In 2010, when the opportunity to join Clarion Events presented itself, Liliana didn’t hesitate. She found an immediate synergy with the company, and since then, has been instrumental in shaping its success in the Latin American market. Thirteen years later, her passion for the industry remains as strong as ever.
A new horizon: Entering the iGaming industry
Before her journey in iGaming, Liliana was already well-versed in navigating challenging environments. Her extensive background in international relations set a solid foundation for her work in Latin America. “I’ve always had a deep connection to Latin America,” she says. “When the chance to join Clarion came, it was an opportunity I couldn’t pass up.”
In her role at Clarion, Liliana took on the challenge of creating meaningful connections between Latin American countries and global businesses, an area where she saw great potential to foster growth, innovation, and collaboration.
One of Liliana’s pivotal moments came in 2013 when she helped launch the Brazilian Lottery and Betting Congress (BgC). This event marked the first serious attempt to bring Brazil’s gaming industry into the conversation about legalization and regulation.
“At the time, simply using the word ‘gaming’ was met with resistance. It was a tough battle, but I believed in Brazil’s potential, and we had to keep pushing the dialogue forward,” Liliana recalls. Her work was instrumental in gaining the trust of Brazilian regulators and lawmakers, and her perseverance eventually helped lay the groundwork for the industry’s growth in Brazil.
Liliana’s belief in Brazil’s potential has only deepened over the years. “I always knew that Brazil, with its immense market potential and growing interest in gaming, was ready for regulation. It was just about finding the right moment and educating people about how regulation could be a force for good.” Through the BgC and her ongoing efforts, Liliana has been a driving force in the country’s evolving gaming landscape.
Leading the way: Clarion’s role in Latin American iGaming
Today, Liliana’s focus within Clarion Events is on deepening the company’s engagement with the Latin American market. As Head of Latin American Operations, she works tirelessly to promote collaboration between Latin American companies and global players in the gaming industry.
“My role is to help bridge the gap between Latin American markets and the rest of the world,” she explains. “We focus on fostering economic cooperation, promoting innovation, and creating networking opportunities for companies in the region.”
Her efforts are aimed at showcasing Latin America’s potential to the world, especially in Brazil. “There’s a growing interest in Latin America and its opportunities. Our job is to provide more targeted networking activities, regulatory updates, and specialized connection areas that will help deepen the understanding of what doing business in Latin America entails.”
One of Liliana’s key priorities is ensuring that Latin American companies are given the resources to succeed globally. “It’s not just about connecting companies; it’s about creating opportunities for them to grow and thrive internationally,” she says.
“Our events are focused on bringing together the right stakeholders—regulators, operators, and providers—to ensure that the right conversations are happening and that the industry is progressing.”
A defining moment: the BgC and Brazil’s gaming revolution
Looking back on her career, Liliana recalls the launch of the Brazilian Gaming Congress (BgC) as one of her defining moments. “The BgC was a landmark event for the Brazilian gaming industry. It wasn’t just about gathering people in a room; it was about starting a conversation that hadn’t been had before,” she reflects. The event, which initially took place in Brasília and later moved to São Paulo, was a turning point in Brazil’s path toward gaming regulation.
As the gaming industry in Brazil began to take shape, Liliana’s work became even more focused on building a regulatory framework that would ensure the sector’s sustainability and long-term success. “It wasn’t just about talking about gaming; it was about talking about it responsibly, and showing that Brazil could lead the way in creating a solid and transparent regulatory environment.”
This drive to bring legitimacy to Brazil’s gaming sector, despite the challenges, is a testament to Liliana’s resilience and belief in the market. “I’ve always believed in Brazil’s potential,” she says. “We needed to be patient, persistent, and focused on the bigger picture. The results are now evident.”
Balancing professional life with personal passions
While Liliana’s professional achievements speak for themselves, she is also a person who values balance and personal growth. Outside of her busy career, Liliana enjoys spending time in nature, where she finds solace and inspiration. “I love hiking and rock climbing,” she shares. “It helps me disconnect and clear my mind. Some of my best ideas come when I’m out in nature.”
Liliana also values her family and makes it a priority to stay connected with loved ones, despite her hectic schedule. “Family is everything,” she says. “I try to make time for my parents, my sister, and my friends. It’s important to me to be present, and that’s something I always try to prioritize.”
Her dedication to both her career and personal life is a driving force behind her success. “You can’t pour from an empty cup,” Liliana says with a smile. “Taking care of yourself and the people you love is just as important as achieving professional goals.”
The future of iGaming in Latin America: A bright horizon
As Liliana looks to the future, she is optimistic about the continued growth of the iGaming sector in Latin America, particularly in Brazil. “Brazil is a sleeping giant that is waking up,” she says. “The market has so much potential, and I’m confident that it will continue to grow, especially as more regulatory measures come into play.”
She highlights the significant strides Brazil has made in creating a robust regulatory framework, with a growing number of authorized betting companies entering the market.
However, Liliana is quick to point out that challenges remain, particularly when it comes to ensuring that platforms comply with government requirements and that financial sustainability is maintained.
“Collaboration between government authorities, operators, and experts is key to ensuring the industry remains safe, transparent, and sustainable,” she adds.
Looking ahead, Liliana is excited to be part of a dynamic and evolving market. “There’s so much more to do, and I’m eager to continue contributing to the development of the iGaming sector in Brazil and Latin America,” she says. “It’s a thrilling time to be in this industry, and I’m proud to be part of it.”
Inspiring the next generation of iGaming leaders
For Liliana, the path forward is clear: collaboration, innovation, and a focus on sustainable growth are the keys to success in the iGaming industry. “We need to keep the conversation going,” she says. “We need to educate, share knowledge, and continue building strong, strategic relationships that will help us grow the industry in Latin America and beyond.”
Her journey is a testament to the power of persistence, passion, and the belief that when you work together, anything is possible. As Liliana continues to shape the future of iGaming in Latin America, her influence will undoubtedly be felt for years to come. And as the sector evolves, her dedication to its growth will serve as an inspiration to those who follow in her footsteps.
Source: Brazilian Lounge
