Stretch Network: Latin America Is Not One iGaming Market
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Stretch Network is one of the top B2B poker providers in iGaming today. Having launched more than 300 poker projects worldwide and boasting 30,000 monthly active players, it is safe to say Stretch Network knows a thing or two about the online poker and iGaming landscape.
South America is one market where operators on the Stretch Network have enjoyed plentiful success, except that Latin America is not just one market, as a recent Stretch Network blog explained.
"Latin America encompasses more than 20 countries, each with unique cultures, languages, economies, and regulatory frameworks. While Spanish is the dominant language, Portuguese is the official language of Brazil, the region's largest market. Local customs, gaming habits, and payment preferences also vary widely between countries such as Argentina, Chile, Colombia, and Mexico."
Stretch Network states that the South American online gambling market is rapidly growing and is expected to surpass $10 billion in revenue by the end of 2026.
"Online poker, in particular, is seeing significant traction," explained the Stretch Network blog, as younger players turn to digital platforms over traditional land-based venues. For operators, understanding these nuances is crucial to avoid missteps and maximize growth potential."
Fragmented Regulation is a Significant Hurdle
The Latin American online gaming markets have a patchwork of laws and regulations that require careful navigation. For example, Colombia has fully regulated online gaming markets, while Brazil has legalized online poker and is still rolling out licensing and taxation frameworks.
Cultural Difference Shape Player Preferences
Drawing on its own data and other studies, the Stretch Network blog highlighted some interesting cultural differences that potential operators may not be aware of.
- Online poker is extremely popular in Mexico among millennials and Gen Z, who prefer fast-paced tournaments and mobile-first gameplay. According to Stretch Network, Brazilian players are increasingly drawn to cash games.
- Slots rule supreme in Argentina, but Chileans prefer live dealer games.
- Football (soccer) betting drives engagement across Latin America, with some countries preferring pre-match betting, while others love live betting products.
Other Factors That South American Gaming Operators Should Be Aware Of
Stretch Network's blog gave some golden advice to would-be operators in South America, including the importance of language and localization. For example, operators who use region-specific terminology and idioms, or adapt promotions and events to local holidays and cultural events, tend to have much more success.
Additionally, customers show greater loyalty when customer support is available in local languages and dialects, and offering payment methods familiar to each market also works wonders.
About the latter, payment solutions like Mercado Pago in Argentina, PicPay in Brazil, and OxxoPay in Mexico are as popular as ever. Cryptocurrency payments are becoming increasingly popular among the younger demographic who seek faster withdrawals and anonymity. Lastly, enabling cash deposits at partner locations is essential in countries that have low banking penetration.
Think Strategically About South America
Stretch Network believes operators in the region should treat each country individually, aiming to tick the following five boxes in one country before scaling into another:
- Segment, don’t generalize: Treat each country as its own market, with unique trends, behaviours, and opportunities.
- Invest in local intelligence: Data-driven insights on player preferences, popular games, and emerging payment methods are gold.
- Build trust and community: Players respond to platforms that feel relevant, reliable, and connected to their culture.
- Experiment thoughtfully: Test new game formats, promotions, or poker tournament structures in one market before scaling.
- Focus on long-term growth: Quick wins are tempting, but sustainable success comes from aligning offerings with each market's evolving habits.
Becoming an iGaming or online poker operator in Latin America has many challenges, but once you overcome those hurdles, the region can be extremely lucrative. Stretch Network stands by operators every step of the way, so if you're interested in becoming an online poker operator, consider talking to the experts at Stretch Network.
