Looking beyond Brazil, which LatAm market stands out most right now, and what makes it attractive?

Liam Hoofe, Content Strategist at GameOn

Based on our research for GO Intel, I think Chile is the market to watch out for the most. The size of the opportunity is potentially massive, with the Chilean Senate’s own figures estimating that more than 5 million Chileans are already gambling online.

The demand is definitely there, and broader discussions about a regulatory framework are underway. Our estimates in GO Intel also put channelisation rates at 80% if enforcement and regulation ran smoothly.

The proposed ‘cooling-off’ period for operators already active there is also quite a unique approach, and it will benefit those who approach the market with the right foundations in place.

Of course, as we’ve seen with Brazil, there will no doubt be a lot of public debate around the market, and the tax structure could be complex, but of the three we researched, this one still stands out the most.

Paulina Hovar, Lead Sales Manager LATAM at BGaming

Right now, Mexico and Argentina stand out the most to me.

Mexico has been showing steady growth for a while now. It’s already a fairly mature market with strong operator presence, but there’s still plenty of room to scale. At the same time, one of the main things to watch is the tax situation and how regulation may develop in the future, since that could impact profitability and market dynamics.

Argentina is interesting for a different reason. The market is regulated at the provincial level, so it’s much more decentralized. That creates opportunities because entry can be more flexible, but it also means you need to understand the local landscape and choose partners and regions carefully.

Ramiro Atucha, Board Advisor to Kiron Interactive

Mexico stands out. The size of the market alone makes it attractive, and the current regulation is already acceptable enough for public companies to feel comfortable operating there. It’s also moving toward a more formal framework, so there’s still margin to grow. Beyond Mexico, I’d point to Chile, certain provinces in Argentina, and Colombia. All three have their own dynamics, but they’re markets you can’t ignore right now.

When entering markets that are still evolving from a regulatory perspective, what’s the right balance between moving early and waiting for clarity?

Liam Hoofe, Content Strategist at GameOn

That’s the million-dollar question, and it’s one I’m not sure there is a 100% correct answer to. For me, it’s about building relationships, ensuring you have the right infrastructure in place, and understanding a market before you invest.

Operators and studios that just enter with no understanding of the culture and of the way the regulatory landscape could adapt are putting themselves at risk of failing.

Trying to remain one step ahead of regulation and working alongside the regulators to help the market mature is always going to be a much better approach than just waiting for regulation to come into place and being reactive.

Paulina Hovar, Lead Sales Manager LATAM at BGaming

It depends on how mature the market is.

If the regulatory framework is already clear and established, then the best approach is to operate fully within the licensed model from day one.

But in markets that are still in a gray or transitional stage, where operators are already active, it can make sense to take a more gradual approach. That could mean building partnerships, adapting the product to local needs, and preparing for future regulation before fully committing.

You also have to be very careful about legal and reputational risks. Every market is different, so timing and level of involvement should be assessed on a case-by-case basis.

Ramiro Atucha, Board Advisor to Kiron Interactive

As early as possible, as long as it isn’t illegal or forbidden. That’s the right moment to enter and transition through the regulatory process. Brazil is the clearest example. Sports betting was legalized in 2018, but the full regulatory framework only came in late 2023, with licensed operations starting in 2025. The operators that used those years to attract players, test the market and build name recognition without breaking the law made a real difference. By the time regulation arrived, they were already established.

As markets like Chile, Peru, and Uruguay develop, what will separate the brands that succeed from those that struggle?

Liam Hoofe, Content Strategist at GameOn

The biggest differentiator for me is localisation, and by that, I mean real localisation, not just translating a game into Spanish and calling it a day. This means actually creating products and promotions that speak to local audiences. LatAm is not just some big monolithic market with a one-size-fits-all solution – brands that succeed there are the ones that understand this. The ones who know that a player in Chile is not the same as one in Uruguay or Brazil are going to be the big winners.

On top of that, working closely with regulators and showing genuine concern for players’ well-being in these markets will make a huge difference. It’s not enough anymore to just display simple responsible gambling tools; players want to see it in your actions, and it’s obvious to them which brands really care and which are just ticking boxes.

And finally, local partnerships. Some of the most successful companies we work with are those that really integrate themselves and find local partners that offer genuine insight into communities, and can be leveraged to build trust. This can be achieved in a number of different ways, whether it’s through working with local content creators and influencers or getting involved with local charities and events.

Paulina Hovar, Lead Sales Manager LATAM at BGaming

As markets like Chile, Peru, and Uruguay continue to develop, the following three factors will set successful brands apart from the rest.

First, strong local partnerships. Without people on the ground and a real understanding of how each market works, it’s very difficult to build a sustainable position.

Second, product adaptation. Translation alone is never enough. Companies need proper localization that reflects user behavior, cultural differences, and local audience preferences.

And third, regulatory readiness. The companies that invest early in certification, compliance, and building the right processes will have a major advantage later on. It’s expensive and takes time, but in regulated markets, long-term preparation usually makes the difference between short-term growth and lasting success.

Ramiro Atucha, Board Advisor to Kiron Interactive

Brands that bring international experience and proven competitiveness from other markets, combined with genuine local understanding, will get the best of both worlds. The international background gives you credibility and product depth. The local presence gives you a product that’s actually adapted to how players in that country behave. Neither side works on its own. In Chile, Peru, and Uruguay, the operators who get this combination right are the ones who’ll separate from the pack.

“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.

In the iGaming industry, it’s no secret that forming meaningful partnerships is a key ingredient for ongoing success; but with myriad platform providers, software suppliers and payments companies vying for operators’ business, these relationships often come in many different forms.

Within some organisations there’s a tendency to prioritise speed-to-market above all else, and while there’s definitely merit in helping operators get up and running as fast as possible, when you do so without first gaining an in-depth understanding of their strategic goals, you risk relying on out-of-the-box solutions that fail to provide the same value as taking a more tailored approach.

It’s for this reason that Bede has always sought to provide a service that’s every bit as unique as our partners’ individual market ambitions. Although our agile and adaptive platform architecture enables us to deliver results quickly and efficiently, we ensure we always take the necessary time to gain a full understanding of our clients’ objectives before supplying them with a solution that’s customised to their needs – and it’s for this reason that we’re a true partner for long-term success.

Built On Strong Foundations

At Bede, our approach to providing 360° partnerships begins long before the integration process has even started. In every market that we operate in, we work closely with regulators and other organisations to ensure that we have a full picture of the local landscape before we approach any operators. Doing so enables us to gain a deep level of insight that can be leveraged to streamline market entry, and also puts us in a great position to acquire certifications when it’s time to launch.

To give just one example, the relationship that we’ve fostered with the Alcohol and Gaming Commission of Ontario (AGCO) over the years has enabled Bede to position itself as a trusted and dependable partner in the province. Stretching back to before the market was even opened for non-governmental operators, the groundwork we’ve put in with the regulator has not only allowed us to build up an extensive knowledge of local requirements, but also provided us with the key learnings that will be necessary for our future expansion in Canada in the years to come.

Whereas other platform and technology providers may find themselves coming into the market cold, the fact we already have this relationship in place has helped us make further in-roads with local partners and set ourselves up as an established presence in the province. Our acquisition of Security Control Standard Level 2 certification from the World Lottery Association last year only improved this reputation, and further supports the value of taking a regionally-focused approach.

Tailored To Partners’ Needs

Of course, no matter the market our partners are targeting, having this solid foundation in place is just the beginning. We work closely with each operator that we support to align our strategies with their own specific ambitions and identify the areas that our advanced platform offering, robust integration toolset, regulatory know-how and subject matter expertise can provide the greatest benefit. To do this, we talk to partners 1-on-1 instead of merely offering blanket solutions.

Working this way allows us to conduct a thorough gap analysis that identifies any strategic opportunities and the best solutions to position operators competitively from their Day 1 launch. Not only do we consider the range of verticals that our partners are planning to offer and how our products and engagement tools can help support their efforts, but we also provide a range of services to ensure that their offering is both relevant and uniquely tailored to the market they’re targeting, all of which are further bolstered by Bede’s rich downstream data analytics capabilities.

Whether it’s financial analysis, player segmentation or real-time performance, Bede’s data intelligence captures the key details partners need to optimise every area of their operations, while also giving them the flexibility to apply this information to their own tools. Partners are also free to use our data reporting back office as they see fit, meaning they can enhance their decision-making with real insights, generate further business efficiencies and better support their players.

A Truly End-To-End Service

A key differentiator in Bede’s partnership approach is our ability to maximise value regardless of an operator’s structure or preferred provider ecosystem. Bede’s technology operates seamlessly within any setup, ensuring operators consistently get the best out of our platform and product, from the initial onboarding process to the ongoing optimisation we provide for long-term success.

Rather than simply supplying tools, Bede takes an active lead role in delivery. Each partner benefits from dedicated compliance expertise alongside ongoing support from our product and technical teams, ensuring that their custom platform remains aligned with evolving regulatory requirements while also continuously driving value across our core feature set.

Integration support also extends far beyond the initial setup. A centralised documentation hub, combined with hands-on technical guidance, enables partners to build and consistently evolve their frontend experiences with complete confidence. Operators can either leverage Bede’s existing front-end capabilities or develop their own, which are supported by our APIs, tooling and integration expertise, ensuring a flexible approach to delivering best-in-class player experiences.

Naturally, scalability is built into our platform’s foundation. As our operators grow, Bede’s flexible architecture supports demand without the need for costly or disruptive change. Performance is maintained at scale, providing a reliable infrastructure that evolves in line with all business needs.

Together, this delivers a true end-to-end service that combines strong market foundations with continuous support throughout the partnership lifecycle. By blending out-of-the-box capability with flexible integration options, we ensure each partnership is tailored to operator’s objectives.