What are the challenges for those states where the Hispanic and Latino population is higher? Is it possible for operators and suppliers to market gambling to this specific public? What is the role of localization in serving these audiences? Fernando Polti, CEO of Global Wizards, was at the SBC 2022 sharing his knowledge and experience on the subject.
Today, the Hispanic population in the United States has reached the 60 million mark. That is approximately 20% of the total. Today, more than ever, it is necessary for operators and their marketers to work to understand how to improve their chances of reaching this growing market.
The Hispanic Presence in a Booming Market
With back-to-back panels on the gaming and entertainment industry, the SBC Summit Latinoamérica provides an opportunity to chat with some of the people in the industry who continue innovating and helping to make the gaming business relevant to the future generation.
At Global Wizards we are interested in growing in unimaginable ways. That’s why our CEO, Fernando Polti, has been invited to participate as a speaker on a topic we are very familiar with: “The Hispanic Presence in a booming market”. As a recent transplant from Latin America, Fernando provided an overview of the current Hispanic population and its importance in the United States at SBC 2022.
The programming also included various topics and other featured speakers, such as Seth Schorr, Lloyd Danzig, JD Duarte, Paris Smith, Michael Daly, Javier Vargas, Matt Para, Fernanda Sainz, Martin Lycka, and many others.
What topics were they discussed?
In a market where it is increasingly important to adapt the product offering and the way of interacting in each market, rather than copying and pasting a successful business model from other markets globally, staying ahead of the curve is a challenge.
With this in mind, Fernando and other experts shared on the stage of the SBC Summit Latinamérica 2022 their opinion with the intention of innovating and helping ensure the gambling business is relevant to the future generation.
The event, which took place on November 3 and was attended by more than 1,000 people in person, explored how important it is for companies to absorb as much local knowledge as possible before entering the market.
The insight of Global Wizards
Global Wizards is working with Fifth Street Gaming with the brand JefeBet, which reaches millions of users and speaks to the 64 Million Latinos in the US. And Fernando shared some of his strategies:
“Hispanics cannot be defined by a singular, globalizing archetype, given the vast cultural, financial, and social differences in the community. It is necessary to create spaces with tailor-made experiences with the intention of creating a deeper understanding of what they are looking for as an experience”, said Fernando, CEO of Global Wizards.
Operators should focus on offering responsible gaming options for this audience. For example, the most searched words are: “gratis”, “futbol”, or “musica”, and in 2008 there was a spike in searches for “gratis” due to Latinos’ concern about the economy.
In this way, it is important to remember that 80% of Latinos use cell phones to navigate the Internet and 30% of Latinos consider themselves “heavy searchers” (70 searches per month) because 92% of Latinos are not able to work remotely due to the type of work they do.
What the SBC 2022 left us
SBC Summit Latinoamérica was an event organized by SBC Américas, which is a trade news portal that provides in-depth news about North American and South American betting industry. It is part of the SBC 2022 network.
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