Altenar: UX emerges as the key sportsbook differentiator in LATAM

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

Within the framework of SAGSE South America, taking place on March 18–19, 2026 at the Hilton Buenos Aires, Diego Salas, Sales Director at Altenar, analyzes what is currently defining winning operators in Latin America. From the growing weight of user experience to the need for true product localization, the executive explains why success in the region increasingly depends on understanding — and anticipating — Latin American player behavior.

What part of the sportsbook in LATAM defines the winner: pricing, trading, UX, payments, or risk management?

All of these are a factor and having a strong product in all areas is important, but if forced to choose one then I think UX is the major differentiator. Offering players an intuitive interface with fast bet placement, clear market presentation, and strong live performance has a huge impact on engagement. If the live section lags or the bet slip feels complicated, players churn quickly.

The user experience must also be adapted for the market in which a brand operates - every region in Latin America has different needs, which is why it is important to partner with a sportsbook provider with local knowledge and support.

What behavior of Latin American players forces us to rethink the product compared to Europe?

The behaviour of players in Latin America is very different to Europe, which is why a one- size-fits-all strategy does not work. In Europe, players generally have more experience when it comes to using a sportsbook and bet on a wider variety of markets, so copying a strategy from Europe will not produce the same results.

Latin American players prefer to have simpler options which are easily available, so the fewer clicks they need to make before placing a bet, the better. Players in Latin America are also more event-driven and emotionally engaged in major moments, with stronger loyalty to their team or their country when it comes to international tournaments.

That means the user experience and the speed of the sportsbook are vital. Players demand fast-loading apps, simple navigation and a frictionless experience when placing a bet. Going forward, there will also be a greater focus on personalisation and offering content which is tailored to the needs of each player.

Which LATAM country do you think will surprise us in terms of growth/regulatory order in 2026?

Brazil is the headline act and continues to attract the most attention due to the size of the market and potential for growth since the regulations were introduced, but I think Peru is the market which is being under-estimated.

It is newly regulated, with clear frameworks in place, and provides a stable market which is attracting interest from many operators of various sizes. With a transparent regulatory environment, there is lots of room for innovation and that is often translated into high growth. For this reason, Peru could be the market which punches above its weight compared to the likes of Brazil and Mexico.