SYNOT Games, a leading developer of cutting-edge casino games and solutions, has officially entered the Argentinian iGaming market through a strategic partnership with Betsson, one of the most established and globally recognized operators in the industry. 

This collaboration marks SYNOT Games‘ debut in Argentina and signals a significant step in the company’s ongoing expansion across Latin America. By joining forces with Betsson, SYNOT Games reinforces its commitment to working exclusively with trusted partners in regulated markets.

“Entering Argentina with a partner like Betsson is a proud moment for us,” said Martina Krajčí, Chief Commercial Officer at SYNOT Games.

“Latin America is a rapidly growing region in the iGaming space, and Argentina stands out for its dynamism and regulatory maturity. We’re excited to offer our premium portfolio to a new audience and deepen our footprint in LatAm.”

Sarah Micallef, Head of Global Gaming Operations at Betsson Group, also expressed enthusiasm: “We are pleased to welcome SYNOT Games to our portfolio in Argentina. Our focus has always been to offer our players top-tier content in every market we operate. SYNOT’s games meet our high standards for quality and entertainment, and we are confident they will resonate well with our Argentinian audience.”

Argentina’s online gambling sector has experienced significant growth in recent years, particularly following the 2021 regulatory shift that enabled provinces to license operators independently. Buenos Aires, both the city and the province, has become a focal point for major international brands, offering a regulated and competitive market environment that is ideal for industry expansion.

The deal strengthens SYNOT Games‘ positioning in Latin America, aligning with the company’s strategic roadmap of sustainable growth and responsible gaming in fully licensed jurisdictions. With an existing presence in Brazil and Colombia, this move into Argentina further consolidates SYNOT Games’ commitment to expanding across the most dynamic and regulated iGaming markets in the region.

SBC Summit 2025 introduces a Latin America & Brazil track, further aligning its conference strategy with the global nature of the event, which is set to welcome 30,000 attendees from around the world this September.

The track will form part of the Global Markets stage, which was introduced this year alongside the Emerging Markets stage to spotlight some of the industry’s hottest regions as well as those that deserve early attention from industry stakeholders.

The decision to include a dedicated track builds on the remarkable 126% surge in Latin American attendance in 2024, reinforcing the event’s position as the go-to destination for professionals seeking to engage with and understand this rapidly evolving region.

Held on Tuesday, 16 September at Lisbon’s Feira Internacional de Lisboa (FIL), the track will deliver five expert-led sessions exploring some of the region’s most pressing issues, from Brazil’s evolving post-regulation landscape to Peru’s tax reforms and Mexico’s regulatory direction.

Delegates will gain exclusive insights from the industry leaders driving growth across Latin America. These experts will share how they’ve built market presence through strategic local partnerships, culturally relevant marketing, and a clear understanding of regulatory complexity, offering essential knowledge for any company looking to succeed in these high-potential markets.

Rasmus Sojmark, Founder and CEO of SBC, said: “Latin America represents not just one of the most dynamic regions in global gaming, but also one of the most nuanced.

“Our programme gets to the heart of the challenges businesses face in Latin America and Brazil, whether it’s navigating local rules, understanding cultural differences, or keeping pace with shifting tax policies and digital trends. If you want to grow in this region, these sessions offer insights you can’t miss.”

The track will open with the LATAM Leaders: Latin America First – the Home-grown Operators Reinventing the Game, which will unite industry heavyweights Zeno Ossko (CEO, Betwarrior) and Sebastian Salazar (Founder, EstelarBet) as they discuss how regional operators are outmaneuvering international brands by creating locally-tailored innovations that resonate with Latin American audiences.

The Brazil Leaders Panel: The Bubble That Just Won’t Burst – Looking Back at the Launch of Sports Betting will explore Brazil’s post-regulation landscape and why operators must tailor strategies to local contexts. Regional experts Andreas Bardun (CEO, KTO Group), Alex Fonseca (CEO, Superbet Brazil), Almir Silva (CEO – Brazil, BetMGM) and panel moderator Neil Montgomery (Founding Partner, Montgomery Sociedade de Advogados), will discuss how partnerships with local providers and gaming influencers are key to long-term success in Brazil.

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The session Peru and the Impact of ISC: All Eyes on the Andes will examine what Peru’s new tax measures will mean for operators in the region. Experts Xabier Maribona (CEO, RETABet Group), Alejandro Rivero (CEO, Estelarbet), Gonzalo Perez (CEO, Apuesta Total), and Gonzalo Rosell (CEO, La Tinka) will tackle the implications of the new Selective Consumption Tax (ISC) and what it could mean for growth, compliance, and the pace of market development.

Another key session centres on the Mexican market. In Mexico: Reaching Market Maturity, or More to Go?, industry leaders George Athanasopoulos (CEO, Novibet), JD Duarte (CEO, Betcris), Ohad Narkis (CEO, PlayUZU), Dr Miguel Angel Ochoa (President, AIEJA), Aviv Sher (CEO, Codere), and Yono Sidi (CEO, Winpot.mx) will examine the country’s stalled regulatory progress and whether an ongoing lack of clarity is creating the conditions for black market activity to thrive.

The track will also feature the panel Casino in Latin America: from Land-Based to Mobile, where regulatory leaders will examine the evolving legislative frameworks driving the region’s digital gaming transition.

Beyond the Latin America and Brazil spotlight on day one, the Global Markets track will also feature in-depth sessions on Western Europe and North America, rounding off this dedicated summit stream.

Complementing this, a separate Emerging Markets stage will focus on key regions including Africa, Eurasia & the Middle East, and Asia, reinforcing SBC’s commitment to providing comprehensive insights into the markets shaping the global gambling landscape.

Secure your ticket to SBC Summit 2025 today.

Latin America, or LATAM, is quickly rising on the global radar as a hot new playground for online casinos. A lively mixture of tech-hungry young people, wider Internet access every month, and rules that are slowly but steadily growing friendlier to gaming makes the region a tempting patch of soil for operators eager to plant their brand. Unlike older markets that are already crowded and tightening the regulatory screws, LATAM still feels fresh and open, letting companies chase fast gains by leaning on bold ideas, local flavors, and mobile-first thinking.

Why LATAM Is a Key Growth Market for Online Gambling

A few key trends are stacking the deck in favor of LATAM casinos. First, smartphones have practically become a third arm for many residents. The GSMA Mobile Economy report for 2023 says more than 73 percent of the region now carries a smartphone, and that share keeps climbing. Such broad pocket-sized connectivity lets gaming sites reach players, even in remote towns, without the extra cost of shops or kiosks.

Second, LATAM’s population is much younger than Europe or North America. Millennials and Gen Z together make up a huge slice of the online betting crowd. Because these generations live, shop, and play through apps, they slide into digital payments and gamified screens with little friction, exactly the kind of audience casinos dream about.

Third, even though rules still differ from nation to nation, the general trend is toward looser, friendlier legislation. Brazil, for example, just passed a law covering fixed-odds sports betting and other online games, a clear sign that officials want licensed, taxable sites.

For LATAM players who prefer local touches, a one-stop hub such as Ingamble proves useful. The service directs users to casinos in their language, accepts their usual payment methods, and meets local laws, building the trust and ease that a young market needs.

How Cultural Differences Shape Casino Preferences

Grasping what people like in each country is critical to success, and LATAM shows that well. Its mix of cultures, customs, and histories means a blanket offer will disappoint in most places. In Mexico, for instance, community bingo nights and brightly themed slots still rule the floor, echoing deep traditions. Developers win by weaving folkloric images, regional music, and familiar tales into those games.

Brazilians, by contrast, look for platforms that merge casino fun with sports betting heat. Because football is almost a second religion, sites that serve live odds alongside a spinning wheel or table gain a clear and lasting advantage.

Localizing a product goes well beyond swapping English words for Spanish or Portuguese. It means building every step of the user journey around local holidays, favorite sports, and even the colors people associate with luck. When a digital service reflects the rhythm of daily life in a country, users stay longer and come back more often.

LATAM’s payments landscape is fragmented, so every casino must meet players where they are. Many customers are underbanked or lean on alternative tools, which makes integrating local methods essential rather than optional. Accepting Brazil’s PIX or the classic boleto bancario has moved from a bonus feature to a bare minimum.

Across the region, Argentina’s Mercado Pago rules wallets while Colombia’s Mercado Pago leads transfers through PSE. If these gateways are missing, carts are abandoned and trust disappears.

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Currency support matters just as much. Enabling deposits and withdrawals in pesos or reales spares players conversion fees, and signals the operator treats them like a local. Casinos that add instant payouts and clear fee structures speed up service and earn a valuable edge.

Mobile Dominance: Data-Light Designs Win

Smartphones drive almost all online traffic across LATAM, so any brand that ignores them is courting failure. Yet mobile success goes beyond fitting a website on a small screen; it means building services that run smoothly on flaky networks and budget handsets.

Enter Progressive Web Apps (PWAs), a lightweight layer that gives casino players app-like speed without the hassle of Big Store downloads. Pair that with smart tricks: images that shrink on command, offline pockets so play never halts, and a no-frills layout that cuts data costs for users counting every megabyte.

Market leaders also roll out lite skins, peeling off heavy animations and endless scripts in favor of bare-bones speed and rock-solid uptime. Research shows delays of even a second can send players packing, turning lean design from a tech choice into a profit-or-loss showdown.

Localization Beyond Language: Bonuses and UI

Translation may get the words right, but it rarely captures what a player actually feels. Rewards, loyalty plans, and promos need to mirror local rhythms or they fade into the noise. A Holy Week rebate or a Festas Juninas gift card, for example, speaks straight to a Brazilian wallet and makes gaming personal.

User interfaces should always respect the tastes of the region. Across most LATAM markets, bold colors and lively animations win users more reliably than soft, stripped-back looks. Themes that borrow from local myths, beloved athletes, or street parties hit harder and draw stronger emotional ties.

Clear, honest talk about bonuses – especially wagering rules – matters just as much. LATAM players often arrive wary and quick to abandon sites that hide or twist the fine print. Simple, plain-language promises and fair play keep satisfaction high and churn low.

LATAM Regulation: Fragmented Today, Unified Tomorrow?

The legal landscape across LATAM still looks like a patchwork quilt, with every nation moving at its own rhythm. After years of debate, Brazil has at last laid down the first stones for an official iGaming market. Rules passed in 2023 set out licensing, tax rates and ad norms, marking a huge step for the region.

Colombia stays ahead, having greenlit online gambling in 2016 and handing out more than twenty operators’ licences since then. Its clear framework shows how steady oversight can tempt first-class global brands while still shielding everyday players.

Yet nations such as Venezuela and Bolivia remain at the back, relying on vague or years-old laws. So, firms chasing regional growth move quickly, launching under Curacao or MGA permits and promising to shift to local licenses once the rules firm up.

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This patchwork of regulations calls for clear-eyed planning. Online casinos must link arms with lawyers and compliance pros who can steer them through local quirks, keep them out of gray markets, and support lasting operations.

LATAM’s online casino field is tricky but lucrative. Brands that respect local culture, invest in thorough localization, and build mobile-first sites stand a strong chance. As rules continue to modernize and user appetite grows, happy young audiences and friendly smartphone stacks regions shine as a fresh frontier for global iGaming.