International edition
September 16, 2021

Alonso Jibaja, Head of Business Development for Latin America at Betgenius

"My role involves taking relationships with existing and new operators to the next level"

"Betgenius solely supplies operators in regulated territories, and therefore we are focused on the opportunities in Colombia and Mexico, with the likes of Peru and Brazil firmly on our radar, too."
Peru | 05/07/2018

Betgenius' new executive spoke exclusively with Yogonet to explain the main responsibilities of his new position such as the search for the highest regulatory-compliance standards and links with regulators such as Coljuegos. He also highlighted flexibility and innovation as key resources to address the specific needs of each client.


s reported by Yogonet, Alonso Jibaja took over last month at Betgenius as the new head of Business Development for Latin America. He had previously served as regional director for South America at BetConstruct.

Jibaja brings five years of experience in sports betting and the iGaming sector, in addition to a deep knowledge of the Latin American market and local operators' requirements.

How would you define and describe your new role in Betgenius? What will be your specific responsibilities and goals in the region, for your area and for the company in general?

Betgenius has been working with partners across the LatAm region for a number of years. However, I see my role as taking these relationships with existing and new operators to the next level. With responsibility for driving commercial success across the region, I am excited to put my extensive knowledge of the market to good use and help deliver Betgenius’ set of innovative products remains at the forefront on the sector here.

Our entire global business is built on integrity and we work solely with operators in regulated markets. Therefore I will also spend a great deal of time ensuring we stay ahead of the curve when it comes to legal changes across the region and expanding our existing relationships with regulators such as Coljuegos, to help educate key stakeholders as to how integrity must underpin a robust regulated sports betting market.

Which resources and values do you intend to capitalize from your previous position at BetConstruct? Which similarities and contrasts could you foresee between both periods?

While both businesses work within the same sector, they have markedly different product sets and approaches to delivering sportsbook technology. For example, rather than a white-label sportsbook solution, Betgenius offers an extremely flexible, modular platform and set of associated sportsbook services. So whether it’s our premium outsourced trading services, bespoke risk management or digital marketing services, each and every relationship we have is based on the specific needs of our partner.

As the LatAm region matures, this strategy will become increasingly relevant. Operators not only want to differentiate in increasingly competitive markets, but they also want the power to decide which parts of their operations they keep control over or outsource. Flexibility is key for us.

Recently at FADJA, organizers stated that sports betting saw its exhibitors growing by 50%, and prospects reaching a 40% rise in that area for the World Cup in Colombia. How will Betgenius address and capitalize that solid trend and momentum, especially during the World Cup?

Like all growing sports betting markets, in-play is the driver for much growth across LatAm. As a global leader in live data and in-play trading services, we help operators offer a product that matches the needs and demands of the modern sportsbook customer.

During and after the World Cup, the focus must be on offering a wide range of sports and a deep set of market-types, underpinned by the fastest and most accurate sports data available, to ensure customers always have some engaging to bet on, no matter the time of day. A 400-strong team of traders based in Estonia and Colombia ensures our service is truly around-the-clock.

More broadly, profitability goes hand in glove with efficiency. Our in-play trading services are not only proven to drive turnover and produce sector-leading margin, but also ensure bookmakers can drive operational efficiencies in vital parts of their business.

Which specific features could you attribute to products designed specifically for Latin America? Which criteria are taken in that sense?

I am also very excited to start talking to operators about BetBuilder, a product which we have had great success with in European markets and also in Africa. BetBuilder revolutionizes pre-match betting by enabling punters to instantly build accumulators made up of dozens of different player, team and event markets within the same game.

While other ‘request a bet’ style products have emerged this year, BetBuilder is by far the most comprehensive in terms of events covered and market types, as well as offering a really slick, easy to navigate UX. This is something LatAm operators should be considering right now to stay ahead of the curve.

Which other products and business does Betgenius work with, other than sports betting solutions in the region?

Innovation is more important than ever in the race to acquire and crucially retain customers. As well as our sportsbook management and platform services, Betgenius provides digital marketing services to some of the largest iGaming and sportsbook operators around the world.

Combing a deep knowledge of the industry and a unique ability to leverage the wider betting ecosystem, we are experts at delivering highly targeted marketing campaigns across all channels.

By getting the right messages in front of the right people, across every channel, we make sure operators deliver personal messaging from day one. This leads to a more engaging customer journey, less manual intervention, better conversion rates and faster growth.

Where are your strongest positions in Latin America, and which markets are you planning to enter next? Could you anticipate new projects for the short term?

We have and will continue to invest heavily into Latin America. In 2016 we opened a tech hub in Medellin, Colombia and now employ over 100 staff there, not only giving us a huge advantage in local market understanding, but also in providing the best customer service possible to partners in the region.

As mentioned before, Betgenius solely supplies operators in regulated territories, and therefore we are focused on the opportunities in Colombia and Mexico, with the likes of Peru and Brazil firmly on our radar, too.

As regulation evolves, opportunities in Latin America will continue to grow and Betgenius is committed to helping sportsbook operators delivering a world-class experience to their customers. There are very exciting times ahead!

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