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“There are almost too many exciting markets to choose from!”: Exclusive interview with R Franco on the latest developments in LatAm.
As the winter season draws to a close in Latin America, we sat down with Ruben Loeches, CMO at R Franco Digital to talk through the continent’s latest developments and its COVID comeback. With such a fast-growing collection of markets, there’s certainly plenty of opportunity to be had …
Aside from Brazil, in your view, what are LatAm’s most exciting markets nearing regulation?
LatAm is such a dynamic developing region there are almost too many exciting markets to choose from! Panama, Puerto Rico, and Argentina are countries we’ve been keeping a close eye on when it comes to future regulation – with the continent’s rapid tech adoption offering a boon of potential for iGaming.
Do you believe this year’s events are likely to speed up expected online regulation?
The unprecedented situation in which the market has found itself has highlighted that expediting online regulation is now a necessity, and I believe regulators are coming around to that frame of mind.
Across the world there has been a noticeable shift of players moving online, because ultimately, gambling is entertainment and players still want to play. This forward-thinking approach can be seen in Colombia, where live casino, bingo and scratchcards were all regulated in record time during lockdown – and we really commend such a pro-active move from ColJuegos.
From your experience – what should companies looking to enter the continent avoid doing?
The key to entering any market is to do your research and never underestimate the importance of joining forces with a local partner. Complacency and the entering the LatAm market with a “one size fits all” notion is a sure-fire route to failure. What may have proved successful in some markets is by no means a barometer of how to engage with new ones.
Localisation is key to building a presence in LatAm, and in a market so diverse, it’s important to understand that each and every region is a separate entity and should be treated as such.
From your marketing expertise, what are the keys to Latin American success when it comes to entering new markets?
Adapting to the latest developments in technology is always a crucial determinant of success. In a market such as Colombia’s, where bettors have become accustomed to the land-based sector, it is critical to provide an omni-channel offering.
Any company entering a new market should understand that having a well-researched and bespoke approach is the key element to success. LatAm is a melting pot of diverse countries inside of which many have their own idiosyncrasies. Take a look at Paraguay’s list of recognised languages if you’d like to have a hint!
Accordingly, there are a raft of cultural, governmental and regulatory aspects to take into consideration which can vastly differ, not just from country to country, but even from state to state.
Do Latin American players have different preferences to their counterparts elsewhere? If so, how?
Many LatAm players have an affinity for slots and are used to RTPs being lower given the inherent higher margins in retail. We’ve also noticed the popularity of in-play sports betting as technology becomes more advanced. Of course, they also have their own sports, such as beach football in Brazil, but the layers are now branching out from their preferred games and trying new verticals since the postponement of many live events due to lockdown.
How has the shift changed between land-based and online players, given the region’s strong land-based heritage?
The pandemic has certainly sped up online adoption with players finding new ways to bet. Though with the heritage and affinity many land-based and retail fans have, they will likely return once the situation becomes safe to do so.
While some players are now enjoying the new online experience, innovation is not exclusive to the online sector, and there are plenty of land-based suppliers eagerly awaiting the vertical’s return ready to incorporate what they have learned during the lockdown period. Ultimately, I believe the pandemic will see an increase in players who enjoy betting both in-person and online – and in the long term, I think that will be of benefit to the sector as a whole.
What online games are proving to be the biggest pull for land-based players to try online?
The reality of the pandemic has shown that companies must seek out creative opportunities to entertain their land-based fans and many have introduced new betting products. Live dealer games have been hugely successful as they deliver that interaction many land-based fans still miss. While COVID-19 affected many changes, I believe the sector will grow in all areas including retail and in physical outlets.
And last but not least, what’s your advice to retail operators there currently looking to weather the pandemic? How can R Franco help LatAm operators?
My advice is very simple. They must take the necessary steps to provide their customers with an online offering. For operators looking to do so in the LatAm markets, on-boarding a partner with regional expertise and experience is a must.
It’s an unavoidable reality that digital betting is not a substitute for getting in on the action in-person. Most retail operators have a deep and extensive knowledge of their own sector. The online environment, however, is a different animal altogether, and they would be well advised to find a partner who can help take them on that journey.
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Bettors in Ontario will be able to turn to evoke plc (888) for their sports wagering needs this season. The global betting and gaming company, formerly known as 888 Holdings plc, has re-signed with the Canadian Football League (CFL) as one of its Authorized Gaming Operators, offering fans premiere gaming and betting experiences to further their CFL fandom.
Since 1997, 888 has put fans, gamers, and bettors first through proprietary technology and engaging content across its various Casino, Sports, and Poker products. As part of the partnership, 888 presented Pre-Season Futures on CFL Game Zone in the leadup to the campaign. The fan-favourite free-to-play predictor tested fans’ knowledge of the league and allowed them to forecast how the season will play out.
During the regular season, 888casino will appear on CFL sidelines and broadcasts in contests featuring the three Ontario-based clubs – the Hamilton Tiger-Cats, the Ottawa REDBLACKS, and the Toronto Argonauts. 888casino will also receive prominent promotional placement during any Ontario-based East Division postseason matchups (the Semi-final on November 2 and the Final on November 9) on the road to the Grey Cup.
“888 has opened the doors to new sports wagering and entertainment opportunities for CFL fans, and we’re thrilled for the possibilities ahead as we build upon this partnership and engage more audiences across Ontario,” said Tyler Keenan, the CFL’s Chief Revenue Officer.
“We are thrilled to continue our partnership with the CFL for a second season, placing 888casino at the forefront of this collaboration. The synergy between the CFL’s dynamic brand and 888casino’s innovative online offering provides fans with unparalleled entertainment. We are committed to enhancing the excitement of the game, ensuring that CFL enthusiasts can enjoy high-quality gaming experiences that keep the thrill alive beyond the field,” said Roi Nadler, Head of Canada at evoke.
NorthStar Gaming Holdings Inc. announced a series of enhancements to its NorthStar Bets online betting platform. The latest product innovations are crafted to elevate and consistently surpass the expectations of NorthStar Bets customers, reinforcing the Company’s position as the definitive premium choice in the gaming industry.
“We are excited to roll out a broad range of product enhancements to our customers. Innovation has always been a core value for NorthStar as we seek to maintain a best-of-breed platform that evolves alongside changing preferences and emerging technologies. We focus on upgrades that will differentiate us in the marketplace, simplify the customer experience, and reinforce our premium positioning,” said Michael Moskowitz, Chair and CEO of NorthStar.
NorthStar’s product innovation strategy can be summarized by two complementary propositions. “Incrementally Better” refers to ongoing, often small-scale improvements aimed at optimizing such attributes as reliability, trust, speed, simplicity, and performance. “Fundamentally Different” means targeting efforts on features or offerings that are highly valued, drive customer loyalty, and set NorthStar apart from competitors.
Product enhancements recently introduced by NorthStar include the following:
• Strengthened Casino section. A new streamlined navigation simplifies the user experience, while NorthStar’s selection of games and titles has doubled since the start of 2024.
• NorthStar Elite Blackjack. A bespoke branded table crafted to exceed the exacting standards of VIP players, embodying the premium experience that defines NorthStar Bets.
• Sports Insights 2.0. Overhaul of industry-leading sports content vertical with new features, statistics, design, and user experience, launched on NorthStarBets.ca.
• Enhanced Sportsbook.
a. Dynamic Navigation: The latest innovation introduces a feature that streamlines navigation, quickly guiding users to top sports and events, minimizing the steps required to place a bet.
b. Personalized Prop Bets: An advanced AI-driven algorithm analyzes individual betting patterns to generate customized prop bets that are tailored to each customer’s betting history.
c. Intelligent Parlay Suggestions: This intuitive functionality also appears on the bet slip, where companion bets are offered to enhance single bets, enabling customers to effortlessly create logical parlays at the point of the bet decision.
“Today’s announcement offers a preview of the innovation fueling our 2024 strategy. Our product team is executing an ambitious roadmap that balances incremental advancements with groundbreaking features, all meticulously crafted to elevate the attributes our customers value most-reliability, performance, and simplicity,” said Dean MacNeil, VP of Product & Managed Services at NorthStar.
“As a premium brand, we strategically harness innovation to amplify our appeal to high-value customers, solidifying our distinct advantage in the industry. By consistently enhancing the customer experience, we reaffirm our commitment to delivering a premium service that drives strong customer satisfaction and earns their loyalty.”
British Columbia Lottery Corporation (BCLC)
IGT Launches its Second Omnichannel Wide Area Progressive Game in Canada, Money Mania Slots
International Game Technology PLC announced that it recently launched its second omnichannel Wide Area Progressive (WAP) game for Canada, Money Mania slots. The game is currently available on British Columbia Lottery Corporation’s (BCLC) PlayNow.com site and at 22 BCLC-governed casinos throughout British Columbia. IGT is the only supplier in the world to offer omnichannel jackpot games with shared jackpot liquidity across the land-based, online and mobile versions of the games.
“We know our players love the excitement that the Powerbucks games offer, so BCLC is thrilled to launch IGT’s Money Mania – another title that draws upon the same opportunity for cross-channel jackpots. Both BCLC and IGT are passionate about bringing innovative games to players and fueling responsible growth in the industry. We also recognize that BCLC is in a unique position with our ability to offer cross-channel experiences for players. Whether players choose to play Money Mania at the casino or online, we’re confident this is another game they’ll love,” said Dan Beebe, BCLC Chief Operating Officer.
IGT’s Money Mania is a proven multi-level progressive (MLP) game that features player-favorite game mechanics and multiple base-game themes. The game includes a $100,000 top-level “Money Jackpot” and a fast-growing, fast-hitting second-level WAP jackpot – “Mania Jackpot”. With a jackpot-reset value of $4000, the game’s “Mania Jackpot” is designed to hit frequently, especially with land-based, online and mobile gameplay all simultaneously feeding the jackpot meter.
“IGT’s Money Mania omnichannel WAP game is designed to frequently deliver mid-to-large-size jackpots, drive cross-channel gameplay and engage BCLC players online and in casinos. Like Powerbucks, IGT’s Money Mania is at the forefront of jackpot innovation and supports IGT’s commitment to and leadership in omnichannel content and innovation,” said David Flinn, IGT SVP Sales, Canada, South and Central America.
BCLC was the first gaming operator in the world to offer an omnichannel jackpot game when it partnered with IGT for the 2016 launch of Powerbucks slots. Since then, IGT’s Powerbucks has remained one of the top-performing games in Canada and has minted more than 50 millionaires across the country.
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