Víctor Arias: "Latin America requires a specialized and adaptive approach"

On August 27 and 28, the EXPO Santa Fe Convention Center will be the host venue for GAT Expo CDMX 2025. The event will bring together leaders, operators, manufacturers, regulators, and suppliers from the gambling industry for a comprehensive two-day agenda that combines academic sessions, exhibition stands, and business networking.

One of the major players in the industry attending the show is Pragmatic Play, which will be waiting at booth A16 for all visitors who wish to come and enjoy a new stop on “Experiences beyond Olympus,” the company's series of events for 2025.

Before the event, Yogonet had the opportunity to exchange a few words with Victor Arias, Vice President of Operations Latam at Arrise, powering Pragmatic Play, about the provider's expectations for the event as well as the present and future of the industry.

What are Pragmatic Play's expectations for GAT Mexico?

Pragmatic Play arrives with the intention of continuing to consolidate its role as a strategic partner for operators, providing a solid, diverse, and industry-recognized product portfolio. Our main expectation is to continue building bridges and strengthening existing relationships, but also to open up new opportunities in a market that is experiencing remarkable growth and demands differentiated value propositions.

The event is also an opportunity to reaffirm our commitment to quality and innovation, elements that set us apart and are part of our identity as a leading supplier. For us, being present means supporting operators with solutions that are tailored to local conditions, but always under the seal of excellence that characterizes us globally. 

The company is attending the event as a Diamond Sponsor. What does this mean for you?

Being a Diamond Sponsor at GAT Mexico reflects the importance of the Mexican market for Pragmatic Play and, at the same time, demonstrates our confidence in the region's potential. Sponsoring at this level is more than just brand presence: it is an endorsement of the values of the event as a space for dialogue, innovation, and responsible growth for the entire industry.

With this sponsorship, we seek to underscore our commitment to the local ecosystem, demonstrating that we support operators at every stage of their development. Mexico is becoming one of the most dynamic markets in Latin America, and we want to play a leading role in its evolution, working together to create a competitive, sustainable, and long-term industry.

Throughout the various events where Pragmatic Play was present, which products do you think were most in demand by players?

What we observed at the different events is that demand covers our entire portfolio. Slots continue to be a fundamental pillar thanks to iconic sagas and constant launches, while Live Casino is gaining ground with innovations such as Smart Studio, which allows operators to create tailored and distinct environments.

In addition, verticals such as Virtual Sports, Crash-style games, Arcade game launches, and our Bingo and Sports Betting platforms have attracted growing interest, especially in markets where omnichannel and mobile experiences play a major role. All of this is enhanced by tools such as Enhance, which enriches the experience and strengthens interaction between operators and players. 

Latin America is a region with many facets and differences between the various markets. What strategy does the company have in place to cover so many markets?

Latin America requires a specialized and adaptive approach. That's why we have a team dedicated exclusively to the region, ranging from creative marketing areas to account managers for each country, allowing us to understand and respond to the cultural and commercial diversity of each market. 

Our strategy is based on flexible solutions such as single API integration, which makes it easier for operators to incorporate different verticals according to their needs. We also focus on localized content and customization options through Smart Studio, reinforced by co-marketing campaigns and loyalty tools. The goal is clear: to transform LatAm's diversity into a competitive advantage by offering products that resonate locally without losing global consistency.