"Latin America isn’t just a growth market for us — it’s at the core of Belatra"

Online gaming provider Belatra is sharpening its focus on Latin America, a region the company sees as central to its global growth strategy. With a mobile-first audience, diverse player preferences, and rapidly developing markets, LatAm offers both challenges and opportunities. To strengthen its presence, Belatra has expanded its regional team, appointed a dedicated account manager, and is tailoring content specifically for local audiences.

Ahead of SBC Summit Lisbon, Lucila M. Barletta, Head of Accounts Latam at Belatra, shared insights with Yogonet about its plans for the region, its differentiated approach, and what operators and affiliates can expect moving forward.

Belatra has announced a bigger focus on Latin America. Please tell us more about why the region is so essential for your growth strategy right now.

Latin America isn’t just a growth market for us — it’s at the core of Belatra. The region has a young, mobile-first audience, passionate about gaming and entertainment. We are capitalizing on this potential through a dedicated strategy of developing and tailoring content specifically for these audiences, aiming to build sustainable growth in partnership with local operators.

The company has appointed a new Account Manager for the LatAm team. How will this role strengthen your local operations and partnerships in the region?

Our regional structure includes dedicated, in-region Account Management, a role currently held by Florencia Mendiuk. This strategic placement is designed to enhance operational efficiency by ensuring faster response times and providing nuanced, on-the-ground intelligence.

The primary function of this role is to serve as a direct liaison, translating Belatra's global product expertise and capabilities to directly address the specific operational, commercial, and regulatory requirements of Latin American partners, thereby fostering stronger, more trusted relationships.

You’re also expanding your LatAm team and hiring. What kind of talent or expertise are you looking for, and how do you see this helping Belatra adapt to the unique needs of the market?

Our talent acquisition strategy for Belatra LatAm prioritizes hiring local professionals with deep domain expertise in the regional iGaming landscape. At Belatra LatAm, we believe in combining global expertise with local insight.

By bringing in local talent, we ensure that our strategies and products are genuinely aligned with the expectations of Latin American operators and players, and therefore can respond more agilely to market changes.

What challenges and opportunities do you see in LatAm compared to more mature markets, and how is Belatra positioning itself to stand out? And as many providers now eye LatAm, what makes Belatra different in the way you approach affiliates, operators, and players here?

The main challenge is the diversity of Latin America – every market is unique, every country has its own regulations, player preferences, and culture. But this diversity is also an opportunity for us, as it pushes us to think locally, not generically, to design localized solutions and content that really speak to players.

Belatra stands out because we don’t just bring “one-size-fits-all” products. Our differentiation lies in a market-specific approach that moves beyond generic localization. We focus on adapting our portfolio and strategies to each market, creating games and partnerships that reflect local tastes. We don’t just bring a product from abroad; we customize our portfolio.

This capability to execute precise customization, backed by our extensive industry experience and a partnership-oriented model, establishes Belatra as a strategic and reliable provider for operators and affiliates navigating the complexities of the region.

You’ll be exhibiting at SBC Summit Lisbon this September. What will Belatra be showcasing there, and what should attendees expect from your presence?

We’re very excited to be at SBC Summit Lisbon this September, as it’s the perfect stage to showcase Belatra’s latest innovations and creative direction. Attendees can expect us to present our newest line of slots, where we combine engaging mechanics with immersive storytelling and top-quality design. We’ll also be highlighting how we’re tailoring our portfolio for different regions, reflecting our expansion into Latin America and beyond.

Being nominated in two categories at the SBC Awards is a tremendous recognition for us. It validates the hard work of our entire team and confirms that Belatra’s approach resonates not only with players but also with the industry at large. For us, it’s more than just an award—it’s a signal that we’re moving in the right direction as we grow into new markets and continue to strengthen our global presence.”

Looking ahead, what are your long-term goals for LatAm? And finally, what message would you like to send to operators and affiliates in LatAm who are considering partnering with Belatra?

Latin America is one of Belatra’s key growth engines. Our message is clear: Belatra is here to be a long-term, trusted partner - with a team, infrastructure, and strategy designed for the region - bringing localized innovation, quality, and a proper understanding of the market.

For operators and affiliates seeking a provider with both a proven track record and a dedicated, nuanced strategy for Latin American success, Belatra LatAm offers an aligned partnership.