The Gain City: Lauderdale campaign reflects how we see the Americas: as a region full of diverse, high-potential markets

As SBC Summit Americas approaches, Wazdan is preparing to showcase its latest regional strategy through the “Gain City: Lauderdale” campaign, an initiative designed to reflect the company’s expanding ambitions across both North and Latin America. With regulated markets evolving at different speeds throughout the continent, the supplier is placing a strong emphasis on localization, flexible promotional tools, and market-specific content tailored to distinct player behaviors.

Ahead of the event, Yogonet spoke with Izabela Słodkowska-Popiel, Head of Account Management for North America and Latin America at Wazdan, about the company’s priorities for the Americas, the growing importance of sports-adjacent casino content ahead of the 2026 FIFA World Cup, and how the supplier is balancing innovation, compliance, and long-term partnership growth in one of the industry’s most competitive regions.

Wazdan is bringing the “Gain City: Lauderdale” campaign to SBC Americas. How does this concept reflect the company’s current strategy and ambitions across North and Latin America?

Gain City: Lauderdale reflects how we see the Americas today: as a region full of diverse, high-potential markets, each with different player habits, regulations and commercial needs.

For us, the campaign is more than a creative concept. It shows how we approach growth across North and Latin America: with certified content, market-focused games, flexible promotional tools and full-cycle support for operators.

In North America, we focus on steady, compliant growth in regulated markets. In LatAm, we see strong demand for localised content and tools that help operators drive engagement. Gain City: Lauderdale brings both directions together in one clear story.

One of the headline titles at your stand will be 9 Balls, a football-themed slot arriving ahead of the 2026 World Cup. How do you approach the crossover between sports and casino entertainment, and do you expect this type of sports-adjacent content to become more important in the coming years?

Sports-adjacent casino content is becoming more relevant because operators want to connect casino activity with major moments that already capture player attention. Football is a perfect example, especially ahead of the 2026 World Cup.

With 9 Balls, we are not trying to recreate sports betting. We are bringing the energy of football into a casino experience, with a clear theme, strong pace and engaging mechanics.

For operators, this type of title is useful across CRM, lobby placements, newsletters, social media and seasonal campaigns. I do expect this category to grow, especially in markets where sportsbook and casino audiences are closely connected.

Localization has become one of the key themes across LatAm gaming. How does Wazdan adapt its games for different markets such as Brazil, Peru, Colombia, or Argentina without losing the core identity of the brand?

Localisation starts with understanding that LatAm is not one market. Brazil, Peru, Colombia and Argentina all have different player behaviours, cultural references and operator needs.

At Wazdan, we adapt content through themes, visuals, language, campaign timing and promotional mechanics. At the same time, we keep the core Wazdan identity consistent: polished design, strong mathematics, mobile-first gameplay and clear feature communication.

The goal is to make our games feel relevant locally, without making them feel disconnected from the wider Wazdan portfolio.

Wazdan has been shortlisted in five categories at the SBC Awards Americas 2026, including innovation, social responsibility, and women’s empowerment. What does it mean for the company to receive recognition across such a broad range of areas?

Being shortlisted in five categories is very meaningful because it recognises more than one product or campaign. It reflects the broader way Wazdan operates.

Product innovation is a major part of our identity, but strong performance today also depends on responsible growth, internal culture, diversity and long-term partner value.

Recognition in areas such as social responsibility and women’s empowerment is especially important because these elements shape how a company grows. For partners in the Americas, it shows that Wazdan is not only a content supplier, but a stable and forward-thinking partner.

Finally, for operators visiting your stand during SBC Americas, what would you say makes Wazdan particularly attractive as a partner in today’s evolving Americas market?

I would point to three things: strong content, flexible tools and hands-on support.

Operators in the Americas need partners who understand how different these markets are. North America requires a precise, regulated approach, while LatAm often needs more localisation and campaign flexibility.

Wazdan brings a broad portfolio, proven engagement mechanics and promotional tools that can support retention, reactivation and seasonal activity. We also work closely with partners across the full process, from product selection to campaign support.

For operators, that means content that performs, tools that are easy to activate and a team that understands how to turn product potential into commercial value.