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Digitain: achieving cultural balance

By - 4 December 2023

As Digitain ramps up operations in Latin America, Margarita Cruz, Senior Sales Director, emphasises the importance of cultural balance to provide partners with an optimal mix of services pre and post integration.

What are the opportunities and challenges for foreign companies looking to enter Latin American markets?

The Latin American market is a dynamic and growth market for Digitain. It presents lots of opportunities given the population sizes, internet access and consumer interest in sports betting and gaming. On that basis the social economic indicators are positive, and economies are showing more resilience than perhaps other areas of the globe.

The challenges are broadly similar, it is to understand local market needs, cultures, and requirements. To address that, Digitain has a very experienced team, that understands the market dynamics and localisation needs to ensure a strong and responsive dialogue in the sales cycle with prospective partners.

How is Digitain looking to take the initiative to local operators and suppliers?

One of the key initiatives is to attend the iGaming expos throughout the Latin American region, which Digitain does. These shows provide the ability for local operators to meet with our team and discuss the requirements and thereof the commercial outputs of those conversations.

We also, aside from the shows, have local presence and visit operators to fully research and understand the requirements of their business, as every brand and business are unique and requires tailored structured integrations.

What challenges do deep cultural differences have for localising product, specifically Digitain’s sportsbook and iGaming platform?

It is important to understand any cultural differences and preferences that the local operator and indeed their end players have. Digitain has an extensive onboarding process, whereby we have several client requirement immersion sessions, to capture, discuss, detail these outputs into a business and integration plan.

We are growing our team with native speakers both Spanish and Portuguese. We understand the importance of cultural balance to provide our partners with the optimal mix of services pre and post integration.

We are a people centric business, and we pride ourselves in strong communication and collaboration, to meet and exceed the success criteria of any partnership. Transparent communication is an important skill in our sector. It helps to provide solutions to challenges that are encountered.

In terms of Digitain’s sportsbook, we have a specific LatAM view designed for these markets and from a content standpoint, we provide all the major sports events popular in those markets. Furthermore, the sportsbook and platform are multi-currency and support local language requirements, responsible gaming, risk control and can be further customised to the partners individual brand needs.

How are talks progressing with the region’s various regulatory bodies?

Digitain welcomes and supports regulation. Our compliance team and international relations teams are tasked with monitoring wider changes to regulatory structures and engage stakeholders when and if required. The vote on the bill 3.626/23, which regulates online betting in Brazil, was postponed until December, therefore we are all waiting the latest expectations.

Talks are positive and progressive, and we continue to welcome as a brand and as a company the opportunity to have that dialogue with all stakeholders in the industry.

What are Digitain’s plans for Brazil – a market set for a monumental 2024?

Brazil is certainly a growing market for both operators and suppliers alike. We are localising marketing per regulated market or specific to intend audience like Brazil, including different languages, responsible gaming features, local events like Copa América among others.

As a business, we already have strong pipeline demand, and we continue to assess the market dynamics and how our business can support that market.

What opportunities does have Luís Figo onboard as an ambassador present for Digitain and its B2B suppliers in Latin America?

Mr. Figo is a fantastic ambassador for Digitain, of which we are now in our second year of collaboration with him. Of course, Figo, being Portuguese and one of the world’s most recognised footballers, does help Digitain brand awareness in the Latin American market.

Building trust, creditability, and reliability is crucial in the B2B supply chain. We are delighted that Figo, who aspires to be the best version in everything he does both personally and in business, shares our values, to be the best for our partners, our people, and the wider industry.

How is Digitain looking to expand its Latin American sales team? What is the importance of having boots on the ground?

We plan to strengthen our local sales team to enhance our market presence. It is important to have ‘boots on the ground’, as relationships are built on people. Building that trust and accessibility, we will further build our pipeline of sales and growth over the next years ahead.

With a current workforce of over 3,000, our company is committed to expanding its local presence in key markets to strengthen sales, support, and marketing efforts.

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