Mariana Tostes, RubyPlay: “Players in LatAm, especially Brazilians, have competition in their DNA”

Shows & conferences - 17 June, 2026

During the SBC Summit Americas 2026, Mariana Tostes from RubyPlay spoke to Focus Gaming News about how gameplay-driven engagement is a powerful driver of retention and loyalty in Brazil and the Latin American market in general. Tostes highlighted that Brazilian players seek, above all else, entertainment and a complete experience. “Brazilian players seek, above all else, entertainment and the experience as a whole,” she said. As well as being curious and seeking excitement, they tend to be impatient. If a game takes too long to load or fails to deliver excitement or winnings right from the first round, players will quickly look for another option. A crucial factor for success, according to Tostes, is localised content. She emphasised that “localised content is no longer just a prerequisite; it is now essential for success”. This type of content is vital because it creates a bond and a cultural connection with the player, significantly increasing the chances of retention. She also highlighted the competitive nature of Latin American players, particularly Brazilians. “I believe that players in Latin America, especially Brazilians, have competition in their DNA,” she observed, comparing this to a football match or a card game amongst friends, where players are always keeping track of their position and looking for ways to improve. Tools such as tournaments