GMB – What new features did InPlaySoft present at SBC Lisbon, and what were the company’s goals in attending such a global event?
Gustavo Salvador Ferreira – We are working to consolidate our brand after an excellent expansion in Brazil. We have some new products, mainly focused on website optimization and customization. We understand how important the front end is for operators — giving the platform their own identity and offering a truly turnkey and deeply customizable solution. We’re bringing more innovation to stand out from the sameness in the market. Today, we can customize the front end 100%, fully aligned with our clients’ expectations.
We can modify everything from game cards, positions, sizes, animations, and effects — not just the basics like color, menu names, and order. This applies to both mobile and desktop versions. Users can navigate through a friendly interface organized according to the operator’s needs and card layout preferences. We’ve also implemented concepts we’ve discussed in past interviews, such as using artificial intelligence to identify which games are trending and to create a dynamic experience where categories are automatically filled, for example.
This allows us to identify the most played games, and automatically, in a dynamic way, the system fills each category — presenting different solutions to different users, which is perfect for engagement.
InPlaySoft adopted the principle of building the platform from scratch using the best global practices. Has that paid off?
Yes, absolutely. We’ve managed to streamline many processes. InPlaySoft and its partners have over 17 years of experience in the market and chose not to use legacy code. As you mentioned, we started from scratch about four or five years ago.
That allowed us to take the best practices and the best direction without inheriting outdated code. For instance, we launched a fully customizable CMS and front end without years of prior development. We managed to complete this in a relatively short time and deliver a highly competitive solution — one that keeps evolving.
We launch each project initially with predefined animations, and then the user can upload their own animations. Depending on the season — say, Christmas — the partner can redesign the entire site, adjusting it to the season effortlessly. This makes updates much faster and easier to implement.
What are the innovative tools that ensure success for operators?
That involves several factors. I understand the importance of innovation, but I always emphasize that we must first build the basics extremely well. We need site retention and enough stability to ensure users aren’t lost due to technical issues — that’s the first step. The second is acquisition — improving acquisition channels by mapping user behavior to deliver a customizable solution that provides a great user experience and impacts metrics positively. Finally, we introduce innovation, focusing on Data-Driven analysis, for instance, which provides us with a massive database to work with.
Today we offer partners a complete Data Warehouse. They can create their own visualizations — not just use our default (and very complete) dashboard — and build whatever they want, making smarter, business-oriented decisions tailored to their region and brand identity. This approach inevitably drives better results. When we think of innovation, we first cover these two layers, and then move to the third — delivering rapid solutions in customization, Data-Driven tools, AI, etc., all included in the package.
As Business Development Director, how do you see the growth of the regulated market across Latin America and specifically in Brazil?
It would be easy to think we couldn’t have a clear vision since the company only launched earlier this year. But since then, we’ve already surpassed 15 active clients. That’s very different from when we last spoke three or four months ago. We’re gaining real relevance across the Latin American market.
We have clients starting operations in Peru and Chile, for example. Some say Chile is like Brazil was three years ago — a pre-regulated market where the population is maturing, just as happened in Brazil. On the other hand, many Brazilian operators who previously held Maltese licenses have now moved to federal ones and are expanding to Chile to better understand that market and take advantage of the cultural similarities, both in Chile and Mexico. Some of our clients are already among the top 3, top 5, and top 10 operators in Chile.
So, InPlaySoft is not only compliant with Brazilian regulations but also adapting to new emerging markets?
Exactly. In fact, our solution was originally designed with Brazil in mind. When the company decided where to launch, the choice was Brazil — and that’s when I came on board. The technology itself is of UK origin, but the entire localization process took place after my arrival. InPlaySoft brought extensive experience from the Asian and European markets into Latin America, capitalizing on Brazil’s current prominence worldwide. We know it’s the best market, and while the tool is heavily localized for Brazil, it’s not limited to it. It’s fully ready for any language, region, or payment method.
So yes, we can launch in any market, maintaining the same code quality and technical know-how, drawing from the company’s international experience. But Brazil remains our favorite — the most vibrant emerging market today.
What are InPlaySoft’s plans for Brazil and Latin America through the end of 2025, aiming for even greater heights in early 2026?
We’ve gone through a strong technology development phase — and we haven’t lost that edge. Our highly functional solution is already live with 15 or 16 brands in a short time. Our focus now is to reap the rewards of what we’ve built.
Our goal is to continue delivering high-level technology, and we have a very exciting product roadmap packed with innovations ready to hit the market. I can reveal that some of them are world-firsts, and they’ll debut in Brazil. One of these is called Switch and Play, offering users an Instagram-like experience — but with games. Users can scroll through different games, switch back anytime, and even play multiple titles simultaneously. It’s a fully personalized experience. Our ambition is clear: to become the most relevant iGaming technology in Brazil, aiming for the top position.
And are all the major global game providers already integrated into InPlaySoft’s platform?
Exactly. We follow a clear philosophy — to provide a direct integration environment, meaning all integrations are via API. This brings numerous advantages to casino operators. One major benefit is open collaboration: we bring the operator and the game provider to the same table, allowing them to create joint campaigns. The same applies to payment providers — they also need that connection. Beyond delivering top-tier technology, we also give our partners the freedom to negotiate directly.
Source: Exclusive GMB
