Víctor Arias, VP LatAm of Arrise powering Pragmatic Play, exclusively advanced to Focus Gaming News the company's plans in Latin America for this year and explained why it is so important to create experiences to build long-term relationships.
Exclusive interview.- The Latin American market has experienced significant growth in recent years, especially since Brazil entered the sector.
Pragmatic Play has been one of the companies that has placed a strong emphasis on the region and plans to continue expanding there with proposals that break the mold.
To learn more about the company's plans in Latin America, the fairs they will participate in this year, and discover why it is so important to create experiences for the audience, Focus Gaming News spoke with Víctor Arias, VP LatAm of Arrise powering Pragmatic Play.
Pragmatic Play is one of the companies with the greatest presence at events in Latin America. What kind of participation can we expect this year? Will there be any novelties to present?
Indeed, we are one of the most participative brands in the region. In addition to the commitment to the sector and interest in new alliances, there is something even more important: closeness, that proximity that allows transmitting the true universe of possibilities of Pragmatic Play. Because it is a company that offers everything: five product verticals, platform solutions, custom options, and promotional tools. And there is nothing like a relaxed chat to explore ideas and build trust, giving the partner the attention they deserve. That is our priority.
So, this year we will double down. We have prepared the best, to provide exclusive moments and continue making Pragmatic Play a different brand. Of course, I will not reveal details, but, an especially important preview is that, for the first time in Latin America, they will have the opportunity to interact directly with representatives of the sports betting vertical.
This is the most recently incorporated product that has made us the most complete provider. Operators find everything they need to operate at Pragmatic Play, and that is what they will be seeing at each event. This brand is not just a slot developer, with a production that reaches nine titles a month, but one that has an unmatched level in every part of its offer. We will focus on that, on showing all its potential. I have no doubt that a great year is coming.
Every year, they launch a new concept, which is reflected at the communication level and stands, offering a comprehensive proposal to the public. What do you have prepared for the 2025 cycle?
I have great expectations and am very eager to start showing what has been brewing for our continent. As you know, for Pragmatic Play, events are not isolated dates on a calendar. The entire team behind works to give meaning, coherence, and a creative style to each cycle, making the agenda fantastic.
Prepare to continue being surprised with innovation, technology, maximum quality, and a narrative that is an epic combination of the classic Greek mythology and the innovative aesthetics of a futuristic look, transporting to new environments.
Pragmatic Play Experience is elevated to now offer a new stage under the concept "Experiences beyond Olympus", where the guide could be none other than Zeus from "Gates of Olympus", after being crowned as the best performing slot during 2024.
We are determined to go further, reaffirming something we are convinced of: Pragmatic Play is originality and trend. Year after year, we have been generating differentiated proposals, which have resonated greatly in Latin America, and for 2025, we could not aim for less. Just as it happens at the product level, renewing, transforming, and elevating experiences continues to be our north.
For the second consecutive year, we see an emphasis on creating experiences. What is this special interest in sharing with your partners and followers?
It is due to several factors, but I would say it responds to one of the main virtues of Pragmatic Play: listening, interpreting what happens in the world, and acting accordingly. The feedback from those who have been part of this sensory journey and market trends are the main sources of inspiration.
It is essential to understand what motivates people: What are they looking for in a product or service? Do they really want an object, a good, a dish, a drink, a meeting, technical data, or do they want the moments that are generated through those things? The experiences around them, the memories; ultimately, the experiences. These generic aspects can be transferred to our segment, and specifically to the sphere of events, and direct a number of valuable actions. And that is what we have been doing.
It is about that, about providing something that lasts, that leaves a mark and generates stories to tell. We want to transcend; offer much more than a business conversation. That the activity of Pragmatic Play in Latin America has that unique stamp of a team eager to generate long-term relationships, something so valuable in our region. That the commercial link is just the beginning of a trajectory of success and friendship, in a different, comfortable, and attractive environment.
Do you believe that the opportunity to live experiences has become the differential value of a proposal?
Undoubtedly. As I mentioned, if we think about what is behind the search for a product or service, we understand that it is the experience that can be lived. Whether it is a very short period or a more extended one, the real value is in how we feel it, what sensation it left us, how we remember it.
This applies to all sectors and to the different areas of each of them, including our industry. Both end-users and partners, even in their different objectives and roles, appreciate the moments, the emotions, the personalization, the detail, and the attention.
More than showing our world is making them feel part of it. From one event to another there are similarities, from one stand to another you can see common elements and even similar offers; however, the differential value is in taking that extra step, in that permanent renewal based on experiences.
We seek to bring Pragmatic Play closer to the various brands in the market, but more than that, we want to bring people closer. A brand is a group of people, and it is to them that the experiences are directed, because they are the ones who live and appreciate them. And, ultimately, that is the best possible contact between two companies.
Can you give us a preview of which upcoming events you will be participating in?
While we can say that the sector officially started a new cycle with ICE, this time in Barcelona, in Latin America we are just a few days away from starting a broad program, which will extend almost until the end of the year. And Pragmatic Play will continue to support these instances, so everything is ready for CGS Rio and SBC Rio, now in February.
After this opening, "Experiences beyond Olympus" will take us to tour the main fairs of the continent. And not only with highly eye-catching stands, but with a thrilling narrative that I invite everyone to follow and share on our networks. I insist, we want everyone to be part of this universe, to make our reality their own, to immerse themselves fully in Pragmatic Play and to live this journey with us.
