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Cultural nuance: Localising customer service for Latin America
By Giuseppe Barbanera, Head of Commercial LATAM at Games Global
In an industry that prides itself on global reach, it is easy to assume that scale alone guarantees success. But in iGaming, “global” should never mean uniform.
The markets we serve are not interchangeable and nowhere is this clearer than in Latin America.
Too often, companies attempt to replicate European or US customer service models across every region, assuming efficiency and standardisation will translate universally.
In reality, operating across multiple regions does not necessarily mean the same model applied everywhere will succeed. In practice, success depends on how well strategies are adapted to each market.
A strategy that works effectively in Europe or the US can fall flat in Latin America if it does not consider cultural nuances and the way people prefer to communicate and build trust.
The real question for our industry is not whether we can operate globally, but whether we are willing to adapt locally. Are we prepared to meet markets on their own terms?
While iGaming is international in scope, when it comes to customer service and account management, there is no universal rule of thumb. Each region brings its own business culture and has its own expectations.
Understanding those differences is essential to building lasting partnerships. Ignore this, and you risk missing the full potential of high-growth markets. Latin America exemplifies this particularly strongly.
The region is expanding rapidly and offers significant opportunities with its own distinct dynamics and pace of development.
Different regions require different approaches, and success depends on adopting a much more hands-on and adaptable approach that reflects local market conditions.
Relationships and trust form the foundation of business, and partners value time, presence and consistency.
Account management is not just about supporting day-to-day operations; there is a heavy focus on guiding partners through regulatory change while tailoring solutions that reflect both cultural preferences and player behaviour.
Cultural nuance therefore plays a key role in building strong partnerships. Speaking the same language and recognising local customs helps create genuine connections.
These small but important touchpoints turn business conversations into personal relationships, which in turn build trust and make collaboration much easier, ensuring strategies are more relevant and effective.
After all, a business is built by people, and if you were choosing a partner, would you not favour one who has taken the time to understand your culture and values?
Flexibility and empathy are equally important. While priorities may vary by market, balancing efficiency with strong communication and collaboration is key everywhere.
In Latin America, dialogue and relationship-building play an especially important role. Operators and partners want to know their challenges are understood and that the solutions offered reflect their business needs and are tailored to the local market.
That means technical expertise is not enough. True success comes from being culturally aware and having the willingness to adapt global models to fit local needs, rather than forcing local markets to adapt to global models.
Having a presence on the ground also makes a tangible difference. Local teams and studios provide direct insight into shifting trends, regulations and player preferences.
The proximity allows companies to respond quickly, whether by launching content that resonates with global audiences, tailoring campaigns to local celebrations, or helping partners navigate evolving compliance requirements.
Combining global scale with a local presence enables support that feels both relevant and reliable.
What we see in Latin America is that customer service is never a one-size-fits-all exercise. It is shaped by people just as much as by products.
By listening to local perspectives, investing in relationships and embracing cultural nuance, customer service becomes more than problem-solving and becomes a driver of long-term growth.
That is the difference between being just another supplier and a true partner.
The region rewards those who take the time to listen, adapt and connect, and as Latin America continues to grow and mature, cultural understanding will remain a defining factor in the most successful collaborations.
The post Cultural nuance: Localising customer service for Latin America appeared first on Americas iGaming & Sports Betting News.
Company plans to roll out SOCCERBET with LALIGA archive footage on its own platform in Italian retail after the World Cup.
Highlight Games Limited said its proprietary platform has passed Italy’s ADM collaudo process, the technical certification required for gaming platforms. The company announced the approval on 14 July 2026 from London.
Following the conclusion of the World Cup, Highlight said it will launch its Spanish SOCCERBET product featuring archive LALIGA footage on its own platform across Italian retail channels. The company added that operators will transfer to Highlight’s platform over the months that follow.
The supplier said the certification allows it to deliver its content via its own “zero-cost streaming technology” in Italy and gives it control over its product roadmap in what it called its most important market.
Steven Holmes, CEO, Highlight Games said: ‘This is a huge moment for Highlight as we bring our video-based technology stack to the Italian market and join a select few who are able to offer an officially ADM certified platform. Italy is where SOCCERBET has proven itself time and again and passing the ADM collaudo means we can now deliver that content on our own platform, with our zero-cost streaming solution, exactly as it was designed to be experienced.
‘Owning the technology end to end means we control our own roadmap, resulting in faster launches, smoother integrations for our operator partners and a richer experience for players. Our products consistently perform at the top of the market wherever they are live, and with our platform now officially certified in Italy, we have everything in place to build on that momentum.’
The post Highlight Games’ platform clears Italy’s ADM collaudo certification appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
The 10-week phased event runs Daily Heats through September 6, with raffles awarding more than $100,000 in $109 tickets each week.
PokerStars is allocating more than $800,000 worth of $109 Daily Heat (Phase 1) tickets through its “Ticket Machine” promotion ahead of the Sunday Million 20th Anniversary Finals (Phase 2) on Sunday, September 6.
The Sunday Million 20th Anniversary is being run as a 10-week phased tournament, with Daily Heats running now through September 6. Players who advance from a $109 Daily Heat carry their stack into the Finals, with PokerStars noting that only one stack may be carried through to Phase 2.
To enter the Ticket Machine, players must opt in to the “Ticket Machine” ICE Challenge and complete weekly poker challenges. Each completed challenge adds entries to a Saturday raffle, with PokerStars saying more than $100,000 in $109 Daily Heat tickets will be awarded each week. Players can complete each challenge up to four times, for a maximum of 24 raffle entries per week.
PokerStars said that, after the first two weeks of Daily Heats, 270 players from more than 40 countries have already qualified for the Finals, including 50 who qualified into Phase 1 via satellites. Brazil and Ukraine lead the qualifiers list with 33 players each, according to the operator.
The operator has set a $5 million guarantee for the Sunday Million 20th Anniversary. Additional qualification routes include satellites starting at $0.55, special edition Spin & Go’s from $0.75, and “Wildcard Wins”, described by PokerStars as a new leaderboard promotion running until July 19. PokerStars also said players redeeming a $530 Bronze Pass will receive “25% extra value in the bundle” for a limited time, including an additional $109 Sunday Million 20th Anniversary ticket and $23.50 in tournament tickets.
The post PokerStars puts $800,000 in Sunday Million Anniversary tickets into Ticket Machine appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Kickoff Roulette Ronaldinho launches with a Gold Number mechanic and English/Portuguese language support.
CreedRoomz has named former football star Ronaldinho as brand ambassador for its new live casino game show, Kickoff Roulette Ronaldinho. The supplier said the title is now available for integration by B2B partners.
The company positions the product as a roulette-led live game show built around a football theme, running from a virtual studio. According to CreedRoomz, the game includes a “Gold Number Mechanic” where randomized lucky numbers can add multipliers from x50 to x700.
When asked about the crossover between football and casino entertainment, Ronaldinho said: “The fact that football is a global passion also helps, so I believe everyone will like “Kickoff Roulette Ronaldinho” for that reason.. and for the innovation of everything that is happening.”
CreedRoomz said the game is available in English and Portuguese, framing Portuguese language support as relevant for operators targeting Brazil and other Portuguese-speaking audiences. Armen Mnaskanian, Head of Sales Department at Creedroomz, said: “Bringing Ronaldinho into the CreedRoomz family represents a massive leap forward for live casino entertainment. Football and iGaming both thrive on passion and excitement. By fusing Ronaldinho’s legendary star power with powerhouse monetization mechanics, we are giving our partners the ultimate competitive edge and a next-generation casino offering.”
The post CreedRoomz signs Ronaldinho to front new Kickoff Roulette live game show appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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