Por Giuseppe Barbanera, Head of Commercial LATAM en Games Global

En una industria que se enorgullece de su alcance global, es fácil asumir que la escala por sí sola garantiza el éxito.

Pero en iGaming, “global” nunca debería significar uniforme. Los mercados a los que servimos no son intercambiables y en ningún lugar esto es más evidente que en América Latina.

Con demasiada frecuencia, las empresas intentan replicar modelos de atención al cliente europeos o estadounidenses en todas las regiones, asumiendo que la eficiencia y la estandarización se traducirán de forma universal.

En realidad, operar en múltiples regiones no significa necesariamente que el mismo modelo funcione en todas partes.

En la práctica, el éxito depende de qué tan bien se adapten las estrategias a cada mercado.

Una estrategia que funciona eficazmente en Europa o en Estados Unidos puede fracasar en América Latina si no tiene en cuenta los matices culturales y la forma en que las personas prefieren comunicarse y generar confianza.

La verdadera pregunta para nuestra industria no es si podemos operar globalmente, sino si estamos dispuestos a adaptarnos localmente. ¿Estamos preparados para abordar los mercados en sus propios términos?

Si bien el iGaming tiene un alcance internacional, cuando se trata de atención al cliente y gestión de cuentas, no existe una regla universal.

Cada región aporta su propia cultura empresarial y tiene sus propias expectativas.

Comprender esas diferencias es esencial para construir alianzas duraderas. Ignorar esto implica el riesgo de no aprovechar todo el potencial de los mercados de alto crecimiento.

América Latina lo ejemplifica con especial claridad.

La región está creciendo rápidamente y ofrece oportunidades significativas con dinámicas propias y un ritmo de desarrollo particular.

Diferentes regiones requieren diferentes enfoques, y el éxito depende de adoptar una estrategia mucho más práctica y adaptable que refleje las condiciones del mercado local.

Las relaciones y la confianza constituyen la base de los negocios, y los socios valoran el tiempo, la presencia y la consistencia.

La gestión de cuentas no se trata solo de apoyar las operaciones diarias; también implica guiar a los socios a través de cambios regulatorios mientras se adaptan soluciones que reflejen tanto las preferencias culturales como el comportamiento de los jugadores.

Los matices culturales, por lo tanto, desempeñan un papel clave en la construcción de alianzas sólidas. Hablar el mismo idioma y reconocer las costumbres locales ayuda a crear conexiones genuinas.

Estos pequeños pero importantes puntos de contacto transforman las conversaciones comerciales en relaciones personales, lo que a su vez genera confianza y facilita la colaboración, asegurando que las estrategias sean más relevantes y efectivas.

Después de todo, los negocios están hechos por personas, y si tuvieras que elegir un socio, ¿no preferirías a alguien que haya dedicado tiempo a comprender tu cultura y tus valores?

La flexibilidad y la empatía son igualmente importantes.

Aunque las prioridades pueden variar según el mercado, equilibrar la eficiencia con una comunicación y colaboración sólidas es clave en todas partes.

En América Latina, el diálogo y la construcción de relaciones desempeñan un papel especialmente relevante.

Los operadores y socios quieren saber que sus desafíos son comprendidos y que las soluciones ofrecidas reflejan sus necesidades comerciales y están adaptadas al mercado local.

Esto significa que la experiencia técnica no es suficiente.

El verdadero éxito proviene de la conciencia cultural y de la voluntad de adaptar modelos globales a las necesidades locales, en lugar de obligar a los mercados locales a adaptarse a modelos globales.

Tener presencia en el terreno también marca una diferencia tangible.

Los equipos y estudios locales ofrecen una visión directa de las tendencias cambiantes, las regulaciones y las preferencias de los jugadores.

Esta proximidad permite a las empresas responder rápidamente, ya sea lanzando contenido que conecte con audiencias globales, adaptando campañas a celebraciones locales o ayudando a los socios a navegar por requisitos de cumplimiento en evolución.

Combinar escala global con presencia local permite ofrecer un soporte que se percibe como relevante y confiable.

Lo que vemos en América Latina es que la atención al cliente nunca es un modelo único para todos.

Está moldeada por las personas tanto como por los productos.

Al escuchar las perspectivas locales, invertir en relaciones y adoptar los matices culturales, la atención al cliente se convierte en algo más que la resolución de problemas y pasa a ser un motor de crecimiento a largo plazo.

Esa es la diferencia entre ser simplemente otro proveedor y convertirse en un verdadero socio.

La región recompensa a quienes se toman el tiempo de escuchar, adaptarse y conectar, y a medida que América Latina continúa creciendo y madurando, la comprensión cultural seguirá siendo un factor determinante en las colaboraciones más exitosas.

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 iGaming market in Brazil is going through one of the most decisive weeks of 2026.

At the center of the agenda is a coordinated movement in the National Congress that seeks the total ban of the activity, in direct contrast with the efforts of the Executive Branch to professionalize oversight and with economic data that refute the narrative of a financial crisis caused by the sector.

While the government bloc intensifies its prohibitionist discourse, the sector responds with statistical evidence and investments in governance, demonstrating an institutional maturity that challenges the current political rhetoric.

The progress of PL 1808/2026 and the risk of informality in Brazil

The Workers’ Party (PT) caucus in the Chamber of Deputies formally introduced Bill 1808/2026, an initiative that seeks to completely ban fixed-odds betting operations in the national territory.

Led by Congressman Pedro Uczai, the proposal gathered 68 signatures and proposes the immediate blocking of websites, applications, and the interruption of financial flows through Anatel and the banking system.

The central argument focuses on protecting public health and combating household indebtedness. However, sources in the sector indicate that the government’s communication strategy has a political-electoral background, aiming for popular appeal in an election year.

The feasibility of a total ban is considered low due to fiscal dependence on targets set by the Ministry of Finance, which relies on revenue from the sector to balance the budget.

“The attempt at a total ban ignores opportunity cost and national security risks,” the editorial analyzes.

“By proposing the closure of the legal market, the legislature does not eliminate demand, but instead transfers it entirely to clandestine operators.

In practice, prohibition is an invitation to strengthen organized crime, removing consumer protection tools and the billions of reais in revenue that the State has already recorded.

The illegal market is the only one that celebrates such a proposal.”

Appointments at SPA-MF: the technical and law enforcement profile in betting oversight

Parallel to the turbulence in Congress, the Ministry of Finance formalized the leadership structure of the Secretariat of Prizes and Betting (SPA).

Daniele Correa Cardoso was appointed as Secretary, bringing her legal expertise and experience in responsible gambling monitoring.

The major development, however, is the appointment of Fabio Augusto Macorin as Deputy Secretary.

Macorin has been a Federal Police officer for 19 years, specializing in cybercrime and electronic banking fraud investigations.

His background at the National Police Academy and in the Cybercrime Repression Service signals that the government’s priority is to build an impenetrable technical barrier against money laundering and non-compliance with regulatory rules.

The presence of a Federal Police official in the deputy leadership sends a direct message that oversight will be carried out with investigative rigor.

“The confirmation of names with technical and investigative profiles at the SPA is a clear message of stability to the market,” the analysis notes.

“The focus of the department is not only revenue collection, but the construction of an integrity environment where real-time monitoring technology will be the main tool against illegality.

The experience of Fabio Macorin in cybercrime raises the compliance standards required from operators, shielding the system against data misuse and financial fraud.”

LCA Consultoria study: data demystifies the role of betting in indebtedness

An unprecedented study released by LCA Consultoria Econômica in Brasília presented evidence that directly challenges the prohibitionist narrative.

The report indicates that spending on betting accounts for only 0.46% of household consumption, a percentage significantly lower than income commitments to other expenses.

The study shows that individual default rates, which reached 5.2% in February 2026, have been rising since 2021, a period before the boom in the betting market.

The determining factor for indebtedness is the expansion of short-term and emergency credit, such as credit cards and overdrafts, whose interest rates disproportionately pressure income.

While betting represents a small fraction of spending, financial charges from debt consume significantly larger portions of Brazilian households’ budgets.

“The figures presented by LCA serve as a necessary counterpoint to the heated rhetoric in Congress,” the weekly summary observes.

“The demonization of betting as the sole cause of default does not hold up under statistical scrutiny.

The average monthly spending of bettors is R$122, representing 3.3% of regular income, an insignificant amount compared to the 30% of income that indebted families allocate to debt servicing. Blaming betting for indebtedness ignores the deeper roots of easy access to expensive credit and the lack of financial education in the country.”

Demographic profile: the distinction between bettors and defaulters

The LCA study also revealed a clear distinction between the betting public and the profile of indebted Brazilians. Currently, Brazil has 81.2 million defaulters registered with Serasa, while the total number of unique CPFs that placed bets is 25.2 million.

It was found that more than 74% of bettors are under 40 years old, while more than 54% of defaulters are over 40.

This demographic divergence suggests that the groups most affected by default do not coincide with the audience of sports betting.

Additionally, betting expenditure is comparable to spending in the alcoholic beverages sector and falls within the leisure category, which historically represents about 8.5% of household income.

These data reinforce that the problem of indebtedness is linked to the poorly planned use of highly expensive credit lines, facilitated by new digital technologies.

“The demographic analysis shows that Brazil’s default problem is not derived from gambling,” the editorial reinforces.

“The group that owes the most in Brazil is older than the group that bets the most.

The political narrative attempts to create a correlation that economic data disproves.

Keeping the market under a regulated framework is the only way to ensure that control tools continue to operate, preventing bettors from migrating to the clandestine market, where there are no credit limits or consumer protections.”

Market expansion: Betfair invests in authority and BETBY reports record growth

On the commercial front, the sector shows remarkable resilience. Betfair announced commentator Mauro Beting and narrator Rômulo Mendonça as its new brand ambassadors.

The strategy focuses on journalistic credibility and data analysis to connect the brand with digital audiences in an authentic way.

Simultaneously, technology provider BETBY reported a 61% growth in Gross Gaming Revenue (GGR) in the first quarter of 2026.

The company reached historical records in March, driven by product development and global expansion.

A 38% increase in the number of active players highlights the strength of engagement in the market and the consolidation of the industry as a solid pillar of the digital economy, even amid legislative uncertainties.

“Investment in authoritative figures and the exponential growth of technological infrastructure show that the sector has already moved beyond the phase of mere curiosity,” the analysis highlights.

“Companies like Betfair and BETBY are focused on delivering long-term value, investing in AI and proprietary trading models.

Strong growth in engagement metrics proves that the market is maturing and that international partners trust the stability of the product and the strength of Brazilian demand.”

Strategy and expansion: JHSF consolidates luxury assets in Uruguay

Despite regulatory turbulence and political debate in the domestic scenario, Brazilian private capital shows strength and long-term vision by seeking stable jurisdictions to consolidate hospitality and entertainment assets.

The JHSF group, a reference in the high-income market and controller of brands such as Fasano, announced the acquisition of Enjoy Punta del Este in Uruguay for approximately R$800 million (US$160 million).

The deal involves the transfer of all shares of Baluma S.A., operator of the complex that is a landmark in the Southern Cone.

With a structure that includes a 4,000 m² casino, 550 slot machines, 75 gaming tables, and a dedicated poker room, the development strengthens JHSF’s portfolio, which already includes shopping centers, luxury hotels, and even the Catarina Executive Airport.

“The acquisition of Enjoy by JHSF is a strategic diversification move that positions Brazilian capital in a mature and highly profitable market,” the weekly summary analyzes.

“By taking over a resort with 292 rooms and a full events infrastructure, the group founded by the Auriemo brothers not only expands its international footprint but also establishes a reserve of value and operational know-how in land-based casinos.

It is proof that Brazilian investors have an appetite for the sector, but require the legal certainty that Uruguay currently offers more consistently than Brazil.”

Innovation and intelligence: SinalOn leads the rise of prediction markets

In the field of technology and data analysis, SinalOn is gaining traction in a segment that already moves more than US$30 billion globally, but was still underexplored in Latin America: prediction markets.

Operating as a true “probability exchange,” SinalOn breaks from the traditional betting model by adopting a peer-to-peer system, where the platform acts only as an infrastructure provider and intermediary.

The company, led by Sandro Santos, aims to transform collective perceptions about future events, from elections to economic indicators, into structured market intelligence.

With a strong compliance foundation, including KYC and AML mechanisms, SinalOn seeks to actively engage with regulators to define its own space, distinct from pure recreational gambling.

“SinalOn raises the level of debate by introducing the concept of forecasting, proving that the sector is plural and essential to the new data economy,” the editorial highlights.

“By focusing on collective intelligence, the platform offers an analytical tool that often outperforms experts in accuracy.

The goal is not only to adapt to regulation but to contribute to its development, showing that Latin America has the potential to become a global hub for prediction markets based on cutting-edge technology and regulatory transparency.”

Responsible gaming: the effectiveness of the government’s self-exclusion platform

The viability and success of a regulated market find their strongest argument in consumer protection data.
The federal government’s self-exclusion platform, integrated into the Gov.br system, recorded nearly 463,000 blocks on authorized betting sites in just four months of operation.

The tool allows citizens to restrict their access to licensed operators to prevent financial harm and protect mental health.

Data from the Secretariat of Prizes and Betting (SPA-MF) indicate that around 40% of users reported loss of control over gambling as the main reason, and the vast majority, 69.86%, opted for an indefinite block.

This massive voluntary adoption shows that the population seeks and uses self-control mechanisms when they are offered transparently and centrally by the State.

“The success of self-exclusion is the definitive argument in favor of regulation,” the summary concludes.

“Nearly half a million records show that Brazilian citizens want protection tools that simply do not exist in the illegal market.

The integrated self-exclusion model proves that regulation is the only way to ensure bettor protection and dignity.

Brazilian capital, exemplified by JHSF, and innovation from SinalOn seek stable jurisdictions, but it is robust internal regulation, focused on responsible gaming, that will ensure these investments and social protections thrive within our borders.”