With Brazil’s online gaming regulation now in place, Habanero is preparing for one of its biggest expansions yet. Arcangelo Lonoce, Head of Business Development, talks with iGaming Expert about the challenges and opportunities in the fast-moving space, and shares why Brazil is such an exciting prospect for the company.
iGaming Expert: Brazil has been a huge talking point for quite some time, with a significant development at the turn of the year causing much optimism. To begin, what prospects do you believe the country possesses for Habanero?
Arcangelo Lonoce: Brazil is a game-changer and an incredibly exciting market for Habanero and the entire iGaming industry. It is one of the biggest economies in Latin America and has a strong passion for iGaming. Now that the market is officially regulated, we are looking at a structured, sustainable environment that benefits operators and suppliers.
We have had our eye on Brazil for a while. Our success in Latin America, particularly in Colombia and Argentina, has shown us that players in this region love immersive, fast-paced games. With the right approach, we believe we can make a big impact in Brazil by bringing our best content to a market ready for high-quality, engaging gaming experiences.
iGX: The country’s online gaming space could well become incredibly busy very quickly. What challenges does this jostling for position pose, and how is this best overcome?
AL: That is a challenge we are fully prepared for. The key is localisation and strong operator partnerships, as well as unique features for player engagement.
With an experience of successfully entering highly competitive markets like Italy, Spain and Portugal, we have learned that understanding player preferences is everything. In Brazil, we will take the same approach and adapt our games to fit local tastes, making sure everything is mobile-optimised and working closely with operators to maximise our reach.
One of our greatest strengths is gamification, exemplified by the Jackpot Race, a world-first master of jackpots where multiple players can compete for a shared prize pool. This makes the overall jackpot experience far more exciting than usual.
The race builds anticipation, and different prizes can be awarded to different players, transforming the jackpot experience into a fast-paced competition. This feature has been hugely successful in other markets, and we expect it to resonate strongly in Brazil.
iGX: How does this entry complement your wider efforts across Latin America? Ultimately, what will be the keys to success within Brazil?
AL: Brazil is the missing piece of the puzzle for us. We have built strong momentum in Latin America, and entering Brazil allows us to connect the dots and strengthen our regional presence.
Each country in Latin America is different, and we have learned that there is no one-size-fits-all approach. What works in Mexico might not work in Argentina. That is why our strategy is all about adapting and fine-tuning, using the insights we have gained in other Latin American markets to craft the best experience for Brazilian players.
iGX: How important do you believe localisation will be to achieving your Brazilian ambitions, or will you rely on your current roster to swell your presence within the region?
AL: Localisation is essential. Our existing games have done well across Latin America, but we know Brazilian players have their own unique preferences.
Some of our most successful titles will be fine-tuned for Brazil. But we are also looking at developing new content specifically for the market, inspired by Brazil’s culture and gaming traditions.
The focus is not just about the games themselves, but also careful consideration in creating a fully localised experience that make players feel at home.
iGX: Habanero’s iGaming catalogue boasts titles across the slots and table games segments. Of these, which do you expect to most resonate with players?
AL: Slots will lead the way. Brazilian players love high-energy, visually appealing games with strong bonus features, and that is precisely what our portfolio delivers.
We expect Mystic Fortune Deluxe to do well, as it is already a hit in Latin America because of its unique gameplay and design. Hot Hot Fruit is another strong contender because of the perfect mix of classic slot mechanics and modern features, which players in Brazil will appreciate.
That said, table games are of high value the world over, so they also have potential, especially as the market matures. As players become more comfortable with online gaming, we expect them to explore different verticals.
iGX: How do you expect the Brazilian market to progress as we venture through 2025?
AL: We are going to see rapid growth and evolution. There will be many players, operators and suppliers hoping to enter and succeed in the market. But as things settle and regulations take shape, the focus will shift to sustainability and garnering long-term engagement.
I believe that mobile gaming will dominate. Brazil has one of the highest smartphone adoption rates in Latin America, so mobile-first experiences will be key. We also expect to see a rise in community-driven features, like leaderboards, tournaments, and progressive jackpots, which keep players engaged beyond just spinning the reels.
On the regulatory side, we will expect to see further changes or improvements. Compliance is always our top priority, and we welcome a well-regulated market that will ultimately lead to a better experience for players and operators. We are already successfully live in over 27 regulated markets, and the future looks brighter than ever.
