The ever-changing regulatory environment in Latin America has most gaming companies struggling to make the most of the local opportunities. However, Belatra is one of the game providers that seems to have found the recipe for success, as it continues to thrive across the continent.
Amid a very busy calendar for the industry in the regional market, Belatra’s Chief Marketing Officer Kateryna Goi speaks with iGaming Expert about the importance of localisation, and implementing the right marketing strategy to thrive in a growing Latin American landscape.
iGaming Expert: What is the key to working in regions like Latin America, where there are many different submarkets with their own characteristics?
Kateryna Goi: The key is simple — to listen and truly hear. Listen to the community, to the partners, and to the subtle nuances of each submarket. One of our most impactful moves was establishing a local office in Latin America. The moment our regional team began direct communication with operators and platforms on-site, our understanding of the audience’s preferences deepened dramatically.
Local partners know their market better than anyone — and by bridging that knowledge with our development and business strategy teams, we’ve been able to create more relevant, better-performing products.
iGX: How important is localisation beyond language adaptation? What other aspects of the games production process do you think need to be localised when targeting a specific market?
KG: Localisation goes far beyond just translating text — for us, it’s about deep cultural alignment. Every region has unique gaming preferences, iconography, humor, and even color perception. That’s why we involve local teams at multiple stages: from game concept validation to marketing adaptation.
Our process includes tailoring visual themes, audio elements to better fit local habits. For example, in Latin America, we consider incorporating local stories or festive elements that resonate emotionally.
And being present at regional events like PGS 2025 in Lima allows us to stay immersed in those local shifts, listen to feedback firsthand, and keep our strategies fresh and grounded.
iGX: Do you have a ‘boots on the ground’ approach and hire local people to manage operations in each country?
KG: Yes — and we believe it’s essential. Our local team in Latin America has been instrumental in building real connections with operators, aggregators, and platforms. They bring in-market intelligence that no data dashboard can replace. This direct insight flows into our development and business processes, ensuring we remain highly relevant in each country we operate.
iGX: Belatra has become a well known brand over the last few years, and it is hard not to see you at industry events. From a marketing standpoint, how important is your presence in the main industry shows, like SBC Summit Americas?
KG: It’s absolutely vital. These shows are where partnerships are born and strengthened. At events like SBC Summit Americas, we have the opportunity to connect with new leads, hold strategic discussions with current partners, and explore ways to deepen our collaborations.
But beyond networking, these conferences are about learning and adaptation. We observe trends, competitor positioning, and regional shifts. Every discussion is a source of insight — and for a company like ours, which thrives on responsiveness, that’s priceless.
iGX: Belatra will also be at PGS 2025, what do you expect to achieve there and what can potential industry partners expect from Belatra there?
KG: Peru is one of the most dynamic markets in the region, and our goal is to deepen our involvement in its evolution. We want to strengthen partnerships, enhance our brand visibility, and collect valuable insights to feed into our game development pipeline.
Visitors to our Stand 43 can expect more than just a business conversation. We’re creating a fully immersive experience: a themed bar serving cocktails based on ancient Inca recipes, surrounded by treasures, gold, and mystical smoke — echoing the atmosphere of ancient tombs. It’s our way of blending creativity with culture and showing what Belatra is truly about: deep engagement, playful storytelling, and memorable moments.
iGX: As we near the second half of 2025, what can we expect from Belatra going forward?
KG: We’ve already proven ourselves as a consistent and creative force, releasing new games monthly — and we have no plans to slow down. Expect to see the next exciting installment of the Mummy Multiverse, a new slot inspired by Mummyland Treasures, with fresh surprises.
Also, keep an eye out for us at the biggest European shows — including SBC Summit in Lisbon and SiGMA Rome. We’re pushing boundaries not just in game design, but in how we show up for our partners and our players worldwide.
