Andres Morano, SYNOT Group: “The time has come to focus our efforts on expanding in the Latin American region”

Andres Morano, VP of sales for the LatAm region at SYNOT Group, shares how the company is working to replicate its success in Europe in the Latin American market.

Exclusive interview.- In March, SYNOT Group appointed Andres Morano to the newly created position of vice president of sales for the Latin American (LatAm) region to strengthen the company’s market position, and build strong customer relationships across the region.

Focus Gaming News caught up with Morano to find out more about his new role, how he sees the LatAm market developing, and what SYNOT Group aims to achieve there.

SYNOT Group has a strong presence in land-based casinos worldwide. What is the company’s strategy for expanding in the Latin American market, and what opportunities do you see in the region?

SYNOT Group’s strategy is clear: we aim for all operators in Latin America to become familiar with our slots, games, and products. With 34 years of experience in this industry, where we have gained significant recognition and even led some European markets, the time has come to focus our efforts on expanding in the Latin American region. To achieve this, we have been intensively working on our initial agreements with clients, distributors, and agents in the area, who will assist us in successfully taking these first steps.

What are the key products and solutions that SYNOT Group is offering to the LatAm market, and how are they tailored to meet the preferences of local players?

Our product portfolio is quite extensive, featuring various models and cabinets for gaming lounges in casinos and bingo halls, as well as for VLT machines. We have a comprehensive library of games that offers various options, along with a very stable and flexible technological platform that allows for customisation according to the needs of each country and the profile of every player. It is important to highlight that many of our top-performing games are available for both online and land-based formats, providing the same experience in both options.

How do you see the evolution of land-based casinos in LatAm, and how is SYNOT Group integrating innovation and technology to stay ahead in this competitive market?

The industry is currently experiencing many changes. The impact of the opening of the online market in the region has been greater and more significant than expected. Many local lounges and casinos have seen a considerable reduction in their revenues, and there is a noticeable decrease in overall gameplay volume in land-based operations. Therefore, our omnichannel solution, offering the same games for both online and land-based platforms, can serve as a significant competitive advantage. Furthermore, there are other land-based markets that are starting to take on a more prominent role, such as the VLT market, where SYNOT’s range of products and services is top-notch.

“The impact of the opening of the online market in the region has been greater and more significant than expected.”

Andres Morano VP of sales for the LatAm region at SYNOT Group.

What are the company’s long-term goals for Latin America, and what role do local partnerships play in SYNOT Group’s growth strategy in the region?

SYNOT Group’s long-term objective is to consolidate our brand and position the company as one of the most prestigious international suppliers in the industry. Our machines and games have demonstrated excellent performance in various European markets, and we are confident that with the support of our strategic partners in the region, we will successfully penetrate the LatAm markets and establish our presence there.