Southeast Asia News Desk

(AsiaGameHub) –   Latin America has emerged as a key growth hub for iGaming in the 2020s, and the broader region received a significant boost over the past 15 months with the launch of Brazil’s regulated iGaming sector. 

Unsurprisingly, this makes the region highly appealing for international operators looking to achieve their global growth goals. However, breaking into the market isn’t straightforward—especially if localization and careful planning aren’t central to the expansion strategy. 

1xBet, a global operator holding more than 35 local licenses, is one such company that has expanded into Latin America in recent years. 

Simon Westbury, the company’s Strategic Advisor, noted that every operator encounters distinct hurdles when entering Latin America, but 1xBet can use its extensive global presence to accelerate user acquisition and build brand recognition. 

“We were aware of the challenges involved in entering this market,” Westbury told SBC Media during the SBC Summit Rio. “Our approach to regulated markets relies on our product offerings, digital marketing acquisition tools, and sponsorships—where permitted. 

“We bring over 18 years of global industry experience and serve three million monthly players, but we also integrate our global digital marketing expertise and tailor it to local market needs.”

Healthy Markets Thrive on Competition

High-potential markets draw global interest, leading to intense competition. This is great for consumers, who get a wide range of gambling platforms to choose from, but it puts pressure on operators competing for market share. 

Westbury embraces this pressure, pointing out that saturated markets foster a “survival of the fittest” environment.

“We don’t ignore competition or fail to consider it, but economic principles tell us that in a crowded market, it’s survival of the fittest,” he stated. 

“As a global brand, our goal is always to lead the market, so we’re concentrating on our strengths—our global expertise—and how to adapt that locally to grow the 1xBet brand.”

When entering new markets, operators often prioritize mass player acquisition through marketing campaigns, sponsorship deals, and bonus offers. However, there’s a critical point where acquisition spending only pays off if the operator has a solid player retention strategy. 

When queried about balancing acquisition and retention, Westbury emphasized that a flurry of acquisitions is useless if player churn rates are high.

“Acquiring players is meaningless if you’re losing them just as quickly. Acquisition is a key part of our strategy, but retention—using our digital marketing tools to deliver personalized experiences that keep players engaged and satisfied—is just as vital.”

Player Protection Leads 1xBet’s Latin American Strategy

Westbury spoke with SBC during the week that part three of the International Player Safety Index—focused on Latin America—was launched. He’s discussed the report at length with SBC News in recent weeks, but in Rio, he cautioned that regulators need consistent player protection measures to sustain the positive momentum the region has seen over the past two years. 

“We’ve had a honeymoon phase, but as markets mature, we must ensure we’re offering players a safe and enjoyable gambling experience.”

World Cup Aspirations

Finally, it’s hard to talk about 2026 sports betting without mentioning the World Cup. Hosted across North America, the tournament presents both major opportunities and challenges for operators globally, but it’s ultimately a celebration of football that will offer countless betting options to players throughout Latin America—especially since Argentina and Brazil are among the top contenders to win. 

As Westbury concluded: “Western European operators alone face time zone challenges, but I’ve always said we’re in the entertainment and excitement business—and the World Cup fuels both. 

“That’s why we’re integrating World Cup-related content into our offerings, ensuring our new and existing players can bring that excitement into their experience with us while staying safe and having fun.”