For the executive, the message is clear: players want more than mere entertainment. They seek momentum.“There is a growing appetite for games that build over time,” he explains.
“Progression, unlockable features, and the feeling of something unfolding as you play are the experiences that are really resonating with players right now, not just in Brazil, but across the wider region.”
The future is features
Rather than focusing on a single moment of impact, players are gravitating towards mechanics that hold their attention throughout a longer play session.
Waterworth highlights mechanics such as gradually increasing multipliers, staged bonus rounds, and progress-tracking meters as key examples of what is capturing player interest today.
These features are not new in themselves, but what has changed is the level of player engagement they now drive. “It is not about adding complexity, it is about creating a journey; something that evolves and keeps players genuinely invested.”
This shift in player behaviour is already shaping how Push Gaming approaches game design. While engagement has always been a core focus, recent roadmaps have leaned heavily into progression-based structures that give players a reason to return, thus increasing retention rates not just in Brazil but around the world.
For developers, this trend presents both challenges and opportunities. On one hand, there is a delicate balance to strike in adding meaningful depth without overwhelming the player. This is particularly apparent in mobile-led markets where clarity and speed remain essential.
Designing systems that are both rewarding and easy to understand requires thoughtful execution. Additionally, for players in Brazil, they may not have the same level of slot knowledge as their European counterparts, so delivering evolving, progression-based gameplay can be challenging.
On the other hand, it opens the door to more layered, long-term engagement strategies. Games no longer need to rely on immediate impact. There is space to craft experiences that build over time, offering players something new to discover across multiple sessions and aligning with more frequent play sessions, typical of mobile players.
These gameplay shifts are also part of a broader picture. Brazil’s mobile-first audience has set a high standard for user experience, and neighbouring markets such as Mexico and Argentina are exhibiting similar behaviours. Visual clarity, smooth performance, and thoughtful mobile optimisation are no longer standout features; they are baseline expectations within Latam.
Regulation and responsibility
At the same time, regulatory frameworks across Latin America continue to develop at different paces. Colombia’s early adoption in 2016 laid important groundwork, while Brazil’s regulation is now seen as a defining moment for the region. Push Gaming does not view these frameworks as limitations.
“We do not perceive regulation as an obstacle. Rather, it represents an opportunity for growth,” states Waterworth. “It is an element that is deeply embedded in our organisational culture.”
This perspective has shaped Push Gaming’s approach across the region. Rather than racing to be first, the company prioritises responsible entry, taking the time to understand local preferences, build early partnerships, and deliver long-term value.
In Brazil, Push is already live with major brands including Betano, Novibet, Sportingbet, and BetMGM, and sees the region as a strategic priority for continued growth.
Global change
While Brazil is currently the most prominent market, Waterworth asserts these trends, such as the demand for progression-led gameplay, strong feature design, and mobile-friendly experiences, are not confined to Latin America.
“What we are seeing now in Brazil is likely to shape the next wave of development across the industry,” he says.
It serves as a reminder that the most significant changes in iGaming often stem from how players interact with content, rather than from strategy meetings or forecasts.
Therefore, the markets that truly listen to these behavioural shifts are the ones most likely to drive sustainable growth in Latam.
Source: GMB
