Luz Beatriz Jaramillo Serna of 21Viral: “Our presence at ICE Barcelona 2026 was exceptionally positive”

21Viral at ICE Barcelona 2026

“Our presence at ICE Barcelona 2026 was exceptionally positive. This year we once again participated with our own stand, a new team structure and administrative changes, in addition to presenting our TRUMO payment gateway, our GAMECONNECTOR and QUANTUM. This allowed us to officially launch our new platform services, CRM and modular solutions designed for operators seeking greater speed, efficiency and control over their operations.

The public response exceeded our expectations: we received a high volume of qualified visits, demonstrated our capabilities live, and generated strategic conversations with operators, suppliers and technology partners. We also identified new opportunities related to PAM provision, a segment where we discovered our proposal stands out for its fast implementation, flexibility and competitive pricing compared to many of the current market offerings.

In summary, ICE Barcelona 2026 enabled us to strengthen relationships, open new business lines and validate that our technology is perfectly aligned with the real needs of the industry.”

How do you assess the quality of attendees and the profile of the contacts generated during the event?

“Spectacular! There wasn’t enough time to cover the entire exhibition or meet with all clients. The quality of attendees was outstanding. Decision-making profiles predominated — C-level executives, operations, product and technology directors — which facilitated in-depth discussions focused on concrete results.

The contacts generated were highly relevant: operators with expansion plans in LatAm, suppliers interested in agile integrations, pricing renegotiations for greater visibility, and companies seeking more efficient platform solutions than traditional models.

The level of specialization among attendees allowed us to move quickly on real opportunities, not just exploratory exchanges, and confirmed that our value proposition has a clear product-market fit.”

What trends or debates seen at ICE Barcelona 2026 will shape the industry in the short and medium term?

“Three trends dominated the conversation and will shape the sector’s direction:

The consolidation of instant and high-speed games (crash, mines, plinko), driven by younger audiences and emerging markets.

The evolution of Live Casino toward more immersive experiences, with greater personalization, applied AI and hybrid formats combining entertainment and gaming.

Regulatory professionalization, especially in LatAm, where regulatory frameworks are advancing toward greater clarity, compliance and operational responsibility.

Additionally, there was strong interest in faster, modular and scalable platforms, confirming that the market is shifting toward more agile solutions that enable multi-jurisdictional operations without friction.”

To conclude, what are the company’s main strategic priorities for this year? Do you plan to enter new markets or strengthen your presence in key jurisdictions during 2026?

“Our strategic priorities for 2026 focus on three main pillars:

Expansion in LatAm, strengthening our presence in Colombia, Peru, Mexico, Panama, Venezuela, Argentina and other emerging markets, where we see sustained growth and increasing demand for faster and more flexible platform solutions.

Scaling our platform and CRM, consolidating our offering as an agile, robust and accessible alternative to traditional PAM providers.

Integration of high-impact suppliers, prioritizing studios and technologies that maximize ROI, retention and differentiation for our partners.

In parallel, we are evaluating opportunities in regulated markets across Europe and MENA, always under a sustainable growth and regulatory compliance approach.”