Latin America
Big game player: Betinvest engage lucrative LATAM sports betting market
After scouting out a whole host of opportunities on the rise in South America Betinvest’s VP of Business Development Valentyn Kyrylenko explained that the solutions provider is catering its products to the specific requirements of the LATAM market.
In recent weeks you’ve attended both Juegos Miami and LIMA in Peru, what makes Latin America and the Caribbean so exciting for you at this time?
Yes, we’ve attended a lot of industry events recently. We also exhibited at the Brazilian Gaming Congress, which took place shortly after the Peru Gaming Show in June, and we visited FADJA in Colombia earlier in the year. We’ve gathered a lot of useful information about the key features of the market at panel discussions and through face-to-face communication with local businesses and regulators. We firmly believe that there’s a huge potential for the gambling industry in Latin American countries and that their governments have taken a positive step in regulating it. As a leading provider of sports betting solutions, we’re obliged to keep abreast of and be active in the places and markets where the industry needs to be driven. That’s why the LATAM region is not the only region we’ve got our eyes on, although it is a very important one. The market is huge and it has limitless potential for companies in the iGaming sector. It’s only going to get bigger, better and more lucrative in the years to come, and that’s good news all around. Sport is an important part of LATAM culture; people love to watch sports, and to cheer on and support their favourite teams by placing bets. At the moment, locals don’t have particularly good or relevant industry experience so they need high-level sports betting products and must learn how to work with them. This is one of the upcoming tasks for European providers. In fact, if estimates are to be believed, Latin America could be more lucrative than all the regulated gambling markets in the United States for the foreseeable future.
Could you give an indication of the scale of Betinvest’s initiatives in the region at this time?
We’re still researching and exploring this region. We decided to visit these countries ourselves to participate in the biggest events, to network with partners, local operators and regulators, and to get industry insights. In accordance with the knowledge we now possess, we can tailor our plan for entering this market as a sports betting supplier and start new projects with our LATAM partners, but it’s going to take time. Long term, we plan to open a Betinvest office in Brazil, the largest South American country, and continue to provide our products and solutions to local operators who’ll be able to operate legally under the new legislation. In our opinion, Brazil is an excellent point of entry into the whole region.
When measuring players habits and regulatory red-tape, how different is it to working within Europe and do you feel you’re still having to make a name for yourself in this emerging market?
People in this region live and breathe sport and, what’s more, they love to bet. You can see this on the streets where almost everyone watches football matches on their mobile phones and glances through windows into houses where there’s a match showing on TV. They’re obsessed with sport, especially football. It’s the favourite sport of almost all the men and roughly 50 percent of the women (these figures are not based on official statistics). If we look at the behaviour of Latin American players, we can see that people usually place bets with small stakes of around $5-10. It would be very unusual to see a stake as big as $1,000. We can see that their gaming style is quite different to that of European bettors and generally less advanced. Taking Peru as an example, having just a few markets and only around 4,000 events is sufficient. Another important point is that local players are more likely to trust you as an operator if you have physical betting shops as well as online services. This is not due to the quality of the internet connection – it’s perfectly stable and having a mobile application is vital for every operator in order to meet their customers’ needs. The reason is simply that people have more confidence in a company when they’re used to seeing it in their local area. On average, the audience for gambling in Europe is younger than it is in South America. Some sports, including those that have a huge following in Europe, are practically non-existent in the LATAM region. Many will be surprised to hear about the passion for lotteries, as well as the rise in search traffic for sites that focus on games of chance. Regulators are very open and it’s easy to find all the necessary information. Making a name for yourself is an important step when you enter any new market. It’s something we do every time we exhibit or visit industry events and promote our sports betting products. We expect this market to show impressive growth. We’re ready to invest in it and to help the region to develop experienced players and reliable operators.
With such an engaged player base in the region, how are you adapting your business model to ensure your pricing and infrastructure is both profitable and sustainable?
We plan to open a Betinvest office in this region and to supply our time-tested sports betting products and solutions. Our products are 100 percent compliant with LATAM market requirements. We’ll be reconsidering our pricing for this region, since the offers we have for our European partners won’t suit those in the LATAM market very well. They don’t need as many events or markets in their Sportsbook, which means that we can reduce the price for them. We’re also working on creating some special offers for our partners in Latin American countries.
Gamanza Engage is proud to announce a strategic partnership with Grupo Jer, one of the most prominent business groups in Colombia and a respected operator in multiple regulated iGaming markets across Latin America. This new collaboration marks a significant milestone in Gamanza Engage’s mission to become the leading provider of player engagement solutions in the region.
Grupo Jer operates from Colombia, a jurisdiction widely recognized for its maturity, regulatory standards, and strong player protection framework. The country was the first in Latin America to establish a fully regulated online gaming market, and its regulatory leadership continues to shape the region’s evolution. For Gamanza Engage, partnering with an enterprise that thrives in this environment is a clear endorsement of the company’s reliability, compliance standards, and product excellence.
As part of the deal, Grupo Jer will integrate Gamanza Engage’s full suite of engagement products, including loyalty, gamification, mini-games and tournaments. This unified platform will allow the operator to deliver deeply personalized and interactive player experiences across their brands, while simultaneously gaining the operational benefits of automation, segmentation, and real-time data.
Grupo Jer is part of a large-scale conglomerate with a diversified portfolio of operations and strong presence across Central and South America.
“At Grupo Jer, we’re always looking to innovate and deliver outstanding experiences to our customers. After reviewing several alternatives, we selected Gamanza Engage because of the flexibility of their suite, the quality of their gamification tools, and the alignment with our long-term vision for player engagement”
Laura Esparza, Commercial Director for Grupo Jer
This partnership further strengthens Gamanza Engage’s presence in Latin America and reinforces the company’s commitment to supporting regulated markets with cutting-edge technology and strategic collaboration.
For more information, visit www.gamanzaengage.com and www.grupojer.com
Inspired Entertainment, Inc., a leading B2B provider of gaming content, technology, hardware, and services, is pleased to announce the launch of V-Play Football Brazil with EstrelaBet, a leading Brazilian gamingtech company. The integration is powered by Altenar, a leading sportsbook platform provider for licensed operators around the world.
This launch marks an exciting new chapter in Inspired’s expansion across Brazil delivering its market-leading Virtual Sports content to a local, LATAM focused operator. V-Play Football Brazil, designed specifically to capture the flair, passion, and energy of Brazilian football, provides fast-paced betting action with high-frequency, ultra-realistic match simulations.
“We’re thrilled to bring V-Play Football Brazil to EstrelaBet’s customers,” said Brooks Pierce, President and Chief Executive Officer of Inspired. “Brazil has a deep-rooted passion for football, and our latest Virtual Football product is tailor-made for that audience. This launch with EstrelaBet, through Altenar’s dynamic platform, represents a powerful combination of cutting-edge technology, local insight, and premium virtual content. It’s a major milestone in our commitment to growth in Brazil.”
EstrelaBet, known for its strong brand presence in Brazil and innovative approach to player engagement, continues to invest in new ways to enhance its sportsbook offering. V-Play Football Brazil is now available at estrela.bet.br, optimized for desktop and mobile platforms, as well as the Android app.
“Inspired’s V-Play Football Brazil delivers the quality, authenticity, and excitement that our players expect,” said Fellipe Fraga, CBO (Chief Business Officer) at EstrelaBet. “The launch of this product aligns perfectly with our mission to offer customers a dynamic and differentiated sports betting experience. We’re excited to bring Brazilian fans a product that feels made just for them.”
The launch was made possible through Altenar, whose scalable and flexible sportsbook platform supports operators across more than 30 countries.
“We are proud to power this exciting launch between Inspired and EstrelaBet,” said Antonis Karakousis, Director of Operations at Altenar. “Inspired’s V-Play Football Brazil is a perfect match for the Brazilian market, and this rollout exemplifies Altenar’s ability to support rapid integration and localization of best-in-class content. We look forward to seeing strong engagement and performance from this partnership.”
Latest News
Coljuegos Transfers More Than $127M to the Subsidized Health System in Colombia During H1 2025
During his participation in SAGSE Paraguay 2025, the president of Coljuegos, Marco Emilio Hincapié, highlighted to business leaders and regulators from the continent that, in the first half of the year, the entity has transferred approximately $127.9 million dollars ($535.819 billion) to the subsidized health system.
“We are proud that, internationally, we are recognized as one of the most advanced regulators on the continent. This is reflected both in regulatory innovation and in the increase in resources allocated to the healthcare of Colombians,” said Hincapié.
The president also emphasized that online games remain one of the main players in the industry, followed by localized games and other newer types such as Baloto and Super Astro.
“This year, we have seen a 33% increase in sales for Baloto, which represents approximately $32.203 billion compared to the January-June 2024 period. This allows us to project that this game will increase its contributions to health by more than $20 billion by the end of the year,” the official said.
Likewise, the president highlighted that in the first half of 2025, there was a 9.32% increase compared to 2024, going from $490.257 billion to $535.819 billion in 2025.
During the SAGSE event held in Ciudad del Este, Paraguay, the president of Coljuegos also highlighted the progress made in combating illegal gambling. To date, the organization has seized 5663 unauthorized gambling devices in more than 25 departments across the country.
SAGSE is the most important gaming industry trade show in Latin America, bringing together the most prominent exhibitors in the games of chance industry, from slot machine manufacturers to casino and gaming room technology providers.
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