Building our LatAm presence one market at a time
EveryMatrix’s approach to Latin America starts with local expertise and a clear view of where we can help operators grow. As we build our presence, the focus is on selecting the right markets and adapting our technology to the partners we serve.
Arthur Barker, our Chief Commercial Officer, explains in a video interview with G3 how that approach is shaping our regional expansion, from the people we hire to the analysis behind each investment.
Local knowledge starts with local people
Our experience of serving LatAm from Miami helped shape the strategy. The office had originally supported both regulated US casino content and Latin American business, but the distance from individual markets made building a regional presence difficult.
“I think having people on the floor is paramount. It’s key.”
For Barker, the value lies in people who speak the language, understand the business culture and bring established relationships. Those connections help create commercial opportunities, while direct contact with operators and players informs product development.
Buenos Aires is central to that approach. Barker outlined plans to grow the team there and identified Brazil as a possible location for another office as our LatAm business develops.
Choosing where we can add value
That local understanding also informs how we assess opportunities. Barker draws a distinction between Brazil, southern Spanish-speaking Latin America and Central America, with differences within those areas requiring further attention.
Sports betting preferences are one example. He pointed to greater interest in US sports among audiences further north, including Mexico, while casino preferences also vary across the region. Those differences influence the offering an operator needs.
“We’ll cherry-pick markets in Latin America that we think are viable for us, that we think we can make a difference and add value to our partners,”
The same discipline applies to choosing partners. We are looking for operators with the potential to establish a sustainable position in their market, creating a commercial opportunity that can develop over time.
Turning market analysis into investment decisions
Our commercial operations team helps turn that ambition into a structured assessment. Its analysis considers market size, the split between onshore and offshore activity, the balance of sports and casino, and the operators already serving players.
It also examines which operators own their technology and which work with external suppliers. That gives us a clearer view of the opportunities we could address, alongside an assessment of how well our products meet local requirements.
The findings help determine whether to enter a market, how to approach it and how much to invest. Product gaps can be identified early, allowing commercial and development priorities to be considered together.
Acquisitions remain a potential way to accelerate that process. Barker stressed that opportunities must offer value, while business development continues through local networks and a stronger understanding of each market. Expansion does not depend on completing a transaction.
Flexible technology supports a local offering
The product strategy follows the same logic. Although some betting interests travel across borders, Barker sees meaningful differences between players even within established European markets.
“I do not believe there’s a standard European product anymore,”
When approaching new markets, we demonstrate the flexibility of our platform and the ability to tailor the casino offering. Front-end choice gives operators further scope to differentiate the experience their players see and use.
Barker explained that market analysis, product assessment and local expertise provide a consistent approach to expansion. The products and services delivered through that process then need to reflect the requirements of each operator.
That requires continued investment in configuration and development. As our LatAm presence grows, the aim is to build the local relationships and delivery record that make EveryMatrix a natural consideration for operators choosing their technology partner.
