Watch: Zenith enters Brazil to bridge Asian gaming and Latin American markets
Zenith, a prominent Singapore-based gaming technology company, has officially announced its entry into the Brazilian iGaming market. Poised to serve as a critical bridge for Asian game developers eyeing Latin American expansion, the company made its intentions clear at BiS SiGMA Americas in São Paulo. Gustavo Villanueva Salomón, Business Development Manager at Zenith, provided insight into the firm’s localisation strategy, technological infrastructure, and its people-first approach to customer service.
A gateway for Asian content in Brazil
Zenith positions itself not merely as an aggregator but as a strategic gateway for Asian game providers to gain traction in Brazil. The firm seeks to overcome barriers that typically prevent Asian content from reaching Latin audiences by aligning localisation with cultural preferences.
“Zenith is a company from Singapore that is entering Brazil today. It is a major portal for Asian game providers entering the Brazilian market.”
According to Salomón, the company’s ambition is not only to translate games but to tailor them for Brazilian players in ways that maximise appeal. This includes adapting game elements to resonate with local traditions, symbols, and play styles.
Competitive advantage through integrated partnerships
Zenith’s in-house development model is a key differentiator in a landscape populated by numerous content aggregators. By building proprietary relationships with its partners, Zenith delivers greater agility in pricing and promotion.
“As Zenith, as an aggregator, we bring a lot of these differentiated relationship because they are also created in-house… this relationship helps a lot more with pricing, which will definitely be very competitive.”
Customised campaigns and bonus structures for individual operators further distinguish the company’s offering.
Technology without friction
Seamless integration remains central to Zenith’s service proposition. The company places high emphasis on minimising friction during B2B integrations, with the operator experience firmly in focus.
“Integration is definitely key… Zenith comes with a highly differentiated technology to avoid this friction, mitigate the entire process, and make everything much more agile for the client.”
Zenith’s technology stack is designed to be interoperable with platforms, operators, and aggregators alike, ensuring a fluid deployment process that supports scalability.
Adapting to a regulated Brazil
As Brazil progresses towards comprehensive gaming regulation, Zenith is positioning itself to meet compliance standards while enhancing its local presence.
“We hope to have a legitimate company in Brazil, really intensifying our presence there, with consultants and people who can provide excellent customer service.”
This reflects a dual strategy that combines technological advancement with a strong human touch. Salomón emphasised the importance of customer support and local consultants to fill a gap often left by other Asian providers.
“Not just technology, but the human aspect is essential in this process… this is something that is lacking among aggregators, players, and game providers from Asia in Brazil.”
Scaling across Latin America
Zenith’s ambitions extend beyond Brazil, with plans to expand its footprint across the Latin American region. A country-specific approach will be key, with dedicated teams and cultural sensitivity at the core of market strategy.
“Even if they speak Spanish or Portuguese, I think they are different cultures and need some… a certain attention to these points.”
Zenith’s next move in Latin America
Zenith’s market entry into Brazil signifies more than just expansion; it represents a thoughtful blend of cultural localisation, advanced technology, and people-centric service. In a competitive and fast-regulating landscape, Zenith’s bespoke approach positions it to become a trusted partner for both Asian developers and Brazilian operators alike.
