Guillermo Ruipérez Segarra, at AMUSNET: “We have to be close to our clients and see what they need. We are partners in a long-term relationship”
Shows & conferences - 31 October, 2025
During SBC Summit Lisbon 2025, Focus Gaming News spoke with Guillermo Ruipérez Segarra, Business Development Manager at AMUSNET, about the company’s Iberian focus, omni-channel ambition, new land-based push, and the promotional tools underpinning long‑term partnerships.
Ruipérez Segarra highlighted AMUSNET’s commitment to regulated markets, noting strong momentum in Iberia. “Portugal has been a really important market for us, such as Spain,” he said. “We are doing great… the customers and the clients love our product,” adding that AMUSNET actively collaborates “with the regulators [and] with the operators to try to make a more efficient environment.”
He stressed the importance of giving back, referencing AMUSNET’s sponsorship of SBC’s charity game in Lisbon: “It’s an honour to sponsor this kind of initiative that really has a positive impact… it is a duty for a company to take part,” while also offering an opportunity “to meet colleagues and other industry leaders and have fun.”
On go‑to‑market structure, AMUSNET balances scale with local nuance: although “headquarters [are] in Bulgaria, Sofia,” the company has local teams “in every single market — Iberia, Netherlands, Italy, Colombia, Mexico, Brazil.” That approach, he explained, allows AMUSNET “to get directly the feedback from the clients and to particularise the product and provide the best service.”
While historically online‑first, AMUSNET has expanded into land‑based since last year and is accelerating in Southern Europe and LatAm. The long‑term “holy grail,” Ruipérez Segarra said, is synergy between channels: “We are going to be really focused on [the] synergies between land‑based and online.” Rather than simply porting in one direction, AMUSNET is building recognisable brand universes across formats so “users… will notice that they are playing in the same environment or world,” recognising AMUSNET titles “at the casinos or the saloons and online.”
Looking ahead to 2026 and beyond, Ruipérez Segarra framed AMUSNET’s posture as partnership‑led: “We see the strategy as a service, not a simple product. We have to be close to the clients, see what they need. At the end, we are partners for a long‑term relationship.” He spotlighted new engagement mechanics designed to drive acquisition and retention: “We just launched a tournament tool [and] free spins with Lucky Spins, which is a pretty new tool within the games.” These promotional features, he said, “will work really well” to “improve retention and help promote and gain new customers.”
On the event itself, Ruipérez Segarra praised the organisation: “Last year was amazing and this year as well… it’s becoming maybe the best online summit in the world.” He concluded with confidence in AMUSNET’s trajectory: “I have the feeling that the industry has the perception that AMUSNET is going to be… at the top or at least fight for the top providers.”