GMB - What news is RubyPlay bringing to this edition of SBC Latinoamerica?
Linda Villa – This conference is always known as the cozy one, the LatAm one. And when you mention LatAm, there's already a certain impression in people's minds. It brings that sense of coziness, but also the energy and hunger for market expansion, as well as growth on the product level. It's really great.
RubyPlay brought a few things, but I think if we could summarize it in a few words: 'be ‘bring it on!’ We're so eager for the market. We're already pretty strong in a few markets such as Argentina, Brazil, Peru, Colombia.
Presenting ourselves, continuing to strengthen our network, but at the same time eager to learn more about the markets, how to enter, how to become more of a localized player in each country. It’s a mix. We are here to establish ourselves, but at the same time we're humble and we're ready to learn more from every partner that we're meeting here.
And how does RubyPlay see the current situation of the Latin American market and how the company is planning to work within?
It's exciting, to be honest. It's so fun, actually, because these kinds of changes, especially with Peru and Brazil. This is what makes things cool about this, about this industry. It's just something that keeps us on our feet. And when these kinds of regulatory changes happen, it's really how you respond as a company, how you respond as a product and both internally and externally.
Standardizing that and just being ready for when that change is needed with your partners. That's the exciting part. That's what you really enjoy, getting up and moving things forward with everyone around you, both internally and again with partners and for each market.
What are the plans for Brazil that is experiencing the best moment in its history?
Brazil is on a logistic level, of course, we're going to be ready for that January 1st deadline. That famous deadline. We’ll have games localized and certified. They're going to be ready for our partners to have them available once that deadline is reached.
Logistically, we'll be ready. We'll go to market as needed, but on a product level, we're really pushing hard on the localization aspect and making sure that our titles aren't just standard slot games that players will walk past, they'll get there and have some sort of familiarity with them.
For example, if the name of the game is "Go High Panda", we change it to "Pandinho" for a social media campaign. To make it just a little bit more familiar, to make people feel like they can recognize this game on a cultural level, and that's really the key for LatAm.
Going deep in each market. Find out exactly what works with these players on a cultural and psychological level and attack, going for it and don't take for granted that culture is a big deal to really get into the mind of a player.
Are these the plans for 2025 for Brazil?
Yes, for sure. And it's a long-term plan, it's 2025, it's 2026. It's a long-term strategy and we're just getting started. We are partnering with local entities that will give us detailed insight into how to truly approach the market, ensuring that we are not only ready, but that we remain relevant to the player.
And as their tastes in slots change, our slots will respond to that bring innovation at the same time. It’s not just about responding, it’s also about taking risks and adding features and themes that might work. Based on what has worked before and what we think could work, it’s a combination of trusting in what has worked before and, at the same time, being curious about applying potentially great concepts to our product.
Source: Exclusive GMB
