
Building a brand that resonates: how Games Global cuts through the noise
In this article, CEO of Games Global Walter Bugno discusses the importance of a clear brand identity, unique product offering and localised approach to operations when entering new markets

The igaming industry is evolving at an unprecedented rate and, as competition for market share intensifies, it has never been more crucial to build a brand that champions product differentiation and is centred around a team invested in a shared mission. A highly motivated, nourished and engaged workforce will ultimately deliver products that truly push industry boundaries, ensuring you stand out to both customers and, in turn, player audiences.
Defining brand identity
Establishing and maintaining a clear brand identity is paramount to success in any industry, and igaming is no exception. Games Global’s vision is to be ‘the one’ – and that means learning the rules of the game and playing it better than everyone else to become the go-to supplier in every aspect. Whether you’re discussing which provider has the deepest content portfolio, the most diverse jackpot selection, the best account management team or even the optimal work environment, we want Games Global to immediately spring to mind.
This vision is instilled in our Globalites from the day they joined the company, and they remain at the forefront of everything we do, driving innovation and fuelling our commercial success across the globe. When it comes to cultivating a team that is fully invested, it is pivotal to provide both candy and apples. Candy represents the things that employees value about a workplace, such as fulfilment in their roles, strong relationships with their colleagues as well as an open, inclusive and transparent environment. Apples are sources of nourishment, for example, learning and development courses, consistent feedback and appraisals, and career progression opportunities.
Candy contributes to fostering a thriving and enjoyable work environment while apples stimulate motivation. The two work in tandem to ensure employees have everything they need to be the best version of themselves.
The importance of differentiation
A drive to become the best possible partner is a cornerstone of our vision to be ‘the one’. An integral part of that goal is ensuring operators have access to a diverse, high-quality content portfolio that caters to every possible consumer preference across different regions, regulatory environments and cultural expectations. The modern igaming landscape hinges on content that is not only technically sound but rich in variety and appeal, and Games Global’s extensive studio network is the recipe mix that allows us to deliver on this promise.
With products from over 40 in-house and partnered game developers, Games Global is uniquely positioned to address every possible nuance, whether it’s a preference for mobile-first slots in Latin America, bespoke and branded content in the US, or jackpot content in Europe. In essence, our studio ecosystem is built to be as dynamic and adaptable as the global markets we service and, in an increasingly crowded market, the importance of this point of differentiation cannot be overstated.
A one-size-fits-all approach is outdated. Operators are searching for partners that can deliver bespoke, localised content in line with ever-changing market trends, not just big brand titles for a global audience. This requires suppliers to be nimble, with the agility to respond to consumer demands, iterate and launch games at speed.
Global reach, local touch
Localised strategies are becoming increasingly important as markets across the globe continue to mature. In any market a supplier is targeting, it is imperative to have a local presence, someone with a holistic understanding of the region and audience. This is particularly important in Latin America, where Brazil has emerged as an exciting prospect.
This approach extends beyond just local employees and encompasses local game developers. As well as having offices in Brazil, Argentina and Chile, Games Global has two exclusive studios located on the continent. Neko Games, based in Buenos Aires, specialises in video bingo, a popular game format in Brazil, while INO Games, a Brazilian studio in Santa Catarina, develops slots tailored in alignment with regional player preferences. Having local talent embedded in the market optimises the development process and ensures we are creating content that is more likely to enhance performance metrics on behalf of our partners.
This emphasis on localisation, which is adopted in markets worldwide, is overseen by Games Global’s executive leadership team, comprising industry professionals who are dedicated to curating a portfolio of best-in-breed content and exploring commercial opportunities in every corner of the globe. This combination of global expertise and carefully crafted local strategies allows us to capitalise on market opportunities by launching content at speed with a strong emphasis on cultural resonance.
In the rapidly evolving and highly competitive sector, a cohesive vision is the key to success. By combining a clear brand identity, a people-first culture and real content diversity, suppliers can give themselves the best chance of breaching new markets and scaling in existing ones. Being ‘the one’ means delivering excellence across every touchpoint, from the products to the people who power them. This investment in a shared goal ensures that Games Global not only remains competitive in igaming but spearheads the future direction of the industry.

Walter Bugno, CEO of Games Global, is a well-known figure in the igaming industry, bringing together expertise and strategic vision to power innovation. Bugno has previously held posts as CEO of IGT’s international business division and executive vice-president of new business and strategic initiatives, and before that CEO of Tabcorp’s casino business in Australia. In 2021, Bugno took the helm as CEO of Games Global, bringing together some of the brightest industry entities to deliver unparalleled innovation and catapult the business to the forefront of the igaming industry.