Local relevance is no longer optional, it is a necessity if you want iGaming growth in Latin America, according to Herbert Gaban, Chief Commercial and Marketing Officer for Latin America at KBET.
Speaking at the SiGMA Central Europe Media Lounge in Rome, Gaban explained how cultural alignment, advanced payment infrastructure, and practical use of technology are now the main drivers shaping sustainable expansion across the region’s online betting markets.
Latin America, he said, is not a new betting market but a newly digitised one. Informal wagering, particularly around sport, has long been embedded in everyday life. As regulation and technology converge, this cultural foundation is translating into rapid adoption of regulated iGaming platforms, especially in Brazil, Mexico, and Colombia.
‘You must be culturally relevant’
Asked how operators should approach growth as regulatory frameworks evolve across Latin America, Gaban was clear that imported operating models often fail. “One thing that we see a lot in Latin America is people trying to bring solutions that worked in Europe and applying the same rules here,” he said. “They think they will face the same challenges, but that’s not how it works.”
He stressed that success in the region depends on understanding local behaviour and emotional drivers. “Latin America is very emotional. When companies bring solutions designed for cold European markets, they struggle,” Gaban said. “The first thing you need to do to grow in a healthy way is to become culturally relevant.”
This view aligns with broader industry assessments that show localisation as a decisive factor in emerging markets. Analysts estimate that Latin America’s regulated iGaming sector could exceed $12 billion in gross gaming revenue by 2028, with Brazil alone expected to account for more than half of that total following its regulatory rollout.
Localisation: a strategic foundation
Gaban described localisation not as a marketing layer but as the backbone of long-term trust. “If we talk about 100 percent, localisation is 80 to 90 percent of success,” he said.
Gaban also cited past experience with international operators that had spent years in Brazil without hiring local staff. “They had been in the market for six years and didn’t have a single Brazilian on the team. Most of their challenges came from that,” he said. For him, localisation extends beyond language to include customer support, payment habits, communication tone and product positioning. “You cannot build a sustainable brand in Latin America without local people and local insight,” he added.
Payments enabling scale
A critical enabler of growth has been the region’s payment infrastructure, particularly Brazil’s instant payment system, Pix. Introduced by the Central Bank of Brazil, Pix has been widely adopted across sectors and is now a cornerstone of the country’s iGaming ecosystem.
“We are five years ahead of many other countries when it comes to financial technology, even ahead of the US,” Gaban said. “Pix is instant, it’s simple, and it helped the regulated market grow very fast.”
Fast deposits and withdrawals, he noted, reduce friction, increase trust and improve player retention, making payments a strategic advantage rather than a backend function.
AI as today’s competitive tool
On technology, Gaban drew a clear distinction between immediate priorities and longer-term concepts. While blockchain and tokenisation are often discussed, he said they are not yet central to Latin America’s iGaming reality due to regulatory and market readiness. Artificial intelligence, however, is already reshaping operations. “AI is not the future anymore. It’s today,” he said. “If you want to be relevant, you must use it.”
AI is being deployed across churn reduction, player segmentation, personalised content and operational efficiency. Gaban said the technology allows operators to respond faster to player behaviour and improve engagement without losing cultural sensitivity.
A region defining its own path
As regulation advances across Latin America, Gaban believes the next phase of growth will favour operators that align compliance, technology and culture rather than relying on global playbooks. “It’s not about copying models,” he said. “It’s about understanding the market you’re in.”
In Gaban’s view, Latin America’s iGaming future will be shaped by those willing to invest locally, adapt continuously and use technology as a practical tool rather than a buzzword, a strategy that reflects the region’s unique blend of passion, innovation and scale.
This article is quoted from: Sigma <Latin America outperforms the US in fintech, expert says> original link: https://sigma.world/news/localisation-latam-igaming-boom-herbert-gaban/