Latin America’s iGaming sector is a vibrant landscape brimming with potential, driven by regulatory advancements and a dynamic, mobile-first audience. To navigate this exciting terrain, understanding its unique characteristics is paramount. Wynta recently connected with Rosa Ochoa, Director for LATAM at SCCG Management, a seasoned expert whose insights illuminate the path to success in this burgeoning market.
Rosa’s deep connection to the region, stemming from her early career in Mexico with Gtech (now IGT), fuels her passion for its transformation. “What motivates me most is the region’s potential for transformation. Latin America is full of energy, creativity and untapped market opportunities,” she states.
This inherent dynamism, however, demands a nuanced approach, far removed from applying blanket global strategies. “One of the biggest misconceptions is that LATAM is one big, homogeneous market. Many international operators think they can apply the same strategy to all countries when, in reality, Mexico is nothing like Brazil and Colombia is very different from Argentina in terms of regulation, player behavior, payment methods and even preferred sports and devices.“
A key differentiator in LATAM’s iGaming ecosystem is the power of community and local connection, particularly within affiliate marketing. “The Latin American (LATAM) iGaming market stands out for its cultural diversity, mobile-first behavior and informal trust networks,” Rosa explains. This means traditional affiliate models relying on SEO-driven comparisons often take a backseat to the effectiveness of WhatsApp groups, influencers, micro-affiliates and local content creators. Player acquisition, therefore, “is really about building trust and being local — it’s very different from what we see in more mature markets like Europe. At the end of the day, LATAM is a region where human connection still drives growth, not just digital funnels.”
This emphasis on localization extends to all facets of operation. “Operators who adapt to cultural preferences, offer trusted local payment methods and invest in community-driven engagement, especially via WhatsApp, influencers and tribal digital ecosystems will succeed here.” Building strong local alliances and demonstrating a genuine commitment to the market are crucial. As Rosa advises, “Take the time to build trust with partners, regulators and players. Having a local presence or forming strong local alliances will serve you well. Operators and providers who succeed listen first, adapt quickly and show real commitment to the market.”
This is where innovative technology like Wynta emerges as a vital tool. Recognizing the unique demands of the LATAM market, Wynta’s tracking and attribution software is designed to provide “better visibility and control over their affiliate efforts,” even when working with the region’s prevalent network of smaller partners and influencers. “It helps track performance clearly, even when working with smaller partners or influencers, which is very common in the region. It makes managing and scaling campaigns a lot more practical.“
Specifically, Wynta addresses the fragmented nature of LATAM’s affiliate traffic, often originating from platforms like WhatsApp and Telegram. “Wynta centralizes tracking and attribution, so you know exactly who’s driving real results.” Furthermore, its ability to “manage micro and large affiliates on one platform with clear reporting” fosters trust, a cornerstone of success in this dynamic environment. Key features like real-time tracking, offline tracking, flexible commission models (hybrid, flat fees, etc.) and fraud prevention and adaptable KYC workflows are tailored to the specific needs of the LATAM market.
Looking ahead, Rosa is optimistic about the region’s trajectory. “I think we’re just getting started in Latin America. Over the next few years, more countries will move toward clear regulation, particularly regarding online betting and casinos.” This evolving landscape presents a significant opportunity for those who prioritize localization, user engagement and smart technology. As Rosa emphasizes, “LATAM doesn’t need to copy Europe or the US. It has its own rhythm and culture with a lot of potential to do things differently – and better.”
For those venturing into or expanding within LATAM’s iGaming sector, Rosa offers this crucial guidance: “Don’t treat LATAM as one big market. Relationships matter here. Operators and providers who succeed listen first, adapt quickly and show real commitment to the market. Keep things simple and accessible. LATAM players are active on mobile and want fast onboarding, familiar payment options and responsive customer support. There’s no need to reinvent the wheel… just ensure it runs on LATAM roads.“
The partnership between SCCG and Wynta reflects a shared philosophy: a collaboration focused on “opening doors, not promising quick wins.” By combining Wynta’s powerful affiliate marketing solution with deep regional expertise, operators gain a significant advantage in navigating the complexities and capitalizing on the immense potential of the Latin American iGaming market. To thrive in this exciting landscape, understanding its unique pulse and leveraging adaptable technology like Wynta is not just beneficial, it’s essential.
Want to learn more about how Wynta can support your affiliate strategy in LATAM? Reach out to us for a personalized walkthrough and don’t miss upcoming events like the SBC Summit Américas, Peru Gaming Show and GAT Expo Mexico – essential events where the future of LATAM iGaming is being shaped.
