Zona de Azar Argentina – Interview with Andrés Troelsen: Innovation and Growth at Belatra LATAM

Argentina.- October 25th 2024 www.zonadeazar.com In the dynamic landscape of digital entertainment, Belatra positions itself as a leader in creating gaming experiences tailored to the cultural diversity of Latin America.

In an exclusive conversation with Andrés Troelsen, Commercial Director of Belatra LATAM, we uncover the exciting developments the company has planned for the SBC Summit Latinoamérica.

With the launch of two new titles, “Café Pin up” and “Tortuga Codex,” and a strong strategy focused on feedback from local players, Troelsen shares how the company seeks not only to innovate but also to deepen its connection with the vibrant Latin American market.

Join us as we explore the strategies and perspectives that Belatra is implementing in this ever-evolving region.

What new developments does Belatra Games have planned for the SBC Summit Latinoamérica?

We are launching two new games, “Café Pin up” and “Tortuga Codex,” in November, always focused on offering a variety of games in terms of themes, attractive aesthetics, and based on data we gather from the games that generate the most interest for our audiences.

Our team based in Argentina is 100% focused on LATAM, allowing us to understand the behaviors and preferences of our players to offer products that align with those insights.

For example, we see that crash games are very popular in Brazil, and it’s a vertical we are exploring.

Our commitment is to continuously surprise and bring new proposals to operators in the region.

What advantages do local offices provide to gaming operators in Latin America, and how do you plan to emphasize this in your presentations at the SBC?

As I always say, having offices in Latin America allows us to have in-person meetings with our clients, attend trade shows, but above all, to stay in tune with market trends, interact, and obtain firsthand feedback from our clients that we use to think about joint actions.

Being an emerging market with so many countries, it is crucial to understand the regulations and specifics of each one, and being close is key in that regard.

On the other hand, Latin American culture, with each country having its own “folklore,” as we say in Argentina, makes it important to know the players in each region and pay attention to who the influencers or key figures in iGaming are in each market.

What specific marketing strategies for Latin America will Belatra highlight at its stand at the SBC Summit?

Our marketing strategy focuses on continuing to build on customization and Latin American cultures. We are investing in the development of games and marketing materials that resonate with the diverse cultural landscape of Latin America, fostering a sense of connection and belonging among players.

We will increase the creation of region-specific content, such as blogs, videos, and social media posts, tailored to the interests and trends of the Latin American audience.

Events like the SBC Summit allow us to engage with our clients and operators to gather valuable feedback that we then discuss with our product team.

While we have a roadmap, it is essential to keep pace with the trends and opportunities that arise in the industry.

What strategic alliances or new agreements do you expect to finalize during the SBC Summit Latinoamérica to further boost your growth in the region?

The SBC Summit, like other trade shows, is an excellent opportunity to advance discussions we’ve been having, as well as to meet new operators and potential clients.

We are finalizing two significant agreements that we will be able to announce shortly.

Artificial intelligence is becoming increasingly important in the industry. How is Belatra utilizing this technology to enhance the gaming experience?

We are embracing the arrival of artificial intelligence, which can have a significant impact on the online gaming industry in many ways: it helps identify behaviors, create predictions based on these preferences to personalize and enhance the user experience.

Additionally, AI-powered systems can provide advanced security measures.

With regulations in Brazil and other countries in the region progressing, what expectations does Belatra have for these markets?

Latin America is a market in the process of expansion with great potential, comprising a mix of regulated and unregulated countries.

Internet penetration is very high, with countries like Brazil, Mexico, and Colombia leading this increase, featuring large technology-savvy populations with increasing disposable incomes.

Belatra‘s thorough research identified this potential and has guided our strategic entry.

In Brazil, we are at a crucial moment leading up to regulation in January 2025, which presents an enormous opportunity to enter a massive and untapped market.

What have been the main milestones in Belatra’s growth in Latin America in recent years?

The main milestone has been the growth in the number of clients across most LATAM countries, making us one of the leading game providers.

Additionally, our team is growing to ensure we provide local service and can travel frequently.

Another interesting milestone was our ability to offer some customization or collaboration with clients every month; we did this with Casino Club and globally, we just launched BitStarz Treasures in collaboration with Bitstarz.

How does Belatra measure the success of its games in the Latin American market, and what metrics are most relevant to its growth?

The primary indicator is the number of players choosing our games. This number is substantial, and more players are choosing our games as we grow monthly.

We also consider metrics from our strategic partners and operators, as they indicate a certain level of retention or loyalty, which is key.

The metric we are undoubtedly focused on is distribution: the number of operators and platforms offering our games. In this sense, we have seen a 100% increase in clients in 2024 compared to 2023, highlighting the importance of being based in LATAM and the enormous potential for expansion.

What lessons has Belatra learned from its experience in the region that could apply to future developments in other emerging markets?

The main lesson is to always stay close to the client; the more we know them, the more value we can generate.

There is important brand-building work to be done; despite being a company with 31 years of history and more recognized in markets like Europe, building trust requires local presence and positioning.

Another challenge has been cultural and linguistic nuances; we had to adapt games and marketing for different audiences.

The next challenge was addressing different demographics; we had to cater to varying interests and playing styles. The gaming community is very diverse: Belatra serves a wide range of players, including young and middle-aged individuals, as well as casual and serious gamers.