Maria Bashkevich, Uplatform: “LatAm isn’t just on our roadmap, it is one of our top priorities”
The company’s head of marketing reveals how Uplatform is doubling down on Latin America, with Brazil at the forefront, emphasising its mission to deliver hyper-localised solutions tailored to the region’s dynamic igaming market.
Exclusive interview.- At SiGMA Americas 2025, Uplatform made it clear that Latin America, particularly Brazil, is far more than an emerging market—it’s a strategic priority. In this interview, Maria Bashkevich, head of marketing at Uplatform, outlines the company’s core objectives at the event, from strengthening its local presence to forging deeper connections with regional operators and providers.
What were Uplatform’s main goals for SiGMA Americas 2025, and how would you evaluate your overall experience at the event?
Brazil is on fire right now, and we knew we had to be part of that buzz; in fact, we wanted to make it even louder. We came to São Paulo with a clear mission: strengthening our presence and connecting with more local operators face-to-face. Another big part of that mission was to build stronger relationships with regional game and payment providers. Why, you may ask? Because we want to give operators in Brazil and all over LatAm the tools they really need: more localised tools, tailored content, and way more flexibility.
And honestly? The energy, the engagement, the conversations, everything just confirmed what we already felt. We’re in the right place and with the right products at the right time.
We came to São Paulo with a clear mission: strengthening our presence and connecting with more local operators face-to-face.
Maria Bashkevich, head of marketing at Uplatform.
Which products, services, or features did you showcase in São Paulo that generated the most interest among attendees?
Our Sportsbook got a lot of attention, especially the flexibility, the depth of markets, and the coverage. It’s built for performance and profitability, and attendees got that from the first pitch.
But if I had to pick a star of the show, it would be our Platform. People loved the tailored, hyper-localised setup that speaks the language of each market (literally and figuratively).
Uplatform has a strong presence in emerging markets: what makes Latin America, and especially Brazil, such a key focus for your company?
Brazil is not just another market, it’s a main topic in the market for the past few years. It’s a huge country with a very diverse audience. Brazil, and LatAm in general, is made up of different regions, preferences, and needs; it’s not a one-size-fits-all situation. Passion for sports, the shift toward regulation, and the demand for localised, mobile-first solutions also make it a perfect fit for our approach.
We’ve always believed that platforms should adapt to operators, not the other way around. And in Brazil, that means offering local payment methods, region-specific games, real-time support, and a user experience that actually feels natural to the player. It’s a dynamic region with huge potential, and we’re here to grow with it.
“Brazil is not just another market, it’s a main topic in the market for the past few years.”
Maria Bashkevich, head of marketing at Uplatform.
What kind of conversations did you have with local operators and stakeholders, and how do they reflect the current mood of the igaming industry in LatAm?
Two words: optimism and urgency. Everyone’s excited – new regulations are opening doors, and there’s this shared momentum across operators, suppliers, and affiliates. But there’s also a strong demand for localised, agile tech. Operators want platforms that understand their players, offer local support, and can adapt to what’s happening on the ground – from payment trends to content preferences. That’s exactly the type of conversations we had: real talk about solving real market challenges.
What really caught my attention is how not just the local operators, but the entire local igaming industry, is already stepping up.- media, TV, payments, operators – they are all adapting quickly to the new rules and proving they’re ready to play by them. This market isn’t a playground anymore – it’s structured, it’s serious, and it’s evolving fast. The ones who’ll win here are the ones ready to move with the market, not against it.
Following SiGMA Americas, what’s next for Uplatform in terms of regional expansion, partnerships, or product development in 2025?
We’re not slowing down. Next stop – SBC Americas. We know how much opportunity focus on so 2025 will be about deepening our integration with local partners, expanding our payment and content portfolio, and pushing forward with even more personalised features for the region.
LatAm isn’t just on our roadmap, it is one of our top priorities. So expect more partnerships, more local features, and yes, more bold campaigns. Because that’s just how we do it.
