Habanero eyes LatAm growth after key takeaways from SBC Summit

Product engagement and operator feedback at SBC Summit

Habanero arrived at SBC Summit following a positive period of portfolio growth and further expansion across its key markets. According to Mikelioniene, the event provided an opportunity not only to showcase new content but also to gain direct insight into operator priorities and market developments.

“The conversations we had were highly productive. While there was strong interest in our games, discussions quickly expanded to cover topics such as performance across different markets and the evolution of player behaviour.”

The executive highlighted the value of having direct conversations with industry stakeholders, particularly when assessing where new opportunities may emerge.

“Hearing their perspectives firsthand is incredibly valuable, as it gives us a clearer understanding of future market directions and how to add value.”

Mikelioniene said the company left Lisbon with new opportunities to explore, as well as valuable discussions with existing partners.

“You always go into a show with an idea of what you want to achieve, but you also want to come back having learned something you did not know before. This year’s show certainly gave us that.”


 

New Habanero games attract attention

Among the products showcased at the event, King Frog Feast and Battleship Strike generated strong interest from visitors to the Habanero stand.

“It was good to see people spending real time with the content rather than just passing through. Once they had the games in front of them, the conversation became much more detailed, from what caught their attention to how they could see the content working with their own players.”

Jackpot Race™ was another product that attracted attention, particularly among operators seeking to understand its must-drop mechanic and its potential impact on player engagement.

“Once you walk them through the race window, the guaranteed payout element and the player retention results operators have experienced, the commercial logic becomes very clear very quickly.”

For Mikelioniene, the direct feedback available at an industry event provides an important indication of how content is being perceived by operators.

“Operators are exposed to so much content that they know pretty quickly when something stands out.”

LatAm gains importance amid Brazil uncertainty

Brazil was naturally a major topic in conversations at SBC Summit, although the current situation in the market has changed expectations for suppliers and operators.

Brazil’s regulated betting market opened in January 2025 after significant investment from companies seeking to establish a legal presence. Mikelioniene said the latest developments have generated disappointment across the industry.

“It is sad to see what has happened, particularly after the progress made since the regulated market opened back in January 2025. A huge amount of work and investment went into getting Brazil to that point, so there’s understandably a lot of disappointment across the industry.”

However, the situation is also prompting operators to reassess opportunities elsewhere in Latin America.

Peru and Argentina among Habanero’s priorities

Mikelioniene identified Peru and Argentina as markets with particular relevance to Habanero’s regional strategy.

“Latin America is much more than just Brazil. For instance, Peru has already become a significant market for us, whilst Argentina is one we see as having considerable potential.”

The company has been developing its presence across LatAm for several years and believes that its existing relationships and market knowledge provide a foundation for further expansion.

“The opportunity now is to keep building on that presence as operators take a broader look at where their next stage of growth could come from.”

The executive emphasized that the different regulatory and commercial environments across Latin America require suppliers to understand local player preferences and market dynamics rather than applying a single strategy across the region.

European market becomes increasingly selective

Mikelioniene also assessed the evolution of the European market, describing it as mature and increasingly demanding for game suppliers.

“Operators have enormous amounts of content available to them, players know what they like and there is a lot of competition for that space in the lobby. You cannot expect a game to perform simply because it is new.”

Habanero has operated in Europe for many years, including in mature markets such as Italy. According to the executive, the abundance of available content has changed the way operators assess new releases.

“Operators are much more selective now and the conversation is increasingly about what value a game adds to the lobby they have already built.”

Different growth dynamics across regions

While some Latin American markets offer greater room for expansion as their regulated online sectors develop, Mikelioniene stressed that growth opportunities do not necessarily translate into easier markets.

“You have to understand what players respond to locally and be prepared to adapt.”

The experience accumulated in mature European markets has helped Habanero develop an approach in which strong content is considered only one component of a successful market strategy.

“Having good content is only part of the equation.”

Habanero focuses on sustainable expansion

Following SBC Summit, Habanero’s priorities include converting new business opportunities into partnerships while continuing to expand its game portfolio. The company also plans to maintain its presence in markets where it already has established operations.

LatAm will remain a major area of focus, with Peru having exceeded the company’s expectations during the year and Argentina offering further potential.

“Growth has to make sense commercially and we are quite disciplined about where we put our attention.”

For Mikelioniene, the strategy is therefore not based exclusively on identifying the next major market, but on strengthening existing positions and building sustainable growth.

“There is plenty ahead, but we want to build on what is already working and grow with a clear vision.”