Michele Fischer, Vice President at SIS, sat down at BiS SiGMA Americas to unpack the complexities of Latin America’s gaming ecosystem. From regulatory shake-ups to the rise of short-form content, Fischer outlined the key strategies for companies seeking sustainable growth in the region’s most active markets, chiefly Brazil.

Understanding local dynamics: Regulation and representation

Fischer began by highlighting the seismic shifts in regulatory policy across Latin America, with Brazil emerging as a focal point.

“To be successful here, you need to keep on top of that, to know the nuances between each country.”

She stressed the critical role of local knowledge and representation. For companies entering these fast-evolving markets, having boots on the ground is non-negotiable. “Good local counsel is essential, not just for compliance but for building relationships with regulators who are open to working with responsible operators.”

Delivering speed, data and engagement

SIS’s product portfolio is a reflection of modern player behaviour, with an emphasis on immediacy and continuous availability.

“It’s all about pictures, videos, data, delivered in a format that’s intuitive and digestible.”

Fischer spotlighted SIS’s 24/7 content offering, including horse racing, fast-paced esports such as e-basketball and e-soccer, and numbers games. Matches last just 12 to 15 minutes, designed to deliver high-frequency engagement.

She explained that this format responds to the demand for on-demand, digestible content. “The goal is to always have something live, something bettable. It’s not about volume for the sake of it, it’s about relevance.”

Brazil: A sophisticated yet emerging market

Turning to Brazil, Fischer painted a picture of a complex market, mature in player behaviour but still navigating its regulatory infancy.

“Margins are tougher to make here, but there’s so much happening. It’s a sophisticated player base.”

Brazil officially entered a regulated era in January, marking a significant shift from its previously unregulated market. However, she cautioned that the regulatory framework remains fluid, with tax models and licensing still evolving.

Looking ahead, Fischer anticipates considerable market reshaping. “What we’re seeing now is just the beginning. Over the next year, we’ll see new suppliers, some operators exiting, and a consolidation phase via mergers and acquisitions.”

Online dominance and the road ahead

Fischer underscored the broader trend across Latin America: a pivot from land-based to online gaming.

“If you look at the stats, 90% of turnover comes online. That’s where the competition and innovation will be.”

While land-based gaming retains social and cultural importance, the future lies in platform adaptability. Companies must innovate continuously, introducing new user experiences, interfaces, and tools to differentiate themselves.

She concluded by emphasising the need to listen to the end user. 

“This is no longer just about regulation or product deployment, it’s about building experiences that resonate, in real-time, with local audiences.”

As the Latin American gaming sector accelerates its regulatory and digital transformation, Fischer’s insights offer a blueprint for success: invest in local expertise, commit to compliance, and develop agile, content-rich platforms.

The message is clear, those who can adapt, innovate, and localise will not only survive but thrive in one of the world’s most promising gaming markets.