Rossi McKee, Member of the AGIB Board of Directors, was among the leading participants at the ICE World Gaming Forum, presenting on the topic “From Strategy to Execution: Building a Winning Presence in Latin America.” Her session provided essential guidance for operators aiming to enter and expand their presence in one of the most dynamic and competitive markets in the iGaming industry.

During the forum, McKee emphasized key aspects critical to success in Latin America, such as understanding regulatory requirements, product localization, and technological adaptation. According to her, operators must tailor their strategies to local cultural nuances and preferences while ensuring regulatory compliance and implementing customized solutions to build trust with local players.

McKee shared that, although prior to the pandemic, consumers in Peru preferred physical stores due to a lack of trust in online payments, the situation has changed significantly post-pandemic. Online purchases and transactions have increased exponentially, with online betting growing by 128% from 2020 to 2022. She highlighted that the potential of the Peruvian market remains enormous, with over 60 operators already registered following the introduction of regulations and new international brands beginning to compete for market share.

McKee concluded that Peru is a key market for the growth of the iGaming industry in Latin America, offering significant opportunities for operators due to its dynamic economy, growing middle class, and increasing interest in digital platforms. She called for a detailed understanding of local requirements, cultural differences, and regulatory frameworks to ensure successful market entry and positioning in this rapidly growing market.