The Evolution of Digital Gaming and AI Technologies in Latin America: Shaping Tomorrow's Entertainment Landscape
In the early part of 2025, Brazil's Ministry of Finance announced the culmination of the licensing phase and the launch of the online betting market, marking a groundbreaking advancement in the realm of regulated online gambling and sports betting across South America. This milestone set a new standard for the betting industry in the region.
During an interview with SiGMA TV, Muriel Le Senechal, the regional commercial manager of Fast Track for Latin America, raised concerns about operators not maximizing the potential of existing technology.
Le Senechal explained, "In smaller markets, a degree of human participation may be acceptable. However, in a market as vast as Brazil, technology is indispensable. Automation is crucial to achieve satisfactory retention rates."
She highlighted that AI tools could determine the optimal time to engage players, the most effective channel of communication, and which campaign was most pertinent. However, Le Senechal asserted that operators were not fully utilizing available tools, necessitating a greater emphasis on automation and AI to optimize CRM (customer relationship management) efficiency while providing a personalized player experience. She added that a more innovative utilization of data would enhance segmentation: "If a player primarily focuses on sports betting, it is unnecessary to continue bombarding them with slot machine campaigns."
Regarding Brazil's transition towards regulation, Le Senechal advised operators to learn from the mistakes of those who have already gone through a similar process in Europe.
She noted that while the number of players had decreased, this was a favorable development, as it would filter out less committed players. Le Senechal expressed that operators should now focus on communicating with players in a way they desire, offering bonus strategies that promote regulatory compliance, such as gamification, incentive campaigns, and challenges, as alternatives to prohibited welcome bonuses.
Le Senechal also emphasized that AI and responsible gaming were closely linked to player well-being, with real-time CRM initiatives promoting healthier behavior. Additionally, she highlighted automated protections that would exclude players who exceeded reasonable limits of time or money spent from future marketing campaigns.
Le Senechal made it clear that the objective was not to entice excessive consumption, stating, "We are part of the entertainment industry, not an alternative source of income. That's a message we need to reinforce in Brazil."
In relation to the broader Latin American landscape, Le Senechal stated that many operators were trailing behind, with localization no longer sufficient. Instead, operators should focus on personalization, loyalty programs, and gamification while paying close attention to player behavior, understanding their preferences, and tailoring offers accordingly.
"We need to provide the experience a more human touch, a sense of belonging, because that's how people connect," she said. "Personalized experiences are the future."
The call for improved technology adoption reflects broader concerns raised by the United Nations Development Programme (UNDP), which warned that Latin America and the Caribbean were lagging in AI adoption. While AI could contribute a 5.4% boost to the region's GDP by 2030, this figure is below the 14.5% expected for North America. The UNDP identifies "limited public investment in science and technology" and a "highly informal economy" as contributing factors.
Despite this, there is still ample room for growth in the region. "Latin America and the Caribbean is a region with high entrepreneurial potential," noted the UNDP, highlighting the rise of 34 tech "unicorn" startups in 2022 alone.
- Le Senechal encouraged operators in Brazil's regulated online gambling market to maximize the potential of artificial-intelligence tools for CRM efficiency and personalized player experiences.
- The United Nations Development Programme warned that Latin America and the Caribbean are lagging in AI adoption, suggesting there is ample room for growth in the region, especially considering the rise of tech startups.
