ICE 2025 was a great opportunity for Pay4Fun to consolidate its market presence, according to CMO and Co-founder Fabricio Murakami

 Pay4Fun at ICE: A positive performance

“The experience was extremely positive,” said Murakami when asked about the development of the firm as na exhibitor at ICE 2025. “Although it was our first time in Barcelona, the event was very well organized and structured. We were received with great interest, and the fair was an important opportunity for us to consolidate our presence in the market, especially with the innovations we brought, such as the payment integration solution. It was undoubtedly a great success, and we managed not only to generate business, but also to strengthen our network of contacts and forge closer ties with new clients.”

Payment method solutions and other highlights

With regard to product innovations and solutions, he answered the following: “During the fair, we had the opportunity to observe various innovations in the sector, mainly related to payment solutions and improving the user experience. Payment method integration solutions, such as ITP (Payment Initiator) and the new PIX functionalities, were very much in the spotlight. Many operators showed interest in innovations that make it easier to comply with regulatory requirements, especially those in the Brazilian market, who have been adapting to the new regulations. The search for technologies that improve compliance and the player onboarding process was one of the main focuses of interest”. He said.

Market regulation and other topics of interest

“The event was very heated and dynamic, which made it difficult to follow all the panels, but the discussions that were most present among the participants were extremely relevant. I would highlight the debates on market regulation and supervision by the authorities, especially the challenges faced by the SPA (Betting and Prize Office). These topics undoubtedly drew a lot of attention, as did the issue of the impact of the illegal market, such as offshore sites, which operate without KYC or bank registration requirements. Many operators were concerned about the unfair competition these sites represent, which generated a lot of discussion. I think these topics were some of the most important and interesting of the event.”

Trends for the games of chance industry

“The main trends are undoubtedly increasingly strict regulation, the fight against the illegal market and the search for solutions that improve the user experience,” he remarked. Besides, he highlighted that the market is moving towards greater digitalization and automation, and technologies such as recurring (automatic) PIX should become essential standards.

“In addition, more customized solutions for operators, such as those offered by Pay4Fun, will gain more momentum as markets demand more specific and effective solutions to deal with regulations,” he added.

Latam region: Brazil in the spotlight

“ICE was very positive for the LATAM region, especially for Brazil, as it was possible to feel a great demand for solutions that help with regulatory compliance and the integration of new payment methods. The event put Brazil in the spotlight, showing that even with the challenges of the regulated market and difficulties with enforcement, the Brazilian market remains optimistic and is looking for innovative and secure solutions. The presence of new operators also demonstrates the growing interest in the region.”

Pay4Fun events for 2025

“We will continue to participate in events focused on technological innovation and finance, especially those dealing with the payments industry and regulated betting. In addition, we will be present at CGS Rio, SBC Summit Rio, as well as the main industry events throughout the year.  We are always on the lookout for opportunities to expand our presence, especially in regulated markets that are looking for high-quality solutions and compliance,” he concluded.