Watch: SIS Commercial Executive unveils LATAM gaming strategy
Oscar Murueta Gonzalez, Commercial Executive for LATAM at SIS, provided exclusive insights during BiS SiGMA South America 2025 in Brazil, outlining the strategic imperatives for gaming operators seeking sustainable growth in Latin American markets. His comprehensive analysis emphasised the balance between global expertise and local market adaptation that defines successful expansion in these rapidly evolving territories.
Beyond product adaptation
Gonzalez stressed that understanding Brazil’s unique betting culture requires more than superficial market research. “If we don’t understand that Brazil is a very particular market and we try to replicate strategies and products without tropicalising them and listening to local people, we lose a key aspect,” he explained during the interview. This approach extends beyond cultural sensitivity to encompass regulatory frameworks that demand constant attention and expertise from local professionals who understand government relations, operators, and regional dynamics.
SIS has responded to these challenges by diversifying its content portfolio beyond its traditional horse and greyhound racing offerings. The company developed Competitive Gaming to GG League, featuring electronic football and basketball competitions specifically designed for markets where football dominates cultural preferences. These leagues operate from proprietary studios with dedicated players competing exclusively for sports betting purposes, ensuring complete control over product integrity, margins, and customer relationships.
Driving market differentiation
The conversation revealed SIS’s commitment to streaming excellence, with all products featuring high-quality broadcasts and minimal latency. Gonzalez identified artificial intelligence as increasingly present across various betting aspects, from user identification to enhanced gaming experiences. He highlighted the potential of metaverse applications to create hybrid physical and virtual environments that could provide disruptive customer experiences.
Blockchain and cryptocurrency integration represent additional technological frontiers that providers must consistently offer to remain competitive. These innovations complement SIS’s strategy of maintaining direct relationships with clients, allowing for responsive product development based on operator feedback and market demands.
The executive’s background spans digital marketing, sports management, and extensive experience across Mexican, Spanish, and Colombian markets through previous roles at CODERE and other gaming companies. His bilingual capabilities and deep understanding of LATAM cultures position him to navigate the complex regulatory and cultural landscapes that define successful gaming expansion.
Industry professionals seeking further insights into global gaming trends and market expansion strategies can access exclusive interviews on SiGMA TV during SiGMA Euro Med in Malta, taking place from 1 to 3 September 2025.
