Poker has evolved from a mere game to a cultural icon in Latin America, especially Brazil, Argentina, and Mexico. It is a game loved by many because of its strategic depth and the fact that it requires a special skill for play, rather than just luck.
The role of poker in Latin America is evident in the B2C platforms that currently head the market from northern Mexico to southern Argentina. We have seen an inflow of relevant operators: Colombia’s BetPlay and FullReto, Paraguay’s Aposta.la, Peru’s DoradoBet, and Apuesta Total. EvenBet Gaming has been a key player in this poker trend, providing platforms that meet the diverse needs of Latin American players and operators. The company’s expert, Head of Accounts and Commercial Director of LatPoker network Roman Bogoduhov shares his insights into creating a constant revenue stream from poker in the region.
Evolution of Latin American poker culture
Poker wasn’t always a popular game in Latin America. In the past, people in the region have loved gambling. Still, poker only became popular closer to the mid-2000s when tournaments such as the World Series of Poker (WSOP) and the Latin American Poker Tour (LAPT) attracted global attention to poker in Latin America. It allowed local players to play on the international level and improved the game’s visibility and popularity.
Brazil has a great tradition of poker, especially poker tournaments, notably those with a large guaranteed prize pool. The online mystery format where players can get random rewards for eliminating opponents is also popular. Additionally, Brazilians like to play in online poker clubs, where players can engage in different games, usually in the “grey” legal area.
Colombian poker players prefer re-entry tournaments, where they can buy back into the game after having been eliminated. This format aligns with the local taste for games that allow a second chance and more time to play. Bomb Pot games where all players contribute blind bets have also been introduced in cash games, adding extra excitement.
Argentina is still a large market due to its population, despite the high level of competition and the changing regulatory environment. Here, players also prefer re-entry tournaments, which highlights a broader trend in the LatAm region. Add-on tournaments, where players can buy additional chips during the game, are still popular in Argentina, despite losing favor in Brazil and other countries of the region. Cash games, particularly Omaha 5 and Omaha 6, have been gaining traction recently.
Once a thriving country for iGaming, Peru has not been the same since the pandemic. The current player community is rather limited but active, and most players enjoy the classic tournament-based approach. The market is more niche: online poker is as robust and classic, and skill-based poker games are in demand, in contrast with the fresher and more exciting games that are popular in other Latin American countries.
Usually, Latin American poker players are passionate and social. They enjoy the competitiveness of the game and like the social aspect, whether they are participating in a local tournament or communicating via poker communities. This cultural trait makes the Latin American players more sensitive to the social and community-focused features of the game.
Monetising poker games in Latin America
With poker still experiencing growth in popularity across Latin America, operators must identify and test an array of monetization tactics to better fit these players’ needs. Models that will work well in LatAm include internal shops, subscription models, poker clubs, and side games. All models have their merits and can be fused into several aspects of the player journey, which allows the operator to maximize their income and uncap the market’s full potential.
Internal shop
The internal shop model meets the expectations of those players who want to get more out of their time and customize the games. The model suits the region’s spirit, where the community is at the core, and also allows operators to provide personalized experiences that reward players.
With the internal shop feature, users can easily buy in-game currency from within an app. This currency can be spent on such benefits as game boosts or access to tournaments. For this reason, it offers a good source of income for operators and a better gaming experience for customers. Players are required to purchase rubies or other virtual currency to unlock special features or participate in exclusive events.
Subscription model
Poker platforms often use subscription models. Players pay monthly fees for exclusive access to tournaments and other gaming perks. Think of it like changing poker into a premium service — a value-add that builds loyalty among players. Creating an exclusive closed community may speak to numerous LatAm players, who value everything special and unique.
Unlike traditional fee structures such as one-off purchases or entry fees, the subscription model offers continuing worth and fosters long-term engagement. For this reason, operators have higher player LTV than they would under more traditional monetization models. Players who subscribe are more likely to stay engaged and participate in more events, generating increased revenue over time.
Side games
Side games such as slots and roulette are used more often in poker platforms nowadays. One can find slot machines, roulette wheels, and blackjack among others popular in the Latin American region. They add variety and more fun to the gameplay.
Though poker is still the major attraction, side games can contribute significantly to revenue. However, to integrate side games seamlessly, operators should ensure that these games are easily accessible within the poker platform so that players can switch between poker and side games without interruption.
Poker clubs
The poker club monetization model with a multi-level platform host and club managers structure is also effective in Latin America. This model is intended to create a sense of community for players. It targets the region’s social and competitive poker culture while maximizing long-term profitability for operators.
Secret sauce for LatAm poker
Latin America’s poker boom is gaining momentum and presents unique opportunities for operators. By using creative ways to monetize, such as EvenBet’s in-game shop, subscription models, and interesting side games, businesses can tap into this growth and ensure their dominance in the market.
The internal shops match gamers’ preferences for in-game perks without additional real money transactions. The subscription or club model is a good choice for players who love socializing and competing with friends. Combined with effective community-building strategies, these approaches will help maximize player engagement and boost your revenue.
With a holistic approach and strategic planning, the future of poker in Latin America looks promising. EvenBet Gaming stands ready to support operators with the tools and strategies needed to thrive in Latin America’s poker scene.