By Ulises Gil, journalist at G&M News.
How would you describe the company’s strategy for growth in Latin America, and what role does your team play in executing it?
Our growth plan in Latin America focuses on long-term expansion through strong partnerships with key operators. Q1 2025 has been the year of establishing ourselves in the LatAm market whilst adapting to the new regulations coming into effect in key markets such as Peru and Brazil, followed by a phase of great expansion. Our plan is to secure partnership with key operators in each LatAm market, which will cascade into a domino effect in Bragg being on the radar for every operator to join us. My team plays an essential role in ensuring we are customer-focused alongside providing local expertise; whilst understanding local demands we aim to provide the right support to guarantee our partners’ success.
What have been the main challenges and opportunities in launching Bragg’s products in regulated markets such as Brazil and Peru?
The most significant challenge has been navigating strict regulatory frameworks while maintaining agility in our rollout. At the same time, regulation brings valuable opportunities, creating safe and transparent environments that increase trust from players and partners. These conditions have allowed us to showcase our ability to comply and adapt quickly.
As a leader in the region, how do you balance the need for local customization with Bragg’s global product standards and innovation?
We achieve this balance by combining flexibility with consistency. Our innovation standards remain global, but we tailor game mechanics and player experiences to match cultural and market-specific preferences. This allows us to deliver localized value while maintaining Bragg‘s reputation for quality and creativity.
The firm has integrated tools like Fuze to enhance engagement and player retention. How have these innovations impacted your approach to the LatAm market?
Data has always guided our approach, and with Fuze, we can bring personalization to another level. The platform’s AI-powered recommendations and features such as tournaments and quests drive higher engagement and retention. By combining global learnings with local insights, we can build offerings tailored to the unique dynamics and preferences of LatAm players. We’ve done it in the U.S., where we developed slot mechanics tailored to North American players, and we use different mechanics in the same versions of those titles in the European market. At the end of the day, engaged players stay with our operator partners for longer periods of time. Fuze, at its heart, uses tools which can be tailored to those specific needs and experiences. Our AI-powered game recommendation system provides players with unique suggestions based on their preferences, while our tournaments, quests and other tools are proven to increase player retention over the long term. This approach has already proven successful in multiple markets, and now we’re leveraging both our global knowledge and local expertise to provide a very regionalized offering for LatAm, while also supporting long-term growth across the continent.
Looking ahead, what are your priorities in Latin America over the next few years, and how do you envision the company shaping the region’s iGaming landscape?
Our priorities are to continue to grow our existing content footprint, which has given us such a strong start in markets like Brazil, The Bahamas and Peru, with further partnerships and expansions ahead. The entire LatAm region is a huge market for Bragg, and over the long term, we’re focused on making the most of that opportunity while becoming the supplier and aggregator of choice for the local iGaming industry. Another key driver will be expanding into all LatAm markets such as Argentina and Paraguay, to mention just a few. Further to that, we’re also laser-focused on bringing our wider technology solutions to the market, such as our PAM solution and Fuze, tools which can be hugely impactful for operators as they have already been in European markets like The Netherlands, for example. With the strength and breadth of our turnkey solutions, the sky is the limit for Bragg in the region, and the best is yet to come!