Karina Moral, Zenith: “Player behaviour in LatAm is very different, and you have to understand that from day one”

Shows & conferences - 27 April, 2026

During SiGMA South America 2026, Focus Gaming News spoke with Karina Moral, Senior Business Development Manager at Zenith, who shared key insights into the challenges and opportunities facing operators entering the Latin American market.

Moral highlighted a common strategic misstep: operators attempting to replicate successful models from Europe and Asia in Latin America. She stressed that this approach “doesn’t work,” as player behaviour in the region differs significantly and must be understood from the outset. Zenith’s role, she explained, is to help operators establish the right foundations early, rather than correcting mistakes post-launch.

She also underscored the importance of reliable payment systems and robust infrastructure. Rushing to go live without these essentials in place can result in missed opportunities and operational issues. Zenith works closely with operators to ensure these critical components are addressed before market entry.

From a product perspective, Zenith offers two main solutions: a one API integration, which provides easy access to a broad portfolio of games, and a Games API, designed for operators seeking direct relationships with high-performance providers and greater control. The choice ultimately depends on each operator’s strategic priorities.

A central theme of the discussion was content strategy. Moral emphasised that “more content isn’t always better performance,” noting a clear shift towards curated portfolios. While global titles remain important, they must be complemented by localised content that resonates with players’ culture and language to drive engagement.

 

Overall, Zenith is focused on delivering tailored, market-specific solutions, reinforcing the importance of localisation and strategic precision in Latin America’s evolving igaming landscape.