Operations Director Leo Tinoco shares the insights behind VivoGaming’s dominant position in a region projected to reach US$12 billion in regulated gross revenue by 2028
With Latin America’s iGaming sector rapidly transitioning from grey markets to regulated frameworks, VivoGaming has emerged as a leading live casino provider in the region – a position built on 15 years of local market expertise and early strategic investment in regional infrastructure.
Operations Director Leo Tinoco, who has guided the company through Latin America’s complex regulatory landscape for over a decade, identifies three pillars that underpin success in the region: legal navigation, local market understanding, and product reliability.
Navigating Regulatory Complexity
“The current landscape in Latin America can be confusing because it’s new in terms of regulation,” Tinoco explains. “The information is not clear. A solid legal team is number one – someone who can navigate through those waves of contradictory information is crucial.”
With most jurisdictions still in transition, operators face a patchwork of evolving requirements. Tinoco notes that while countries are steadily moving toward regulated frameworks, several years remain before the industry fully matures across the region.
Local Knowledge as Competitive Advantage
Understanding regional player preferences represents the second critical success factor. “Knowing what players like and don’t like, what type of content to push, and how to present it – these aren’t closely kept secrets, but the approach needs to be tailored per country,” Tinoco says. “Having a local team is something I highly recommend.”
VivoGaming’s Latin American roots provide a significant edge. The company maintains its headquarters in Costa Rica, with live dealer studios operating in Colombia and Uruguay. “We were the first to establish studios in Latin America, giving us 15 years of local market insight while other brands are only now starting to enter the region,” Tinoco observes.
Although Latin America became VivoGaming’s third market chronologically – following Asia and Europe – it now represents the company’s top priority. “We have that edge of knowing the market, understanding player and business needs, understanding their taste. That’s why we remain relevant against big brands coming in.”
Product Quality and Brand Trust
The third pillar centres on delivering a consistently reliable product. “It’s about having something that meets the standard – solid, stable, and error-free – which will reach a large audience,” Tinoco explains. “Well-known brands perform better. Newcomers tend to have a harder time generating traction because they are new.”
For operators, Tinoco emphasises that player trust has become the defining competitive factor. “Businesses need to come up with innovative promotions, not just regular tournaments. Brand trust is also important – they need to be responsive to players’ needs, process payments fast, and provide a sense of security. Player trust is the most important thing in the market right now, as operators have only one chance to prove it.”
Brazil: A Different Beast
Among individual markets, Brazil commands particular attention due to its scale and newly implemented regulatory framework. “Brazil is a different beast compared to the rest of the countries in the region – not only because of its size, but also because of its players’ behaviour,” Tinoco notes, pointing to younger player demographics and the influence of football sponsorships as key growth drivers.
As Latin America continues its regulatory evolution, VivoGaming’s combination of regional heritage, local infrastructure, and market expertise positions the company to capitalise on what promises to be one of iGaming’s most significant growth opportunities.
