As part of his presentation at SiGMA South America 2026, Alea CEO Jordi Sendra gave an overview of the development of Brazil’s regulatory landscape and the disruption and possibility it brings to both operators and suppliers. An essential part of this change is a new B2B licensing requirement, which Sendra believes will dramatically alter content availability in the near term due to the time required for providers to comply.
During his interview at SiGMA South America 2026, Alea CEO Jordi Sendra gave an overview of the development of Brazil’s regulatory landscape and the disruption and possibility it brings to both operators and suppliers. An essential part of this change is a new B2B licensing requirement, which Sendra believes will dramatically alter content availability in the near term due to the time required for providers to comply.
Infrastructure meets compliance
In a market as massive as Brazil, high player volume often breaks immature platforms. Sendra describes Alea’s platform as the “invisible infrastructure” that protects operators from these technical bottlenecks. Rather than just offering a game library, the focus is on providing a robust integration that can handle heavy workloads without compromising stability.
According to Sendra, Alea has moved away from competing in price wars to focus on the needs of selective operators. “We put quality in front, before speed or price,” Sendra stated. For the operator, this means prioritising a product that is safe and reliable, ensuring that as the market scales, the tech remains stable enough to keep players online.
Survival Through Strategic Agility
Brazil’s potential is undeniable, but Sendra warns that it remains defined by “instability.” Reflecting on the 2025 rollout, he described the challenge of navigating regulatory ambiguities amid extremely short implementation windows. “In July 2024, we still didn’t have the final documentation… we didn’t know what to build,” Sendra recalled.
This experience reinforced the reality that, in an emerging market, foresight is as vital as speed. By establishing a local entity early, a move that eventually became a legal mandate, Alea avoided the last-minute scramble that disrupted much of the industry. For operators, this early investment translates to continuity of service, allowing them to navigate “growing pains” without interrupting the player experience.
The “Human Vertical” of Growth
Sendra identified two distinct verticals where local talent is indispensable for long-term growth. The first lies in content creation: local game developers possess an intuitive grasp of the “Brazilian soul,” allowing them to design games that resonate culturally in ways global studios often miss. “You never know when you will find the next Pragmatic,” Sendra noted, emphasising the volatility and potential of regional creators.
The second vertical is operational alignment. Beyond mere translation, having local teams who share a culture and language is vital for navigating the nuances of the Brazilian market. From account management to customer support, this connection ensures that communication remains seamless and that company strategies stay aligned with local player expectations.
This localised philosophy serves as the blueprint for Alea’s broader Latin American strategy. As the company eyes expansion into newly regulated jurisdictions like Peru, it plans to replicate the “local-first” model established in Brazil, prioritising regional entities and homegrown talent to maintain a competitive advantage as the LatAm landscape matures.
Industry events as strategic touchpoints
According to Sendra, industry events such as SiGMA have changed considerably from their original purpose of helping brands gain visibility. Events now provide an opportunity to manage relationships, collect feedback, and align on strategy. Longstanding brands value the importance of face-to-face meetings as a critical part of building long-term growth.
Success in Brazil will be measured by the ability to adapt, develop strong infrastructure, and leverage local knowledge. Companies such as Alea are navigating these challenges as much as an opportunity as a requirement.
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