Victor Arias & Andriele Dias Richardt

Pragmatic Play: "Our ambitions and expectations for 2023 are huge"

Reading time 4:09 min

Pragmatic Play is a game developer with a wide product portfolio and a clear strategy to establish itself in all the main regulated markets. Víctor Arias, VP of Latam Operations, and Andriele Dias Richardt, Marketing Director for the region, shared with Yogonet insights into the company's strategy and more.

After Pragmatic Play's attendance at SAGSE Latam 2023, from a corporate standpoint, what is your assessment of the event?

Víctor Arias: Participating in industry events has many benefits because they are intensive and dynamic and also because they generate a very pleasant environment for meetings (and reunions) with great friends and colleagues. And this edition of SAGSE Latam has once again confirmed our vision. We prepared ourselves, we arrived there with a lot of enthusiasm, and we concluded our participation very satisfied. This type of event provides us with a broad vision and an updated panorama of the market and allows us to build essential bridges for our objectives. 

Andriele Dias Richardt: At SAGSE, all this was possible, so we are very grateful to the organizers and to all those who took the time to visit our stand, which was full of people interested in continuing to strengthen ties with Pragmatic Play.

Under the slogan 'Your favorite at all times,' the company presented what they called 'Mission Trajectory Latam 2023' as a regional strategy. Andriele, as Marketing Director, what can you tell us about this, and what objectives are you looking to achieve?

Andriele Dias Richardt: At Pragmatic Play, we are truly living our slogan, which means that today it is a reality, both globally and regionally; we are the users' favorite. Therefore, the new slogan does nothing more than reflect what our brand represents in the world of entertainment.

On the other hand, and in line with the premise of innovation that characterizes Pragmatic Play, we created our communication strategy for this year. A new project that seeks to tell the story of our participation in the 2023 events in a fun and dynamic way, guided by the protagonist of Spaceman, Pragmatic Play's first crash game, which has become our flagship game in the Latin American continent.

Pragmatic Play's stand at SAGSE this year

Continuing with the 'Mission Trajectory Latam 2023', the next 'stops' will be Peru Gaming Show (PGS) in Lima and the Brazilian iGaming Summit in Sao Paulo. What can we expect to see from Pragmatic Play in both events, and what are your expectations? Will there be any special presentations?

Víctor Arias: That's right; in a few days, we will be participating in both PGS and BiS, two large events, so Pragmatic Play's presence will be along the same lines. Our objective is to transmit what we are as a company and demonstrate the importance of generating experiences that last and offer something different. This undoubtedly requires a significant structural deployment. Without going into details, I can tell you that, in both events, we will have a really privileged space so that we will have bigger and more attractive stands, and we will be happy to welcome you all there. 

What are Pragmatic Play's expectations for Latin America in 2023?

Víctor Arias: Our ambitions and expectations for 2023 are huge. We come from an excellent 2022, in which we managed to position Pragmatic Play exactly as we wanted in Latin America, so since this year began, plans have been to reach for more. Every year brings challenges, and this year is no exception.

With the entire Latam Hub team, we are experiencing a very nice stage of new challenges, which keep us very united, working together to overcome each objective we have set for ourselves. So we hope to continue in this line of growth and increased sectorization and specialization to celebrate new achievements. 

Víctor Arias, VP of Latam Operations

Pragmatic Play is known for its constant partnerships and expansions around the world; what differences do you find between the gaming markets in the rest of the world and Latin America?

Andriele Dias Richardt: There are many differences from one region of the world to another, and I think that is the essential thing: to understand that each market is unique and that comparing them is a double-edged sword. Of course, having data from other regions, analyzing their strategies, and observing what works and what doesn't is always useful from the point of view of broadening ideas. But that cannot be a benchmark for implementing business strategies in completely different contexts.

Víctor Arias: I have had the privilege of acquiring experience in many different areas and regions, and this has nurtured my way of analyzing and structuring plans, but always with the objectivity that each place is unique and the success of an expansion project in a market will depend on how much you know it first hand.

Online gaming is already a reality, increasingly taking hold in the gaming market. How do you see the future of online gaming, specifically in Latin America? Can we consider the region as a whole, or does each country present a different reality?

Víctor Arias: Undoubtedly, we can speak of online entertainment as a modality in full growth. As representatives of one of the main suppliers of the industry, we observe a constant increase in online operations in Latin America, which is strong proof of the sector's current situation and a substantial indicator of what may be the future. However, Latin America has the particularity of being very heterogeneous. This means that while there are many aspects in common, there are also important differences.

The peculiarities, technological development, traditions, and the conformation of the communities make Latin America more than a territory but the conjunction of multiple of them. And this also influences the process of migration and adaptation to the online world. For this reason, it is essential to understand this phenomenon and work with each market separately. Yes, bearing in mind the unity that Latin America implies, but without losing sight of the fact that each country represents different realities, and, therefore, suitable strategies must be implemented for each one.

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