LATAM: Playtech eyes ‘big opportunity’ in Latin America

LATAM: Playtech eyes ‘big opportunity’ in Latin America

Thursday, May 19, 2016 Totally Gaming
Ilana Klein said that regulatory developments are set to attract the world's biggest companies

The world’s leading gambling operators are already switching their focus to Latin America in anticipation of regulatory change, according to Playtech executive Ilana Klein.

The region has long been seen as a no-go area for many of the global superpowers who concentrate their efforts on markets where they can operate legally.

However, with major changes expected in countries such as Brazil and Colombia in the near future, operators and suppliers are making plans and forming relationships with local partners.

Playtech, the software and services supplier which reported global revenues of $710.0m (€630.1m) last year, is one of those companies forging ahead in Latin America, having announced a partnership with casino operator Grupo Caliente in Mexico as far back as 2012.

Klein, Playtech’s senior regional director, said the company has big plans for the region, and expects its rivals have also identified Latin America as an area of great potential.

“Latin America, was always a big challenge due the lack of regulation in some parts of the continent,” said Klein, who will be a speaker at Juegos Miami later this month. “We have chosen our partners and penetration strategy focusing on the current and soon-to-be regulated markets. We are very excited to see the development of the territory and the very attractive opportunities opening up.

“We believe the LATAM area will become increasingly regulated. International players will allocate some resources in the territory, which will help to enrich the area with expertise. Regulation will provide a legitimate way to exploit the industry in a similar way to what Europe has experienced over the last decade.

“With stable local regulation, Playtech would be extremely interested in having the presence and power in Latin America that it enjoys today in the Europe market. We are taking the necessary steps to learn and prepare for this big opportunity to arise.”

Klein will be joined in her Juegos Miami session by Caliente Interactive chief executive Emilio Hank as they discuss their companies’ partnership and the potential of omni-channel in Latin America. The relationship has flourished over the last four years, and Klein believes their combined success highlights the benefits of an operator with local knowledge and a supplier with international experience working together.

“We started the relationship as a software provider, but we knew we could enrich the brand with operational and marketing capabilities,” Klein said. “We extended the relationship through added value services and across all products. This included our omni-channel offering that was perfect for Caliente. In this way we are maximising our capabilities and their unique assets in retail.”

Klein believes other Latin American operators can benefit from Playtech’s experience, and said that her session with Hank at Juegos Miami will be a great opportunity for all types of companies to learn more about the benefits of partnership.

Klein added: “We hope to offer attendees our on-the-field know how. We have a wide experience of products, practices and commercial opportunities, which is very rare to find in a single session.”

- Juegos Miami takes place at The Biltmore, Coral Gables from May 31 to June 3. For more information, visit To apply for your invitation* visit to find out more, and follow @JuegosMiami on Twitter and visit the event’s Facebook page for further information and the latest updates. Attendance at Juegos Miami will be limited to senior decision makers (owner, director, C-Level exec) from operating companies (private and public including state lotteries), government and regulators from the Latin America and Caribbean region.

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