GMB – What were your goals in attending BiS SiGMA Americas?
Henrique de Simoni – The goal of 3 Oaks Gaming is to expose the brand. We want to grow rapidly. We are very big in Europe and number one in CIS countries—Russia, Uzbekistan, Ukraine. Now we’re growing in LatAm and creating a whole movement here. We already have 40 games certified in Brazil and are finalizing the certification process in Peru. In Colombia, we already have certifications and major clients. So, from that point on, we’ll be working even harder to build our brand in the Latin American market.
In Brazil specifically, how is 3 Oaks working with operators? Directly or through aggregators? How has this approach helped you grow, as per 3 Oaks' goal?
For us, whatever is best for the client. We have full freedom to make the best deals. I’ll mention some of our clients: bet365, EstrelaBet, Alea, 7k, Cactus. We’re with the best, and we’re going to hold each of their hands so we can grow together. The business has to be good for both me and them.
As a company from Eastern Europe, did 3 Oaks face any difficulty in understanding the regulations and, more importantly, certifying your games in Brazil?
I believe location is absolutely essential. 3 Oaks’ idea in hiring me as the brand’s representative in Brazil was to facilitate all the information exchange. To pass information on to Ukraine or the Isle of Man, you need someone who understands the culture, the location, the language, and who also has the right connections in our country. So yes, your question is spot on—this makes 100% of the difference.
Was the certification process smooth for 3 Oaks’ games?
We had an important partner in Gaming Associates, but I also want to highlight our team. The compliance, legal, and account management teams gave their all so that by January 1st, we’d be fully ready for Brazil. The transition wasn’t smooth, but it was fruitful. We enjoyed the process because we learned a lot. It was a really positive exchange with both our internal and external partners.
Talking about localization may be a cliché, but every market demands products that reflect its culture. Simply translating games into Brazilian Portuguese isn’t enough. Is 3 Oaks thinking about developing games with Brazilian themes?
The answer is no. And you might ask: “Come on, Henrique, why not?” In the short term, these games don’t have a long lifespan. So I can’t launch a Carnaval game, or one about caipirinha, or even football that works only in Brazil. We have to think big, so I’m thinking about LatAm as a whole. We can’t create games that only work in one country.
Is that why you selected an initial batch of 40 games to certify that resonate with the LatAm audience?
Exactly. I can name a few: 3 Hot Chillies, Green Chilli, and Coin Volcano. All of them have that “hot” vibe. Like Latinos, they’re intense and vibrant, which makes them work well across all countries, not just Brazil.
How many more batches will be released over 2025?
We work strictly based on demand. Some players are already asking for more games, and I believe we’ll certify another 40 games from our portfolio—which is massive and very robust—by the end of the year.
What’s it like to develop games that appeal to bettors, from 3 Oaks’ perspective?
It’s really fascinating because we’re in a highly competitive market. The game provider space is extremely competitive. One, two, sometimes five games come out each day—from dozens of providers. So, we observe which games are performing best, which ones we want to promote more, and from there we work to ensure they appeal to the players. It’s a slow and steady effort.
What is 3 Oaks' growth strategy for the Brazilian market?
We’re coming in strong for the Brazilian market, and we’re already growing through the operators I mentioned earlier. The market will be fully covered by the end of 2025. We’ll have a very strong team behind it: salespeople, account managers, and partnerships. So we’re all set to strengthen our brand, which is already big in Europe, and soon it will boom in Brazil.
Is partnership the cornerstone of the online gaming business?
I think it’s the cornerstone of humanity. We all have to grow together, and collaboration is essential. If you go alone, you won’t get far. Partnership is fundamental, and reputation matters a lot, too. Every time you commit to putting your product out there, to improving it, and to believing in the business, I believe everyone wins.
Source: Exclusive to GMB
