Automation, AI and the future of gaming in Latin America
At the start of 2025, the Ministry of Finance of Brazil announced the successful completion of the licensing phase and the opening of the bets market. This marked a historic moment in the realm of regulated online gambling and sports betting, setting a new standard for the betting industry in South America.
In an interview with SiGMA TV, Muriel Le Senechal, Fast Track’s Regional Commercial Manager for LatAm, warns that many operators are failing to utilise available technology fully.
“In smaller markets, you can afford to be more hands-on,” Le Senechal said in Portuguese. “But when we look at Brazil, the volume is so high that you have no choice — you need technology, you need automation to achieve good retention results.”
Le Senechal explained how AI tools can “determine the best time of day to send a message to a player, the best channel to use, and which campaign is most relevant.”
Despite this, she said, “We’re not fully using the tools available to us. We need to leverage automation and AI to solve the problem of CRM efficiency while still delivering a personalised experience for the player.” She added that a more innovative use of data would improve segmentation: “If someone only bets on sports, it doesn’t make sense for them to keep receiving slot-related campaigns.”
From mass acquisition to targeted retention
Reflecting on Brazil’s shift toward regulation, Le Senechal pointed to common pitfalls. “Sometimes when we look at Brazil, we think, ‘Wow, you’re repeating mistakes Europe already made.’ Learn from those who’ve already been through this.”
She noted a decline in the total number of players but argued this could be a benefit. “It’s a filtering effect,” she said. “The players who go through KYC and all the friction points are the ones who are truly engaged. They’ve chosen your platform as their entertainment destination.”
Le Senechal encouraged operators to shift their focus. “Now is the time to speak to players in the way they want to be spoken to,” she said, highlighting that Fast Track offers “compliance-friendly bonus strategies” and alternatives like “gamification, incentive campaigns, challenges” to replace banned welcome bonuses.
AI and responsible gaming: A matter of player well-being
“The key is understanding what the player wants and how they want to interact with your brand,” she said. This includes real-time CRM initiatives that can promote healthier behaviour. “This kind of initiative is only possible with real-time data and CRM triggers,” she noted. “It shows players that we care.”
Le Senechal also pointed to automated safeguards. “When a player exceeds reasonable thresholds for time or money spent, they’re automatically excluded from future marketing campaigns.”
She made clear that the aim should not be to encourage excessive consumption. “We’re part of the entertainment industry, not an alternative source of income,” she said. “That’s a message we need to reinforce in Brazil.”
Personalisation over ‘Tropicalisation’
On the broader LatAm landscape, Le Senechal said many operators are behind the curve. “If you’re still talking about localisation, you’re behind — that was last year’s conversation,” she stated.
“The focus now needs to be on player experience,” she stressed, advocating for “personalisation, loyalty programmes, and gamification.” She added that operators should “pay close attention to player behaviour, understand their favourite games, and tailor offers accordingly.”
“We need to bring more human touch to the experience, a sense of belonging — because that’s how people connect,” she said. “Personalised experiences are the future.”
A region with potential
Le Senechal’s calls for improved tech adoption mirror broader concerns raised by the (UNDP), which has warned that Latin America and the Caribbean are lagging in AI adoption.
While AI could add 5.4 percent to the region’s GDP by 2030, this trails behind North America’s forecasted 14.5 percent. The UNDP cited “limited public investment in science and technology” and a “highly informal economy” as contributing factors.
However, there is still room for growth. “LAC is a highly entrepreneurial region,” the UNDP noted, highlighting the rise of 34 ‘unicorn’ tech startups in 2022 alone.
