Stockholm-listed sports betting systems provider Kambi Group Plc has set about dominating all wagering provisions for South American incumbents by expanding its existing commercial pipeline from Mexico’s borders to the “end of the world” in Tierra del Fuego Chile.
Speaking to SBCNoticias, Kambi LatAm commercial lead Juan Barrachina underlined that the technology group is eyeing growth in Brazil and Buenos Aires – where Kambi is confident of securing a business presence. He said that the company has proven its LatAm capacity in Colombia – ‘the benchmark territory for regional peers’.
Operating in Colombia since the market’s online gambling regulated launch in 2017, Kambi services Betplay.co – the flagship digital property of Corredor Empresarial, an enterprise recognised as South America’s largest ‘games of chance’ operator.
The firm’s Colombian credentials would be further rewarded in 2018 as US casino incumbent Rush Street Gaming selected Kambi to lead the development of Rushbet.co, moving Rush Street’s business profile beyond North American shores.
Barrachina attributes Kambi’s success to an acute understanding of individual LatAm markets in their nascent development stage, and delivering wagering platforms that cater to a LatAm market’s unique and diverse customer base.
“It is unlikely that a company that uses a European approach to attract users in Latin America will achieve success, since the differences between both markets are very marked,” added Barrachina. “One of the main characteristics of the Latin player is that he hopes to win a lot with little.
“With our ‘Bet Builder’ and ‘Multi Builder’ tools Kambi have had very good results in the region, offering users the chance to take charge of their own betting experience, something fundamental for the Latino player.”
Entering 2020, Barrachina and Kambi’s executive team are monitoring Brazil and Buenos Aires political developments closely. Patience will be required, however, as industry leadership has been left in the lurch with regards to Buenos Aires launching its online gambling frameworks.
Meanwhile, Barrachina underlined caution with Brazilian legislative developments, which need to be harnessed correctly in order for Brazil to become South America’s most attractive destination.
“We hope that the issue of regulation will be resolved soon,” he explained. “Undoubtedly, this process will not happen overnight, but will be progressive. We believe that the progress made in recent developments is positive. Kambi is prepared to take advantage of the opportunities offered by the Brazilian market and will be launched when the regulation is defined.”