The new race in iGaming isn't about users. It's about trust.
Initially, success in iGaming was measured primarily by the ability to attract users, expand operations, and increase revenue. This logic helped transform the sector into one of the most dynamic activities in the digital economy. But the signs observed today indicate that this phase is over.
Growth remains important. Innovation continues to be one of the industry's driving forces. Investor interest remains high. However, the discussion dominating major international forums is no longer solely focused on expansion. The question guiding the sector's future is now different: who will be able to build lasting, trusting relationships with users, regulators, partners, and society?
In my opinion, this was the main conclusion of the SBC Summit Americas, one of the most important industry events in the Americas. Throughout the discussions, it became clear that iGaming has entered a new phase, marked by themes such as regulatory compliance, user protection, financial security, data governance, fraud prevention, artificial intelligence, and operational sustainability.
Change is natural. As the activity matures and becomes more economically relevant, so does the responsibility of the companies participating in this ecosystem. It's no coincidence that compliance has ceased to be a support area and now occupies a strategic position within organizations. The same is true for anti-money laundering, identity verification, transactional monitoring, and mechanisms focused on operational integrity. What was once treated as a regulatory obligation is now seen as a central element of competitiveness.
Latin America clearly illustrates this transformation. The region encompasses markets at different stages of development, each with its own characteristics and specific challenges. In this context, Brazil occupies a unique position. Few countries simultaneously possess such a broad user base, such an advanced digital payments system, and a developing regulatory environment. These characteristics have placed the country at the center of attention for the global industry. Today, operators, technology providers, investors, and specialized companies are closely observing each step in the consolidation of this new landscape.
But there is one point that deserves attention. The size of the opportunity does not guarantee automatic success.
There's a perception that Brazil's potential can be captured simply by whoever invests the most or grows the fastest. I believe this view is mistaken. The winners of this new cycle will not be defined solely by scale. They will be defined by their ability to operate with security, governance, regulatory adaptation, and operational excellence.
This reality helps explain why technology has taken on an even more strategic role. Artificial intelligence, for example, is no longer just a tool for efficiency. Today it plays essential roles in the sustainability of the activity. Advanced systems can analyze large volumes of information in real time, identify atypical behaviors, detect suspicious movements, and support decisions with greater precision.
In practice, this means that a platform can identify patterns inconsistent with a given user's usual behavior, recognize signs of fraud, or point out transactions that require further analysis. The result is a safer operation for both businesses and consumers.
The same reasoning applies to responsible gaming. For a long time, the topic was treated by the industry as a regulatory requirement. This view no longer makes sense. International discussions show that user protection has become one of the pillars of the industry's sustainability.
Tools capable of identifying early signs of risky behavior, self-control mechanisms, usage limits, and awareness campaigns are becoming increasingly relevant. This is not only because they are required by regulators, but also because they represent a fundamental condition for building a balanced environment.
Another aspect that drew attention during the debates was the evolution of data use. Business intelligence is also undergoing a profound transformation. For years, its main function was to explain past events. Now, the trend is to use predictive models capable of forecasting risks and supporting real-time decisions.
This ability to anticipate has a direct impact on operational efficiency, financial security, compliance, and user experience. The faster deviations are identified, the greater the companies' ability to respond.
And perhaps that's precisely where the main change underway lies. For a long time, user experience was almost exclusively associated with ease of registration, speed of payment, or simplicity of navigation. These factors remain important, but they are no longer sufficient.
In more mature regulated markets, the perception of quality is increasingly linked to trust. Users want efficient platforms, but they also expect data protection, transparency, security, and accountability.
The sector is therefore experiencing a redefinition of its own success criteria. If in the past the priority was focused on commercial expansion, now the competitive advantage lies in the ability to combine innovation, data intelligence, governance, compliance, and user protection.
The most promising markets will be those that manage to balance economic development and legal security. Similarly, the best-positioned companies will be those capable of transforming technology into trust.
Growth will continue to be important. Innovation will continue to create opportunities. New products will continue to emerge. But the next decade of iGaming will be defined by a factor far more valuable than any indicator of expansion. It will be defined by the ability to build credibility in a consistent, responsible, and lasting way.
(*) Thiago Garrides is CEO of Cactus Gaming.
