Watch: Inside BETER's strategy for Latin America’s iGaming boom
As Latin America’s iGaming sector continues to expand rapidly, BETER is making strategic moves to solidify its presence across the region. Speaking at SiGMA South America, Juliana Querino, Sales Manager at BETER, offered a candid look into the company’s regional ambitions, highlighting both opportunities and the hurdles that come with navigating this diverse market.
With her deep understanding of the region, Juliana plays a crucial role in expanding BETER’s operations beyond Brazil. “One of my main challenges is to expand the company’s presence in Latin America, not just in Brazil, but across the region,” she explained. “That means bringing our culture, our values and especially our innovative games to new markets.”
Latin America’s appeal lies not only in its market potential but also in its complexity. “Each country and even within Brazil, each region, has its own particularities,” Juliana emphasised. “It’s essential that we understand and respect those differences to ensure our products are well received.”
Embracing regulation
A major topic of discussion in the iGaming space is Brazil’s new gaming regulation, which began rolling out in early 2025. While the regulatory shift is still fresh, Juliana views it as a long term advantage. “Even if, at first, it seems burdensome in terms of taxes and the adjustments companies will need to make, I see regulation in a very positive light,” she said. “It will bring more legitimacy to the industry, more bettors into the market, and ultimately, higher betting volumes.” She noted that regulation helps create a safer environment for all stakeholders, from operators to bettors. “It brings security for the bettor and, of course, for betting companies and everyone working in the industry,” she added.
Building strong partnerships
For BETER, success in Latin America hinges on adapting its offerings and forging strong local relationships. “We’re entering the Latin American market with a clear intention to form strong partnerships in both the B2B and B2C segments,” Juliana said. “Our goal is to continue delivering profits and increasingly innovative games for all our current and future partners.”
Juliana also underscored the importance of working with local professionals. “Better Esports is a very solid company… Our main office is in Prague, and we also have team members working from there as well as from Ukraine and other locations.” With a grounded understanding of local markets and a commitment to tailored, culturally sensitive offerings, BETER is positioning itself as a trusted partner in Latin America’s iGaming boom.
As the regulatory landscape evolves and competition intensifies, BETER’s adaptive strategy and on-the-ground leadership are setting a strong foundation for sustainable growth in the region. Want to connect with top iGaming innovators and explore the latest trends shaping Latin America’s gaming landscape? Don’t miss the next SiGMA South America event in Brazil, April 2026, your gateway to partnerships, market insights and cutting-edge solutions. Meet industry leaders like BETER, discover new opportunities and be part of the region’s fastest-growing gaming ecosystem.
