"SYNOT Group approaches expansion in Latin America with a strategic, localized, and partnership-driven mindset"

As Latin America's gaming industry experiences rapid growth and regulatory evolution, international providers are increasingly turning their focus to the region. SYNOT, a global supplier of gaming products and solutions, is among the key players bringing innovation and experience to this dynamic market.

At the forefront of this regional expansion is Andres Morano, Vice President of Sales for LATAM, whose understanding of the local landscape is helping shape SYNOT’s strategic approach. In this interview with Yogonet, Morano shares insights on regional trends, challenges, and the company’s ambitions across Latin America’s diverse gaming frontier.

Can you provide us with an overview of SYNOT's presence in the LatAm region? In which countries is the company live, and what are some of its major partnerships and launches in the region?

SYNOT Group has established a growing presence in Latin America, leveraging over 30 years of global gaming expertise to deliver tailored solutions for both land-based and online markets. We operate in several countries across Central and South America, with a notable focus on Brazil, where SYNOT Games has achieved a significant milestone by certifying over 140 games for the regulated market, enabling us to introduce a diverse portfolio to Brazilian players. Our presence also extends to other key markets such as Panama and Mexico, where our slots machines are delivering excellent performance in some of the best local casinos.

A key launch in the region is our Magic Ball Link, which has been successfully introduced in many other markets in Europe and is now being rolled out to Latin American operators to offer engaging, linked bonus experiences. Additionally, our cabinet, awarded “The Most Successful Slot Machine Launch in 2023,” is a cornerstone of our land-based offerings in the region, delivering vibrant game sets tailored to local player preferences. These efforts underscore SYNOT’s commitment to expanding our footprint and delivering innovative gaming experiences across Latin America.

How does SYNOT approach expansion in the LatAm market? What countries offer the biggest opportunities for the company at the moment?

SYNOT Group approaches expansion in Latin America with a strategic, localized, and partnership-driven mindset. Our strategy revolves around three key pillars: thorough market research, tailored product offerings, and strong local partnerships. We begin by deeply understanding each country’s regulatory framework, cultural nuances, and player preferences to ensure our solutions align with local expectations. This is followed by forging alliances with established operators and distributors who share our commitment to quality and innovation, enabling us to navigate complex markets
effectively.

Our expansion is deliberate, prioritizing regulated markets where we can establish a sustainable presence. We focus on delivering high-quality gaming solutions, including slot machines, online gaming platforms, and VLT systems, that resonate with local audiences. By combining our global expertise with region-specific adaptations, we aim to build long-term trust and market share.

Are there any major movements in the LatAm region that you are keeping an eye on, in terms of regulatory changes, new markets opening, etc.? What makes the LatAm market different from other regions where the company has built a presence?

We are closely monitoring several key developments in Latin America’s gaming landscape. Brazil is a focal point due to its evolving regulatory framework, and ongoing efforts to regulate casino and online gaming signal a transformative period, which could unlock one of the region’s largest markets.

The region’s regulatory complexity—each country has unique compliance requirements—demands a highly localized approach. Unlike more homogenized markets like Europe, LatAm requires bespoke strategies to address cultural preferences, economic conditions, and varying levels of market maturity. This diversity, while challenging, creates unique opportunities for SYNOT to differentiate itself through tailored solutions and agile market entry tactics.

What products does SYNOT offer in Latin America, and in which ways are they adapted to the needs and preferences of the local market and its players? Are there any new releases you could highlight for us?

SYNOT Group offers a comprehensive portfolio in Latin America, including land-based slot machines, video lottery terminals (VLTs), and our cutting-edge online gaming platform, SYNOT Interactive. Our slot machines, such as the Firebird and Magic Ball series, are renowned for their vibrant graphics and engaging gameplay, designed to captivate players. Our VLT systems provide operators with flexible, high-performance solutions tailored for regulated markets. SYNOT Interactive delivers a seamless online experience, featuring a wide range of slots, table games, and progressive jackpot systems, accessible across desktop and mobile devices.

To meet the needs of Latin American players, we adapt our products in several ways. We incorporate region-specific themes, such as cultural motifs inspired by local traditions, to enhance player engagement.

A recent release we’re excited to highlight is Aztec Jaguar Hold and Win, launched in late 2024. This online slot combines stunning visuals with innovative mechanics, including the Hold and Win feature, which has proven popular among LatAm players for its high-energy gameplay and rewarding bonuses. Another notable addition is our enhanced SYNOT Progressive Bonus System, which we’ve customized for LatAm markets to offer operators flexible jackpot configurations that appeal to local preferences for frequent, impactful rewards. These releases underscore our commitment to delivering innovative, player-centric gaming experiences tailored to the region’s unique market dynamics.