Beatriz Melges, Regional Director Brazil at BetConstruct, has a front-row seat to Brazil’s $3B iGaming surge. Far from chasing trends, she’s helping shape them—guiding BetConstruct through the new regulatory era, building culturally resonant player experiences, and positioning the company as a cornerstone of Latin America’s gaming future.
In this interview, Melges unpacks the strategies, challenges, and opportunities that define one of the most dynamic markets on the planet.
How does BetConstruct currently position itself within the evolving Latin American iGaming market?
Beatriz Melges: BetConstruct positions itself as a comprehensive technology partner, delivering end-to-end solutions that combine our global expertise with deep local market understanding.
In Latin America, we go beyond simply supplying technology — we co-create strategies with our partners to navigate evolving regulations, tap into emerging segments, and enhance player engagement. With a portfolio spanning sports betting, casino, live dealer, data feeds, payment integrations, and marketing tools, we aim to be the single most adaptable and culturally aligned partner in the region.
What recent developments in LATAM have most influenced BetConstruct’s strategic priorities?
Beatriz Melges: The accelerated pace of regulation — particularly Brazil’s fixed-odds betting law and Peru’s licensing framework — has been a game changer.
Mobile penetration rates exceeding 70% in countries like Brazil and Mexico, combined with the growing popularity of instant payments like Pix, have also shifted our priorities toward seamless payment solutions, localized sports content, and mobile-first design. We are also observing a demand for more socially responsible gaming tools, leading us to enhance our compliance modules and player protection systems.
From your perspective as Regional Director for Brazil, what key trends are shaping the market today?
Beatriz Melges: Three major trends stand out:
- Regulatory certainty with a focus on governance: Operators are preparing for a fully licensed environment in Brazil, where compliance readiness is no longer enough. Building robust governance structures and having the know‑how to scale an operation sustainably are becoming decisive advantages.
- Client retention through added value: Loyalty programs, exclusive experiences, and gamified engagement are taking center stage as competition grows. The focus is shifting from acquisition at any cost to building long‑term, high‑value player relationships.
- Player engagement through live content: Live betting, live streaming of local sports, and real‑time gamification remain powerful tools to differentiate brands and maintain player interest over time.
How is BetConstruct adapting to regulatory changes in Brazil and the broader LATAM region?
Beatriz Melges: Our strategy is proactive and local-first. We work closely with regulators, engaging in open dialogue to ensure we understand and anticipate requirements. Having a qualified and locally based team allows us to provide direct, on‑the‑ground support to our partners.
In Brazil, for example, we have adapted our technology to comply with all mandatory reporting formats and have developed our own reporting system within our back office, giving operators more control and transparency.
Across LATAM, we combine this technical adaptability with legal expertise and industry collaboration to keep our partners compliant while enabling scalability and innovation.
What unique opportunities and challenges has BetConstruct encountered specifically in Brazil?
Beatriz Melges: The opportunity is scale — Brazil’s market alone is projected to surpass USD 3 billion annually within a few years, driven by its passionate sports culture and tech-savvy population.
The challenge lies in balancing compliance with innovation in a competitive landscape, and in addressing the diversity of player behavior across such a vast country. Our ability to localize — from integrating Pix to offering Brazilian Portuguese customer support — has been key to overcoming these challenges.
In what ways does BetConstruct leverage technology and innovation to address the demands of LATAM players?
Beatriz Melges: We deploy modular, API-driven technology that allows operators to tailor their aspects of their offering — from payment methods and sports coverage to marketing automation. Our AI-powered CRM system enables personalized campaigns based on player behavior, while our loyalty solutions gamify the user journey.
How important is localization to BetConstruct’s success across diverse Latin American markets?
Beatriz Melges: Localization is the foundation of our LATAM strategy. Beyond language, it means adapting user interfaces, payment flows, bonus mechanics, and even sportsbook odds presentation to local habits. In Mexico, we integrate cash-based payment methods like OXXO; in Argentina, we highlight local football leagues; in Brazil, we customize promotions around key national events like the Brasileirão and others. We need to think locally so we can grow globally.
Could you share examples of partnerships or collaborations that have been pivotal in LATAM growth?
Beatriz Melges: Our growth in LATAM has been strongly supported by our active presence in major industry events such as SiGMA, SBC, and through producing our own local gatherings that bring together key stakeholders in the region. These initiatives not only strengthen our brand visibility but also deepen relationships with our current operator partners.
We also collaborate closely with companies in critical areas such as payments, KYC, and geolocation compliance providers like GeoComply, ensuring we cover all local requirements and provide a complete, market‑ready solution for our partners.
What advice would you offer to operators or affiliates aiming to expand in Latin America?
Beatriz Melges: Approach LATAM as a collection of distinct markets rather than a single region. Invest in regulatory expertise, local talent, and a culturally adapted marketing strategy. Payment localization is critical, and building trust through transparent operations will pay long-term dividends. Finally, choose partners who can deliver both compliance readiness and flexibility for innovation — the market moves quickly, and adaptability is key.
Reflecting on your role, what have been your key learnings leading BetConstruct’s efforts in Brazil?
Beatriz Melges: I’ve learned that success here is as much about relationships as it is about technology. Trust, transparency, and long-term commitment matter. The Brazilian market rewards those who invest in understanding its cultural nuances, respect its regulatory path, and adapt to its fast-changing digital environment.
Balancing compliance with an engaging, localized player experience is where the real competitive edge lies.
What inspired your focus on Latin America, and how has this influenced your approach as Regional Director?
Beatriz Melges: Latin America’s diversity, energy, and growth potential are unmatched. My background in the region has taught me that every market tells a different story, and that cultural empathy is as important as technical expertise.
This perspective drives my approach — combining strategic vision with hands-on collaboration to deliver solutions that are not only compliant and innovative but also truly resonate with local audiences.
With a background in digital media and a keen eye for emerging technologies, Ronaldo bridges the gap between players and platforms through clear, insightful reporting to the iGaming industry.
