"Technology can be global, but execution in LATAM must be local": Borut Leban on Timeless Tech's Regional Expansion

Top-tier attendees and high-value discussions

SiGMA North America brought together key players from across North and Latin America in Mexico City. In this interview, Borut Leban, CEO of Timeless Tech describes the company's experience at this year's event, and what was the most valuable takeaway for him.

“We were extremely satisfied with our experience at SiGMA North America, particularly considering that this was the first edition of the event held in Mexico," he said, and continued: “What impressed us most was the quality of the attendees and the conversations we had throughout the event. It gave us the opportunity to better understand the Mexican and Central American gaming landscape and to get closer to markets that we see as a natural extension of the LATAM operations we have been developing over the last two years.”

“During this period, we have invested significant resources, energy and time in the region, not simply from a commercial perspective, but also in building the local knowledge, partnerships and infrastructure required to operate effectively.”

Understanding the Complexities of the LATAM Market

"Mexico City confirmed that there is significant potential to continue this expansion. It also reinforced something we strongly believe: LATAM cannot be approached as one single market. Understanding the individual characteristics of each country is essential if you want to build sustainable operations in the region.

Of course, receiving the Best Aggregator 2026 award made the experience even more special. We see it as recognition of the work our entire team has done and, above all, as additional motivation to continue in the direction we have chosen."

Local Knowledge and Tailored Propositions: The Key to Regional Growth

Beyond general brand exposure, what specific business opportunities, connections, or conversations came out of the event that are particularly relevant to your company?

"We came back from Mexico City with much more than new contacts. We returned with several concrete opportunities and preliminary agreements that can accelerate the next stage of our expansion.

Over the last quarter, we have already gone live in Venezuela, and we expect to go live shortly with a major operator in Colombia and Paraguay. Following the conversations we had at SiGMA North America, we are now also laying the foundations for opportunities in markets that are new or relatively new for us, including Ecuador and Costa Rica, while we expect a significant boost to our activities in Mexico.

For me, however, expansion is not simply about adding countries to a map. The important question is whether you have the right structure and the right partners to create value once you enter those markets.

This is where our relationships with game studios become particularly important. When Timeless Tech, the studio and the operator are aligned on the market, the objectives and the player profile, we can move beyond simply supplying content and start building a much more tailored proposition.

This combination of local knowledge, technology and strong partnerships is what we believe can make our growth across the region sustainable."

Mexico sits firmly within Timeless Tech's LATAM strategy

Mexico is increasingly acting as a bridge between the North American and LATAM markets. What potential do you see in Mexico and the broader region, and how does it fit into your company's overall growth strategy?

"There are certainly some interesting similarities between Mexico and the North American market, particularly when we look at consumer behaviour. The strong use of social media, the amount of time people spend on mobile devices and certain digital consumption habits create some interesting parallels with the US.

However, I want to be very clear on this point: North America is not currently a market where Timeless Tech operates, nor is it part of our current expansion strategy. For us, Mexico sits firmly within our LATAM strategy.

Mexico is one of the largest, most mature and competitive gaming markets in the region. And precisely because of that maturity, operators need much more than a strong game portfolio to differentiate themselves. Marketing, CRM, player engagement, retention and reactivation all become fundamental parts of the equation.

This is where I believe Timeless Tech can bring significant added value.

Our role is not simply to connect an operator to content. When we collaborate actively with an operator on the management and development of its casino offering, we can work together on the content mix, identify opportunities for customized games, build specific promotional initiatives and use engagement and retention tools around the actual behaviour of their players.

For us, this needs to be a continuous and collaborative process involving the operator, Timeless Tech and, where relevant, our studio partners.

And this relationship works in both directions. Working closely with operators also allows us to grow. It gives us direct exposure to the daily reality of their business, helps us understand player behaviour from a different perspective and continuously increases our own market know-how.

That exchange of knowledge is extremely valuable. The more we understand the operator and its players, the more relevant and tailored the solutions we can build together."

Local Knowledge and Tailored Propositions: The Key to Regional Growth

What new products, solutions, or innovations did you showcase at SiGMA North America, and what specific market needs are you aiming to address with them?

"SiGMA North America was an important opportunity to give greater visibility to Timeless Arena, our new retention and engagement solution.

Retention is one of the biggest challenges for operators today. Over the last two and a half years, we have gained significant experience with individual promotional and engagement tools such as races and jackpots. Based on that experience and on the feedback we continuously receive from operators, we decided that it was time to take the concept much further.

Timeless Arena represents that evolution.

Instead of offering individual tools separately, we are creating a unified retention ecosystem combining Races, Buy-in Races, Player Challenges, innovative Jackpot solutions and Missions within a single environment.

The objective is to give operators greater flexibility in the way they engage and retain their players, while keeping the solution simple to integrate and manage.

For this reason, we have designed Timeless Arena as a plug-and-play solution, including for PAM and platform providers that want to integrate an advanced retention layer without adding unnecessary complexity to their existing technology.

We believe we have developed something genuinely different, and SiGMA Mexico was an important first opportunity to introduce the concept to the market. The next major step will be SBC Lisbon, where Timeless Arena will have an even stronger focus. I think it will be a pleasant discovery for many operators."

Looking ahead, what are your next steps for the North American and LATAM markets? Are there any specific markets, partnerships, or trends you’re keeping a close eye on?

"We are continuing step by step, working in two directions at the same time: consolidating our presence in the LATAM markets where we are already established and laying the foundations to enter new ones.

LATAM remains a strategic region for Timeless Tech, and we will continue investing in it. But our objective is not simply to be present in as many countries as possible. We want to build the right structure in every market we enter.

Technology, products, support and service levels are obviously fundamental, but they are not enough.

If you really want to understand a market, you need people on the ground who can interact with operators, understand what is happening locally and translate that knowledge back into the product. This is why local resources are becoming an increasingly important part of our strategy.

The same applies to our relationships with operators. We don't see them simply as customers. We see them as partners, and our daily interaction with them is one of the most valuable sources of information we have.

It helps us understand how players behave, which content performs, which promotional mechanics work, where the player journey can be improved and what operators actually need from their technology partners.

Our studios and content partners are another fundamental part of this process. When everyone is aligned, we can react faster and build propositions that are genuinely tailored to the individual market.

For us, this is what localization really means. It is not simply translating a platform or changing a game lobby. It is understanding the market deeply enough to adapt content, technology, engagement and retention around the needs of local operators and, ultimately, local players. Technology can be global, but execution in LATAM must be local, concluded Leban.