Victor Arias, Pragmatic Play: “While it’s true that each market in LatAm behaves differently, Brazil today is a benchmark”

Shows & conferences - 24 April, 2026

During the second day of the Bis SiGMA South America event in São Paulo, Focus Gaming News spoke with Victor Arias, Vice President of LatAm at ARRISE powering Pragmatic Play, widely regarded as a leading figure in the gaming industry. During the interview, Arias highlighted Brazil as “the Latin American giant”, explaining that the sheer scale of the market makes it a key barometer for the entire region. While acknowledging that each Latin American market operates differently, he emphasised that Brazil has emerged as a benchmark, setting standards for localisation, user experience, and overall industry development. For Pragmatic Play, the country plays a central role in shaping its expansion strategy and maintaining regional leadership. Localisation has been fundamental to Pragmatic Play’s approach from the outset. With Brazil now one year into regulation, Arias noted a significant increase in maturity among both operators and players. This evolution is pushing the company to go beyond basic localisation, focusing more deeply on user experience and business development. He reiterated that Brazil’s scale and portfolio diversification make it a reference point for best practices across Latin America. Looking ahead, Arias confirmed that ARRISE remains fully committed to supporting Pragmatic Play’s growth through innovation, infrastructure, and regional expertise. He explained that Brazil’s rapid development is accelerating the need for innovation and diversification, while also influencing strategic decision-making across the industry. As a result, the market is moving from an initial positioning phase towards consolidation. The interview concluded with the announcement of the upcoming launch of Gates of Olympus Roulette. Arias described it as a significant milestone, as it brings one of Pragmatic Play’s most successful intellectual properties into the Live Casino vertical. Given that Gates of Olympus ranks among the top five most popular games in the region, the company anticipates strong performance, building on the success of previous releases such as Sweet Bonanza CandyLand.