New opportunities and market expansion for Belatra Games at SBC Summit Rio with ‘Make it Gold’

Live is Life

Sun, sea, the “Cristo Redentor”, and the unmistakable festive spirit were the hallmark of the 2025 edition of SBC Summit Rio, in the beautiful and unique Rio de Janeiro. 

As Caetano Veloso's famous song ‘Samba da minha terra’ says: ‘quem não gosta de samba bom sujeito não é’ (who doesn't like samba is not a good person), in Brazil, rhythm and celebration is in the DNA of its people and they knew how to spread that energy to the iGaming industry. 

For three days, the event vibrated to the rhythm of the carnival ‘ao vivo’, business and a lot of networking, ingredients that, according to Andrés Troelsen, commercial director for Latam at Belatra Games, generated an atmosphere ‘that you don't see at other tradeshows’. He went on to analyse the event in terms of attendance and the profile of those attending the stand: ‘We saw that the Expo has grown a lot compared to the previous edition, not only in terms of size but also in terms of the number of visitors. We had a lot of movement at the stand, with meetings with many potential colleagues from the region, such as Mexico or Colombia, where we are looking for strategic partners so that our offer can reach more players. One of our differentials is the personalised treatment of our clients, where we are very involved in the 1:1 relationship from the first conversations to ensure a process where they feel accompanied and where we can show them what our portfolio of games can contribute’. 

The importance of networking

According to Andrés, the event exceeded Belatra Games' expectations and he underlined the importance of the business networking that takes place at the fairs: ’Beyond the pre-arranged meetings, dinners and spontaneous meetings arose as a result of the networking that this type of fair allows. We especially wanted to respond to the concerns and doubts of customers in Brazil, where the regulation has led to a new scenario and we want to reassure them that Belatra is up to the task of dealing with this new scenario’.

The magic of ‘Make it Gold

One of the latest releases Belatra Games selected to present at this edition of SBC Summit Rio was their slot ‘Make it Gold’. Andrés described it as follows: ‘the main character is an alchemist and there are several win multipliers such as Gold Coins. That's why we included a game of chance where you can get a prediction of the future or win prizes. We want to bring the brand experience closer through these activations, to immerse them in the atmosphere we want to generate in our games through the exploration of new themes and attractive graphics. During the fair, visitors had the experience live, through a giant screen, winning instant prizes.’

Brazilian market: on its regulation and expansion strategies for Belatra Games

‘The market has been and continues to be a fundamental pivot for growth in LatAm,’ said Andrés. ‘We are close to obtaining the certification of our games according to the new regulation and at the same time we are looking to close important agreements that will allow us to reach a larger percentage of the market and at the same time thinking about new games according to the preference of the Brazilian market’, concluded.

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