Exclusive Interview with Gustavo Salvador Ferreira, Director at inplaySoft

Brazil.- April 25, 2025 www.zonadeazar.com During the BiS SiGMA Americas conference, held from April 7 to 10 at the Transamerica Expo Center in São Paulo, Brazil, Zona de Azar met with Gustavo Salvador Ferreira, Director of Business Development at inplaySoft, for an exclusive interview.

With a strategic view of the Brazilian iGaming market, Salvador Ferreira shared exclusively with Zona de Azar readers the differentiators that make the company’s platform a benchmark in customization, security, integration, and comprehensive support for operators.

In this interview, the executive detailed how inplaySoft combines cutting-edge technology with a deep understanding of the local market to drive player loyalty and sustainable growth for its partners.

“Hello everyone, my name is Gustavo, I am the Business Development Director at inplaySoft and I wanted to send a message to the entire Zona de Azar audience.”

1. inplaySoft stands out for offering customizable solutions tailored to the needs of each operator. How does this ability to customize influence operators’ initial decision to choose your platform and their long-term customer satisfaction and retention?

inplaySoft arrived in Brazil with a market differentiator compared to what we were used to in the Brazilian market.

What we tried to do was, instead of offering a solution that was too rigid, bring an extremely customizable solution, but one that did not increase the delivery time. Because all the transformations, all the customizations, happen at the same time on the front end and the back end. So it’s not just me designing for a specific customer. I can take these changes to the back office and within the back office make these customizations.

So I can have micro and macro settings within a daily access tool for the administrator, where they can make these customizations. Obviously, we also allow for high-level customization. So you can log in, you can make requests, you can change more substantial things, but you can also have a very high level of customization and configuration. So we can offer the best of both worlds.

It’s a fast solution, from an operational standpoint, extremely functional, very scalable, but without losing that essence of allowing customization, adaptation, and that depth to make the product look like the customer, like the operator.

2. Security and reliability are paramount in the iGaming industry. What specific measures does inplaySoft implement to ensure data protection and transaction security, and how do these initiatives reinforce operators’ trust and loyalty to your platform?

In terms of security and data protection, we have several practices that are common worldwide, which have been increasingly adapted and improved. When we brought this to Brazil, we also adapted to Brazilian policies and tried to bring the platform that was most secure in terms of transactions, data security, and data protection for both the consumer and the operator. So all the integrations we do through the platform are done very securely.

All transactions are encrypted, we protect the data. Third-party partners, whether well-intentioned or malicious, do not have easy access to numbers or data. We are able to protect this base at a very high level. And we are also able to provide high-level encryption and data protection for all our solutions. We also have very structured partners. So, for example, all our scalability is based on Amazon’s AWS, which is one of the best levels of protection in the world.

So today there are no gaps in our security level. All integrations are well protected, all entry and exit ports are very well protected. And the operator can feel this on a daily basis, they can have more data protection and this creates a new scenario in the Brazilian market.

Once we got used to it, every time I went to do an integration, my database would leak and show up somewhere. How many people signed up with Brazilian operators before the regulations and suddenly found themselves inundated with ads from other sites, etc.? The database was secure in Brazil, and now we want to change that.

3. inplaySoft offers comprehensive managed services, including customer service management and gaming license support. How do these additional services influence operators’ decision to choose and maintain a partnership with inplaySoft?

The entire design of the inplaySoft platform was conceived with the fact that we have a multifunctional team in mind. In other words, each team structure needs a different type of access and deals with different things. Finance does not consider the same performance KPIs or the same levels of results as, for example, marketing or other sectors. So, we literally built a platform with each operation in mind, each position, and taking into account what the day-to-day is like and how usable it is.

So we’ve seen this in the market, we’ve learned a lot from it, which is this monochromatic use of the platform. In other words, everything I see has a vision, sometimes it was only focused on the administrator, only focused on management, but when I go to a specific sector, such as customer success, finance, and so on, I have less chance of having functional management. So we have tried to introduce this into the platform through technology, which helps a lot, in addition to doing all the external monitoring.

Then, when I think, for example, about the regulatory part, I have support so that I can stay up to date with Brazilian regulations, so that I can be in order with everything. The integration we do directly with SIGAP, with data sending as well, is extremely functional, designed precisely to make things work, so we have this differential.

4. The inplaySoft platform integrates with leading game providers, ensuring a diverse and up-to-date offering. How does this integration contribute to operator satisfaction and player loyalty to their platforms?

We know that the evolution of the Brazilian market goes hand in hand with the evolution of the Brazilian player. They are increasingly interested in a quality experience, and this quality experience requires a diversity of great games. That is why we have 100% Brazilian regulation. All our games are always 100% regulated. In other words, we take into account all the certificates and requirements, so we bring this security to the player across all our operators.

In other words, gaming becomes fun, it becomes increasingly reliable, player loyalty increases significantly, and we are able to integrate with the best providers on the market who bring this security to the player. We achieve this integration with the best providers on the market, who bring this security to the player. In addition, we carry out high-level integrations. All my integrations, for example, are done directly via API, because the technology is mine. I don’t need an intermediary, and when I do the integration directly, I end up with a higher quality integration.

This allows me to access exclusive jackpots for the operator, customize promotions, and enable certain features that the provider delivers directly to the operator. And sometimes this third-party integration is lost. Because it’s difficult to do with thousands of games at the same time using an intermediary. In many cases, you can access the provider’s exclusive back office to configure certain things, tweak some details, and play around a little more. We often joke that the quality of the integration is so high that the player notices it. Their experience is directly impacted, even from the point of view of graphics and so on.

5. inplaySoft offers advanced marketing tools and affiliate programs. How do these tools help operators acquire and retain players, and how do they influence the decision to continue using inplaySoft‘s services?

It’s funny that we always come back to this maturation of the Brazilian market. And it has a lot to do with player loyalty. We often joke that in the market, before regulation, betting worked almost like retail. You had instant feedback and had to look for ROI in the first month. The player would play, I would compare how much they spent, and it worked. When we bring that moment forward and use inplaySoft‘s technology to our advantage, we take into account that LTV is the most important thing. We have to get closer to LTV in Europe, for example. We’re talking about a player who plays for 18 months, 22 months, and then everything is easier because the player becomes loyal and keeps going.

inplaySoft has several strategies to help retain players. The first of these is the ingenuity we have internally. All of our bonus setup, for example, is extremely functional and based on triggers, so we can set up any promotion based on player behavior automatically, but we also do high-level integrations with CRM and communication systems.

So I have, for example, a very strong partnership with Smart, with David at Optimove, or with whatever the client wants, but we offer such a high level of integration, along with the tools we have, such as bonuses and communication, for example, that we bring this level of experience, data analysis, predictability, and also conversion.

That way, I can bring in the player and get an idea. I often joke that one of the most important reports on our platform is the behavior of the base over the course of the days. That way, I can see how many players I’ve converted and how that base will behave in the coming days, months, and years.

I can see out of the 10 people who deposited on the first day, how many times they deposited again, how long they stayed with us, and so on.

This provides very good predictability so you can further improve your campaigns, create a snowball effect, and retain players more and more, aiming, because it’s very high, for them to become lifetime customers.