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During his participation at BIS SiGMA Americas, held in São Paulo, Víctor Arias, Vice President at Arrise Powering Pragmatic Play, reaffirmed the company’s strong commitment to the Latin American market, highlighting Brazil’s key role within their regional expansion strategy. Arias spoke about the pillars that underpin the brand’s leadership: localization, innovation, and a top-tier user experience.
For Arias, attending events like SiGMA São Paulo is part of a strategic roadmap that will continue throughout 2025. “It’s important for us to be present. These types of industry gatherings are crucial touchpoints in our calendar to strengthen partnerships, showcase new developments, and keep listening to the market,” he noted.
A central theme in his remarks was localization—a principle Pragmatic Play has implemented from the very beginning of its operations in Latin America. “It’s not just about translating content. It’s about bringing local knowledge and local teams into every layer of the business, from commercial strategies to product development,” Arias explained.
As part of this commitment, the company has recently launched new titles tailored specifically for the Brazilian market and the broader Latin American audience, catering to local preferences and player expectations. Arias also shared that a new sportsbook platform is currently being rolled out across the region, along with upcoming innovations in live casino verticals.
“We remain focused on sustainable growth and maintaining our leadership through customized, forward-thinking solutions,” Arias concluded. He also confirmed the company’s participation in several key industry events: “We’ll be present at all three major gatherings. See you there—and everyone is welcome,” he said.
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