Exclusive: Gabriel Katz on Why LatAm Growth Starts With Local Knowledge, Relationships and the Right Product

In this exclusive interview with iGaming News Today, Gabriel Katz, Head of Sales LatAm at Hacksaw Gaming explains what companies need to understand when expanding across LatAm and why a strong product alone is not enough. He discusses the importance of visiting markets, meeting clients in person and building trust over time – particularly in Brazil, where local knowledge and relationships can make a significant difference.

Katz also looks at how operator expectations are changing, the growing role of AI in player personalisation and the impact of regulation on supplier expansion. While technology will continue to reshape the industry, he believes the human side of sales and partnerships will remain particularly important across Latin America.

Q1. You have spent several years working across LatAm, including Brazil, and now lead sales for LatAm at Hacksaw Gaming. After working so closely with the region, what have you learned about what really makes a company successful in LatAm?

Gabriel Katz:

The first thing I have learned is that every country in LatAm is different. I have spent several years working closely with Brazil, but now that I am responsible for sales across the wider LatAm region, I have had to step back and understand the differences between each individual market.

You need to get to know the regulation, the cultural aspects and the way people do business in each country. That is key. You cannot simply take what works in one market and assume it will work everywhere else.

Of course, having a strong product is important, but Hacksaw already has a great product and has been doing very well in Brazil. The challenge now is taking that product and showing its value across the rest of LatAm. That requires going out, building connections, attending industry events and speaking directly with people in different markets.

Q2. You have worked extensively with the Brazilian market. What do you think companies coming into Brazil for the first time often get wrong?

Gabriel Katz:

I have a very deep connection with Brazil. I have family there, I speak Portuguese and I have worked with the market for many years. 

Brazil is extremely important as a market, probably one of the most important markets in LatAm for many companies. But companies need to understand the cultural differences.

Brazil is different from most of Latin America because Portuguese is the main language rather than Spanish. Even within Brazil, there are significant differences between regions and cities, so understanding the local context is very important.

I also believe that companies need to actually go to Brazil and experience how people do business there. Trust is extremely important. If you are coming from another country, particularly from Europe, it can be difficult to simply reach out to a Brazilian company and immediately build a relationship.

You need to visit, meet people, spend time with them and build that trust. That relationship will help you significantly in the long run when doing business in Brazil.

Q3. You have worked closely with operators across the region. Have their expectations of game suppliers changed over the last few years, and what are they looking for today?

Gabriel Katz:

There have definitely been changes, and companies need to adapt. AI is changing many things in our industry, and the broader market is constantly evolving. You have to adapt or you risk being left behind.

Operators obviously want great products, but they also need an overall product offering that works for their customers and their business.

I have seen this evolution myself. I previously worked at Evolution in casino, and casino has grown significantly across LatAm. When I started in the industry around eight years ago, sports betting was extremely dominant. Now casino has become a much bigger part of the market.

That shows how quickly trends can change, so you need to keep listening to customers, visiting them and understanding what they actually need.

For me, sales is not simply about thinking, “This is what I want to sell.” It is about understanding what the customer wants to receive and having empathy for their needs.

Ultimately, operators want a great product and strong profitability. If you can deliver both, it makes a significant difference.

Q4. AI is becoming increasingly important across gaming. From your commercial perspective, where do you see the biggest opportunity for AI?

Gabriel Katz:

I see a major opportunity in personalisation.

AI can help us understand what each individual customer and player wants and then offer them the most relevant experience. For example, if I am a player who mainly plays slots, the system should understand that and not constantly show me completely different types of games.

The more AI develops, the better it will become at understanding individual customers, their preferences and their behaviour and then offering a more tailor-made experience.

There are already solutions doing this today, but I think we are going to see them become increasingly sophisticated. The real opportunity is to make the experience more relevant to each player rather than simply offering the same product to everyone.

Q5. More LatAm markets are moving toward regulated frameworks. From a sales and market expansion perspective, does regulation make entering a market more complicated or does it create better opportunities for suppliers?

Gabriel Katz:

For Hacksaw the priority is always regulated markets, so this progress is welcome. Having clear rules and understanding what everyone needs to follow creates a stronger environment for companies to invest and build sustainable businesses.

But when it comes to sales in LatAm, regulation is only one part of the equation. The other major factor is connecting with people.

In some regions, sales can be relatively transactional or more distant. In LatAm, personal relationships are extremely important. You need to travel, visit countries, attend shows, meet clients and, where possible, speak their language.

A video call obviously helps, but it is not the same as meeting someone in person and building a relationship. Everything contributes to creating a stronger partnership.

That is what we are trying to do: build connections and long-term relationships, rather than simply sell a product and move on.

Q6. As more players and operators enter regulated markets, what role should suppliers play in making sure growth is responsible as well as commercially successful?

Gabriel Katz:

Every country establishes its own rules, and providers are a key part of the industry, so we have a responsibility to follow those rules. But I also believe suppliers should help lead the way.

We should look at what is being done in other regulated markets and share that experience, while at the same time understanding what the specific country or market needs.

It is about adapting and having empathy for the client and their priorities. When regulation is being introduced, there are many things happening at the same time. That was certainly the case in Brazil. You need to understand that a supplier may not be the operator’s top priority at that particular moment.

But if you stay close to them, continue supporting them and provide useful information and materials, you can become a long-term partner.

For me, partnership is extremely important. You cannot simply sell a product, walk away and forget about it. It is the day-to-day work with the client that makes the difference.

At Hacksaw, and previously at Evolution, having strong account and territory management teams working closely with clients was a major part of that. That ongoing relationship can make a big difference.

Q7. Looking toward 2027 and beyond, what do you think could change LatAm the most, and what should suppliers be preparing for now?

Gabriel Katz:

AI is obviously going to redefine many industries, including ours. It is already happening. But I think there are some areas where technology will not completely replace the human element, particularly in LatAm.

The human component of sales, relationships and partnerships will remain very important. AI may change some aspects of how we work, but I don’t expect those personal connections to disappear in LatAm to the same extent that they might in other markets.

From a product perspective, products are getting better and better. There is fierce competition, but I actually think that is positive because competition pushes companies to improve their products.

We pay attention not only to what competitors in our own vertical are doing, but also to what is happening in other regions and industries. We look at what players are responding to, what is becoming popular and what is coming from markets such as Asia.

Brazil is a good example. The success of Fortune Tiger from PG Soft was enormous and nobody expected it to become such a major phenomenon. It became a game changer, and now everyone is looking for the next big hit.

Ultimately, having a good team, a strong product and a good company behind you gives you the best foundation. Then you do your best and hope for the best.

Q8. For someone who wants to build a career in iGaming sales or business development in LatAm, what is one thing you would tell them to learn or understand early in their career?

Gabriel Katz:

There are several things that I would highlight: empathy, connecting with people and understanding both what you are selling and what the client actually needs.

But something that was particularly important in my own career was having good people around me. I have been very fortunate to have mentors and people who helped me, taught me and showed me how the industry works.

I have also tried to do the same for other people, particularly during my time at Evolution. If you know something, don’t keep it to yourself simply because someone else might become your competitor. Help them. Show them what you know and give them the opportunity to develop.

At the same time, you need to be curious. Take courses, learn as much as possible, talk to people and don’t be afraid to ask questions.

If you don’t know something, ask. Don’t just sit there. Try to find a solution and keep moving forward.

For me, success is a combination of those things: understanding sales and the market, building relationships, staying curious and having good people around you who can help you grow.

About Hacksaw Gaming

Hacksaw Gaming is a global B2B gaming content supplier specialising in slots, scratchcards and instant win games for the online gaming industry. The company says its portfolio includes more than 250 games and reaches more than 3,000 operator brands across more than 35 regulated markets.

Its portfolio includes mobile-focused slots, scratchcards and instant-win titles, supported by its Remote Gaming Server platform. Hacksaw also operates OpenRGS, a game development platform designed to help gaming companies bring content to regulated markets and access Hacksaw’s distribution and sales network.

The company has also been expanding its presence across Latin America, including recent partnerships and launches in markets such as Mexico, Brazil and Buenos Aires City.