Zenith: “Growth in Latin America is often more successful when it happens gradually rather than all at once”

SBC Summit Americas once again brought together operators, suppliers and industry stakeholders from across the continent, creating a platform for discussions around regulation, market expansion and the evolving needs of operators in increasingly competitive jurisdictions. Among the companies present was Zenith, which is expanding its footprint across Latin America while helping operators navigate localization, compliance and content strategy challenges.

In this interview with Yogonet, conducted during the event, Gustavo Hiroshi, Business Development Manager at Zenith, shares his views on the importance of market-specific content curation, the mistakes operators often make when entering LatAm, the growing role of regulation in shaping expansion strategies, and how artificial intelligence is being applied across the industry today.

SBC Summit Americas brings together operators and suppliers from across the continent. What kind of conversations are you expecting to have during the event, and what topics do you think will dominate discussions?

Our main focus today is Latin America. We are active in markets such as Brazil, Argentina, Mexico, and Paraguay, and we’re currently working on obtaining our license in Peru as well.

At the event, we want to connect with operators across the region and showcase our core products, including One API, Games API, and Analytics. I believe many of the conversations this year will revolve around market expansion, regulation, certification requirements, and how operators can scale efficiently across multiple jurisdictions while maintaining compliance and operational performance.

When an operator approaches your stand, what would you like them to learn about Zenith? What’s the main message you want to communicate?

The key message is the level of service we provide and the simplicity of our solution.

Sometimes it almost feels too simple because we offer a very comprehensive product through a single integration. Operators can access all our products at once and benefit from a complete ecosystem rather than having to manage multiple suppliers.

Beyond technology, we help operators understand market trends, identify which brands and games are performing well, and build a product strategy that fits their business goals. We don’t just provide technology; we help operators make better decisions.

Aggregation has become one of the most competitive segments in iGaming. With so many providers offering access to similar game libraries, is the challenge today obtaining content or selecting the right content for each market?

Selecting the right content is far more important.

Localization is critical. Whether we’re working with an operator in Argentina, Brazil, or even different regions within the same country, player preferences vary significantly. Understanding those differences allows us to build a content package that fits the specific needs of each operator.

In terms of pure product offering, most aggregators have access to similar content. The real differentiators are pricing and service. Pricing is particularly important for operators that are just starting out, but service becomes even more important after the sale.

We share market intelligence with our partners and often act as consultants. We can recommend strategies based on what we see working across our network and help operators make informed decisions rather than simply giving them access to content.

What mistakes do operators often make when entering Latin America?

One of the biggest mistakes operators make is trying to enter too many markets at the same time.

Often, depending on the budget they have available, operators want to launch simultaneously across several countries. In many cases, that’s not the best approach. It’s usually better to identify a few core markets where you have the strongest opportunities and focus your resources there first.

When budgets, teams, and expertise are limited, trying to do everything at once can lead to failure. We help operators create a roadmap. For example, they might spend their first six months focusing on Brazil, then expand into Argentina once the operation is stable and generating results.

Growth in Latin America is often more successful when it happens gradually rather than all at once.

After the first year of regulated online gaming, Brazil is entering a more mature stage. As Latin American markets become more regulated and competitive, what new challenges are operators facing?

Brazil is a very interesting example because it shows how every country develops its own regulatory and certification process.

As markets such as Paraguay and Chile move toward regulation, they will naturally look at both Europe and neighboring countries to understand what works and what doesn’t. The industry is becoming increasingly familiar with how these regulatory cycles evolve, which helps operators anticipate future requirements.

For us, Chile is one of the markets we’re watching most closely. We still don’t know exactly what the final regulatory framework will look like, but it’s a market that is very interesting from a long-term perspective.

More broadly, operators need to prepare for increasingly sophisticated regulatory requirements, stronger compliance expectations, and greater competition as markets mature.

What practical applications do you see for artificial intelligence in iGaming today, and what other trends do you think will be discussed throughout the event?

I think regulation and certification will remain major topics of conversation. There are several countries that have the potential to regulate in the near future, and operators still have many questions about how licensing will work, what the requirements will be, and how the rules will apply to both B2B and B2C companies.

From our experience in markets such as Brazil and Mexico, we know that many investors are hesitant to commit before they have a clear understanding of the regulatory framework.

As for artificial intelligence, I don’t believe AI will replace the experience and judgment of a strong executive or industry expert. However, it is already proving extremely useful for internal processes, governance, monitoring, and operational control.

AI can help companies become more efficient and make better use of their resources, especially for organizations that don’t have very large teams. Used correctly, it’s a valuable tool that can improve decision-making and operational performance across the business.