Habanero Boosts LatAm Strategy with Key Partnerships and Local Content

In this Q&A, Milda Mikelioniene, Habanero's Business Development Executive, talked about the firm's LatAm trajectory and their long-term strategy for the market. 

Peru and Brazil Lead Regional Growth for Habanero 

Habanero has been building its LatAm presence for some time now. What does your trajectory look like today compared to 12 months ago, and which markets are genuinely surprising you with their growth?

The difference is tangible. Twelve months ago, a lot of the conversations we were having in LatAm were exploratory, centring around operators doing their due diligence, weighing up suppliers and working out where the market was heading. Today those conversations about partnerships are far more commercial and far more specific. Operators know what they want, they know what their players respond to, and they are coming to us with a much clearer brief.

In terms of markets that are surprising us, Peru is one that stands out. While we received our accreditation in 2024, it is only more recently that has truly begun to excel. It has been developing steadily for a while but the pace of growth we are seeing there now, both in terms of operator activity and player engagement with our content, has exceeded our expectations.

Brazil's regulation was supposed to be a watershed moment for the industry. Has the reality lived up to the expectation, and what has it meant commercially for Habanero?

In many ways, yes. Brazil is now a properly regulated market with real infrastructure behind it, and for a supplier like Habanero that has always prioritised compliance and long-term market building, that matters enormously. We were already live with operators there before regulation came into full effect, so we were well positioned when the market opened up properly.

That said, regulation rarely delivers overnight transformation. There are still plenty of complexities , especially in regard to lic: ensing requirements that always need navigating. There are also plenty of differences at the pace which operators are fully onboarding and even 18 months into regulation, the market is still finding its feet in certain areas. That said, despite the time since  the market went live, the direction is clear and the commercial opportunity is living up to its potential. Brazil is already one of our most important markets globally and we expect that to grow further as the regulatory environment settles. Players there love our games – and we’ve got plenty more in store for them!

Localized Mechanics and Themes Drive Player Engagement

Player appetite for slots in LatAm is growing fast. Which specific mechanics, formats or themes are performing best in the region right now, and what does that tell us about where the market is heading?

Progressive multipliers and layered mechanics continue to perform exceptionally well across the region. Players in LatAm respond strongly to games that build momentum, offering a clear sense of progression and the potential for rewards to compound as a session develops. Our MUST-DROP Jackpot Race™ has been particularly well received because it delivers the kind of excitement players are looking for while consistently driving the engagement and retention that operators care about.

Thematically, there is a strong appetite for content that feels locally relevant without sacrificing quality. Players want games that respect their preferences and feel familiar, but that also bring something new to the experience.

That balance is something Habanero has always focused on, and it is one of the reasons our content translates so well across different LatAm markets despite the significant differences between them. It’s easy to see where the market is heading because of this, where the players are becoming more demanding – and they want gameplay that can match those expectations. Twinned with that, they want content that feels culturally rooted and true to the nature of a slot, but that still brings something worth coming back for. This is where our content feels particularly well positioned, Habanero games are loved the world over – and LatAm is no exception, especially with our culturally relevant themes.

Navigating Fragmented Markets with Tailored Strategies 

LatAm is often talked about as a single opportunity, but the reality is far more fragmented. Which markets are you most focused on right now and why?

This is a message we’ve been echoing for some time. LatAm is not one market, it never has been and suppliers who treat it as such tend to underperform. Each country has its own regulatory framework, its own player behaviour, its own commercial dynamics. What works in Mexico is not necessarily what works in Argentina, and success depends on recognising those differences from the outset.

Right now, Brazil is the obvious priority given the scale of the opportunity and the progress we have already made there. But we are equally focused on Mexico, Colombia and Peru, all of which are at different but important stages of development. We are also keeping a close eye on new emerging markets where the conditions for long-term growth are starting to come together. The key for us is being present early, building the right relationships and ensuring our content is positioned correctly for each market.

Building Long-Term Partnerships to Cement LatAm Presence

How does Habanero plan to cement itself as the go-to supplier for LatAm operators?

By continuing to do what has got us here. Our content performs well in LatAm because it is built on strong mathematics, genuine localisation and a deep understanding of what resonates with players in the region.

Those are not things you can replicate quickly, and they are the foundation of the relationships we have built with operators across the region. Beyond the content itself, it comes down to being a reliable long-term partner. Operators in LatAm are becoming more selective and want suppliers who understand the region, who are compliant and who are genuinely invested in their success.

Habanero prides itself on its agility, meaning we are well placed to meet those demands. We can localise content quickly to suit specific market requirements, navigate regulatory frameworks efficiently, and adapt our offering as individual markets evolve. That flexibility, combined with a long-standing commitment to local relevance, is exactly what operators in this region are looking for in a long-term partner.

We have got plenty of announcements coming in the months ahead including new market entries and new partnerships as well as content built with LatAm players in mind. The momentum is there and we are excited about where it is heading!