In November, SBC Summit Latinoamerica brought together industry leaders from Latin America. Logrand Entertainment Group CEO Lenin Castillo was a member of this prestigious group. Castillo, already a leader in land-based gaming markets such as Mexico, spoke to SBC Americas regarding what the company is doing online.
Today, we have fifteen casinos. We decided four-and-a-half years ago that we would make a strategy plan for entering the digital space. Castillo said that this led to the development of all that we do today with platforms, venturing into Mexico and internationally.
His company’s success is due to its diverse workforce, which includes people of different ages and genders. Although it can sometimes be difficult to balance the needs of multi-generational workers, Logrand believes it is worthwhile to make Logrand’s company appealing to all.
Castillo stated, “Today at both the operational and clientele levels, there are all generations. So when you’re in an organization that is in development or growth, it is important to consider that to be able to match and understand what each of them wants and to align those.”
A well-informed workforce is key to LatAm’s success, and any other gambling market. Castillo was quick to point out that the key to success for his company is a great staff. Castillo also stated that the staff must be knowledgeable about online and land-based gambling.
The first is having the people. I’m talking about people who have been immersed in the industry and have developed the necessary capacity. It is easy to think the digital world extends from betting and physical gambling, but it isn’t.
Companies looking to expand into Latin America will also need Nuance. This market isn’t homogeneous, so European and North American businesses need to work together with local companies to achieve success.
They should, I believe, learn to associate with those who have a deep understanding of the market. He said that Latin Americans speak Spanish and each person has their own particularities. Each country is unique. “So I believe that it is important to get to know each country and to be able to personalize your experience.”
Logran looks to continue its position as an important player on the market in the new year. However, it also wants to expand its reach to other markets online and live.
We will continue to consolidate our operations, but what we want as an organisation is to keep growing. Logrand today is an example of excellence. We are the benchmark for not only competitors, but for customers and authorities as well. This is because we are able to provide a personal service and adhere strictly with regulatory requirements.
Watch the entire video interview.