Sports betting in LatAm: Beyond the beautiful game

Sports betting in LatAm: Beyond the beautiful game

Wednesday, May 17, 2017 Posted by James Walker
Ian Bradley, chief product officer at SBTech

Latin America presents a big opportunity for iGaming operators, but Ian Bradley, chief product officer at SBTech, says those eyeing the region must be aware that player preferences and regulations vary widely across countries – and there’s significant interest in sports other than football.

Bradley provides a detailed analysis of the region’s burgeoning sports betting market in Latin America Focus 2017, a free-to-view report published by Totally Gaming, in partnership with iGaming Business.

While Latin America represents significant opportunity for operators, he notes that entering the market requires a strong understanding of both regulations and player preferences.

“The key to unlocking value is to appreciate the different priorities of players in each territory, both in terms of the sports they focus on and the betting markets they favour,” Bradley writes in Latin America Focus 2017.

“Of equal importance, however, is an understanding of the dynamic regulatory environment throughout the region, which will de ne the evolution of the industry over the next few years.

“With new legislation in the works in numerous countries, speed to market is of the essence, meaning that both new and existing operators need to partner with technology providers that can supply a readily adaptable platform.”

According to Bradley, SBTech’s experience in Mexico, with Ganabet and PLE, and in Argentina with Spingol, two of the largest LatAm markets, demonstrates how vital it is to offer “truly localised” offerings which meet the demands of very distinct demographics.

“Mexican bettors follow US sports very closely,” he notes. “The National Football League, Major League Baseball, the National Basketball Association and the National Hockey League markets deliver the highest turnover, with moneyline and over/under naturally dominating the action.”

By contrast, soccer betting, even on the biggest events like the Word Cup and Copa America, tends to generate lower turnover than in Argentina, which, like most other Latin markets, is much more focused on the sport, both nationally and globally.

“Other key markets, especially Brazil, are known for a special focus on sports with a significant local profile, such as beach volleyball and futsal,” said Bradley.

“As SBTech expands its footprint throughout Latin America, one of our priorities is to recruit the best local talent in terms of sportsbook and marketing strategies, to create carefully calibrated content that meets the demands of each territory.”

To view the rest of this article, download the "Latin American Focus 2017" report here

Those looking to explore opportunities in Latin America further will be greeted with a comprehensive education programme at this year’s Juegos Miami event, which takes place in Miami on May 31 to June 2. For more information, visit


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