March 10, 2025 | Exclusive Content
Pragmatic Play reaffirmed its presence and leadership in the iGaming industry during SBC Summit Rio 2025, with a key participation that showcased its strategic vision and expansion in Latin America.
Digital Gaming News spoke with Gareth Crook, SVP of Sports at Pragmatic Play, and Víctor Arias, VP Latam at Arrise powering Pragmatic Play, who provided deeper insight into the company’s investment in the region.
During the event, Gareth Crook announced the launch of Pragmatic Play Sports, a new vertical aiming to establish itself in the Latin American market, with Brazil as the starting point.
“Latin America is passionate about football, and we have developed a strong product backed by official data from the world’s top rights holders. Brazil is a key market, and we are excited to present our offering here,” Crook stated.
However, the most anticipated moment of the event revolved around Víctor Arias’ vision, as he shared details on Pragmatic Play’s regional strategy and its innovative concept of “Beyond Olympus” experiences. According to Arias, this approach seeks to transcend traditional business relationships by offering immersive experiences that enhance brand value.
“For us, it is essential that our partners experience the brand beyond a product presentation. Last year, we had great success with this initiative, and this year, we have taken the strategy to another level,” he affirmed.
Regarding brand expansion, Arias highlighted the impact of the alliance with Tomorrowland, a strategic move reinforcing Pragmatic Play’s presence at high-profile entertainment events.
“Since we began in Latin America, our vision was to do something different. We introduced elegance and formality, setting a precedent in the industry. Tomorrowland is the global benchmark for entertainment events, and this synergy enhances our brand in the region,” he explained.
Discussing the Brazilian market, Arias emphasized the transition from an unregulated environment to a regulated market, presenting both challenges and opportunities.
“Today, with clearer regulations, we see how the market is adapting to the new requirements, and growth continues throughout the region. However, this also compels us to rethink strategies to stay ahead,” he noted.
Finally, Víctor Arias delivered a clear message to operators and strategic partners present at SBC Summit Rio:
“This is your home. You are not clients; you are our business partners, and we are here to serve you and work together for the industry’s growth.”
With a strategy focused on innovation, strategic alliances, and a strong commitment to the Latin American market, Pragmatic Play continues to solidify its leadership in the region, reaffirming its dedication to both operators and players alike.
Enjoy the full interviews on our YouTube channel:
