In 2023, the Latin American online gambling market reached an impressive valuation of $12.18 billion, showcasing the region’s remarkable growth and enthusiasm for online gaming. This achievement is particularly noteworthy given that many markets within the region have yet to fully implement online regulation.
However, despite the thriving online gambling landscape, the region faces significant challenges that impact player protection and safer gambling initiatives. Issues such as the proliferation of illegal betting sites, concerns over sports sponsorships and their influence on younger audiences, and the threat of identity fraud are pressing concerns.
Brands operating in the region must navigate the delicate balance of expanding their market presence through innovative marketing strategies and offerings while upholding a robust framework for player protection.
To support delegates in strengthening their safer gambling measures, the upcoming SBC Summit Latinoamérica, set to take place at the Seminole Hard Rock Hotel & Casino on October 29-31, will feature a series of panels focused on player protection.
In this blog post, we will highlight the safer gambling panels included in the summit’s conference program, explore the themes and context behind their inclusion, and spotlight the speakers who will be sharing their invaluable insights on these critical topics.
Combating Illegal Online Operators
The issue of online gambling companies operating illegally in markets beyond their jurisdiction has been a global concern for years, but it is particularly pronounced in the Latin American region.
With gambling companies able to secure wider licences (like the Curaçao one) brands can easily establish a presence in the region. This is compounded by the fact that Latin America consists of multiple and diverse countries, each with varying levels of regulatory oversight, and some, like Argentina, even have different regulations across provinces. This regulatory complexity provides fertile ground for illegal gambling operators to exploit.
In addition, while certain Latin American markets have established strong regulatory frameworks for online gambling, some countries require players to use government-owned sites or limit them to a single legal online option. This creates an ideal environment for illegal operators to attract players by offering a broader range of gaming options and more competitive odds. These illegal sites often present themselves as recognizable regional brands, offering seamless payment methods and reliable service, which helps them build trust and loyalty among their player base.
The proliferation of illegal gambling sites has severe consequences for both players and the broader region. With thousands of players participating in these illegal platforms, the region risks losing millions of dollars in potential revenue—money that could otherwise benefit local communities. For players, engaging with these sites comes with significant risks, as there is no legal protection. They are vulnerable to identity theft, non-payment of winnings, payment fraud, and more, rendering the player protection efforts of the regulated industry ineffective.
The panel session titled ‘Cracking Down: Strengthening Regulations Against Illegal Online Gambling Sites’ will address these critical issues, equipping brands with the latest strategies to combat illegal gambling in Latin America. Featuring industry experts Dr Evert Montero Cárdenas (President, Fecoljuegos), Andres Tamayo (General Manager, Full Reto), Dr Agustín Li Gambi (President of the Legal Affairs Commission of the Asociación de Loterías Estatales de Argentina (ALEA)), Lourdes Britto (General Director, Apuesta Total) and moderator Tatiana Vazquez (Socia Directora, V&I Consultores Legales), the panel will explore how solid regulatory frameworks can protect consumers while maximizing the industry’s economic potential. Additionally, the discussion will delve into how regulators and operators can collaborate to develop strategies to combat these illegal sites. This panel will take place on Wednesday, October 30th, the first core day of the event, as part of the ‘Sports Betting & Media’ track.
Ethics & Responsibility Around Gambling Operations
The rapid rise of online platforms has significantly transformed the gambling industry, bringing forth innovations like new betting platforms, advanced game design, AI-driven data handling, personalized player experiences, and novel marketing strategies. However, the digital age has also introduced a host of challenges, particularly in the realm of safer gambling. As brands shift to digital platforms, issues such as controlling who is exposed to specific marketing campaigns, regulating influencers, and managing the impact of gambling sponsorships with sports teams have become increasingly complex. These challenges can lead to serious consequences, including addiction, underage gambling, financial ruin, and mental health issues.
In response, the industry is now entering a phase of self-reflection and evaluation to enhance its player protection initiatives. This growing emphasis on ethics and responsibility is beginning to influence how brands market their offerings and gamification features, the platforms used for these marketing efforts, the extent of exposure to younger audiences, and whether the risks associated with betting brand sponsorships of sports teams are justified in protecting vulnerable players. The SBC Summit Latinoamérica will feature several panels dedicated to addressing the latest ethical debates and responsible gaming initiatives.
The panel titled ‘Protecting the Future: Combating Influences of Underage Gambling’ will address the issue of underage gambling in Latin America. The panel, which will feature leading industry figures Lorena Castro (Compliance Director Latam, Betsson Group), Iliana Pineda (Chief Legal Officer and Compliance Officer, Wplay), Sebastian Vivot (Modernization and Information Technology Manager, LOTBA), and Ida Lopez (President, Mendoza Lottery Institute) will discuss how regulators and operators can effectively enforce age restrictions across betting platforms. The panel will also explore whether microtransactions in video games are a gateway to underage gambling addiction, the role of technology in addressing underage gambling and strategies the industry can use to protect youth from harm. This panel will take place on Wednesday, October 30th, as part of the ‘Leaders’ track.
The session ‘Navigating Responsible Marketing Through Social Media & Influencers’ will delve into the growing presence of social media influencers and their impact on younger players. Expert speakers Cristian Barbosa (Director Strategic Partnerships & Gambling, BetterCollective), Jimena Agudelo (Marketing Manager Latam, Growe), Emilia Perez (Marketing Director, RushBet), and panel moderator Tomas Enrique Garcia Botta (Socio, MF Estudio Abogados) will discuss the need for a more robust regulatory framework around digital influencers. The panel will provide insights into influencer marketing, assessing its strengths and weaknesses, and explore best practices for operators to market responsibly while protecting vulnerable young players. This session will also take place on Wednesday, October 30th, as part of the ‘Affiliates & Advertising’ track.
The panel ‘Ethics on Display: Impact of Operators’ Logos on Sports Jerseys’ will explore the ethical concerns surrounding gambling operators’ logos on sports team jerseys. Featuring prominent industry experts Santiago Gandara (CMO, Betwarrior), Felipe Maturana (Digital Marketing Manager, Growe), Carlos Sabanza (Sponsorships & PR Manager, Codere), and panel moderator Enrique Romero (Independent Consultant), the discussion will focus on the influence of gambling on sports and its potential impact on fans, especially younger audiences. Delegates will gain insights into navigating these ethical dilemmas and making informed decisions that uphold the integrity of the sport and its fans. This panel will also be held on Wednesday, October 30th, as part of the ‘Sports Betting & Media’ track.
Utilising Technology to Enhance Safer Gambling Initiatives
The past decade has witnessed a surge of innovative technologies that have reshaped the gambling industry. Artificial intelligence (AI), blockchain, virtual reality (VR), NFTs, cryptocurrency, and the metaverse are among the key technologies that have recently disrupted the industry, driving advancements in payments, gamification, data management, and providing new, engaging platforms for players.
However, there is a growing demand within the industry to harness these technologies more effectively for player protection. Innovative platforms like GamStop, BetBlocker, and NetNanny have made self-exclusion from betting sites seamless, while advances in facial recognition and fingerprint scans have given bettors and brands greater control over their privacy. Despite these strides, there remains significant potential for the industry to further integrate technology into future safer gambling initiatives.
To assist delegates in discovering the latest technological advancements for enhancing safer gambling processes, the SBC Summit Latinoamérica will feature several dedicated panels focused on the role of technology in player protection.
The panel ‘Advancing Safe Gaming: The Role of Technological Innovation’ will discuss the critical impact of technology on promoting safer gambling practices. Featuring industry experts Cristhian Cardenas (Compliance Director Latam, RSI) and Elizabeth Maya Cano (President, CORNAZAR), the panel will emphasize the importance of educating the public on the dangers of gambling addiction and deploying advanced protective measures for players. The discussion will also cover the development of comprehensive regulatory policies and the promotion of collaborative efforts within the industry to foster a responsible and ethical gaming culture. This panel will take place on Wednesday, October 30th, as part of the ‘Leaders’ track.
The session ‘Leveraging Digital Identity to Combat Fraud In Sports Betting’ will explore how robust player verification systems can help operators combat identity fraud. Compliance experts Iliana Pineda (Chief Legal Officer and Compliance Officer, Wplay), Evans Concha (CTO & Founder, Pronto Paga), and Adrian Sanchez (Director, Financial Crime & Compliance, LexusNexus) will discuss how innovative AI solutions are enabling fast and accurate real-world identity matches to enhance user conversion, combat fraud, and meet KYC and Anti-Money Laundering standards. This panel will take place on Thursday, October 31st, the final day of SBC Summit Latinoamérica, as part of the ‘Payments & Compliance’ track.
Final Thoughts
In recent years, the industry has made significant progress in prioritizing player protection and implementing robust safer gambling initiatives. However, the ever-changing digital landscape continues to challenge the industry to stay ahead of emerging technologies, illicit trends, and shifting social attitudes.
At the upcoming SBC Summit Latinoamérica, delegates will have the opportunity to attend a variety of panels focused on player protection. These sessions are designed to help enhance technological implementations, navigate ethical dilemmas surrounding sports and betting, and unite regional markets against the harmful influence of illegal online gambling sites.