GMB - What has Alea prepared especially for this edition of BiS SiGMA Americas, in São Paulo?
Jordi Sendra - For this fair, we prepared everything with a focus on the regulation of the Brazilian market. We have already certified more than 30 suppliers — this is, without a doubt, the most important point. We are ready for regulation: we have a local entity, which eliminates the need for withholding tax for our customers. In addition, we are introducing AleaPay, our exclusive payment solution for operators.
The Customer Area is also a new feature. Although it is not new to Alea, will it be something relevant for the Brazilian market?
Yes! Our customer area has gained many new features. Now, the operator can review games, prizes and any other point completely autonomously. If there is a doubt, it is possible to access the screenshot of the specific round and confirm whether the player's complaint is valid.
We also offer detailed BI reports, which allow us to analyze the profitability of the casino by game, by supplier, by type of game... it is a very complete and flexible tool.
Regarding the preparation process, what were the main challenges?
It was not at all easy - it was, in fact, a huge challenge. We work with around 150 suppliers, and this did not depend only on us. Suppliers need to certify their games with the laboratories (GLI, BMM, etc.). Until they completed this process, we could not begin certifying the integration.
In addition, we also certified our aggregator. The regulation itself was not very clear, and many of the instructions came out late. This left us with very little time until January 1st to implement and certify all the changes. Many suppliers ended up being late — which is normal, but it made the task even more difficult. Our team has been 100% focused on this for the last four months.
Alea works with many suppliers. How do you choose your strategic partners?
From Alea's point of view, the most important factor is the human relationship. We have a different approach, both with our employees and with customers and suppliers. Our team really builds genuine relationships with partners. We always seek the “win-win” model — something positive for the supplier, for us and for the operator. This generates trust, transparency and sets us apart from other platforms.
The main objective of Alea's presence at this fair was to present these new technological tools. But did you also come to seek something?
Yes! The main focus was to show operators the entire portfolio available on Alea, mainly due to the changes in regulation. We wanted to make it clear that we are the aggregator with the largest volume of ready-made content and that we will continue to grow rapidly.
In addition, we took the opportunity to talk to our customers, understand how this beginning of regulation is going and offer support for any questions.
Alea's entry into Brazil was a big deal. Can you take stock of this first quarter of 2025? And what are the plans until the end of the year?
In the beginning, it was difficult. We saw a 30% to 40% drop in bets and player volume, depending on the operator. This happened because, on January 1st, a lot of content was still not available — several suppliers had to be temporarily shut down. In addition, the identity verification process (KYC) required of operators also impacted player retention.
But we already noticed a recovery in March. The expectation is that, by the end of the year, the effects of a more restricted market will start to appear. Operators who invested in the license — one of the most expensive in the world — should start to reap the rewards.
Is Alea satisfied with this process?
Yes, we are very pleased. Mainly with the effort of our team — especially the partnerships team, which worked with suppliers to ensure the content was ready.
We also had the support of the legal team and the account management team, which worked side by side with clients in Brazil to ensure the launch on time and with the maximum possible content.
Source: Exclusive GMB
