As the iGaming industry in Latin America experiences rapid growth, game developers and operators face the challenge of providing localized content that resonates with diverse player bases. Dr. Eyal Loz, product director at RubyPlay, explores how understanding regional preferences and the extent of cultural nuances are essential for personalized experiences.
The rapid growth of the iGaming industry in Latin America has created a unique opportunity and challenge for game developers and operators. With revenue increasing by 117% from 2022 to 2024, online gaming in Latin America is expected to reach $3.19 billion by the end of 2024, driven by 9.5 million active users, according to Upgaming.
This expansion requires a differentiated approach to content, which goes beyond mere translations. To truly engage audiences in diverse and emerging markets, localized content is essential.
Creating localized content is more than just a marketing strategy—it's about understanding the psychology of the player, cultural preferences, and technological scenarios in different regions. Successful localization in the online casino industry is measured by how deeply the content engages with the player's mindset.
Captivating audiences in diverse markets
Latin America is a complex region. The common misconception is to treat it as a uniform market, but the reality is that players in Brazil, Mexico, Argentina, and Colombia, some of the largest iGaming hubs, have very different expectations from their online casino experiences.
The differences are a combination of how mature the market is and how the local culture views gaming in general. There are many factors beyond our control that influence this. For example, how prevalent are mobile devices and connectivity in a particular region, with large-scale mobile infrastructure necessary for a mobile-based gaming industry to flourish.
Slot games may dominate in Brazil today, where 63% of players prefer them (Upgaming), but just a year ago, the dominant games were simple and quick betting games like crash and mines. Even the current top-performing slots are very simple 3x3 slot machines, very easy to follow and understand for players.
The transition from quick games to simple slots and from simple slots to complex slots is predictable. We say this repeatedly about all emerging markets. Quick games pave the way for simple slots due to higher turnover (quick spins are favored by players and operators). Simple slots pave the way for more complex slots, as players become familiar and able to keep up with and seek more complex and deep gameplay.
In countries like Colombia and Chile, live dealer games, blackjack, and roulette are among the top performers, where historically the preference has been driven by popular culture and the demographics of older players.
To captivate such a diverse range of players, it is important to offer content that resonates on a personal level. This means more than just adjusting a theme or adding support for localized languages. Instead, the process should focus on designing experiences that reflect local tastes, gaming habits, and regulatory frameworks.
For example, Brazilian players generally gravitate towards simple and quick games that allow for active decision-making during gameplay. In contrast, players in Mexico and Peru generally prefer more complex games with rich narratives and strategic depth.
The challenge is to balance these preferences while simultaneously creating games that feel cohesive and engaging. The solution lies in a flexible, player-centered approach to game design, allowing operators to cater to different tastes while maintaining a consistent and high-quality experience across the board.
The localization process: more than just translation
Localizing content is not about taking a "one-size-fits-all" game and tweaking a few details. It needs to adapt every aspect of the gaming experience—from art design and game mechanics to themes and in-game decisions, to meet the cultural, psychological, and legal demands of each market.
At RubyPlay, our localization process begins with a deep understanding of the gaming behaviors of each market. For example, our development of Go High® Panda, a game specifically designed for Brazilian players, was created based on our research showing a strong preference for simple games where users feel a greater sense of control.
In response, we built a mechanic allowing players to start and stop a prize reel themselves, giving them more control over the outcome. This level of interaction is important, but still not widely adopted in traditional slot design, but it's exactly what attracts the Brazilian audience.
The appearance of a game also needs to resonate with local players. For Go High® Panda, we opted for a casual art style that reflects the younger Brazilian players' appetite for fun and vibrant visuals. In Argentina, on the other hand, player engagement is driven by different cultural reasons, such as Mesoamerican themes, exotic and mystical themes from Eurasia, and more classic complex mechanics.
Building meaningful connections between players and operators
Localized content also plays a key role in enhancing the relationship between players and operators. In markets as dynamic as Latin America, players are more likely to engage with operators that offer experiences that seem tailored to their needs. By aligning game design with local preferences, operators can deepen their connection with players, increasing retention and brand loyalty.
A great example is our partnership with Betano. By collaborating closely with the operator, we developed Immortal Ways Betano, an exclusive title fully aligned with the operator's brand, designed to resonate with its Brazilian player base ahead of the Copa América 2024. This strategic brand partnership not only allows Betano to stand out in a competitive market, but also offers a personalized gaming experience that feels uniquely tailored to its customers during major sporting events.
These types of collaborations illustrate the importance of working together with operators to create exclusive and personalized offerings. As we've seen, localized content is not just about games—it extends to creating personalized lobbies, adapting content presentation, and ensuring that games are well integrated into the broader ecosystem of the operator.
Why is localized content essential for long-term growth?
The iGaming landscape in Latin America is evolving rapidly. With countries like Brazil and Peru advancing in their regulatory frameworks, the opportunity for growth is immense, but only for those willing to invest in genuinely localized experiences.
Economic development across the region, along with the increasing number of active players, has created an ideal environment for operators and developers to thrive. However, as competition increases, only those who understand the importance of localization and personalized content will be able to maintain a competitive edge.
At RubyPlay, we believe that the future of iGaming lies in personalized, player-centered experiences that speak directly to the needs of the local audience. We also believe in building strong relationships with newly formed regulatory bodies. We want to keep it safe and fun for all participants. This is particularly true in dynamic and rapidly evolving markets like Latin America, where cultural and economic trends are shaping the future of the industry.
As we look towards 2025 and beyond, our focus will remain on providing innovative and localized content that not only entertains but also creates lasting connections between players and operators. By staying ahead of market trends and fostering deep partnerships with local operators, we can continue to create games that resonate with players across the diverse landscape of Latin America.
Dr. Eyal Loz
Product Director at RubyPlay
