If 2024 was the year that iGP was getting “Ready to Launch”, then 2025 is the year it buckles up and heads into the stratosphere, delivering its range of products to Latin American operators. After unveiling its brand new set of retail solutions in January, the B2B supplier is now bringing its omnichannel tools to Latin America with a vengeance.
One of the key figureheads behind this range of solutions is Dirk Camilleri, iGP’s Chief Product Officer. Camilleri took the time out at SBC Summit Rio, where iGP was an exhibitor, to chat to iGaming Expert about the art of product development and how the company is uniquely positioned to be a market leader across the region.
Adapting to local needs
A core tenet of iGP’s product development is ensuring that anything released is done so with an audience in mind and doing all it takes to tailor those products to market dynamic realities.
After spending over a year researching and preparing for the LatAm market, iGP is confident it has met those demands. But what are the solutions that LatAm operators and players desire?
Camilleri explained: “Latin America is a region that is continuing to grow and grow. That has created a big need for content, so we are focusing on delivering our aggregator to the region.”
“There’s a lot of new studios who are starting to tailor their content for Latin America, so we see a lot of opportunity there of doing the heavy lifting, making these integrations and getting the games to operators and, ultimately, players quicker.”
At the same time, iGP’s 2025 curtain raiser – the launch of its retail solutions – was developed with Latin America in mind.
Retail betting and the experience of visiting a betting shop still holds significant cultural capital across the region, so iGP needed to adapt to these market dynamics and ensure that it can create an omnichannel experience for those operators who utilise both its retail and online platform solutions.
“It came off the back of a lot of analysis and we see an opportunity where we can penetrate the market with a truly omnichannel experience,” Camilleri added. “We believe there is no other solution like this in the market. Omnichannel is an untapped market. We see an opportunity where we could become a leader in this space in a very short period of time.”
Another aspect crucial to success in any region, not just LatAm, is using the research to tailor and localise any content for the specific market. But all too often, suppliers point towards language and currency as indicators of their hard work on localisation.
For Camilleri and iGP, this is simply not enough.
“It’s crucial to understand the cultural differences that there are,” he said. “As part of this LatAm expansion, we had a number of trips to the region to meet with operators and suppliers to understand what the key trends in each market were and what the user behaviours are.
“We even looked at existing betting shops and casinos to understand the key elements or differences that are important for us to have as part of our product solution. Those insights are crucial to feed back to the product team for us to then design our solutions around.”
Product development must haves
iGP has developed three core solutions which comprise the iGP experience with its platform, white label and aggregator all coming equipped with several features. With it also launching retail betting and crypto casino solutions in the last six months or so, iGaming Expert quizzed Camilleri on iGP’s product development processes.
Central to this, he said, is taking on board feedback from clients, “who have really strong relationships with their players”. It also uses analytics to understand the user journey throughout its platform to understand pain points and potential improvements.
Using the retail example in Latin America, Camilleri noted: “Players love the process of going to the shop, getting the betting slip and picking up cash when they collect their winnings. You can try to re-create that behaviour and experience online, but you need to make sure that those physical interactions are still there.”
Once identified, the feature or product is developed.
“It’s a really iterative process that we undertake,” he added. “We launch a new feature or product for a small subset of players to understand how they interact with it, gather feedback so we can proceed to the next stage of development. Sometimes it can be two iterations, sometimes it’s five. We do a lot of polishing and testing before we decide to fully launch a final product.”
Testing is a crucial aspect to finalising a product’s journey to market, and iGP does not rush this process. Camilleri says that every product must be rigorously tested so “that it is bulletproof”. It is this mindset that ensures iGP’s platform enjoys a 99.98% uptime rate.
Expansion continues throughout 2025
After going through its “Ready to Launch” phase, iGP remains on track to deliver upon its aims this year. But this does not mean it will rest on its laurels. Product development is always on Camilleri’s mind.
Just because solutions are currently available, he noted, it does not mean that improvements cannot still be made. iGP will continue to add features to its retail products throughout the year as it continues its journey.
As the conversation comes to a close at Riocentro, Camilleri concluded: “We are also adding a gamification layer to our aggregator and what we’re looking to do here is enable operators to provide an uplift in that user experience with different bonus mechanisms through a unified interface in our aggregator. This ensures a bigger reach in terms of content and it saves costs on setting up all of these campaigns.
“Finally, we are always looking to expand and improve our platform. This involves expansion of our CRM and bonusing capabilities that will be rolled out through the year.”
