Habanero: The LatAm journey and future growth opportunities

Habanero has been active in LatAm for some time. How would you describe the company’s journey in the region? 

It all began around 2018 when we developed our first meaningful partnerships in Mexico and Colombia. These initial connections opened the door to a region that has since become a cornerstone of our business. From those early relationships, we learned a great deal about LatAm’s diverse markets. 

The decision to enter Colombia as soon as it was regulated was a defining moment. It set the tone for how Habanero would approach the rest of the region, always aiming to be present early in regulated markets. That approach has consistently paid off, from Colombia through to Mexico, Peru, Brazil and beyond.

What has changed most over the years is the nature of the conversations we have. In the early days, operators wanted to understand who Habanero was and what our games could do. Today, they approach us with a clear understanding of our content. That shift in dynamic is probably the clearest sign of how far we have come in the region.

More recently, Habanero secured accreditation in Peru in 2024. Why did the company decide to enter the market, and how did it approach its expansion there?

Peru was never a market we stumbled into without a clear plan. We had been watching it develop for some time before we received our accreditation.

The regulatory environment in Peru has developed with a level of patience and structure that not every LatAm market has, creating a more stable foundation for long-term growth. 

Beyond that, the player base has a strong retail heritage that aligns naturally with the kind of content Habanero produces. Our games are built on strong mathematics and are designed to feel familiar to players transitioning from land-based to online and Peru fits that profile well.

Brazil is one of the world’s most closely watched markets. How do you see the market evolving, and what opportunities does this create for Habanero?

Brazil is at a fascinating point in its development. The initial rush to enter the market has passed, and now the focus is shifting to who can build something that actually lasts. 

That transition naturally favours suppliers like Habanero, who have invested properly in the region and have been there for nearly a decade. That said, there are still complexities to navigate. 

The game certification process remains operator-by-operator, creating cost and administrative overhead for suppliers. As the market matures, operators will become more selective about who they work with, favouring suppliers who understand the region. This criterion positions Habanero as a natural Brazilian long-term partner.

How important is localisation to Habanero’s approach, and how does the company tailor its content for audiences across the region?

Localisation has always been central. It is about understanding what players in a specific market respond to culturally and which gameplay dynamics will appeal. 

One of Habanero’s advantages in LatAm is that we have spent years developing a deep understanding of each market. Differences shape how we position our content in different markets and how we work with operators to ensure our games connect with local players.

Our technical scalability also plays a significant role. It enables us to adapt our content quickly and efficiently to meet specific market requirements.

Looking ahead, what are Habanero’s priorities for LatAm, and which markets do you believe hold the greatest potential for future growth?

In terms of markets, Brazil and Peru are both huge priorities right now. Brazil because the scale of what is possible there is unlike anything else in the region. Colombia and Mexico remain incredibly important to us too. 

Colombia is one of the most mature regulated markets in LatAm and continues to perform strongly, while Mexico has depth that we are only just beginning to tap into fully. Everything we have been building across LatAm over the past decade is finally coming together.

We have some really exciting announcements coming that will further cement our position, and there are markets we are entering where players have not yet experienced what we bring to the table. We have a lot more planned for the future.