Bryan Ortiz, CEO of Zitro Brazil, analyzed the integration between land-based and online casinos at BiS SiGMA South America

Yesterday, Ortiz participated in the session titled “Physical or Digital? Crossing Borders and Convergences in the Casino Industry”, held on the ITAIM Conference stage.

In his remarks, the executive highlighted how the industry is undergoing a structural transformation driven by technological advances, regulatory changes, and the sustained evolution of player behavior. In this context, he emphasized the importance of adopting omnichannel strategies that efficiently integrate the in-person and digital experience.

Ortiz stressed that convergence is no longer a future trend but an operational reality that forces operators to redesign their business models. “Technological and regulatory advances are bringing land-based casinos and digital platforms closer together within an integrated ecosystem,” he explained, underscoring the value of data usage, user experience personalization, and continuous innovation.

He also pointed out that expanding markets such as Brazil offer a unique strategic opportunity to implement hybrid models, where interoperability between channels maximizes player retention and engagement, while reinforcing key aspects such as oversight, consumer protection, and regulatory compliance.

Ortiz’s participation also reflected Zitro’s positioning as a relevant player in this transformation process, consolidating its presence in both the land-based and digital segments, and investing in the development of solutions that accompany the evolution of the global market.

The panel also featured other industry leaders, including Leonardo Benites (CEO of Propane), Luiz Felipe Maia (Partner at Maia Yoshiyasu Advogados), Marco Pequeno (Country Manager at Amusnet), Fernando Mora (Sportradar Brazil), and Jordi Sendra (CEO of ALEA), who shared diverse perspectives on the regulatory, technological, and operational challenges the sector faces on its path toward an increasingly integrated ecosystem.