How to boost online gambling in Latin America - SBC Webinars

Rappi, a Latin American technology startup that became known for its delivery services, recently entered the world of online gaming with the launch of Rappi Apuestas, a vertical that facilitates the encounter between authorized bookmakers and the millions of users of the application.

This webinar looked at opportunities for technology companies, media, as well as sports clubs, as more countries in the region begin to regulate online gambling.

Speakers:
Juan Sebastián Ruales, Global Head of New Business, Rappi
Alvaro José Mosquera, Country Manager, Rivalo
Iván Samudio, Head of Sports, DASP (Disney Advertisint Sales & Partnerships)
Ricardo Zapata, CMO, Club Atlético Nacional
Moderator: Pablo Monti, Chief Content Officer. Gaming and Esports, TyC Sports

First, Iván Zamudio spoke about how the way live events are consumed has changed. "It has changed since 1936, when the first broadcast of a public event took place. When the sport is enjoyed live, not only does it focus on a single event, but it is also aware of other simultaneous results, through the radio, social networks and instant notifications that arrive from the apps. This makes the interaction of the fans an immediate issue, "he says.

"The way of consuming sports has changed because you also have a repetition of these events. Many times the fans record them to watch it later without interruptions," he added.

Sebastian Ruales, meanwhile, talks about the launch of Rappi Apuestas: "We are seeing many new transactions. The Rappi model begins by delivering small things (soft drinks, snacks, from neighborhood stores) to users' homes. Then the service stopped being used justo to deliver food from restaurants or supermarkets, and we began to create a larger ecosystem. In Asia, companies start with a vertical and quickly add new verticals to the business. We took that model. We added sectors and thus we arrived at entertainment: Rappi Entertainment includes categories such as: games, bets, transactions in real time and that they take it to your home, and we are going to reach the world of music ".

"When it comes to betting, the betting strategy is never for Rappi to own the process and compete with bookmakers, but rather, by offering this platform, connect bookmakers with Rappi's user base. We want the bookmakers to be able to grow in their business. We are taking great care which countries and allies we are considering, taking into account that it is an interesting category but that it has important regulatory bodies. This is how we are going to seek to grow hand in hand with our partners "Ruales said.

Moderator Pablo Monti asked Ricardo Zapata, CMO of Club Atlético Nacional, if he considers that there is untapped potential for sports leagues to form strategic alliances with brands.

"We are clearly seeing a transformation of the industry. The content we generate is not only synchronous, but we become a platform for emotional connection with our audiences," said Zapata, who added: "That transcends the 90 minutes of the game, and allows explore new ways to generate value for allied brands. In Europe, the betting industries is the 4th in sponsorship and investment within the continent. It undoubtedly shows a way for us in Latam to continue deepening the relationship with our allies in the sector. In this case, we understand that we are not only a brand visibility platform, but also through experiences, data, content, we can deepen and generate value ".

"In general, there is a huge possibility of generating that emotional and passionate connection between brands and our audience, to create value for our allies. As the regulation of the industry in Latam advances, I am sure that we will obtain in Latin America a similar level of investment in betting to that of Europe. "

Alvaro Mosquera added: "The Latin American public is not as familiar with bookmakers, as is the case in Europe. In Latin America it is something new, therefore, it is essential for brands to be able to show and create that bond with the public. bond of trust ". He stressed that the issue transcends the issue of the established relationship, and becomes a strategic alliance through technological alliances.

Iván Samudio commented: "The Colombian market is highly regulated, through COLJUEGOS. It was the first regulated market in Latam. We have that peace of mind as a company."

Ruales added: "Colombia has become a Latin American hub. Many other companies and countries can follow the issue. We are going to see a growth of these types of players, and a consolidation and a boom that will help the category grow."