Latin America
Latin America: everything to play for
Although much of the industry’s focus is on North America at the moment, recent developments in South America mean the southern continent of the Americas is turning just as many heads.
With an enormous population of more than 600 million and a strong sporting culture, Latin America is an enticing prospect for sports betting operators looking to enter new markets.
Interest in the region has increased significantly since Brazil’s government began the process of developing regulations for sports betting last year. The recent introduction of online gambling legislation in the province of Buenos Aires in Argentina is also being viewed as encouraging by many.
“Latin America is a huge market with great potential,” says .
But this part of the world is not without its challenges. While countries such as Brazil and Argentina are well known for their love of football and there’s a strong tradition of gambling among their populations, the lack of regulation has held back many online operators.
Difficulty accessing financial services and appropriate payment methods has proven another challenge, particularly as many countries in the region have low levels of financial inclusion.
The Colombian blueprint
However, the development of the online market in Colombia is proving the region has real potential. Since regulating the market in 2016, the country has attracted 17 licensees and its regulatory system is being viewed by many as a blueprint for other Latin American countries.
Altenar has been active in the Colombian market since day one, having launched a fully managed sports betting solution for the country’s first licensed sportsbook, Wplay. The operator remains the market leader in Colombia, with about 50% of the market.
Stranomitis says Wplay’s success is largely due to the focus on localisation. “While other providers tried to introduce European methods into Colombia, Altenar listened to local voices and designed a sportsbook for Wplay.”
He says operators must not only differentiate their offerings in Latin America from the products they provide in other regions, but they must also pay attention to differences within the region itself.
While Altenar is also active in Mexico via its partnership with Playdoit, Stranomitis says developing products suitable for the two markets wasn’t simply a matter of looking at what worked in one and transferring it to the other.
“Despite some people’s belief, Colombia is a completely different market from Mexico and this is the big lesson Altenar has learned when it comes to Latin America.
“This is something successful operators in any Latin American country must bear in mind as they try to enter others.”
But while the differences between countries pose challenges, they are certainly not insurmountable, says Stranomitis. Indeed, Altenar is already preparing to expand its footprint further across the region.
“At the moment we are evaluating Peru and Argentina, as possibly those are the countries where operators may soon be able to secure an appropriate licence. Then obviously there is the ‘big bet’ of Brazil, which is a hugely promising country although we are still waiting for the government to deliver the new law.
“Last but not least, we are keeping an eye on the Caribbean islands, as we think there could be value there that not many can see at the moment.”
SYNOT Games announced that 140 of its top-tier games have been officially certified for the Argentinian market.
The certifications, issued by Gaming Labs International mark a significant step in SYNOT Games’ commitment to delivering high-quality, compliant, and entertaining products to the Latin American market.
In addition to the 140 games, the certifications include the renowned SYNOT Progressive Bonus and advanced Random Number Generator technology, providing operators and players with a superior and trustworthy gaming experience.
SYNOT Games is committed to certifying its entire game portfolio for the Argentinian district shortly. This will further solidify the company’s presence in the rapidly growing Latin American market and reaffirm its position as a trusted partner for local and global operators.
Martina Krajci, CCO at SYNOT Games, said: “We are delighted to achieve these certifications and bring our innovative products to Argentina. This is an important milestone in our global expansion strategy, and we look forward to offering our Argentinian partners and players access to our certified games, backed by industry-leading technology and robust compliance standards.”
Vibra Group, the ‘go-to’ content and platform developer for the LatAm region, has acquired TSA, a Brazil-based technology company and one of its longest standing development partners.
The acquisition will further strengthen the award-winning company and accelerate its growth plans with 55 specialist platform development experts based in Northern Brazil.
TSA and Vibra Group have been long-term partners with TSA contributing significantly to Vibra’s technological growth. TSA, which operates under the ServiceNet brand name, also has existing contracts with several Brazilian lotteries including Loteria do Tocantins, Loteria do Maranhao, Loteria de Sergipe and Loteria da Paraíba.
The integration of TSA’s expert teams will immediately enhance Vibra’s platform development roadmap with additional resources dedicated to the Vibra Solutions business unit and will consolidate the Vibra Group’s structure across the LatAm region. The LatAm-based team is focused on game studios, Remote Gaming Server (RGS), and Electronic Gaming Machines (EGM). The Brazil-based team specialising in Player Account Management (PAM) and sportsbook solutions.
Vibra’s product strategy is to service every client need delivering a complete solution on three core areas: sportsbook and casino platform with multiple levels of customization and flexibility; content aggregation platform including proprietary titles and third party games from the main brands in the industry; and a state-of-the-art EGM platform allowing operators to distribute products and content through VLT / retail terminals. The group’s 3 business divisions: Vibra Gaming, Vibra Solutions and Vibra VLT / Retail.
Ramiro Atucha, CEO, Vibra Group, said: “We’re delighted to close the acquisition of TSA and welcome the team to the Vibra family. TSA are one of our closest and most trusted partners with whom we’ve closely collaborated across several significant projects as well as ongoing development work, therefore joining forces makes perfect strategic sense.
“Our expansion and first M&A deal follows significant customer demand and growth across the LatAm region in the last 12 to 18 months so the timing is ideal. We’re very excited to have the TSA team join us as we continue our journey.”
Werter Luna, CEO, TSA, said: “We’re thrilled with the outcome of joining Ramiro and the Vibra team after having worked together for so long. The synergies were very clear and both companies know we are stronger together. The future is very bright and we’re ready to go on the ambitious plans we have to significantly grow our business.”
BETBY, the innovative sports betting supplier, has announced its participation in two of the most prominent industry events in Latin America: SBC Rio and SiGMA Americas. Both exhibitions are set to take place in Brazil, where BETBY will showcase its cutting-edge sportsbook solution and strengthen its presence in the region.
During both expos, which provide an exceptional opportunity to connect with local partners, global stakeholders, and prospective clients, BETBY will present its unique sportsbook technology and its extensive range of products. This includes the provider’s proprietary esports feed, BETBY Games, and its comprehensive suite of AI sportsbook tools, AI Labs. Among BETBY’s latest features is its industry-first AI-powered feed, enabling the creation of odds for entertainment markets. Further product launches are anticipated ahead of the events.
Chris Nikolopoulos, Chief Commercial Officer at BETBY, commented: “SBC Rio and SiGMA Americas represent two significant opportunities for us to showcase our unique sportsbook solution and engage with industry leaders from across Latin America. Brazil is a key region for us, and with exciting developments in our roadmap, we are eager to connect with partners, discuss innovations, and explore new collaborations.”
He further added: “These events are the perfect platform for BETBY to demonstrate our commitment to delivering forward-thinking, high-performance products to the market, and we look forward to the energy and networking opportunities they will bring.”
At SBC Rio, hosted in Rio de Janeiro from February 25th to 27th, BETBY’s team will welcome delegates at Stand B730 whilst in SiGMA Americas, held in São Paulo from April 7th to 10th, visitors can find the supplier’s team of sportsbook experts at Stand G140.
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