From Europe to LatAm, BetConstruct CEO Lena Yasir outlines the opportunities and challenges that operators face when expanding internationally.
In the first part of SBC News’ conversation with Lena Yasir, BetConstruct AI’s new CEO explained the company’s role in helping operators navigate the increasingly complex regulatory framework seen worldwide.
With taxes increasing in many jurisdictions and regulations becoming more stringent, operators’ bottom lines are at risk.
Navigating regulatory pressures across Europe
Nowhere is this more evident than in Europe. In just the last two years, tax hikes have been imposed in the UK, the Netherlands, Italy, France, Bulgaria and more, while even more jurisdictions such as Germany, Belgium, Poland and Romania have re-regulated gambling.
Yasir acknowledged that this context makes operating in Europe significantly more complex, but maintained that the region remains commercially viable for those with the right infrastructure.
“Europe is becoming more challenging for operators. Regulation is stricter and operators need to be more careful with compliance. Responsible gaming is a big thing, as is marketing. So this is where our technology becomes even more important.”
Coming in as CEO with a remit to drive revenues and reduce complexities for clients, Yasir noted that those operators who use BetConstruct solutions will be in a strong position to offset the challenges that many European markets are imposing.
“BetConstruct can help operators by giving them tools to operate more efficiently, manage risks better, understand their players, and improve retention,” she explained. “When costs and taxes increase, operators need to make smarter decisions. They need better data, better CRM, better reporting, and more efficient systems.
“We can support them with that through our platform, AI tools, back office and risk management. I believe strong technology partners will become even more important in regulated markets.”
LatAm provides potential for hyperlocalisation
While Europe poses challenges, Latin America creates opportunities.
Markets across Latin America have opened up in recent years, with Peru, Mexico and Colombia showing that the region is in prime position for any international operators with expansion ambitions.
The challenge is being able to resonate with an audience that has cultural idiosyncrasies that are unknown to new entrants. Far from a singular region, Latin America is fragmented often with just a common language. Operators need to be aware of those differences to build genuine connections with their players.
Yasir explained that BetConstruct has integrated this philosophy into its operation, investing heavily in regional localisation across LatAm.
“We need to make sure we have local knowledge, local payments, local content, a good mobile experience, and strong CRM,” she noted. “BetConstruct is privileged to be positioned in this way because we offer flexible solutions, and we can support operators with full turnkey solutions or with specific products—such as sportsbook or casino platforms and AI tools.
“LatAm has a very strong growth potential, but success will be dependent on localisation, compliance, retention and long-term brand trust.”
BetConstruct is investing in its operation across LatAm so it has the expertise and knowledge to properly assist operators who are focused on expanding into the region.
“Our strategy is making sure that we localise and go in with a local team and local content. We make sure that we’re regulated in that market, and we also make sure we understand the region’s focus when it comes to products and what does well there.”
Managing complexity in Brazil
Brazil is one of the most discussed markets in the world before, during and after its regulation went live in 2025 – and for good reason. With a population of more than 200 million and a sports frenzied nation that has an established grey market pre-regulation, Brazil was primed to be one of the most exciting markets in the world.
“It attracted a lot of operators and attention from both local operators and international ones.
The opportunity is very big in Brazil. The population is large, and they have a strong sports culture and interest in digital entertainment,” Yasir said. “But it’s also a very complex market.”
It is certainly complex. With President Lula’s government now hostile to the very regulation it implemented just 18 months ago, operators face uncertainty. With taxes also set to increase from 12% to 15%, Brazil is more challenging than many first anticipated.
Yet BetConstruct’s CEO remains bullish on Brazil as a key market for growth, albeit those who enter the nation must be aware of those challenges and work with the right partners who understand the requirements, both from a compliance and operational perspective.
“Operators need to manage regulations, licensing, payments and taxation, so there’s a lot of responsibility in that market, and I believe Brazil will become more competitive over time.
“Operators will need more than just big marketing budgets. They will need strong products, good local payment options, good CRM, responsible gaming tools, and reliable technology. BetConstruct can support operators with the technology and flexibility they need to grow in Brazil.”
