Zitro Digital causes a sensation at SBC Summit Lisbon: José Javier Martí reveals the secrets of success

We started the interview by asking José Javier Martí, Chief Operating Officer of Zitro Digital, about the experience they had at this edition of the SBC Summit Lisbon. Martí explained that the experience was exceptional, highlighting that the organisation of the event allowed attendees to move easily between the various activities of the digital gaming ecosystem. Furthermore, he stressed that “for Zitro, the results were overwhelmingly positive”.

He also noted that Zitro Digital has an established reputation, largely thanks to its international expansion in the face-to-face gaming arena, which has served as a solid foundation for its growing digital business.

He remarked that during the SBC Summit Lisbon, they welcomed numerous operators from around the world to their stand and commented that “many of them are already familiar with the success of our games, especially in the Latin American and European markets”, confirming that the demand for their content is now global.

As for the most outstanding products during the event, Martí highlighted the Fu Frog series as the star product. He explained that “the four games in the series: Animals, Food, Garden and Spirits, which in the on-site world are sold in a physical multi-game machine format, are presented in their digital version with a greater diversity of options”. He added that “Fu Frog games combine elements of persistence, which anticipate with their visual change the proximity of a bonus, with progressive jackpots, which are one of the hallmarks of Zitro's games. These game mechanics are supported by superb graphics, animations, sound effects, and an almost magical mathematics that make the experience of playing a Zitro game unique and memorable”.

Regarding the growth of the gaming market in Portugal and Europe, Marti pointed out that, while the business in these countries is still important, it is no longer experiencing the explosive growth of its early stages, as is the case in the newly regulated markets. However, he stressed that Europe offers stability, which is a key incentive for both operators and content providers such as Zitro.

Another key aspect that came up in the conversation was the use of artificial intelligence and new technologies in Zitro's products. In Martí's words, “at Zitro we are applying artificial intelligence to optimise every aspect of our games and platforms’” He explained that AI is not only improving the design and player experience, but also allowing games to be customised based on each user's preferences. “With AI, we can accurately analyse player behaviour and make real-time adjustments to ensure our games remain engaging and competitive”’ he said. He also stressed that they are using AI to optimise their internal systems, allowing them to improve both efficiency and profitability in the long term. “I am convinced that AI is the future of gaming, and Zitro is at the forefront of this exciting transformation”, he said emphatically.

Finally, addressing the impact of gaming regulation in Portugal and its influence on Zitro's participation at the SBC Summit Lisbon, Marti stressed the importance of regulated markets to the company's growth strategy: “We are determined to continue to grow our digital business globally, focusing on regulated markets”. As Portugal is considered to be part of one of those markets, it offered an excellent opportunity at the SBC Summit to continue the execution of the company's expansion plans.

In closing the interview, Marti praised the event, describing it as “a great forum to continue what has been a brilliant execution of the company's growth plans”.