No stone unturned: Ticking boxes in new markets
When entering a new geographical market, what are the key aspects for both the operator and regulator that can ensure a frictionless experience with regard to compliance?
Compliance sits at the heart of everything we do. It is not just a box-ticking exercise, but something that builds trust, protects players and ensures our long-term success in regulated environments. Serious suppliers in gambling must take a very thorough approach before entering any market. That means studying the local framework and ensuring full alignment from day one.
A key part of this is obtaining internationally recognised certifications like ISO/IEC 27001, which has certainly helped us streamline approvals in regions where this is either required or strongly encouraged. It demonstrates to regulators that we are serious about data security and operational integrity; and makes recurring audits or licence renewals smoother.
No two markets are the same, so it is essential to also work closely with local partners and authorities to meet unique requirements. This could be adapting game mechanics, bonus rules or localisation needs.
On adjusting to new payment methods like PIX in Brazil, would you say AI-related compliance technologies play a key role?
That is a great question! In markets like Brazil, where payment methods like PIX have become central to everyday transactions, we understand the importance of ensuring seamless integration with local platforms. While we are not directly involved in payments, as a supplier, making sure your systems are ready to support these local preferences will definitely go a long way in delivering a smooth and efficient experiences for players.
As for AI, it is an area everyone in the industry is watching closely. While it is clear AI can play a role in improving efficiency, particularly around compliance and fraud detection, we still believe that human expertise and local insight remain key in understanding and adapting to rapidly changing market conditions.
How does Habanero balance the challenge of ensuring compliance across ever-changing globally regulated markets while ensuring localised innovation in iGaming products?
We see compliance not as a constraint, but as a foundation for sustainable growth
Operating in over 20 regulated markets, we understand that each territory brings its own set of rules, expectations and player preferences. That is why we start every game with a solid compliance-first framework, ensuring alignment with requirements on RTP, bonus structures, feature triggers and responsible gaming practices. From there, we localise by incorporating culturally relevant themes, fine-tuning volatility and timing launches to resonate with local events, we ensure that each product feels tailor-made for its audience.
Generally, how many – if any – general policies can be applied to every market with regard to compliance?
Broadly, principles like fairness, integrity and player protection are embedded into everything compliance across the globe. These core standards should guide any company’s approach and form the foundation for how suppliers build, certify and deliver their games.
Of course, every market brings its own unique challenges, whether in technical requirements, compliance processes, or promotional expectations. While the overarching framework stays consistent, implementation should always be adapted to fit local demands. That is why internal alignment is so important.
On the topic of entering new markets, what can you tell us about Habanero’s plans in this regard for the next 12 months?
We are excited about what is next for Habanero as we continue to expand globally. In Europe, we have recently secured licences in Greece and Denmark, and we are actively exploring further opportunities across the region as regulatory frameworks evolve.
In Latin America, we have made successful launches in Colombia, Argentina, Brazil and, most recently, Peru. These markets have provided valuable insights and strong performance and we continue to work closely with operators to fine-tune content and deepen our presence. We are also keeping a close eye on developments in other high-potential regions, including Mexico.
Looking forward, we are preparing for further expansion into new global markets, including jurisdictions where regulatory clarity is developing. As always, our focus is on sustainable, local-first growth, ensuring we deliver tailored experiences that resonate with players everywhere.
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