Kickstarting Evoplay’s success in the Latin American market has been its Football Pack, with recent releases Penalty Shoot-out and Football Bet achieving considerable success. We caught up with Chief Commercial Officer Vladimir Malakchi to talk about the playbook behind this strategy, why the games resonated with LatAm audiences, their current and future plans for the region and the future of iGaming innovation.
Evoplay’s had some exciting news recently when it comes to your latest Football Pack instant games – can you tell us about the launches and the demand you’re seeing from LatAm players?
We’ve been thrilled with the recent response to our Football Pack. Evoplay strives in offering exciting and engaging games that resonate with players, and it’s evident that our latest launch has struck a chord with the Latin American market.
In total, the Football Pack includes three unique games: Penalty Shoot-out, Penalty Series and Football Bet. Each of these instant games offers a different aspect of the beloved game, whether that be playing for their chosen country or experiencing the thrill of a penalty shootout. We’ve designed these games to be accessible and engaging even for players new to iGaming, while also having enough suspense and anticipation to keep gaming veterans excited!
Of course, there’s a natural passion for football in Latin America, and we’ve successfully managed to tap into this sentiment with our now very-well known football series of launches. Both players and partners have been incredibly receptive to how we’ve combined the quick pace of instant games with the excitement of the beautiful game. The early numbers have surpassed our initial expectations, reaching bet sum of over 120% and GGR of over 110% in the first 3 weeks of the pack’s release.
Given Evoplay is fast-becoming one of the most exciting European studios on the LatAm market – what do you believe has driven this success?
Our success in the Latin American market is down to our strategic decisions and dedicated team effort. Key factors include our understanding of local culture and player preferences as well as adapting game themes, mechanics, and visuals to the region’s taste. As mentioned previously, the launch of our Football Pack was a significant move, tapping into the LatAm’s cultural passion for football in a way no other studio has done so comprehensively.
We’ve also focused on mobile optimisation, recognising the region’s high smartphone penetration rate, with this trend looking to continue climbing in the coming years. Adoption rates have been simply phenomenal in LatAm, and you’re now looking at a level of use that still has plenty of exponential growth to be had.
Last but not least we’ve fostered strong partnerships with local entities, increasing our market presence and promoting our products effectively while providing personalised customer service. This success stems from our local expertise, the development of relevant high-quality products, and the building of meaningful relationships with our platform partners and operators.
Your recent partnership announcement with Sportingtech saw plenty of attention – can you tell us about your plans for the market together?
We’re incredibly excited about our partnership with Sportingtech. Being a well-respected platform provider with a huge network, particularly in Latin America, allows us to tap into new markets and bring our games to an even wider audience.
Our initial plan is to integrate our sports-themed portfolio of instant games onto Sportingtech’s platform, such as Penalty Shoot-out, as well as our Brazilian Carnival-themed slot Hot Rio Nights, which have both proved a hit with local players. By combining our powers, I believe we can make a significant impact in the market. It’s a partnership that I´m confident will benefit both companies, but more importantly, one that will deliver exciting gaming experiences to players.
Looking ahead, and with new markets coming online – where does Evoplay see the most potential in LatAm right now for slot studios?
Looking at the evolving landscape in Latin America, we see immense potential across the region. New markets are rapidly emerging as regulation evolves and technology continues to advance, which is creating new opportunities for companies like ours.
Brazil stands out as a key growth area. As the largest country in LatAm, it has a vast player base, and the recent move towards regulation opens exciting opportunities. With over 210 million people and a strong passion for games, Brazil holds immense potential for slot studios. Secondly, Mexico has great opportunity too – with the second strongest economy in Latin America, a population of over 120 million and a mobile penetration rate of around 60%, the market presents a window of opportunity for the industry.
Other markets showing favourable conditions include Argentina, thanks to its mature gaming market and recent steps towards online gambling regulation. It has an established gambling culture and a solid digital infrastructure, making it an appealing target market for growth.
Our approach will remain focused on understanding the specific needs and preferences of these markets and using this information to deliver high-quality and innovative games that resonate with local players.
Last but not least – given your pioneering work in the next-gen slots space, what’s your vision for the future when it comes to gaming trends?
There is an exciting future for slots on the horizon, shaped by a number of key trends. In particular, the shift towards mobile gaming will intensify, leveraged by increased smartphone usage and 5G networks. Evoplay plans on being at the forefront of this, providing engaging experiences anywhere and across all devices.
I also foresee a rise in the use of VR and AR for immersive gaming, and an increased focus on personalisation, tailoring aesthetics and storylines by using data and machine learning.
This will see an emphasis on gamification tools that offer a bigger variety of ways for players to win and interact with games. Elements like levels, quests and achievements will become more prominent, to appeal to a wider audience and make online slots a competitive entertainment form, not just gambling.
Of course – Evoplay’s commitment is to pioneer this future, creating innovative games that captivate and redefine online slots. I’m incredibly proud of how far we’ve come as a team and we’re very excited to keep making our mark over the next few years!
