Jordi Sendra, Alea: “Everything we do is aimed at adding value for our clients, and that has several implications”

Shows & conferences - 22 April, 2026

During SiGMA South America, Focus Gaming News spoke with Jordi Sendra, CEO at Alea, to discuss the company’s performance at the event, the evolution of the Brazilian igaming market, and its broader strategic outlook. Sendra began by highlighting the strong results achieved during the exhibition, noting that the team had entered with high expectations but ultimately exceeded them. He described Brazil as a market still in a maturing phase, roughly 15 months into regulation, which continues to generate significant interest from both new international entrants and existing operators. This evolving regulatory environment, particularly the introduction of a B2B licensing framework, has led to a high volume of enquiries, while also creating substantial opportunities. He acknowledged that the regulatory rollout has not been without challenges, pointing to initial instability and last-minute developments that affected providers across the industry. When discussing Alea’s position as a leading, award-winning content aggregator, Sendra attributed its success to a strongly client-centric approach. “We put the client first,” he explained, emphasising the company’s focus on delivering tangible value. This was reflected in its proactive entry into Brazil, where Alea ensured service continuity for existing clients while simultaneously establishing a fully operational local presence, rather than adopting a wait-and-see approach. He also noted that Alea currently offers one of the largest portfolios of certified providers, a competitive advantage that will remain particularly relevant under the new B2B licensing regime. On content strategy, Sendra underlined the importance of balancing localisation with globally proven products. He stressed that localised content is essential in Latin America, as player behaviour varies significantly between markets, and local studios are best positioned to design products tailored to specific audiences. At the same time, globally recognised providers continue to perform strongly across jurisdictions. Alea’s approach is therefore to maintain a diverse and flexible portfolio, closely aligned with operator needs, often integrating emerging studios based on client recommendations. He highlighted the importance of continuously identifying potential “game changers”, noting that innovation can come from unexpected sources. Looking ahead, Sendra outlined Alea’s growth strategy for 2026, which centres on consolidating its position in regulated markets. Following its expansion in Brazil, the company is targeting further growth in Latin America — particularly Peru — as well as in European jurisdictions such as Portugal, while continuing to evaluate additional opportunities. He summarised the objective as a year of consolidation and strategic expansion across regulated markets.