Playtech and Apuesta Total talk gambling in Peru

Gonzalo Perez, the CEO of Apuesta Total, recently engaged in a pivotal discussion with Charmaine Hogan, Playtech’s head of regulatory affairs, during the iGB@ICE conference. Their conversation revolved around the nuances of Peru’s newly regulated gambling landscape and the critical role of a supportive regulatory framework in fostering a thriving market.

### Understanding the Importance of Local Expertise

In the face of increasing competition from international operators, Perez highlighted a crucial advantage: local expertise. A deep understanding of the market dynamics, consumer behavior, and regulatory environment uniquely positions Apuesta Total to cater effectively to Peruvian bettors. He stated, “We know the people, we know the politicians; we are pretty confident we will continue to be the market leader.” This local knowledge serves as a significant differentiator in navigating the complexities of the gambling sector.

### Navigating Taxation Challenges

A key topic of discussion was the challenges associated with taxation, particularly the recent introduction of a consumption tax on gambling activities in Peru. This regulatory change poses unique challenges for operators, affecting pricing strategies and profit margins. Perez and Hogan acknowledged the need for a balanced approach to taxation that ensures revenue generation for the government while not stifling the growth of local operators.

### Strategic Partnerships for Growth

Apuesta Total’s trajectory has been notably influenced by strategic partnerships, including the acquisition of a 70% stake by Cirsa in July 2024. This collaboration is viewed as a cornerstone for the company’s growth strategy, leveraging shared expertise and resources. Perez pointed to this partnership as a way to enhance competitive advantages and maintain market leadership in the evolving Peruvian gambling landscape.

### Embracing Technological Advancements

While Perez recognizes that international operators may have access to cutting-edge technology, he sees this as an opportunity rather than a disadvantage. “Of course, they have new technology that maybe we don’t have, but that’s going to be good for us. It will make us better for our customers,” he remarked. Embracing innovation and incorporating advanced technologies can enhance user experience, streamline operations, and foster customer loyalty.

### Conclusion

As Peru’s gambling market continues to mature through regulatory changes and competitive pressures, local operators like Apuesta Total are uniquely positioned to capitalize on their understanding of the market. By leveraging local expertise, navigating taxation challenges effectively, fostering strategic partnerships, and embracing technological advancements, Apuesta Total aims to solidify its status as a market leader.

This insightful dialogue underscores the importance of adaptability and innovation in the gambling sector, illustrating how local operators can thrive in an increasingly competitive landscape while contributing positively to the regulatory ecosystem.