Canada
Assessing the LatAm opportunity w/Rob Verdia, Head of Products at Nexiux Solutions
Rob Verdia, Head of Products at Nexiux Solutions, says LatAm offers huge potential, but localisation will be key to delivering engaging player experiences in each market
Latin America has emerged as a key market for online gambling operators looking to expand their geographical reach. It is a sizeable region that offers just as much potential as North America but with much lower barriers to entry.
Key markets such as Colombia, Peru, Argentina and Mexico have embraced regulation and offer a viable environment into which operators can launch their brands and deliver compelling player experiences while still ensuring players are protected.
This is not always the case in North America, where some sportsbook operators have already withdrawn their brands from the US states that have failed to deliver the ROI they were expecting.
But it is important for operators to understand that this is a market where localisation is the difference between success and failure. LatAm should not be seen as one jurisdiction, but rather as multiple markets with each requiring its own approach and proposition.
This is because each country is different. From regulation to smartphone prevalence to internet availability, preferred sport and popular payment methods, operators must localise across these areas and more if they are to engage consumers and meet their expectations.
Operators must also be mindful of the nascent nature of these markets. Regulations and requirements can change at a moment’s notice, and they must be able to adapt instantly if they are to remain compliant.
This throws up plenty of challenges for operators. Some are standard to when operating in multiple markets, but others are unique to Latin America – in particular, payments and the popularity of cryptocurrencies such as Bitcoin as a preferred payment option among players.
Let’s take a look at some of the main challenges operators face when setting their sights on markets across the region.
Changing regulatory requirements
New and emerging markets often launch with a regulatory framework that is then tweaked and tightened once operators go live. For those that are first to market, this can mean they are aiming for a moving goalpost in the early days when it comes to ensuring compliance.
It’s also common for tax requirements to be altered as markets mature; this is something we have seen in African jurisdictions which can impact the viability of the market.
This is why operators need to ensure their brands are powered by agile, flexible platforms that allow them to jump in and make the changes they need to meet evolving requirements, often with very little notice.
Internet bandwidth and smartphone penetration
In emerging markets, it is often the case that internet bandwidth is low, data costs for consumers are high and the prevalence of smartphones moderate at best. This means that operators cannot offer the same “bells and whistles” experience as they do in more established markets.
This can mean stripping back the user interface and removing features and functionality such as streaming so that players can place wagers and spin the reels without that core experience being impacted by glitches, slow loads or the book or casino simply crashing.
Again, this requires a platform that offers high levels of flexibility and customisation.
Different player preferences
It goes without saying that player preferences differ from market to market. This is even the case in established regions such as Europe where the sports and games preferred by players in, say, the UK, are entirely different to those in, say, the Netherlands.
Latin America is just the same. Players in Mexico will be drawn to different sports and slots than those in Argentina. Understanding these player preferences is therefore vital, but so too is being able to localise markets and odds, and the providers/games made available to players.
Localise payments and digital currencies
When it comes to localisation, payments are one of the most important areas for operators to get right. If players can’t deposit via the methods they want to, they are highly likely to drop off and switch to a rival brand that does.
In Latin America and other emerging regions, this includes being able to deposit and withdraw using cryptocurrencies. This trend is not so strong in more established markets, but we are seeing a lot of players in LatAm want to use digital currencies for online gambling activity.
To be able to facilitate these payments, operators must ensure their platform can easily integrate new methods into the cashier.
Having considered the key challenges operators face, it’s clear that the platform they use to make moves in Latin American markets will ultimately be key to their success.
At Nexiux Solutions, we believe that modular, dynamic platforms and technologies must be used as the foundation for operators making a play in markets such as Latin America, North America, Africa and Europe.
This allows operators to integrate best-in-class third-party providers that specialise in delivering features, functionality, data, games, payments, etc for specific markets. This in turn allows them to provide a truly localised player experience.
Such is the opportunity presented by the LatAm region, operators must get their platform and tech stack right from the get-go. Dynamic and modular really is the only way forward and will ultimately prove to be the key operators need to unlock each market.
Canada
Play’n GO announces partnership with Canadian operator Loto-Québec
Play’n GO, the world’s leading casino entertainment provider, has today announced a partnership with Canadian operator Loto-Québec, launching the Swedish gaming giant’s games into another Canadian province.
Already active in another Canadian province , this partnership sees Play’n GO’s content available in the province of Québec exclusively with Loto-Québec, a state-owned corporation, where online players now have access to titles such as Tome of Madness.
Magnus Olsson, Chief Commercial Officer, Play’n GO said: “At Play’n GO, we have always been clear in our vision to be active in every regulated market in the world, and this partnership with Loto-Québec is the next step on that journey.
“Our past success in Canada gives us confidence that players in Québec will enjoy the best Play’n GO content, and we look forward to many years of success with Loto-Québec in the province.”
Stéphane Martel, Head of Product and Innovation at Loto-Québec added: “As the sole iGaming operator in Québec, we pride ourselves on offering titles that truly add value to our platform, lotoquebec.com. We are happy to bring Play’n GO games to our players.”
Canada
Court Decision Upholds iGaming Ontario’s Model
iGaming Ontario has welcomed the decision of the Ontario Superior Court, which found that iGaming Ontario’s model is consistent with the Criminal Code and that iGaming Ontario is conducting and managing igaming in the province.
“We have always been confident in our model and are pleased that the court has ruled in our favour, and that Ontarians can continue to play with confidence in our regulated igaming market,” said Martha Otton, Executive Director of iGaming Ontario.
“Ontario’s model meets the requirements and contributes to the public good by protecting players, their data and their funds, while helping to fund priority public services in Ontario, and bringing well-paid, high-tech jobs and economic development to Ontario,” Otton added.
In dismissing the application brought forward by the Mohawk Council of Kahnawà:ke (MCK), the Superior Court found that iGaming Ontario is the “operating mind” behind Ontario’s competitive igaming market in accordance with the conduct and manage requirements of the Criminal Code.
iGaming Ontario will continue to conduct and manage igaming as it has since the launch of the regulated market on April 4, 2022.
Bragg Gaming Group
Bragg Gaming Appoints Renowned iGaming Executive Neill Whyte as Chief Commercial Officer
Bragg Gaming Group, a global iGaming technology and content provider, announced that Neill Whyte has been appointed as Chief Commercial Officer (CCO), effective 1st May 2024, establishing a new global commercial structure at the Company and bolstering its leadership team.
Whyte brings over 18 years of experience in the iGaming sector, most recently in the role of Chief Commercial Officer at Digital Gaming Corporation’s (DGC), B2B iGaming Division. After joining DGC in early 2020, he was responsible for the commercially successful launch and growth of its content distribution business in the US.
Prior to joining DGC, Whyte held multiple positions in the gaming industry including as Head of Business Development at Isle of Man-based iGaming specialist Apricot Investments, as Board Member at Swedish iGaming product and Lottery content distributor Genera Networks, and in various senior roles over eleven years at leading iGaming content supplier Microgaming, including as Head of Product Channels.
In his new role with Bragg, Whyte will be tasked with leading the Company’s global commercial teams to drive growth across all of the Company’s product verticals which include proprietary online casino content from its Atomic Slot Lab, Indigo Magic and Wild Streak Gaming studios, exclusive content from content partners, HUB a leading casino content aggregation platform, Fuze player engagement, as well as its award-winning player account management (PAM) platform and turnkey solutions.
Matevž Mazij, Chief Executive Officer at Bragg, said: “I am very pleased to be announcing today the appointment of Neill Whyte as Chief Commercial Officer at Bragg. His iGaming product and market knowledge, together with his record in driving growth from developing successful and mutually beneficial commercial partnerships are exceptional.
“As we leverage our broad content and product portfolio to grow in existing and new markets, including in the United States, Canada, Latin America and Europe, Neill’s unique combination of knowledge, skills and experience in this sector are a perfect fit for our ambitions at Bragg.”
Neill Whyte, Chief Commercial Officer at Bragg, said: “It’s an honor to join Matevž and the wider teams at Bragg already in place across North America, Europe and in India. I have been impressed with the depth and quality of the content, product and technology offerings at Bragg, and its ability to rapidly adapt, certify and deploy this content and technology in newly regulated markets is a distinct advantage.
“We also have a huge opportunity to grow our footprint with our existing customers in markets in which we are already established. Our content and product roadmaps are second to none, and I’m planning to get on the road in the coming weeks and months to meet the team and our customers and to start building for the next stage of mutual growth. I can’t wait to get going.”
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