GMB - Alea has stood out as one of the leading casino game aggregators in Brazil. What specific strategies have they implemented to adapt to the new regulatory framework that came into effect in January 2025?
Ramon Glieneke - Brazil has always been a key market for Alea, and even before the new regulation came into effect in January 2025, we were already the leading casino game aggregator in the country. That meant adapting to the new framework was not just a choice; it was a natural and mandatory step for us to continue supporting our partners in the region.
The first thing we needed to do was to understand the intentions of each game provider. Many of them were not prepared for the new regulation, and some were not even interested in entering the market. Based on their feedback, we had to prioritize strategically: which providers and which content were absolutely essential to have certified and ready for Brazil from day one. Having already operated in the market gave us a clear view of the most relevant titles and providers for local players.
From there, we moved to the certification process. As an aggregator, we not only needed to secure our own license but also certify our integrations with both game providers and platforms. We anticipated early on that there would be a bottleneck in certification, with everyone rushing at the same time and testing labs facing more demand than capacity. That foresight allowed us to act quickly and stay ahead of the curve.
It was an intense and challenging period, everyone was in a race against time, but Alea was able to deliver certified content from the very first day of regulation. This preparation and execution allowed us to maintain our leadership position and become the aggregator with the largest amount of certified content available in Brazil from day one.
What has been the criteria of Alea when looking for partnerships with Brazilian operators? Has your approach been different from other markets? What makes Brazilian operators unique?
Brazil is a very specific market, and that means our approach with operators there must also be specific. Brazilian operators are quite unique as they perfectly reflect the market they operate in: dynamic, fast-moving, and shaped by a new generation of players who are highly engaged on social media, and who overwhelmingly prefer mobile devices as their primary channel for entertainment.
When we look for partnerships in Brazil, both before the regulations and now as we continue to grow massively, we always seek operators that share these characteristics and can truly capture the essence of the local player base. For us, it’s not just about integrating games: it’s about working with operators who understand how to engage Brazilian players in the right way and with the right content.
This also highlights Alea’s own DNA: we are dynamic, we evolve quickly, and we always adapt to the specifics of each market. In Brazil, this flexibility has been key. We don’t see ourselves as “just a provider”: we see ourselves as a true partner for our clients, working side by side with operators to ensure they succeed in one of the most exciting and competitive markets in the world.
With the largest portfolio of certified games and game providers in Brazil, how does Alea select and adapt its content to satisfy the preferences of Brazilian players?
Our ability to deliver the largest portfolio of certified games and game providers in Brazil comes from a combination of experience and methodology. On one hand, Alea was already operating in Brazil well before the regulation came into effect, which gave us a very clear understanding of the market: we knew which games performed better, which had the most potential, and which titles truly matched the profile of Brazilian players. This first-hand knowledge was a huge advantage when deciding what to prioritize for certification from day one.
On the other hand, Alea is a data-driven aggregator. We constantly monitor performance in real time, not only at the operator level, but also at the game provider and even individual game level. This visibility allows us to identify very quickly what resonates with players, and to adapt our content strategy accordingly.
By combining this local market understanding with our data-driven approach, we had the strategic speed to position ourselves as the aggregator with the largest certified portfolio in Brazil. More importantly, it allows us to ensure that our operator partners always have access to the content that performs best for Brazilian players at any given time.
Alea was recognized as "Best Platform Provider" at the SBC Summit Lisbon 2024. How does this award reflect the company's strategy and its impact on the Brazilian market?
Winning the “Best Platform Provider” award at SBC Summit Lisbon 2024 was a very special milestone for Alea. What made it particularly meaningful is that it wasn’t an award for “Best Aggregator” — it was for Best Platform Provider, which meant competing against a wider range of companies and solutions across the entire iGaming ecosystem. That recognition validated not just what we offer, but how we deliver it: always with the mindset of being a true partner to our clients, not just another provider.
The award also reinforced the strategic direction we are taking: building an ecosystem of value-added solutions for our clients. A good example of this is Alea Pay, our recently launched payment gateway, which was designed exclusively for our partners and adds another layer of efficiency and reliability to their operations.
Receiving this award at SBC Lisbon was especially symbolic. That event is a bridge between Europe and Latin America, and it allowed us to showcase our strength and dynamic approach to the market at exactly the right time. For Brazil in particular, it was a fantastic opportunity to demonstrate our leadership and innovation even before the new regulation came into force — and we delivered on those expectations when January 2025 arrived.
In that sense, the award was not only recognition of our past achievements, but also a statement of confidence in Alea’s future in Brazil.
What are Alea's expectations for the SBC Summit Lisbon 2025? Why is this an important event in the iGaming calendar for you?
Expectations are always high when it comes to SBC Summit Lisbon. The 2024 edition was already a turning point for Alea, as it allowed us to showcase our strength and growth on a global stage.
For 2025, we see the event as an incredible opportunity to take this even further. We will be presenting the revamp of our new Client Area, which we believe is setting a milestone in the industry. Our product team has worked tirelessly to deliver what we consider to be the best tool available to operators today, one that adapts to their needs, supports their markets, and truly fills every gap operators face in their day-to-day operations.
Beyond the product, SBC Lisbon is also the perfect place to continue showcasing Alea’s worldwide growth and to reinforce our strength as a leading player in the iGaming space. What makes this event unique is how it brings together two key regions — Europe and Latin America — in one place, making it the ideal bridge for our strategy and client base.
Finally, we expect Lisbon 2025 to also amplify one of the verticals we are leading: sweepstakes. We believe this segment will generate significant interest at the conference, and we are excited to demonstrate why Alea is at the forefront of this space.
Alea is sponsoring the Legends Charity Game happening during the SBC Lisbon. Why did you choose to sponsor the event? Why will this be an important moment in the iGaming industry?
It’s actually an interesting story. I first heard about this project from Rasmus Sojmark (SBC CEO and Founder) during SBC Miami in May of 2025. For me, it was fascination at first sight because it brings together different angles that resonate deeply with us at Alea, especially the charity aspect, which is something that is part of our core values.
What also struck me immediately was the broader impact: this event gives the iGaming industry an opportunity to extend its reach and visibility beyond our usual ecosystem, but with a very positive purpose. That combination of sport, community, and charity is powerful, and it was clear to me that Alea should support it.
When Rasmus first mentioned it, I immediately said: “Sure, count on Alea.” as we’re long term partners with SBC. And yes, I was a little skeptical at the beginning, as time was short and SBC Lisbon was only a few months away. But I must say that Rasmus and his team have done an amazing job, not only delivering everything in record time, but also bringing incredible players on board and, most importantly, creating something that truly adds value to society.
I’m genuinely proud that Alea is sponsoring this event. I believe it will be an important moment for the iGaming industry, as it shows how we can come together not just for business, but also to make a real difference.
In addition to Brazil, what other markets in Latin America are on Alea's radar for expansion in the coming years?
In addition to Brazil, Alea is already present in several other Latin American countries, and we are continuously expanding our footprint by adding new markets and increasing the number of clients across the region. That growth is already a major accomplishment for us, and something we are very proud of.
Our experience in Brazil has also been extremely valuable in helping us address other regulated markets such as Peru and Mexico, which we see as having enormous potential. Peru, in particular, has recently demonstrated how quickly a market can mature under the right regulatory framework, while Mexico is emerging as a highly strategic opportunity for strong long-term prospects.
Today, Alea is already the largest aggregator in Latin America, but we don’t take that leadership for granted. With competition in the region growing, we know that maintaining this position requires constant effort, innovation, and adaptability. For us, leadership comes with both responsibility and awareness. We are fully committed to keep working hard to remain the partner of choice for operators across the continent.
Alea celebrates 5 years as B2B this year and doubled its size in just a year. As the COO of the company, how have you managed to keep the quality of the product, whilst experiencing such a big growth?
Celebrating 5 years as a B2B company and doubling our size in just a year is something we are very proud of at Alea. But the growth of that scale also comes with real challenges. It’s easy to talk about growth as a success story, and in our case, it truly is, but the reality is that when you scale so quickly, you don’t just need to maintain your standards: you need to raise them continuously.
From a product perspective, that means ensuring that our platform adapts seamlessly to every new market we expand into, while at the same time expanding and improving the quality of our game portfolio on a monthly basis. But excellence in growth goes far beyond the product itself. It requires aligning bigger teams, more complex operations, and faster decision-making, all while keeping the focus on delivering the best possible results for our clients.
For me as COO, this alignment has been a daily challenge and a huge responsibility. We’ve managed it by building a culture where every team member is empowered to contribute proactively to the company’s results. That sense of ownership and collaboration is not just a practice: it’s one of Alea’s core values, and it has been key in turning rapid growth into sustainable success.
At the end of the day, this journey has been the result of an extraordinary collective effort. I see myself as one of the actors on the stage, but it’s really the entire Alea team that has made it possible to keep excelling while growing so fast.
Source: Exclusive GMB
