Salsa Technology is a company with Brazilian DNA that develops technological solutions for the gaming sector, with operations in Brazil, Argentina, Colombia, Peru, Mexico and Portugal, among other countries. Its platform and the vast library of games are among the leading products across Latin America and Europe, where Salsa is already on track to achieve certification in Malta, as Alberto Alfieri comments.
Check out the main excerpts from the interview:
GMB - You have just assumed the position of Director of Operations at Salsa. With what goals do you arrive at the company?
Alberto Alfieri - My entry into the company is linked to Salsa's objectives, which took an important step to transform, consolidate and expand the business. So, I join Salsa Technology to expand the functionality that we have in our products, certify our technology to be present in various markets, both regulated and emerging. And be ahead when Brazil becomes a regulated market. With this strategy, I would follow Salsa's objectives.
And what is it like to run the operations of a company with Brazilian DNA?
So much fun. In Brazil, I feel like in Italy. I lived half of my life outside Italy, having lived in England, Spain, Malta and Portugal, all with different cultures. But I really have a great affinity with Brazil both professionally and personally, as it is a country where culture is something easy to mix. The cultural mix of Brazil does not even allow us to speak of Brazilian culture, as there is a great mixture in which I recognize myself. All the Brazilians I know have a very creative and purposeful culture, which makes my job easier. I find myself very well running a company with Brazilian DNA.
How to offer customers the best gaming platform and increase the player experience?
The magic recipe is always the same. Know the market, listen, understand and deliver to the customer what he really needs in that specific market. Each market has its specific and very clear and different characteristics. Sometimes mistakes are made when uniting all markets in Latin America and Brazil. Each country, from the European point of view, even in relation to its dimensions, is very different and much larger than any European country. Each one has its own identity and this is important to keep in mind when producing a strategy with a positive impact, it is necessary to know this reality in order to offer an innovative proposal. In short, what both the end customer and the operators ask for is a positive impact on the cycle of their experiences. Knowing this cycle and what can be innovative in specific markets is essential. One of Salsa's proposals has always been this, to adapt to the demands and needs of the market and customers. Therefore, we are very well positioned to offer this experience.
Salsa has expanded its operations in several countries in Latin America and is already well known to the Brazilian public. What is your opinion about this remarkable presence in the Latin market?
As I mentioned, the company's presence and DNA in the region was certainly an important factor for me to make the decision to join Salsa. And it is a fundamental factor to position the company in the region, which is going through a period of transition to regulation. This has already happened in Colombia and Argentina, recently, and Mexico. The next will be Brazil. Thus, with this level of experience, knowledge of the market and technological flexibility, this positions us in the podium to advance and develop a lot in Brazil, both at the federal level and in the states.
How to expand this presence in the region and what are your strategies to achieve this goal?
The consolidation of the company in the region is the key to being able to expand organically and quickly. We will dedicate ourselves to the markets and customers we already have, offering product and technology innovation. With that we will optimize and improve the customer experience. Expansion into markets where we are not currently present is another necessary step. As in Chile and Peru, for example, and even in Argentina. We have opportunities to maximize and optimize our presence in these countries, in addition to strengthening our position in Mexico, Colombia and, of course, in Brazil.
The online market has grown substantially. How do you plan to expand Salsa's presence in Europe, Asia and Africa?
In Europe, we are currently dealing with a B2B license in Malta. We are very close to achieving it, and I believe that in the next three months we will have the license in hand. Then, we will have certification for Spain, where we have already started the procedures. Until June, everything will be ok in Malta and Spain. Then we will go to the Portuguese market. This is what is happening in 2021 and I think that is enough for this year. As for the Asian and African markets, we will have a slightly different commercial and product approach, so these markets will be in our plans for next year. We don't want to open a market just because we are in it, but we want to work with dedication.
In Brazil, the regulation of gambling has been discussed for years. What is your opinion on this, how do you see the possibility of a regulated market and how will Salsa's approach change when regulation takes place?
The regulation of gambling in Brazil has already become an 'evergreen' (perennial). The theme has been talked about for years and the 2018 law made a big difference in the history of this process. And now we see the debate between States and the Union. I understand that States want to maintain their independence and the law allows it. The Union wants to standardize the approach to this topic, which is very sensitive and important because it touches on several areas. I believe that if we go down the path of regulation at the state level, I think it can happen faster, because the entities are more agile, which is not the case with the Union. I see that the Union, depending on the states, could take this almost as an incentive and accelerate the process, making it uniform, marking the line where each state would have its independence. It is a very technical issue from a legal point of view and the legal aspects in Brazil are very complicated. But it is clear that the states are dissatisfied.
It would also be advisable to consider regulating other products and not just sports betting. In my opinion, there is little point in moving the entire legal and regulatory machinery in Brazil to regulate just one product and leave the rest aside. I understand that it can be done in several stages and in the best possible way. Regulating just for the sake of regulation is not advisable, nor is it wasting time and money while players remain in dim limbo.
And what will Salsa Technology's operating strategies be when the sector is regulated?
We are working for any type of scenario, either by federal regulation or by the states. At the technological level, we are already prepared for certifications of any type, even though we do not know how the requirements will be. It is something that we are working on night and day on this. I believe that we are on a good path from a commercial point of view, since we are very well positioned, and the intention is to settle with a company in Brazil, probably in the state of Santa Catarina, although we do not rule out other options. We want to enter Brazil as soon as possible. As I already said, we are in the podium both because of the knowledge of the territory and commercial relations and the number of existing customers. In other words, we are in the best desirable position from the perspective of regulation.
Today you already have many games with partners that operate in Brazil!
Yes, many. We have noticed a lot of interest and now with the possibility of regulation the interest is being great for our content offers, including our videobingo line. In other words, today Salsa is very "sexy" in the eyes of the operators.
So we hope that regulation will arrive soon and that Salsa will grow in Brazil.
I say the same. We hope it arrives quickly and that we can work well and with great communication with the authorities and parties involved in the industry. It is a new process of transformation. It is the first time that Brazil is faced with this situation especially at this moment, when the digital world, due to the pandemic, has grown a lot. So being in contact with those who have already experienced regulation will be very important for Brazil to take off.
Source: Exclusivo GMB
