Amusnet at SiGMA North America: "Mexico is the True Engine of iGaming in the Region"

Amusnet prepares for SIGMA North America

Maria Iraid Rosales Godoy, Country Management | Market Expansion | Commercial & Operations Leadership at Amusnet, granted an interview to SoloAzar about SIGMA North America. 

How is Amusnet preparing for its participation in SiGMA North America, and what are the company’s main expectations for this edition in Mexico?

The truth is, everyone at Amusnet is really excited to be in Mexico for SiGMA North America. For us, Mexico is not just another market; it is the true engine of iGaming in the region and the gateway to everything that is coming next in Latin America.

We have prepared our participation around a very strong online proposition. We are not coming just to showcase a couple of slots, but to present a comprehensive digital solution: our online portfolio, Live Casino, and, above all, our retention tools, such as the Bonus Platform with Jackpots, Tournaments, and Free spins. What we are looking for at this edition is to sit down and talk with local and regional operators, understand their real needs, and show them how Amusnet’s online content can help them improve their retention numbers.

 Adapting themes and stories to the local culture is key for Amusnet

Localized online content will be one of Amusnet’s key focuses at the event. How important is it for the company to develop games tailored to the preferences of players in the region, and what role do titles such as El Dogiachi 1000 play in this strategy?

If there is one thing our experience has taught us, it is that in LatAm, you cannot simply bring the same game that works in Europe and expect it to automatically become a success. Players in the region are very passionate and are looking for a sense of connection. That is why adapting themes and stories to the local culture is key for us.

That is where El Dogiachi 1000 comes in, and it is definitely a favorite. Imagine a super colorful slot with a festive Mexican atmosphere and a Corgi dressed as a charro playing the vihuela. It is impossible not to smile the first time you play it. But the best part is that behind that fun and playful vibe, there is some very strong math: Sticky Wilds, multipliers of up to x1000, and a respins feature that keeps the excitement going at all times. With games like this, as well as Alebrijes Eternal, we are able to make players feel "at home", while operators see excellent retention numbers.

Amusnet will also present Shiny Crystals, marking its debut in the Instant Games category with a mobile-first approach. What opportunities do you see in this segment, and what do you expect from its evolution in Latin American markets?

This is a launch that we are really excited about because it marks our entry into the Instant Games category. In Latin America, we have seen mobile consumption grow dramatically, and players are increasingly looking for faster experiences where they feel they have control over what happens.

That is where Shiny Crystals fits perfectly. It was developed with mobile in mind, featuring a very intuitive mines-style mechanic. What is really cool about this game is that players decide their own level of risk by adjusting the number of mines on the screen. On top of that, we have added innovative features such as the Defuse Engine, which gives players clues before they open a tile, and Crystal Rush, a mode that rewards quick streaks. We believe this type of content is not here to replace traditional slots, but rather to attract a more dynamic audience looking for instant entertainment at the tap of a button.

Beyond the online environment, Amusnet has also been advancing its Land-based expansion in the region. Which markets and opportunities are currently priorities for the company, and what goals have you set for this stage of growth?

Amusnet was born with one foot in the Online world and the other in the Land-based space, so the Land-based division is part of our DNA. From a Latin American perspective, we see a huge opportunity ahead because land-based operators are looking for cutting-edge technology to renew and enhance the customer experience.

As part of our land-based expansion plans for the region, Mexico, Colombia, and Peru are undoubtedly our priority markets, where we see the greatest potential for medium- and long-term growth. Ultimately, our goal for the Land-based division is to build a strong omnichannel connection – ensuring that players who know and enjoy the Amusnet brand in a physical venue in these markets can find the same quality, excitement, and strength of content when they choose to play on their mobile devices. 

Amusnet has a 100% focus on the online channel for SIGMA North America

Looking ahead to SiGMA North America, what conversations do you hope to have with operators, partners, and potential clients, and what next steps would you like to come out of your participation in the event?

For this event, our focus is 100% on the online channel. What we are looking to do at SiGMA is make the most of the opportunity to speak directly with operators, aggregators, and strategic partners across the region, understand how their year is progressing, and show them the value that our portfolio and retention tools can bring to their operations.

When it comes to next steps, for us, the success of the show is measured by our ability to continue those conversations. We want to explore the opportunities we identify during the event in greater depth, evaluate synergies with new partners, and explore collaboration opportunities that will allow us to continue strengthening Amusnet’s presence in Mexico’s and Latin America’s digital markets.