Three veterans in the industry catch up with?SiGMA?Digital Focus America to give insight into the ever growing LATAM market?and the importance of?localisation.?

Moderator Oliver Debono, CEO at Kondor Gaming, sits down with Fernando Garita, Head of Business Development?LatAm?at?Betcris, Juan Carlos?Dellepiane, Sales?and?Business Development Latam Hub?at?Pragmatic Play, and Juan Ignacio?Juanena, Business Manager at Enjoy S.A.?

Localisation?in?LatAm?

A pivotal question tied to the?concept?of location is?‘How should a business?localise?towards customers entering this rapidly growing market?’?

Garita?has a simple answer: “Hire local people”.?He continues:?

‘We have very good people in Latin America with a lot of experience. And that will be one of the best experiences you will have to trade your own customers”?

Ignacio adds to the conversation; addressing how to create the trust found in?localisation.??

“you have to focus on two or three countries and say, OK. Is it possible for me to make this kind of investment without a hub, a customer support with just?focussing?on two or three countries?”?

He further expands on the importance of customer support?in order to build trust:?

I mean, local people that know the players that know the culture and always seeing as a customer. That’s for me, the different I mean, if I’m a new customer, I don’t know what to do, how I would like to be treated by the customer support.?

Overall?consensus regarding the topic falls around?establishing?a local presence and?support.??

Think global, act local?

It is an easy mistake to tackle the?LatAm?market face on without understanding the complexity of the countries that make up the region.?Understanding the difference in language,?dialects,?culture and customer preference is vital to?successfully enter the?LatAm?market.??

So,?going global thinking global but act local.?So, we need to focus in the culture of the situation and the country we are working on”

Garita states during the panel.??

In terms of market areas to target, Carlos highlights the?approachability?of online gaming in?LatAm:?

“online gaming would happen have happened 100% in maybe few years, but I see Covid19, the only thing that may accelerate the process, but there’s?still ,?Casino games, they have a big preference around the population of Latino population”.?

SiGMA?Agenda:?

SiGMA Group Americas Digital Summit is running from the 22nd to 24th September, bringing well-known faces from the Latin American gaming and tech sector to a series of in-depth debate panels, with content offered in Spanish, Portuguese, and English. ?

The 7th edition of?SiGMA Europe?will move its November event to February 16th to 18th 2021.?