Guillermo Ruipérez Segarra, Amusnet: “We have local teams in every single market”

During the latest edition of SBC Summit Lisbon, Focus Gaming News spoke with Guillermo Ruipérez Segarra, Business Development Manager at Amusnet, about the company’s strategic growth, its approach to localisation, and its expansion into the land-based sector.

Segarra began by discussing Amusnet’s sponsorship of a charity football game at the event, saying that it is a "duty for a company" to take part in such initiatives that have a positive impact.

He confirmed the company's focus remains on regulated markets, with Portugal and Spain being particularly important territories where "the clients love our product." To serve these regions effectively, Amusnet employs a unique strategy. "We have local teams in every single market," Segarra explained, including Iberia, Italy, and across Latin America. This structure "allowed us to get direct feedback from the clients and to tailor the product and provide the best service."

A significant part of the company's future strategy is its expansion into the land-based vertical, which began last year. Segarra noted that creating synergies between their online and land-based offerings is "the holy grail." Unusually, the company is adapting its successful online games for physical machines, ensuring customers will "recognise our games in the casinos or the saloons and online."

Segarra emphasised that Amusnet views its offering as "a service, not just a simple product," built on long-term partnerships. To support this, the company has launched new promotional tools, including tournaments and a new "Lucky Spins" feature, to boost player engagement and retention.

He concluded with a confident outlook on the company's position in the industry. "I have the feeling that the industry has the perception that Amusnet is going to be the top or at least fight for the top providers," he said.