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During SBC Summit Rio 2026, Víctor Arias, VP of LatAm at ARRISE, a global leader in iGaming software and services and a key partner of Pragmatic Play, shared insights with Digital Gaming News on the company’s expansion and localization strategy across the region.
One of the most significant announcements was the launch of its first live casino studio in Brazil, scheduled for the second half of 2026. This milestone responds to growing market demand and reinforces the company’s commitment to localization, delivering products tailored to Brazilian culture, with native-speaking dealers and high technological standards.
Arias highlighted that Latin America remains a highly competitive region, where strengthening relationships with operators and partners is essential. In this regard, the company prioritizes ongoing communication with its partners, who provide direct insights into player preferences. This allows Pragmatic Play to continuously refine its multi-product offering, which includes slots, live casino, virtual sports, bingo, and sports betting.
Regarding the impact of regulation in Brazil, Arias noted that the market represents a turning point for the industry, encouraging providers to deepen their understanding of local dynamics and increase investment in analysis and adaptation. He also emphasized that each country in Latin America presents unique characteristics, requiring tailored strategies.
Finally, Arias underscored that Pragmatic Play’s value proposition for operators in 2026 is built on three key pillars: localization, high-performance technology, and reliability. He also pointed to the growth of its sports betting vertical, driven by the region’s strong sports culture, which is expected to continue expanding across Latin American markets.
You can watch the full interview here:
