Localisation is important for LATAM expansion, says Betsson’s Andrea Rossi

Localisation is one of the most important factors for European operators to consider when expanding into Latin American markets, along with a local adaptation of operation processes, according to Betsson Group's Commercial Director for Latin America, Andrea Rossi.

Providing his insights to iGamingCapital.mt, he pulls the curtains back on how the company has worked to expand in the region.

Betsson Group’s LATAM strategy has localisation as its main pillar, he says.

"In order for us to facilitate operational agility and attain a strong level of culture embracement and vicinity to local partners, we are building a LATAM Hub in Bogotá," he explains.

Betsson did this in order to make sure that it was not making a "common mistake" in the region, which Mr Rossi posits is treating the entire area as "one holistic market" without considering the "detailed intricacies" individual localities contain.

Some factors to consider include a country's economy, habits, culture, maturity towards digitalisation, online payments penetration, and customers' level of understanding of online gaming.

Therefore, Mr Rossi's suggestion for those operators willing to enter in any market in LATAM is to consider performing a market-by-market insight exercise beforehand so that they can understand which are the markets of interest for their offering and plan entry accordingly.

"Latin America is a big continent and entering in all LATAM markets in one go could be highly costly in terms of operational and tech efforts and marketing investment," he concludes.