Brazil bound: Sportingtech focuses on collaboration at ICE 2024


As sports betting platform provider Sportingtech gears up for its return to ICE London 2024 with a more prominent stand and new interactive experiences, Senior Sales Director Jack Smith, shares the company’s hopes for a successful event, and discusses the award-winning supplier’s LatAm focus for the coming year.

ICE: a springboard for LatAm success

Sportingtech will be front and centre at stand S4-115 at this year’s ICE – a testament to our growth as a business in 2023. Our core focus at the three-day exhibition will be to use it as a catalyst for expansion across LatAm, showcasing the evolving technology we have to offer and helping our existing partners, before the door to Brazil swings open later this year. 

We will be immersing visitors to our stand in a unique digital experience with the goal to increase footfall and meet potential partners. In line with our playful approach and the rising popularity of gamification, we have added new interactive aspects to our stand such as motion-technology never seen before at ICE, to better engage our audiences and make the experience memorable. There will also be a competition running as part of this with more details on Sportingtech’s social media in the run up to the event. 

Our demo units have also been redesigned to showcase our platform in a bigger and better format, making it easier to explore our award-winning sportsbook and casino offering. To further boost our accessibility, and with all eyes on LatAm, we will also have more Spanish and Portuguese speakers available as we pay greater attention to that region. 

ICE is the place to be for good exposure early in the year and the three days are arguably the most important in the industry calendar for us. Now in my ninth year at the event, ICE continues to provide an unmatched opportunity to meet new operators and network with people from all corners of the globe, and hopefully build long-lasting relationships. 

We will also be looking after existing partners and discussing our 2024 strategy to offer a window into our future plans and harness our local knowledge to attract new clients. Our hope is to align with their future plans, particularly in Brazil, where operators from across the globe are looking for a piece of the pie. We are perfectly placed to help them thanks to our local knowledge, robust technology and strong account management. 

Brazil and beyond

Our primary aim will be to continue supporting our existing partners as the construction of its regulatory framework gets underway in Brazil. We will work through the legislation when it is available and use our knowledge from previous new market entries to navigate the first six months from its opening. 

With a high licence fee cost that could be prohibitive to smaller operators, we will assess where they can fit into the current framework, if interim measures might be offered to make entry more accessible and see how we can best service partners while adhering to new regulation. As has already been the case over the last 18 months, it will be a moving target, but we are keeping our ear close to the ground.

While it is natural that Brazil is taking centre stage in many discussions around LatAm, the broader landscape presents a number of other opportunities. With the maturity of these markets, operators are looking for more bespoke products that facilitate differentiation. This has been caused by market saturation which forced operators to look for a more unique product suite to stand out from the competition. Additionally, more agile products have entered the market which has led to operators looking for modular solutions that allow the best of the best across iGaming verticals.

Sportingtech is excited about the last ICE in London and looking forward to next year in Barcelona. Of course, while the industry gears up for next month, we are also looking beyond this to be part of a bigger ICE 2025 and enjoy a successful year ahead.

We will be travelling to other events throughout the year, including LatAm focused exhibitions across both South America and Europe. SiGMA Americas is high on the agenda, along with SBC Summit Rio, SBC Summit in its new home of Lisbon and SBC Latinoamerica at the end of the year. There are also other regional events that offer a strong LatAm focus such as G2E in Las Vegas, so it is fair to say we will be present at the biggest industry events.