Games Global: Strategic localisation as the key to performance in LATAM

March 18 & 19, 2026 at the Hilton Buenos Aires Hotel & Convention Center

Ahead of SAGSE South America 2026, taking place on March 18–19 at the Hilton Buenos Aires Hotel & Convention Center, the regional market is once again focusing on a concept that can no longer be simplified: true product localisation.

In this interview, Giuseppe Barbanera, Head of Latam at Games Global, explains why adapting content for Latin America goes far beyond language. Math models, jackpots, certification, distribution and jurisdictional alignment are all part of an equation where local detail ultimately defines performance. With Brazil setting the regulatory and competitive pace for the region, Barbanera outlines which internal capabilities are driving success — and the most common mistake operators still make when importing non-adapted content.

What does it truly mean to localise a portfolio in LATAM: language and theme, math models, jackpots, lobby positioning, or jurisdiction-specific compliance?

Localising a portfolio in LatAm means looking at all of these elements together rather than focusing on just one. It is important to understand a combination of cultural nuances, product design and regulatory awareness.

Language and theme are a big part of it, too. Games need to feel familiar and relevant to local players, and that goes beyond simple translation. Even when the same language is spoken across markets, there are important differences. Portuguese in Brazil, for example, uses different expressions and terminology to Portugal. If those details are not right, content can feel imported rather than made for the audience.

Math models and mechanics are just as important. Some Latin American markets are well established, while others are still developing. In more mature markets, players may be comfortable with more complex features. In emerging markets, it is often better to focus on clarity and accessibility. The aim is to offer gameplay that is engaging and enjoyable without making it overly complicated.

Jackpots also need to be tailored to the market. They should be presented in local currencies and at levels that make sense for the region. The branding around jackpots matters too. When players recognise the style and positioning, it builds confidence and makes the experience feel more relevant to them.

At Games Global, one of our key priorities for 2026 is shifting from thinking purely as a global content company to operating more as a go-to-market organisation. By working closely with our studio network and partners, we want to make sure we are delivering content that genuinely fits each market and reflects local player expectations.

Brazil is setting the standard: which internal capability defines success there, certification, distribution, local product, or data?

All four are essential and, in practice, they work well together. If I had to prioritise, I would start with local product, followed by certification, distribution and then data, although none of them really stand alone.

Everything begins with having the right product for the market. The theme, mechanics, math and RTP all need to reflect local player preferences as well as the regulatory framework. When the core product is aligned with the market, it becomes much easier to support operators and build long-term performance.

Certification is the next key step, as it protects both players and operators and ensures that every game meets the standards set by the regulator. Strong compliance builds trust in the product and creates a stable base for growth.

From there, distribution becomes critical, and once games are certified, they need to go live with the right partners. A well-structured launch can have a real impact on early visibility and momentum.

Data then helps refine performance over time. By looking closely at results and player behaviour, we can work alongside our partners to make informed decisions and ensure the product is performing as effectively as possible in the Brazilian market.

What is the number one mistake LATAM operators make when onboarding non- adapted content: roadmap alignment, integrations, or performance expectations?

The most common mistake is expecting non-adapted content to deliver the same KPIs seen in other regions. When games are imported without adjusting elements such as math models, bet ranges, volatility profiles or promotional mechanics, performance often falls short of expectations.

Player behaviour, spending power and session habits can vary widely across Latin American markets, so content needs to reflect those differences to perform well. If those adjustments are not made, even strong titles can struggle to gain traction.

When results underdeliver, the issue is usually not the quality of the content itself but the gap between the product setup and the realities of the local market. Alignment between product economics, player value and market conditions is essential.

Success in LatAm comes from adapting content with intention rather than simply replicating what has worked elsewhere, and operators who take the time to localise properly tend to see stronger engagement and more sustainable performance.