Betsson executive Cristhian Gómez has backed constructive and transparent dialogue ahead of transformation in emerging markets across Latin America.
The operator has positioned itself well to tap into markets that present opportunities for growth within Latin America after reporting a strong performance in the region in the first quarter of the year.
Gomez told SBC Noticias: “We are seeing a gradual convergence with more established markets, particularly in terms of regulation, digital adoption, and user expectations. At Betsson, we have evolved from a market-entry and positioning approach to one focused on sustainable consolidation.
“This means prioritising markets with clear regulatory frameworks, strengthening our long-term value proposition, and continuing to invest in local capabilities. The opportunity remains highly significant, but today it requires greater operational discipline and a more selective vision.”
Yet even as the group continues on its expansion mission across Latin America, Gómez cited balance as being crucial to a successful strategy for growth.
Gómez stated: “The balance between global scale and local relevance is essential. Our technology is designed to be modular, allowing us to maintain global efficiencies while adapting the experience to each market. This translates into adjustments in payment methods, content, promotions, and communication, always aligned with local regulation. Rather than choosing between standardisation and localisation, we believe in an intelligent integration of both.”
Betsson recorded Latin American revenue of €93m in Q1 2026, up 24.7% compared to the same period in 2025. This growth was driven by strong performances in Peru and Colombia, which are two markets that may continue to fly under the radar for many in Latin America, given the way that Brazil continues to dominate discourse.
Although Betsson’s Latin American performance appears to be on a positive trajectory, the sector continues to face challenges from politicians wishing to increase regulation or place further taxes on operators.
For example, in Colombia, the Humana government has repeatedly attempted to implement a tax on gaming in a bid to raise funds for the country’s embattled economy.
In light of these challenges, Gomez said that an open dialogue with regulators and policymakers is vital for the health of the sector.
He stated: “We believe in open, transparent, and constructive dialogue with regulators and governments. The industry plays an important role in local economies in terms of innovation and tax revenues.
“Based on our experience, we know it is essential for the sector to act responsibly and collaboratively over the long term in order to position itself as a trusted partner in economic development.”
Gómez also addressed the challenges facing operators in emerging markets related to payment processing, as he emphasised that the priority for Betsson is improving the customer experience through ‘increasing processing speed, simplifying user journeys, and managing risk effectively’.
“Real-time transfers are key, as they reduce settlement times to seconds and significantly improve user experience and trust,” he added.
“Many Latin American markets are mobile-first, where real-time payments succeed when fully integrated into mobile ecosystems. In addition, Betsson prioritises partnerships with reliable and reputable banks and payment providers to guarantee top-level speed, security, and availability.”
