We often hear about localization in Latin America. But what case studies can you provide of genuine personalization; it isn’t just limited to language or anything surface-level, is it?

No, not at all. If localization was just about translating the sportsbook and adding local payment methods, that would be simple for any provider. For us at Betby, real personalization has to be part of both the product and the way we work. Brazil is a good example of that.

On the product side, specifically when it comes to content, we’re the only supplier offering proprietary e-sims for vaquejada and footvolley, sports that really connect with Brazilian players. We’ve taken the same approach with competitions that global suppliers often ignore, like X1 Futebol and Kings League Brazil. They might not be on the traditional international calendar, but they attract real attention locally.

We involve Brazilian professionals from the start, from sales and integration to onboarding and account management. Working in the same time zone and understanding how operators and bettors think makes a big difference. Otherwise, you’re just delivering software.

Is there a balance to strike between maximizing localization while remaining efficient in the core offering?

Definitely. Brazilian and Argentinian bettors care a lot about their domestic competitions, but you can’t forget about global events like the Premier League or La Liga. Many players follow those tournaments closely and expect detailed markets, including player props and statistical markets. If they don’t find that depth, they’ll move to another platform.

In LatAm, localization is important, but it’s not enough on its own. You need a strong global base combined with local relevance, and the balance comes from offering full sports coverage while activating local content where it really matters.

At Betby, alongside sports, we also offer a wide esports portfolio – from major titles to more niche ones – plus an entertainment feed with prediction markets on movies, TV series, music and even elections. The idea is simple: give bettors variety in one place so they don’t feel limited.

LatAm-wise, where does Betby see the biggest potential for growth outside Brazil? And what must operators do to capitalize on the audience here?

Outside Brazil, the best opportunities are in markets that have scale, strong sports culture and regulatory progress. Mexico is an obvious one, with more than 130 million people and expected regulatory updates ahead of the World Cup.

Peru’s recently regulated market – where Betby is licensed – is also moving in the right direction and has been well received for its balanced approach, similar to Colombia. Chile is another market to follow, especially after the court ordered the blocking of illegal sites, showing clear intent to organize the market before regulating it.

To succeed, operators need to stop seeing LatAm as one single region. What we’ve learned is that relevance drives retention. A generic sportsbook might attract users at first, but long-term growth depends on meaningful local content, strong esports coverage where it fits, and teams on the ground who understand how users behave.

With the World Cup approaching, what should betting companies in LatAm focus on before and after the tournament?

The World Cup is huge in LatAm, so preparation really matters. Before the tournament, operators should organize their content so users can understand and explore markets before traffic increases. At Betby, we’re launching a dedicated World Cup hub with all the key stats, markets and insights in one place to make navigation easier.

But it’s just as important to keep users engaged between matches. Activity naturally peaks during games and drops afterward. That’s why we’re mirroring the tournament inside our proprietary esports feed, Betby.Games, with an e-sim competition that follows every real match. This keeps content running 24/7 and avoids long gaps between fixtures.

The real challenge comes after the final. Churn is normal unless operators actively reengage players. Moving users from the World Cup to other competitions needs to be planned. Our AI-driven personalization system looks at personal behavior – things like average stake, session time, preferred sports and market types – and adjusts content and promotions in real time to match each user’s interests. In short, operators should build momentum before the tournament, keep users involved during it, and have a clear plan ready for what comes next.