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.”
Investment in championships, clubs, and national teams expands media assets and positions BETesporte as a key player in Brazil’s sports market.
BETesporte, a betting platform that proudly carries “sports” in its name, is reaffirming its leadership in the industry by reporting consistent investment results over the past four months. While most betting platforms generate the majority of their revenue from online games (virtual casinos), BETesporte stands out as one of the few where sports betting leads the way — accounting for 65% of its total revenue, compared to 35% from online games. This figure directly reflects its brand strategy and commitment to strengthening Brazilian sports.
“Over the last four months, we’ve consolidated our presence on multiple fronts, focusing on strategic returns and high-quality visibility. We’ve sponsored several state championships in all regions of the country, including the Paulista, Paranaense, Carioca, Alagoano, Gaúcho, Pernambucano, Cearense, Catarinense, Baiano, and Mineiro tournaments, as well as the highly engaging Copa do Nordeste. We’ve also invested in Series A and B of the Brasileirão, placing our brand on Brazil’s biggest football stages and ensuring mass exposure with a high value per impression. It’s a strategic allocation of resources designed to generate brand impact and strengthen the Brazilian sports ecosystem,” said Thiago Carvalho, CFO at BETesporte.
Among the platform’s most notable recent acquisitions is brand exposure during Brazil’s national team matches in the World Cup Qualifiers — a move that reinforces BETesporte’s presence on the global football stage and strengthens its connection with fans during highly visible moments.
“We truly believe in the power of sports as a driver of connection and engagement. At BETesporte, we’re constantly investing in improving our platform with new features and more real-time betting options. Our marketing plan is performance-oriented: we aim to energize Brazil’s sports scene through active sponsorships in Series A and B of the national league — with master sponsorships, LED field displays, and direct club support. We bet on sports both as a passion and a business,” added Danylo Campos, CTO of BETesporte.
Beyond football, BETesporte is expanding its social impact by supporting up-and-coming athletes, providing financial assistance to help them compete and grow in sports like kickboxing, table tennis, and jiu-jitsu — an initiative that helps uncover new talent and democratize access to high-performance sports.
The company also maintains partnerships with traditional clubs like CRB, CSA, and Volta Redonda, reinforcing its regional presence and boosting local fanbases with strong community ties.
BETesporte’s credibility is further strengthened by the presence of legendary Brazilian football figures as brand ambassadors, including Zico, Vampeta, Diego Souza, and Macaé — personalities who bring even more legitimacy to the company’s presence in the sports world.
Palace Bingo & Sports Bets Casino in Cancún has taken a major step forward by introducing Zitro’s revolutionary CONCEPT cabinet line and new games that promise to elevate the gaming experience in this iconic Mexican tourist destination.
The newly installed titles—Legendary Sword, Triple Charm Journey, Fairyland Quest, and Merging Fu Pots —are designed to appeal to all types of players. They feature stunning graphics, innovative mechanics, and rewarding prizes that enhance the excitement of play.
Representatives from El Palacio de los Números commented: “The addition of Zitro’s games and CONCEPT cabinets at our Cancún casino has been an overwhelming success. Player feedback has been exceptional, with many praising the visual quality, engaging gameplay, and the wide range of prizes. This new offering is undoubtedly transforming the gaming experience on our floor.”
Johnny Ortiz Viveiros, founder of Zitro, added: “We’re very pleased that Palace Bingo & Sports Bets Casino in Cancún has again chosen Zitro to innovate its entertainment lineup. The combination of our CONCEPT cabinets and new games provides a unique player experience and drives profitability for the operator.”
-
Latest News4 days agoAGS Appoints Arthur Rotziokos and Richard Orozco to Lead International Growth Efforts
-
Latest News4 days agoHARRAH’S RESORT ATLANTIC CITY WELCOMES BACK THE WORLD SERIES OF POKER® FOR A WSOP CIRCUIT STOP THIS AUGUST
-
Arizona4 days agoArizona Department of Gaming Issues Multiple Cease-and-Desists
-
Latest News4 days agoACR POKER LAUNCHES ‘MONEYMAKER MAY-HEM’, OFFERING PLAYERS A CHANCE TO JOIN CHRIS MONEYMAKER IN LAS VEGAS FOR $10K MAIN EVENT
-
Latin America4 days agoMexico Gambling Market to Hit Valuation of US$ 40.64 Billion By 2033 | Astute Analytica
-
Compliance Updates3 days agoAltenar gains ground in Brazil with virtual sports certification
-
Latest News2 days agoChurchill Downs Incorporated Reports 2025 First Quarter Results
-
Latest News2 days agoTachi Palace Casino trusts Continent 8 to bolster its cybersecurity through advanced managed SOC and SIEM solutions