Mauricio Soto (Optimove). AI-powered CRM, compliance, and player-centric strategies shaping the future of iGaming in LatAm

By Ulises Gil, journalist at G&M News.

The firm works closely with gaming operators across different markets. From your experience, what is the biggest challenge operators face today in retaining players in an increasingly competitive environment?

In today’s competitive landscape, the main challenges around retention can be summarized in three factors: player volatility, overexposure to incentives, and the growing complexity of personalization at scale. Switching platforms is extremely easy for players. They can compare brands instantly and move with minimal friction, making loyalty fragile. Small gaps in experience or communication can quickly lead to churn. At the same time, many markets have become highly promotional. When incentives dominate interactions, players respond to short-term offers rather than brand value. This creates a cycle where retention depends on constant stimulation instead of a structured relationship. Finally, retention is operationally more complex. Understanding behavior in real time, identifying intent signals, and dynamically adapting communication across channels requires unified data and intelligent decision-making. Many operators still rely on fragmented systems or static segmentation, limiting their ability to anticipate churn or personalize effectively. Operators who succeed treat retention as a continuous, intelligence-driven process rather than a series of isolated campaigns. By combining AI, automation, and structured loyalty strategies, they create greater stability in a volatile environment.

Data-driven personalization has become essential in iGaming. How does the company help operators better understand their players and make smarter decisions?

Optimove enables operators to centralize and continuously enrich their data within a unified marketing environment. Instead of fragmented reports or outdated insights, operators gain a contextual, real-time view of each player, including behavioral patterns, transactional history, engagement signals, and projected value. Our AI models continuously analyze player behavior to identify intent, predict churn risk, estimate lifetime value, and detect sensitivity to different types of incentives or messaging. This moves operators beyond static segmentation toward dynamic, real-time understanding. With this intelligence, decision-making becomes more precise. Operators can activate next-best-action models, adjust communications across channels dynamically, and personalize incentives based on individual propensity. Capabilities such as AI Content Decisioning, Live Formulas, and Optimove Loyalty translate predictive insights directly into execution. In competitive Latin American markets, this reduces guesswork, improves marketing efficiency, and allows faster responses to behavioral changes.

Many operators still think in terms of isolated campaigns rather than long-term strategies. Why is it important to move from one-off promotions to an ongoing relationship with the player?

Relying solely on promotions does not create sustainable advantage, particularly in Latin America, where incentive pressure is high. When engagement is driven mainly by bonuses, revenue becomes volatile. Activity spikes around promotions and declines shortly after, increasing marketing costs and compressing margins. It also conditions players to engage only when incentivized, weakening brand attachment. A relationship-based approach focuses on guiding engagement throughout the entire player lifecycle. By delivering consistent, personalized interactions beyond promotions, operators build deeper loyalty and stabilize performance. Over time, this reduces dependence on short-term activations and supports more predictable, sustainable growth.

In Latin American markets, what players’ behavioral differences do you observe compared to more mature markets?

Latin America stands out for its rapid digital adoption and strong mobile-first mindset. In many countries, smartphones are the primary access point not only for gaming but also for payments and entertainment. This leads to shorter, more frequent sessions and higher responsiveness to real-time communication. Payment behavior is another key differentiator. Compared to more mature markets with standardized banking systems, Latin America relies on a broader mix of payment methods, including instant transfers and local processors. Speed, simplicity, and trust in deposits and withdrawals directly impact retention. Any friction can significantly affect engagement. Culturally, activity is closely tied to major sporting events, local teams, and regional tournaments, which can create sharp fluctuations in behavior. Community influence and peer recommendations also play a strong role in brand perception. While loyalty patterns in mature markets are more established and stable, long-term habits are still forming across much of Latin America. This creates complexity, but also a significant opportunity for operators who invest early in structured, data-driven retention strategies tailored to local realities.

What are your expectations for this year’s G&M Events, and what value do these types of gatherings bring to operators and providers?

Meetings like G&M Events create valuable spaces for direct exchange between operators, providers, and industry leaders in Latin America. They enable open discussions about real operational challenges and how different markets are addressing them within distinct regulatory and competitive contexts. As competition intensifies and regulatory frameworks evolve, these conversations become increasingly focused on execution, compliance, and sustainable long-term strategies. For Optimove, participating in these events is an opportunity to share global experience in data-driven decision-making, structured retention, and responsible growth, while also deepening our understanding of local market dynamics. This dialogue helps elevate operational standards and supports more disciplined, sustainable growth across the region.