Stakeholders across the iGaming market are currently keeping a close eye on Latin America, with impending regulation across the region being one of the hottest topics in the industry.
What is key to remember about Latin America though is that no two countries are the same; there are 33 across the region ,with a total population of 650 million. The types of offerings players will enjoy playing and what they will be used to will vary across each country. As an example, sports betting may be particularly popular in Brazil, but in a country like Mexico, we would expect to see more of a preference for online casinos.
When it comes to each individual market, we at iGP will be taking a localised approach to ensure we can help our partners extract maximum value from each market. The playing experience must match up with players’ expectations.
Important things to consider
When moving into any new market, it is vital to have an experienced team who understand the nuances of your target market. You have to prioritise market research and player feedback from the outset. Traffic levels will be different in each individual market, so it is important to ensure your infrastructure is robust and scalable enough to handle higher volumes of players.
Another differentiation between markets can be languages, so you have to be able to provide multilingual support. There is also the task of integrating local payment gateways, because the technicalities of this can be very different in each individual market. On top of this, you have to understand the cultural differences, preferences and regulatory landscape of the target market prior to the launch.
Even after these issues have been considered, you then need to be adaptable as you go along. Flexibility should be incorporated into the product design to allow for ongoing customisation and updates based on player feedback. This will undoubtedly enhance the product’s relevance and success.
Prior to a new market launch, the iGP team conduct extensive market research and user testing to gather feedback and refine products before launch. Following the launch of those games, we will continue to monitor and update the games based on player feedback and market trends.
Time for Tropicana
Taking these issues into account, this is the perfect time for us to introduce Tropicana; our new, customised, tailored front-end developed specifically for partners in LatAm territories. Following the recent launch of our sportsbook product, Tropicana will allow us to cross-sell opportunities with casino and payment methods.
All of the issues mentioned above have been taken into consideration with the development of Tropicana, and we are planning to implement technology which incorporates each of these tasks.
With Tropicana in use, the user will be able to switch and navigate between both the online sports betting and online casino verticals. When they are in the casino, they will see a sportsbook widget which will present them with a list of ongoing matches, which can generate a payslip in one tap without necessarily moving away from the online casino. Conversely, the widget can show online casino offers and games while the player is using the sportsbook.
Not only does Tropicana allow for multiple verticals to be used at the same time, but it can also offer specific options that are relevant to the LatAm market. This includes local languages, themes, promotions and payment methods. By implementing this, we can increase the client’s relevance and appeal to local players.
Payment methods are another area in particular where the offering can be region-specific, such as cash-based solutions and local e-wallets. This is something we’re planning to implement and will further improve the playing experience.
We are also working on building targeted promotional and loyalty programs which will encourage players to engage with multiple product lines between the verticals.
Chat to iGP
We would welcome the chance to tell you more about Tropicana and how we can help you. Our experienced and dedicated team are always willing to chat. If you want to find out more about Tropicana and how we can deliver a tailored approach for the LatAm markets you are looking to operate in, please feel free to reach out today.
