Bcraft: The Real Drivers of Retention and Growth in LATAM for 2026

March 18 & 19, 2026 at the Hilton Buenos Aires Hotel & Convention Center

In the framework of SAGSE South America 2026, taking place on March 18–19 at the Hilton Buenos Aires Hotel & Convention Center, we spoke with Alena Ostapenko, Chief Marketing Officer (CMO) of Bcraft, about what is truly driving retention in Latin America today. From personalization and payment friction to volatility and costly industry myths, this interview delivers a direct analysis of how to design more profitable and sustainable player experiences across the LATAM market.

Which content trend—math models, volatility tuning, or feature innovation—is driving the biggest retention gains in LATAM right now?

The biggest lifts are coming from engagement layers around content, not from rebuilding game math. Personalized CRM, triggered journeys, and lightweight gamification mechanics, like missions, challenges, and smart reactivation, are moving retention faster than raw volatility tweaks.

Volatility tuning still matters, especially for onboarding and mass market portfolios, and adjustable volatility gives operators more control, but it is usually a second order lever compared to personalization and engagement loops.

What local friction point hurts the player experience the most in LATAM—payments, connectivity, or device mix—and how do you design around it without compromising performance?

One failed deposit or delayed payout kills trust and drives instant switching, and LATAM tolerance for payment friction is extremely low.
 
Design around it with a cashier built for local rails and redundancy: support multiple local methods, prioritize first attempt success with smart routing, show real time status, and keep onboarding light while still managing fraud risk.

What “myth” about the LATAM player is simply wrong—and is actively costing operators money?

Myth: bigger bonuses equal better retention. In practice, overspending on promos without fixing trust, payouts, and verification quality attracts fraud, bonus abuse, and short term players who churn fast.

LATAM players are value driven, but “value” means reliability and speed first, plus payment choice and confidence in the process. When those are right, incentives work. When those are wrong, incentives become