GMB – What is Playson doing at SBC Summit and what new developments are you presenting?
Cristhian Zito - We have many new things for the Latin American market. We are bringing new mechanics in addition to our Hold and Win game, which is already performing very well in Brazil.
The country has now positioned itself as Playson’s third-largest market. We are also launching other mechanics, such as Hit the Bonus and a new one called Smash the Bonus, which will be released on October 30. That’s why we are very focused on showcasing the quality of our products to clients.
And how was the reception of clients at your stand to these new developments?
Very good, really very positive. They were very happy because we are also building a team here in Latin America. We already have a manager who speaks the local language, and we are strongly investing in localization. They were also pleased to know that we will be doing many more promotions with these new games.
The iGaming sector is always looking for innovation. How does Playson stay up to date for its clients?
As Playson is very strong in Europe, where we are already leaders in several regulated markets, we constantly conduct research in each market to see how games perform.
In Latin America we apply the same approach: our local team is always looking at what’s new and how we can adapt our European games for the Latin American market.
A game that works in Europe will not necessarily work in Brazil, Peru, or Colombia. Culture varies from country to country. So Playson is always trying to innovate, but with a focus on each specific market.
How was the process of Playson’s regulation in Brazil, which started in January this year?
It was tough, but we made it. We spent all of December working on it to be ready from day one. It was a long process in terms of legal matters, compliance, certifications, and branded reports.
But we managed, and already in the first quarter we achieved more than 80% market share with the top clients. It was a tough transition period, and we are still adapting. Now the company will also have an office in Brazil, which helps a lot with taxation. Things are going very well for Playson.
Eight months into the market, how is Playson’s positioning in Brazil today?
Very good. Clients grew by more than 70–80% this quarter. We are seeing excellent results, mainly thanks to the new mechanics we are introducing, the quality of our games, and the infrastructure we are heavily investing in.
Does Playson’s entry into Brazil open doors to other Latin American countries?
Absolutely. This move is already having a ripple effect. Chile, for example, is discussing regulation. We are also focused on Peru, Brazil, and Colombia, while continuing to operate in Mexico. We are even considering entering Argentina in the future. The success in Brazil is encouraging other markets to open up.
What are Playson’s next plans, besides opening the office in Brazil?
We will be traveling more to visit clients, something that was more complicated before with account managers based in Europe.Now we will have total focus on local relationships.
We will also start organizing new events and launch Playson Rewards in Brazil next quarter — although we cannot reveal all the details yet. In addition, we will expand our promotions package, not only for players but also for clients, who can participate and win rewards as well.
What types of games perform best for your clients?
Playson’s classic games, inspired by Land Days. They are 3x3 titles, very simple, which work very well in new markets such as Brazil, where clarity is essential. More complex games don’t usually perform as well. We have seen that the simpler games we already had in Europe are working very well here.
The Hit the Bonus mechanic, for example, is very easy for clients to understand and is proving very popular.
Source: Exclusive GMB
