our client Winpot has been able to deliver a unique player experience while always ensuring compliance. And this is against a backdrop where regulatory changes often come with very little notice. Our technology can adapt quickly while Winpot continues to capitalise on the growing demand for entertaining online casino products and experiences.
But just as important as our technology is our approach to our partners. This sees us undertake a comprehensive onboarding process where we spend a lot of time understanding the client’s “why” before we map out the “what” and the “how”. This has proved to be incredibly effective and ensures that our clients can get the most out of the flexibility of our platform and the high levels of customisation and personalisation it provides.
Interviews
Getting to Know Incline Gaming Marketing with Chief Commercial Officer Jo Dennis

Incline Gaming Marketing is redefining how gambling brands scale and succeed worldwide. Founded by industry veteran Peter Laverick, the agency delivers end-to-end digital marketing services across user acquisition, CRM, and creative. In this interview, CCO Jo Dennis explains how Incline acts as an extension of operators’ in-house teams, helping them acquire players, boost retention, and compete globally.
Incline Gaming Marketing. Tells us what we need to know about the business.
Incline Gaming Marketing (Incline) is a full-service digital marketing partner dedicated exclusively to the regulated gambling industry. We’re not just a supplier of campaigns or assets, we run marketing operations end-to-end for our partners, functioning as an extension of their in-house team.
Our expertise spans user acquisition, CRM, and creative, delivered by specialists who’ve worked inside top operators and suppliers. With offices in San Francisco, Philadelphia, and London, we provide market-specific strategies and execution for brands in North America, Europe, Africa, Australia, and beyond.
Founded by industry veteran Peter Laverick in 2020, Incline is part of The Conexus Group alongside Pentasia (recruitment) and Partis (strategy and M&A). Our partners range from household-name operators to ambitious new entrants, all looking for a team that can step in, own the process, and deliver measurable results from day one.
Who are the main players running the business day to day?
Peter Laverick, our CEO and founder, has led marketing at some of the industry’s biggest names, including BetVictor, Aristocrat, and PlayStudios. Chief Commercial Officer Jo Dennis joined through our acquisition of Random Colour Animal in 2024 (RCA was originally founded in 2018) and brings more than 25 years in brand and marketing strategy.
Chief Marketing Officer Oren Langburt has over 15 years’ experience in real-money gaming, including leading marketing at FanDuel. VP Partner Success Haig Sakouyan is a 20+ year industry veteran, ensuring our partnerships deliver beyond marketing.
Talk us through Incline Gaming Marketing’s core service offering.
We operate in three connected disciplines that together form a complete managed marketing service:
- User Acquisition (UA): We plan, execute, and optimise campaigns across Meta, Google, TikTok, Snapchat, Apple, and programmatic networks, managing multi-million-dollar budgets. As an approved Facebook Business Partner, we’ve been rated the most effective media buyer in North America’s online gaming sector, achieving a 99.9% efficiency score.
- Customer Relationship Marketing (CRM): Our CRM specialists handle the full player lifecycle — from onboarding and first-time deposit conversion to long-term retention and reactivation. We combine data-led segmentation with targeted offers and creative to grow lifetime value while controlling bonus spend.
- Creative: We produce more than 1,000 assets per month, from brand identities and websites to broadcast-quality TV spots, slot game creatives, supplier content packs, and conference materials. All creative is performance-driven and integrated into UA and CRM campaigns for maximum impact.
When combined, these services allow us to act as a partner’s complete marketing department – – strategy, execution, and optimisation under one roof.
Which markets are you focused on? Are you pushing into any new regions?
We built our reputation in North America, where we work with leading land-based and online operators across casino, sportsbook, lottery, social gaming, and daily fantasy sports. We now deliver integrated managed services in Canada, the UK, continental Europe, Africa, and Australia, tailoring each approach to local regulations, player behaviours, and market dynamics.
For many partners, this means we handle all marketing in new markets from day one – avoiding the time and cost of building a local team – and then continue as their long-term, embedded marketing function.
Why are your services particularly valuable to operators in the current industry climate?
Player acquisition costs are rising, retention is harder than ever, and regulatory pressure is mounting. Building and managing an in-house team with the full range of skills required – from media buying to lifecycle marketing to creative production – is expensive and slow.
Incline solves that. We provide an instant, proven marketing department with deep gambling expertise, multi-channel capabilities, and global reach. Our managed services model means we don’t just advise, we execute, optimise, and deliver results. Whether launching in a new jurisdiction or scaling in a mature one, we know the levers to pull for sustainable growth.
What can we expect from Incline in the second half of the year?
We’re deepening our presence in Europe, Africa, and Canada while cementing our leadership in North America. Several major launches and brand refresh projects are underway, alongside scaled acquisition and retention campaigns for our long-term partners.
Our focus remains the same — provide operators and suppliers with a high-performing, fully managed marketing function that delivers measurable results faster, and with more certainty, than building it in-house.
Interviews
Getting to know Dreidel

We sit down with Rafael Levy, Chief Growth Officer at Dreidel, to learn more about how the rising start slot machine manufacturer from Mexico is taking the market by storm.
For those who haven’t heard of Dreidel, who are you, and what products do you offer to the industry?
We are a proudly Mexican company that’s been designing and producing land-based slots since early 2020. Recently, we’ve expanded our offering into the online space for the first time. From day one, our mission has been to bring innovation and quality to the land-based gaming market in Mexico, and we’ve done this by making sure we have a deep understanding of player and operator needs through the hands-on experience of our team and constant iteration and improvement of our products. What sets us apart – indeed, I’d say it’s our superpower – is the highly experienced team we have built at Dreidel, with everyone having worked directly in the field. This has allowed us to learn not only from the successes we have enjoyed but also from the challenges we have faced and overcome along the way.
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Can you describe your approach to slot development?
Rather than develop products in isolation, we take a meticulous and practical approach to understanding the dynamics of the market we are in, especially when it comes to what the player expects from a slot game. By doing this, we’ve been able to put innovation at the foundation of our approach to development, which in turn allows us to consistently evolve our games and cabinets so they deliver fresh, engaging and differentiated experiences that hit the mark with players. Ultimately, our products for both land-based and online are born out of real-world insight and combine quality with creativity to ensure we not only meet but exceed player expectations. Because we are a young company, we’ve been able to use and leverage the latest technologies, and this has helped us deliver a superior product and ultimately build massive momentum behind the business.
Just how important is it to read the market and understand what players and operators are looking for?
It’s very important, and that’s why it’s a fundamental pillar at Dreidel. We have developed a process that allows us to read the market with precision and agility, and then easily feed that insight into our development cycle. We know that we operate in a highly dynamic environment where player preferences can shift quickly, driven by trends, global influences and evolving technologies. This is why we invest so heavily in continuous market research and pay close attention to player and operator feedback, as this enables us to act fast, adapt effectively and launch innovative products that stand out and gain traction from day one.
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You mentioned your team as being critical to the early success you have achieved. Who are the key people behind the business?
Dreidel was formed as a joint initiative by a group of entrepreneurs with extensive operational experience in the gaming industry. This includes Isaac Shemaria and Moisés Shemaria, who came up with the initial idea for the business. Since our launch in 2020, we have grown with a structure that balances an ambitious strategic vision with strong on-the-ground execution. Today, the company is led by José Shemaria and Rafael Levy, and has a highly skilled multidisciplinary team driving key areas of the business.
The direction of the project is led by a collaborative leadership group that ensures every decision is aligned with our long-term goals. This synergy allows us to maintain a strong commercial focus, efficient operations, and sound financial planning, all aimed at meeting the evolving needs of the market. It’s worth highlighting our technology and innovation team, which plays a vital role in developing unique gaming experiences, turning ideas into functional products that resonate with both operators and players. This is complemented by the daily work of our developers, technicians, operators and commercial staff, who bring deep industry knowledge to ensure our products reach the market with both impact and quality.
We firmly believe that our true value lies in the strength of our collective talent. Every area and every person play a key role in turning ideas into reality. This integration of strategy, creativity, execution, and consumer insight is what has shaped our growth and continues to drive our success in such a competitive industry.
You’ve quickly established Dreidel as a leading slot machine manufacturer in Mexico. How did you do this, and what sets your product apart?
The market-leading position we have achieved is the result of a long, challenging yet rewarding journey. It’s been a step-by-step process, marked by both setbacks and incredible achievements, all of which have shaped us into the company that we are today. What sets us apart from other suppliers? I’d say it’s our ability to deeply understand and analyse what players want and enjoy. We don’t create generic products, we listen to the end user, study their behaviour, preferences, and playing habits, and design games that resonate with them on a personal level.
We focus on meeting the unique demands of the gaming sector, tailoring our offerings for each market we target. Mexico is our primary market, but we are making moves into other LatAm markets and North America, too. Our goal is to deliver games that are not only innovative in terms of technology and design but also captivating for the player, grabbing their attention from the very first spin to the last.
Today, we offer Class III products that are ranked among the top performers in the Mexican market. That leading position is the result of a clear vision, a player-focused approach and a passionate team committed to creating experiences that truly stand out.
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What makes the land-based slot market so difficult to crack?
The land-based slot machine market is one of the most complex and demanding areas within the gaming industry, mainly due to the high barriers to entry, both technological and regulatory. It’s not enough to have a good idea; you need a product that is technically solid, commercially viable and fully compliant with strict industry standards.
One of our biggest challenges was developing the right product, one that would truly succeed in the market. This required significant investment in research, development, certifications and continuous testing. We also faced the challenge of competing against well-established brands, which pushed us to stand out not just through innovation, but through product quality and a deep understanding of the player.
We overcame these challenges by being patient, strategic and consistent. We had to earn the trust of operators and players one step at a time, proving that our products meet the highest standards while also delivering unique experiences that resonate with end users. It’s been a journey of perseverance, but one with highly rewarding results.
What is your top-performing game, and what made it so popular?
Our top-performing game is Imperial Ascension, a Class III title that stands out for its innovation and its ability to truly engage players. It’s more than just a slot game—it’s an immersive experience that captures attention through its functionality, visual appeal and the excitement it creates.
What has made Imperial Ascension such a success is its unique touch: it offers high rewards and a strong element of mystery that keeps players engaged throughout their session. The game continuously surprises players with multiple progressive jackpots embedded within the gameplay, which not only increases anticipation but also significantly boosts the potential for big wins. This combination of innovation, excitement and rewarding mechanics has made it one of our standout titles.
You also have a portfolio of online slots. What are your plans for the online segment, and what opportunities have you identified?
The online segment represents a completely different universe for Dreidel, with its own dynamics, audience profiles and player behaviours. That’s why we’ve developed a dedicated approach for this channel, with a specialised team that understands the nuances of the digital player experience.
Our online strategy is not about replicating the land-based model but rather adapting to new consumption habits by leveraging the advantages of technology and the accessibility of online platforms. We’ve identified significant growth opportunities in this segment, particularly driven by the increasing demand for digital entertainment, flexible formats and the ability to reach a much broader audience.
We are currently in a phase of deep market analysis and building a solid, tailored offering. Our goal is to deliver innovative, responsible and engaging experiences for online users. The online segment is a key path for our future expansion, both within Mexico and internationally.
You mention international markets. What are your plans to take Dreidel beyond Mexico?
This is the perfect time for international expansion and particularly into the United States because it’s the largest and most dynamic market in the gaming industry. It offers tremendous growth opportunities, a highly diverse base of end users, and presents many exciting challenges that we are fully prepared to take on.
The variety in player preferences within the US market pushes us to continue innovating and refining our approach. Our focus is on adapting to that diversity by delivering customised products that offer unique and engaging experiences.
The United States is one of our main strategic priorities, as we see the potential for exponential growth in that region. We’re confident that this is the natural next step for Dreidel and that we have the strength, creativity and vision to compete successfully on an international scale. Of course, we are also looking at other markets within Latin America and to replicate the success we have enjoyed in Mexico in the jurisdictions we chose to enter.
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