The rapid growth of the iGaming industry in Latin America has created a unique opportunity, and challenge, for game developers and operators alike. With revenue increasing by 117% from 2022 to 2024, online gambling in LatAm is projected to reach $3.19 billion by the end of 2024, driven by 9.5 million active users, according to Upgaming.
This expansion demands a nuanced approach to content, one that goes beyond mere translations. To truly engage audiences across diverse and emerging markets, localised content is critical.
Creating localised content is more than just a marketing strategy—it is about understanding player psychology, cultural preferences and technological landscapes in different regions. Successful localisation in the online casino industry is measured by how deeply the content engages with the player’s mindset.
Captivating audiences across diverse markets
Latin America is a complex region. The common misconception is to treat it as one uniformed market, but the reality is that players in Brazil, Mexico, Argentina, and Colombia, some of the largest iGaming hubs, have very different expectations from their online casino experiences.
The differences are a combination of how mature the market is, and how the local culture views gaming in general. There are many factors out of our control that influence this, for example, how prevalent mobile devices and connectivity are in a certain region, with large scale mobile infrastructure needed for a mobile based gaming industry to flourish.
Slot games might dominate in Brazil nowadays, where 63% of players prefer them (Upgaming), but only a year ago, the dominant games were fast simple wagering games, such as crash and mines. Even the current top slot performers are very simple 3x3 slot machines that are very easy for players to follow and understand.
The transition from fast games to simple slots, and from simple slots to complex slots is predictable. We say this time and again with all emerging markets. The fast games make way to simple slots because of the higher turnover (fast rounds are favoured by players and operators alike). Simple slots make way to more complex slots, as players get more familiar and are able to follow and seek more complex, deeper game play.
In countries like Colombia and Chile, live dealer games, blackjack, and roulette are amongst higher performers where historically preference has been driven by popular culture and older players’ demographics.
To captivate such a diverse range of players, it is important to offer content that resonates on a personal level. This means more than just tweaking a theme or adding localised language support. Instead, the process must focus on designing experiences that reflect local tastes, gaming habits and regulatory frameworks. For instance, Brazilian players often gravitate towards simple, fast-paced games that allow for active decision-making during gameplay. In contrast, players in Mexico and Peru typically prefer more complex games with rich narratives and strategic depth.
The challenge is balancing these preferences while still creating games that feel cohesive and engaging. The solution lies in a flexible, player-centric approach to game design, allowing operators to cater to different tastes while maintaining a consistent, high-quality experience across the board.
The localisation process: more than just translation
Localising content is not about taking a ‘one-size-fits-all’ game and adjusting a few details. It needs to tailor every aspect of the gaming experience—from art design and gameplay mechanics to themes and in-game decisions, to meet the cultural, psychological, and legal demands of each market.
At RubyPlay, our localisation process begins with an in-depth understanding of each market’s gaming behaviours. For example, our development of Go High® Panda, a game specifically designed for Brazilian players, was crafted by our research showing a strong preference for simple games where users feel a greater sense of control.
In response, we built a mechanic allowing players to start and stop a prize reel themselves, giving them more control in the outcome. This level of interaction is important yet is still not widely adopted in traditional slot design, but it is exactly what appeals to the Brazilian audience.
The look and feel of a game also needs to resonate with local players. For Go High® Panda, we opted for a casual art style that mirrors Brazil’s younger player’s appetite for fun, vibrant visuals. In Argentina, on the other hand, player engagement is driven by different cultural motifs, like Mesoamerica themes, exotic mystical Eurasian themes, and more classic complex mechanics.
Building meaningful connections between players and operators
Localised content also plays apivotal role in enhancing the relationship between players and operators. In markets as dynamic as Latin America, players are more likely to engage with operators who offer experiences that feel tailored to their needs. By aligning game design with local preferences, operators can deepen their connection with players, boosting both retention and brand loyalty.
One prime example is our partnership with Betano. By closely collaborating with the operator, we developed Immortal Ways Betano, an exclusive title fully aligned with the operator’s branding, designed to resonate with their Brazilian player base ahead of the 2024 Copa America. This strategic branding partnership not only allows Betano to stand out in a competitive market but also delivers a bespoke gaming experience that feels uniquely tailored to their customers during a key sporting events.
These kinds of collaborations illustrate the importance of working alongside operators to create unique, tailored offerings. As we’ve seen, localised content isn’t just about games—it extends to creating personalised lobbies, tailoring the presentation of content, and ensuring games are well-integrated within the operator’s broader ecosystem.
Why localised content is essential for long-term growth
The iGaming landscape in LatAm is evolving rapidly. With countries like Brazil and Peru advancing their regulatory frameworks, the opportunity for growth is immense, but only for those willing to invest in genuinely localised experiences. Economic development across the region, coupled with the rising number of active players, has created an ideal environment for operators and developers to thrive. However, as competition grows, only those who understand the importance of localisation and bespoke content will be able to maintain a competitive edge.
At RubyPlay, we believe that the future of iGaming lies in personalised, player-centric experiences that speak directly to the needs of local audiences. We also believe in building strong relationships with newly formed regulatory bodies. We want to keep it safe and fun for all participants. This is particularly true in fast-moving, dynamic markets like LatAm, where cultural and economic trends are shaping the future of the industry.
As we look to 2025 and beyond, our focus will remain on delivering innovative, localised content that not only entertains but also builds long-lasting connections between players and operators. By staying ahead of market trends and fostering deep partnerships with local operators, we can continue to create games that resonate with players across the diverse Latin American landscape.
Dr. Eyal Loz
Chief Product Officer at RubyPlay
