Sportsbooks: how to dominate and win in Latam

The industry has seen Latin America as a sleeping giant for years. That time has passed. New laws and a drive towards regulation have awoken the market. The question is no longer about if the market is ready; it’s now about how sportsbooks can successfully capitalise on the rapidly emerging opportunities this region now presents.

“Latin America is not a single, simple block,” says Fernando Martinez, vice-president of sales, Latam. “It is a patchwork of different countries, cultures and rules. There is no one-size-fits-all plan to follow. And if you think that strategies you used in other regions will work in Latam, think again. If you try, you will fail. This is because Latam is a complex region made of very distinct markets.”

When considering Latam, you need to understand that markets and their regulations move at different speeds. Brazil is the current powerhouse, but other countries are moving fast to catch up. Overall, however, the trend is undeniable, with forecasts predicting online betting revenue in Latam will pass $12bn by 2028.

“To win, and win big, operators must treat each country as unique and work with a partner that knows local nuances,” advises Martinez. “Localisation in Latam needs to be a strategy, not just a feature. The ability to understand the specific local needs of each country and culture will ultimately define who succeeds.”

Think and act local 

While global leagues like the NBA are popular in Latin America, local fans are heavily invested in their own domestic football divisions and regional championships. Capturing audiences relies heavily on understanding these nuances. This extends from local sports coverage to supporting local payment systems like Brazil’s Pix in order to offer specific bet types and languages that make players feel at home. By treating each market as unique, operators can build the trust and engagement necessary to turn opportunities into sustainable wins.

“Global data often misses the domestic leagues where fans have the most emotional investment,” says Martinez. “A partner with local knowledge and broad sports coverage ensures your data matches the local demand for live events perfectly. If you ignore local tastes in your product or messaging, users will leave you fast, no matter how big your global brand is.”

The lesson? You must treat cultural fluency as a vital business skill rather than just a minor detail.

Top of the checklist: find the right partner

Choosing a provider is a key strategic move for every brand entering Latam. Sportsbooks should look for the widest possible sports coverage to maximise betting opportunities and overall profitability. 

“Broader coverage attracts a wider customer base, drives more frequent betting activity and allows the sportsbook to capitalise on local and international betting trends, ultimately boosting revenue and long-term growth,” explains Martinez. “The bottom line for sportsbooks in Latam is that more sports equal more betting opportunities. And ultimately, this results in more revenue.”

Need a managed platform? Assess the options.

One thing that differentiates Latam from other regions is the demand for managed services. 

“While established sportsbooks look to data feeds to broaden their coverage, smaller players and new entrants prefer an out-of-the-box solution,” notes Martinez. “Using a fully managed platform takes care of the heavy lifting of end-to-end trading, allowing sportsbooks to focus on developing and marketing the business.”

When assessing platform partners, Martinez recommends assessing their capabilities under these three core areas:

• Elastic scaling: high uptime and reliability during peak times are essential
• Localised features: you need deep coverage of domestic leagues
• Compliance musts: the platform must support AML measures and data localisation
• Retention tools: use CRM modules to segment users by behaviour

“You also need to check the provider’s reputation and support,” adds Martinez. “Make sure they provide 24/7 technical support, provide excellent response time and offer service-level agreements as part of the deal.”

Your sports data and managed services provider in Latam

LSports’ ARENA360 platform provides the ideal solution for sportsbooks looking to dominate in Latam. It provides full control over every aspect of trading with fast, accurate sports odds data, flexible margin adjustments and real-time performance insights. This one-stop-shop solution also combines cutting-edge risk management with powerful engagement tools to protect your margins while enhancing player engagement. 

“We have a proven track record of providing the most comprehensive sports coverage that meets the requirements of local markets,” says Martinez. “And over the last year we have established a strong on-the-ground presence in Latam where we see ourselves as a partner for your long-term growth.”

ARENA360 is also available as a fully managed trading services (MTS) solution, providing a unified, end-to-end trading, risk management and analytics platform to manage your day-to-day needs.

“LSports MTS takes the heavy lifting off your plate,” adds Martinez. “This lets you focus on brand growth while our expert team handles technical complexity. We provide the confidence you need with stable feeds and 24/7 support. Our response time is under one minute because we know every second counts in this region.”

Latam rewards those who invest in the right foundation. LSports gives you that edge to dominate the field. For more information, talk to us here.

LSports is a world-leading sports data solutions provider, setting the industry standard for accuracy, reliability, and coverage. Powered by innovative technology, bulletproof data feeds, and tailored solutions, we help sportsbooks maximize profits, boost player engagement, and stay ahead of the competition.