By Tatiana Martins, journalist at G&M News.
During a career shaped by international markets and fast-evolving regulatory environments, Cristhian Zito, Head of LatAm at Playson, has developed a clear understanding of what it takes to succeed in Latin America’s iGaming industry. Today, he operates at the center of one of the most dynamic regions for online gaming, a market defined by rapid regulation, cultural diversity, and strong relationship-driven business models.
Looking particularly at Brazil, Zito describes the market as one of the most promising, and challenging, landscapes for international suppliers. According to him, the speed at which regulation evolves is the primary obstacle. Recent regulatory updates in Brazil illustrate how quickly requirements can change, demanding constant monitoring and fast operational responses.
For suppliers like Playson, this reality reinforces the importance of having a strong compliance structure, supported by efficient internal processes, capable of adapting quickly without compromising delivery timelines or product quality.
Localization as a competitive advantage
Beyond regulation, localization plays a decisive role in Playson’s LatAm strategy. Brazilian players, Zito explains, have very specific preferences when it comes to visuals, pacing, and volatility. Because of this, Playson avoids a one-size-fits-all approach and instead carefully handpicks the portfolio offered in the country.
Rather than pushing its entire global catalog, the company prioritizes games that align with local tastes and player behavior. This selective strategy helps ensure stronger performance from day one and reinforces Playson’s positioning as a partner that understands the nuances of each market.
Trust and relationships in Latin America
Trust is another cornerstone of Playson’s expansion in Latin America. While the region is experiencing rapid growth, business culture remains deeply relationship oriented. “People come first,” Zito highlights, noting that operators value partners who are present, reliable, and genuinely invested in understanding local culture.
This relationship-driven mindset is not limited to Brazil. Other emerging markets in the region, such as Colombia and Peru, present similar challenges, particularly as regulatory frameworks evolve, and new taxation models are introduced. In these environments, long-term success depends heavily on strong local partnerships and a flexible operational approach.
Adapting product strategy to regulation and market reality
When discussing product adaptation, Zito emphasizes the importance of aligning innovation with both regulation and operational capacity. A clear example is Playson’s Power Chance Jackpot series, which has recently received approval of Brazilian regulatory bodies.
Power Chance Jackpot titles are a new jackpot edition built around Playson’s top-performing games, combining progressive jackpots with fixed jackpot levels. What makes it truly player-centric is its fair mechanic, the higher the bet, the higher the chance to win.
The product is designed for high-traffic environments, making its launch strategy especially critical. Rather than rushing to market, Playson evaluates which operators are best positioned to support the product and deliver strong user experience. The company prefers to launch only when both sides are confident that performance expectations can be met.
Across all markets, this philosophy remains consistent. Playson adapts its portfolio not only to regulatory requirements but also to the specific needs of each partner, ensuring that every release is positioned to perform at the highest level.
A demanding but collaborative iGaming community
Zito describes the Latin American iGaming community as both welcoming and demanding. Operators are open to working with new suppliers, provided they bring real value to the table. Generic portfolios are quickly filtered out, while suppliers that deliver performance and remain open to collaboration are strongly supported.
What stands out in the region is the emphasis on close communication and transparency. Feedback is direct, expectations are high, and results matter. This dynamic, Zito believes, is one of the forces pushing suppliers to continuously improve and innovate.
From supplier to community builder
To overcome the challenges posed by cultural diversity and to foster long-term partnerships, Playson positions itself not just as a content provider, but as a community builder. Initiatives such as Playson Rewards and Playson & Friends are designed to strengthen relationships beyond commercial performance.
These programs create spaces for dialogue, shared experiences, and mutual learning, allowing partners to connect on a deeper level. By listening closely to operators, celebrating wins together, and understanding cultural differences, Playson transforms diversity into a strategic advantage.
In this model, trust, localization, and collaboration are not secondary elements: they are the foundation of sustainable growth in Latin America.
Lots of issues were also discussed during this 5’39” video-interview. We present here some excerpts for readers to enjoy:
ON REGULATORY CHALLENGES IN BRAZIL
“The biggest challenge for international suppliers in Brazil is keeping up with how fast regulation evolves. You really need a solid compliance team and strong processes to adapt quickly.”
ON LOCALIZATION AND PLAYER PREFERENCES
“Brazilian players have very specific preferences: visuals, pacing, volatility. That’s why we are very selective when handpicking the portfolio for this market.”
ON THE LATAM iGAMING COMMUNITY
“The Latin American gaming community is very welcoming, but also very demanding. Operators expect real value and strong performance, not just another generic portfolio.”
ON LONG-TERM PARTNERSHIPS
“We don’t act just like a supplier. We act like community builders. Diversity becomes an advantage when you truly connect with partners and understand their culture.”
Executives interested in accessing the full interview can click here.
As part of its G&M Learning academic program, G&M News continues to prepare new video materials aimed at promoting critical thinking, knowledge sharing, and continuous professional development across the global gaming industry.