Fernando Martinez, LS Sports: “What’s happening globally is that more and more features are needed to create engagement within a site”
Shows & conferences - 5 May, 2026
During the latest edition of SiGMA South America, Focus Gaming News spoke with Fernando Martínez, VP for Latin America at LS Sports, who outlined how the rapid evolution of data and betting products is reshaping operator strategies across the region.
Martínez highlighted the dramatic shift in performance expectations over the past decade. While a latency of five to eight seconds was once considered acceptable, today’s market requires sub-second data delivery to remain competitive. At the same time, the breadth of betting opportunities has expanded significantly—from a handful of largely pre-match options to hundreds or even thousands of in-play events per match—reflecting a global transformation in how sports betting products are consumed.
Against this backdrop, Brazil stands out as a key strategic market. Martínez described it as a “must-have” territory for any global operator or supplier, driven by its scale, diversity, and unique betting behaviours. However, this attractiveness is matched by intense competition and high expectations, making product differentiation essential.
To address this, LS Sports positions itself as a comprehensive data and solutions provider, offering extensive sports coverage—spanning more than 100 sports, 15,000 leagues, and over 250,000 monthly events—alongside a full suite of tools, including odds provision, bet builder functionality, fan engagement features, and risk management services. By delivering an end-to-end offering, the company enables operators to focus on marketing and acquisition while relying on a robust and scalable backend.
Martínez also emphasised the growing importance of real-time data in driving user engagement. Features such as same-game betting, microbetting, and player props rely on continuous data flows, effectively transforming data itself into new betting products. These capabilities provide users with more ways to interact, increasing both retention and time spent on the platform.
Looking ahead, LS Sports is pursuing an ambitious expansion strategy across Latin America. The company has already begun scaling its regional team and is developing products specifically tailored to local market needs. Notably, Latin America is the first region where LS Sports is simultaneously advancing both betting and media capabilities, underlining its long-term commitment and investment in the region.