Industry visionaries from EstrelaBet, BetWarrior, Betsson Group, Optimove, and MWPay engaged in a thought-provoking panel titled “Strategic Shift: Redefining the iGaming Landscape for Global Recognition” at the SBC Summit Americas, which took place from June 10-11 in Florida.
The iGaming sector is now vying for consumer attention beyond traditional sportsbooks. This revelation was a key takeaway from the SBC Summit Americas discussion, where executives highlighted how betting operators are increasingly contending for viewer engagement with streaming platforms, gaming experiences, and a broader digital entertainment landscape.
The panel included insights from Fellipe Fraga, CBO of EstrelaBet; Mauricio Soto, Account Executive LatAm of Optimove; Andrea Rossi, Commercial Director LatAm of Betsson Group; Santiago Gandara, CMO of BetWarrior; and Fernando Garita, CBO of MWPay. Their conversation centered on evolving consumer preferences ahead of the 2026 FIFA World Cup and the overall transformation of the online gambling sector.
Competing with Streaming Services, Not Just Sportsbooks
Fellipe Fraga, Chief Business Officer of EstrelaBet, kicked off the dialogue by emphasizing a monumental change in user expectations over the last decade.
“Previously, sportsbooks resembled Excel spreadsheets with odds,” he explained. “Now, newer generations such as Gen Z are looking for something more intertwined with entertainment and experience.”
Fraga pointed out that operators find themselves competing for users’ leisure time not only against rival betting brands but also against streaming services and digital entertainment providers.
“Today, our competitors are not just other sportsbooks,” he noted. “We vie for the attention of viewers engrossed in streaming, movies, and series. Thus, we must emulate that level of engagement.”
He added that modern betting platforms are integrating live streaming, casino offerings, and advanced gamification techniques to enhance user participation and extend session durations.
“Users can now enjoy events like Ukrainian basketball or international table tennis on betting sites,” Fraga highlighted. “This fundamentally alters the competitive dynamic.”
Santiago Gandara from BetWarrior Argentina concurred, asserting that the industry needs to adapt engagement methods inspired by streaming and gaming sectors.
“There’s a wealth to learn from Netflix and gaming platforms,” Gandara stated. “Traditionally, our competition revolved around pricing and odds. Now, it revolves around user experience.”
Moreover, he pointed out the importance of retention strategies drawn from video games, such as missions, progress tracking, and tailored engagement.
“That outdated Excel spreadsheet model is no longer sufficient,” he added. “The future hinges on content and interactive engagement.”
The World Cup as a Game-Changer for Latin American Betting
The upcoming FIFA World Cup was a significant focal point during the panel, with speakers emphasizing both its potential commercial benefits and operational hurdles.
Andrea Rossi, Commercial Director for LatAm at Betsson Group, revealed that the company undertook extensive preparations for the tournament and adapted its technology to meet changing consumer behaviors.
“Mobile used to be seen as the second screen,” Rossi stated. “Now, it’s the primary screen.”
He argued that sports betting and online gaming have graduated from being secondary forms of entertainment to central components of users’ digital engagement.
“We have invested substantially in technology to adapt to this evolution,” he explained. “We’re eager and well-prepared for the World Cup.”
Fraga remarked that the tournament arrives at a crucial moment for Brazil after last year’s legalization of its betting market.
“During the last World Cup in Qatar, Brazil was still in a regulatory gray zone,” he reflected. “Now, we have a legitimate market with clearer regulations, mechanisms for responsible gaming, and enhanced oversight against match-fixing.”
He also noted the advantageous scheduling relative to Qatar 2022, where time-zone differences made viewership challenging across Latin America.
“This time, matches will occur when people are leaving work or socializing with friends and family,” Fraga asserted. “The growth potential during this World Cup could surpass anything Brazil has experienced before.”
Fernando Garita, Chief Business Officer of MWPay, highlighted the operational challenges tied to such major sporting events.
“During the tournament, volumes can triple,” he said. “This surge affects not just operators but also payment processors and the entire ecosystem.”
Garita added that the World Cup continuously draws in new audiences who may not typically engage in betting.
“You’ll see older individuals, casual viewers, and completely new participants joining during the World Cup due to its national significance and emotional investment,” he explained. “The challenge is retaining these new users afterward.”
Retention Strategies, Personalization, and the Value of Data
Mauricio Soto, Account Executive LatAm at Optimove, emphasized that prioritizing retention tactics is becoming more essential than just focusing on acquisition numbers.
“The first deposit doesn’t offer much insight,” Soto remarked. “The crucial metric is the second deposit and how deeply users engage.”
Personalization is more crucial than ever, especially during significant events like the World Cup, where user engagement varies widely.
“Not every bettor is interested in every game,” Soto explained. “Some root for their national team, others follow star players, while some casino users may only place a single sports wager during the tournament.”
According to Soto, operators risk alienating users if they distribute messages indiscriminately during high-volume events.
“There’s a temptation to promote every match to all players,” he cautioned. “If you market a casual casino player as a dedicated football bettor, you might lose them.”
Soto shared intriguing insights from a recent study across Latin America, indicating that 86% of gaming participants intended to place sports bets during the World Cup and 76% expected to continue betting afterward.
He highlighted one particularly intriguing trend: fan behavior shifts after national teams get eliminated.
“When their favorite team is out, many users start supporting star players like Messi or Cristiano Ronaldo, or they switch to another national team,” Soto elaborated. “This creates fresh engagement opportunities.”
Responsible Gaming and Advertising Considerations
The panel also addressed the rising concerns surrounding advertising saturation and public perception.
Gandara cautioned that overly aggressive short-term marketing approaches during the World Cup could tarnish the industry’s image.
“If viewers see an influx of sportsbook advertisements during matches, it could elicit backlash,” he warned. “The World Cup should be seen as the start of a long-term relationship with users rather than merely a window for maximizing short-term profits.”
Rossi reinforced these sentiments and underscored the significance of responsible gaming initiatives.
“Betsson was among the first international companies to create a dedicated responsible gaming team,” he said. “Now, the challenge lies in ensuring that the sector communicates its messages responsibly as regulations evolve.”
He added that artificial intelligence is playing an increasing role in detecting problematic gambling behaviors early.
“The same technology that aids operators in growing can also help mitigate gambling harm,” Rossi stated.
Fraga noted that public scrutiny in Brazil has escalated due to the increased visibility of betting brands in sports broadcasts.
“Viewers switch on a football match and notice a barrage of betting advertisements,” he said. “This creates a perception challenge.”
In response, EstrelaBet has deliberately redirected its latest World Cup marketing campaign away from aggressive betting-centric messaging.
“Our campaign is not about ‘bet now’ or enticing bonuses,” Fraga said. “We wanted an approach that feels more entertaining and could belong to another industry.”
Market Predictions and Regulatory Futures
Toward the conclusion of the panel, participants broached the subject of prediction markets and the ongoing discussions regarding their regulations across Latin America.
Even though Brazil and Argentina have temporarily paused some prediction-market activities, panelists concurred that this segment will still experience growth globally.
“Prediction markets are going to establish themselves in Latin America, one way or another,” Gandara stated. “The key question is how regulators will choose to manage them.”
Rossi argued that outright bans are unlikely to be effective.
“The market and its users are already present,” he stated. “The task for regulators is to strike the right balance.”
Garita added that regulators in the region are increasingly compelled to keep pace with technological advancements that outstrip legislative processes.
“Consumer demand and technology often outpace regulation,” he concluded.