Matias Montero on EveryMatrix’s new phase in Latin America

The iGaming market in Latin America is going through perhaps the most dynamic and decisive period in its history. Regulations are evolving every day, new operators are emerging as the sector gains popularity, and older betting companies are having to reinvent themselves because competition is no longer only commercial; it is also technological. It is precisely in this context that we decided to establish and strengthen our regional presence and chose someone with deep industry experience to lead this project.

At the end of 2025, Matias Montero took on the role of Managing Director for Latin America, with the mission of expanding the company’s presence and structuring a regional hub capable of keeping pace with the sector’s growth. The appointment, officially announced by the company in Malta, is one of the confirmations that overseas suppliers recognise Latin America’s potential and are investing in this market.

A career built in Latin America

With more than two decades of experience in the sector, Montero built his career by witnessing virtually every phase of the transformation of iGaming in the region. Before EveryMatrix, he spent more than five years at Vibra Gaming, where he served as Chief Operating Officer and Chief Revenue Officer, directly participating in the company’s regional expansion and in the creation of technological solutions aimed at local operators. According to him, the decision to take on the new challenge felt almost natural. The dynamism of the industry continues to be the main factor behind the decision.

He describes iGaming as a constantly evolving environment, where there are never prolonged moments of stability. This characteristic, far from being a problem, is precisely what keeps the sector relevant and full of opportunities.

“It is an environment that changes every day, and there is never a dull moment.”

During his time at Vibra, Montero took part in expanding proprietary game development and creating a division dedicated to customised platforms for operators, an experience that today directly influences his vision of what the Latin market needs.

Upon assuming the new role, he spent his first months immersed in EveryMatrix’s internal operations, understanding products, structure and strategies before beginning an intensive round of meetings with operators, lotteries and partners across the region. The conclusion was straightforward: there is demand for more sophisticated technology.

“What I am seeing is that the demand for advanced, ready-to-use platform technology is high across several operators and lotteries in the region.”

The perfect timing for expansion

When he states that “the timing could not be better”, Montero is not referring only to market growth, but to a combination of factors within the industry’s structure. According to him, local and international operators today face many limitations in their technological solutions. Many platforms simply cannot keep pace with the speed of regulatory changes or the increase in player volumes.

Newly regulated markets, such as Brazil and Peru, have accelerated this pressure. Companies that previously operated in less structured environments now need to deal with technical requirements, compliance, user experience and scalability at the same time. This new scenario requires technology capable of evolving at the same speed as the market, something that, according to the executive, many older solutions cannot deliver. EveryMatrix’s proposal fits precisely into this context: complete turnkey platforms, already tested in complex markets, capable of solving operational challenges while supporting rapid growth.

“Local and international brands are telling me their legacy solutions are showing serious failures.”

One of the most important points highlighted by Montero is that Latin America cannot be treated as a homogeneous block. Each country has different rhythms, regulations and player profiles. Even so, some markets appear as priorities for the company:

• Brazil
• Peru
• Mexico
• Argentina
• Ecuador
• Colombia

Brazil has received special attention. According to data cited by Matias, the licensed betting sector generated around BRL 37 billion in GGR in its first year, revealing the scale of the opportunity even after the initial period of market euphoria. Now that the initial “gold rush” is beginning to slow, operators have started to look more carefully at operational efficiency and technological differentiation, a moment considered ideal for infrastructure providers.

In addition to private operators, another important focus is national lotteries. EveryMatrix already works with seven major lottery organisations worldwide, an experience it intends to replicate in Latin America, particularly in RFP processes for digital platforms.

The real challenges of the region

Despite accelerated growth, challenges continue to exist, just as anywhere else. For Montero, they cannot be reduced to a single factor. Technology, regulation, product and player experience are interconnected. In newly regulated markets, rules change almost every day, with tax adjustments, new responsible gambling requirements and limitations or permissions regarding functionalities. All of this forms part of daily operations. In this environment, operators need technological partners capable of reacting quickly to change.

The experience accumulated by EveryMatrix over 18 years across different countries and jurisdictions is presented as a differentiator precisely because it allows adaptation without compromising operational stability.

“Regulation is an ever-evolving issue, with tax changes, responsible gambling measures and new product rules constantly emerging.”

The concept of a turnkey solution (a complete platform ready to operate) is not new in iGaming. What has changed, according to Montero, is the moment of the Latin American market. Operators today need to scale quickly without giving up personalisation. EveryMatrix’s proposal allows companies to choose only parts of the solution or adopt the full ecosystem, combining proprietary and third-party technologies.

An example cited by the executive involves a large German operator, where millions of players were migrated from an old platform to the company’s new system. The project included months of adaptations specific to local laws, deposit limits, responsible gambling tools, a customised front end and improvements in VIP account management. The result was a more efficient operation, faster delivery of functionalities and a better experience for the end user. This type of implementation serves as a model for what the company intends to replicate in Latin America.

Innovation beyond the discourse

In the iGaming sector, innovation is a word frequently used, but not always accompanied by real results. Montero recognises this and offers a more pragmatic view. For him, innovation does not always mean creating something entirely new. Instead, replacing outdated systems can also be an innovation. Even so, the company invests in new technologies, particularly in combating fraud and bonus abuse, one of the highest operational costs for platforms and one of the main issues in Latin America. One example is Bonus Guardian, a tool based on artificial intelligence and machine learning developed to identify complex patterns of promotional abuse.

Data analysed by the company indicates that, in Europe, 47% of iGaming platforms reported losses exceeding 10% of revenue due to fraud in 2024, while 15% lost more than 20%. In addition, 83% of operators said the problem grows year after year. The system continuously learns from billions of game rounds, detecting behaviours impossible to identify manually and reducing false positives.

Speaking about the future, Matias Montero summarised the objective of the regional operation in two words: shared growth. In other words, if operators grow, the supplier grows alongside them.

“If they grow, we grow — that is the fundamental point.”

Today, the company has more than 1,500 employees across 16 countries and serves more than 300 clients, including operators in the regulated United States market. The company also maintains a strong focus on responsible gambling, being the first iGaming supplier to receive the World Lottery Association’s Safer Gambling certification in 2023.

Matias Montero arrives at the leadership of Latin America at EveryMatrix at exactly the moment when the region is no longer seen as an emerging market but as a global strategic territory. And, it seems, the next phase of iGaming in Latin America will be defined less by geographical expansion and more by technological evolution – precisely the environment where Montero and EveryMatrix intend to compete.

The original version of this article was published by SiGMA World.