"Deep localisation means more than just translating games; it’s about understanding what drives players in each region"

Latin America’s online gaming market is entering a new phase of maturity, with Brazil at its forefront. A small group of high-performing slot providers is capturing most of the region’s player activity, while operators race to refine their content mix and engagement tools. In this fast-changing environment, localised content is gaining a larger footprint, driven by players’ growing appetite for culturally relevant games and mobile-first experiences.

To better understand these trends, Yogonet spoke with Karina Moral, Senior Business Development Manager at Zenith, who shared data-driven insights on the suppliers leading the slots market, how operators are using engagement tools to retain players, and what the rise of Gen Z means for the next generation of iGaming in Latin America.

Drawing from your data, which slots and providers are currently dominating the market in Brazil and across the wider LatAm region?

Our data shows that the Latin American market is currently being shaped by a concentrated group of high-performing suppliers, with a few standout names accounting for the majority of player activity and revenue. At the top of the list is PG Soft, which continues to dominate with its Fortune series. Following closely behind are strong challengers such as TaDa Gaming, whose Money Coming series continues to attract a loyal following, and JDB Gaming, known for reliable, high-volume performers such as Treasure Bowl. While these regional studios provide the local flavour and mass appeal that keep players returning, Pragmatic Play remains a universal constant, delivering steady performance across markets with broad-appeal titles such as Big Bass Splash.

Taken together, this paints a clear picture of what drives success in LatAm. Operators that prioritise commercial access and promotional backing for this select group of proven suppliers are seeing far greater traction than those spreading resources across a wider, fragmented portfolio. The real opportunity is not in chasing quantity, but in focusing on quality - securing the right partnerships and optimising visibility for the titles that truly resonate with players. 

Beyond the standard casino content itself, how are player engagement tools being used to boost retention, and which features are proving most effective?

Sustainable retention requires operators to go beyond merely offering content; it demands smart engagement tools. At Zenith, we concentrate on three areas that have proven most effective. Firstly, we offer deep content curation through our GamesAPI, allowing operators the essential flexibility to dynamically adjust content based on player behaviour and local market trends. Second, our ALIZE Studio develops mobile-first games with select games designed specifically for the local audience, complete with customisable RTP settings and tailored mechanics. 

This level of adaptability helps operators fine-tune performance and keep engagement high in competitive markets like Brazil. Finally, our commercial flexibility, including the unbeatable terms we offer for providers like PG Soft, allows our clients to run frequent, sustainable, and highly effective promotional campaigns. 

Offering a combination of data-led curation, locally attuned content, and commercial flexibility ensures every player has a personalised experience while operators continue to see reliable, long-term growth.

We see a split between global providers and local studios. How should operators balance the need for well-known international content with the deep cultural relevance offered by local game developers?

The most critical strategic challenge in LatAm right now is finding the right balance between global hits and authentic local favourites. Established providers like Pragmatic Play offer unmatched brand recognition and a library of proven, trusted mechanics, which are vital for attracting a broad audience.

However, the majority of long-term engagement and genuine player loyalty is driven by localised studios such as PGSoft, Tada, JDB, and others like FaChai and Jili, whose hits such as Fortune Sheep or 3 Charge Buffalo, can create significant regional spikes.

Zenith’s solution is to offer an API that ensures seamless integration of both the international titans and the local favourites. Operators should use global hits as a discovery engine to bring players in, but then rely on this deeply relevant local content as the primary retention tool – after all, it’s what resonates with them on a deeper level. 

You often talk about the importance of deep localisation. How do subtle cultural differences in areas like Brazil, Argentina, and Colombia influence game preferences and design?

It’s a common mistake to see Latin America as one market.  Player preferences differ hugely from country to country. In Brazil, players are mobile-first and drawn to crash games, bingo, and bright, fast-paced slots. Argentina leans more towards European tastes, showing strong demand for table games and classic casino content. Colombia blends the two, with local themes that sit comfortably alongside traditional formats.

At Zenith, we’ve built our technology to respect these differences. Our OneAPI supports over 30 languages and 60 currencies, allowing for fully localised payment and language experiences. Meanwhile, our GamesAPI lets operators fine-tune their lobbies at a country-specific level, ensuring the right mix of content for each market.

Deep localisation means more than just translating games; it’s about understanding what drives players in each region and giving operators the tools to deliver experiences that feel familiar, relevant, and local. We excel at doing this, and it’s one of the key reasons Zenith has become one of LatAm’s most in-demand platform providers.  

Looking to the future, what are the key trends you are seeing in younger demographics, specifically among Gen Z players, and how is Zenith preparing to meet their expectations?

Gen Z is reshaping the iGaming market in real time. They expect the same seamless experience they get from top entertainment apps — fast, mobile-first, and perfectly reliable. For this audience, anything less than instant is a reason to leave.

For Gen Z, technical excellence is non-negotiable. We don’t see this as a challenge but as an opportunity to raise the industry standard for quality and lead the charge for the next generation of players. 

Our ALIZE Studio is focused entirely on building games that match Gen Z play habits, which means creating experiences tailored for short, high-impact sessions with strong visuals and social appeal. Our OneAPI platform is constantly optimised for speed and uptime. We know that a single second of lag can mean lost engagement – so our job is to ensure that never happens. Lastly, through our GamesAPI, operators can easily curate content that taps into this generation’s preferences for trending titles, social interaction, and creative promotions.