EveryMatrix: Navigating Success in Latin America’s iGaming Landscape

(AsiaGameHub) –   Matias Montero, Latin America Managing Director at EveryMatrix, sat down with SBC’s Fernando Noodt for a thorough discussion exploring key challenges, opportunities, and top success tips for operators in LatAm’s iGaming markets.

With upcoming regulatory shifts, a wide range of distinct regional markets, and an upcoming World Cup taking center stage, Montero lays out the critical factors operators must consider to thrive across this diverse region.

What is your career background and what expertise of the LatAm iGaming sector have you brought with you to EveryMatrix?

I’ve dedicated a large portion of my career to the iGaming industry, with work experience across both Latin America and Europe.

For the past five years, I was employed at Vibra Gaming, a game and platform developer focused on creating products for the LatAm region, where I led operational and commercial teams while collaborating closely with operators across various markets.

Joining EveryMatrix has allowed me to bring my on-the-ground, practical knowledge of the region. I understand how this area operates, and how to turn that insight into commercially viable solutions—ranging from impactful regulatory matters to payment processing and local partner ecosystem challenges.

This role is an incredibly exciting challenge for me. I previously helped build a local brand like Vibra, working to strengthen it against major international competitors. Now, my goal here is to build on EveryMatrix’s existing work in the region, expand our footprint, and drive sustainable growth.

How can operators navigate the diversity that we see across LatAm and find success in that ever-evolving landscape?

On paper, the region functions as a single market in terms of geography and language—with Brazil being the obvious exception. But in reality, it is made up of many distinct markets, so adapting your strategies is essential.

Strategies that succeed in Argentina will not yield the same results in Peru or Mexico. Integrating and building a seamless bridge between retail and online operations is also critically important.

Omnichannel strategies have been a topic of discussion for years; it’s one of those buzzwords that blew up in popularity, yet in many cases, we still haven’t successfully integrated both retail and online channels. Plenty of land-based operators are looking to expand online, and regulatory hurdles remain a key factor here.

The core solution is partnering with local teams that understand player behavior and distribution networks, allowing you to tailor your offerings more effectively.

What are the main barriers to entry in those regulated markets and how can EveryMatrix’s solutions help them to overcome them?

Right now, the primary barrier to entry is regulatory and operational stability. New regulations are introduced, tax burdens shift fairly frequently, and the rules of the game are constantly being revised.

iGaming policies shift drastically from one market to the next, so in my view, a key barrier is the lack of consistent regulatory and institutional stability—something that would enable more predictable business operations.

At EveryMatrix, we provide a fully compliant, proven solution that is already live across multiple regulated markets worldwide, and we’re bringing that global expertise to LatAm to ensure our product aligns with local regulations and regional requirements.

How can EveryMatrix help both domestic and international operators strike the right tone and offer the right products for players across the region?

One key factor is offering content that aligns with local player preferences. For instance, crash games have gained massive popularity in Argentina.

Additionally, user experience (UX) and user interface (UI) design, targeted promotions, and access to local payment methods are all critical elements for successfully entering and operating in the market.

On that front, EveryMatrix runs the industry’s largest content aggregator, boasting over 45,000 game titles and 180 integrations. Our offering is highly diverse, featuring both globally proven content and local providers or region-specific games.

EveryMatrix’s Engage Suite includes a range of promotional and gamification tools designed to boost player engagement, which is vital for player acquisition and retention. It also allows for full front-end customization, paired with CRM strategies that help attract and retain players.

The key goal is ensuring that the international operators we partner with don’t come across as foreign brands in the region, so we make all the necessary tweaks to eliminate any obvious imported feel.

A landmark event for the industry this year is the World Cup. How should operators in LatAm approach the World Cup and how can EveryMatrix’s expertise assist?

The World Cup is a make-or-break event for player acquisition and engagement across LatAm, at minimum. It also serves as a critical stress test for operators, putting their operational readiness to the ultimate test. For this reason, the focus needs to be on performance, scalability, and stability during peak traffic periods.

EveryMatrix’s high-performance sportsbook is built to handle surging traffic during peak periods, with integrated risk management and trading tools. As I noted earlier, our engagement tools work across both the casino and sportsbook to maximize player activity throughout the tournament.

How can EveryMatrix’s turnkey solutions cater to the needs of any type of operator looking to gain market share across LatAm markets?

Our turnkey solution provides every tool an operator needs to launch a fully functional iGaming system: a PAM platform for player registration and account management, a sportsbook, a content-aggregating casino platform, a full suite of promotional and engagement tools, plus payment gateways and CRM systems. We also offer a back-office tool called Data Hub, a real-time data streaming service that lets operators track key KPIs and performance metrics to make immediate, data-driven business decisions.

What is the biggest challenge you see coming down the road for LatAm operators in 2026, and what is your top tip for anyone looking to overcome it?

The most significant upcoming challenge is a mix of escalating regulatory requirements—rules that won’t just be put in place but will grow stricter over time—paired with increasing competition as more players enter local markets.

As markets become more rigid and structured, profit margins will shrink. Operators will need to maintain full regulatory compliance while also operating with maximum financial and commercial efficiency to sustain their businesses. This will likely lead to some consolidation among operators across select regional markets.

My top advice is to prioritize long-term sustainability over just chasing short-term player acquisition. When a market first regulates, many operators rush in to claim market share, but as rules shift and new competitors enter, only businesses with a viable, sustainable model will survive.