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[WATCH] The importance of localisation: cracking the LATAM market

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 Juan Ignacio Juanena

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, dialectsculture and customer preference is vital to successfully enter the LatAm market.  Fernando-Garita

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. 

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