Wplay CEO Julio César Tamayo Discusses Latin American Gaming Industry

Julio César Tamayo, CEO of Wplay, shared insights on how the Latin American online gaming industry is evolving amid regulatory and economic challenges. As he prepares for his role at the SBC Summit Lisbon 2026, he emphasized the importance of strategic growth and sustainable business practices.

Industry Challenges and Sustainable Growth

Tamayo identified key characteristics for sustainable growth in Latin America, focusing on innovation, financial discipline, and corporate governance. He highlighted that the initial phase aimed to open markets and attract players, but now, it requires a balance between growth and sustainability. The industry, which had been expanding at over 25% annually until 2025, is now entering a maturity phase. Operators need to focus on reputation and trust as critical assets for long-term success.

Colombia's Regulatory Landscape

Colombia, known for its strong regulatory framework, faces new challenges with recent tax changes impacting competitiveness. Tamayo pointed out that in 2025, a new tax scheme imposed a 70% revenue burden on operators, requiring swift technological adaptations. This situation underscores the need for stable and predictable regulations. The focus is now on maintaining fiscal sustainability, competitiveness, and consumer protection. Failure to balance these may push players towards illegal offerings that lack consumer safeguards and tax contributions.

Opportunities in Latin American Markets

Tamayo discussed promising markets like Brazil and Peru, which offer favorable conditions for long-term investments. Investors now prioritize regulatory stability, legal security, and predictable rules over mere market size. Brazil offers vast potential due to its scale, while Peru's regulatory evolution showcases increasing stability. Latin American regions can strengthen their appeal by offering investor confidence and leveraging human talent and flexible processes.

Lessons from Major Sporting Events

The preparation for events like the World Cup tested organizational capabilities across Wplay. During the World Cup, in Colombia alone, online platforms saw revenue growth exceeding 40%. This experience highlighted the need for synchronized operations across technology, payments, and risk management. Resilience and data-driven decision-making emerged as the core strengths needed to handle such high-pressure scenarios.

The Role of Artificial Intelligence

Artificial intelligence (AI) is set to transform operations across the gaming industry. Tamayo noted AI’s impact on fraud prevention, personalization, and operational efficiency. However, its greatest value lies in enhancing decision-making processes while preserving human judgment. Responsible use of AI in regulated environments can foster trust and enhance governance, ensuring that technological advancements contribute positively to the industry.

Promoting Responsible Gaming

Wplay has been proactive in integrating responsible gaming as a core business strategy. This not only fulfills regulatory requirements but also builds societal trust, a critical license beyond regulation. The shift towards consumer protection and education reflects the industry’s responsibility to safeguard users and ensure sustainable operations.

Defining the Future Leaders

Tamayo stressed that future leaders in the online gaming sector will be those who foster trust and adapt to changing market dynamics. Success will hinge on long-term vision, adaptability, and a strong governance culture. Trust in regulators, investors, allies, and players is paramount for gaining a competitive edge in a mature market.

Looking Ahead at SBC Summit Lisbon

The SBC Summit Lisbon 2026 aims to shift the conversation from mere growth to sustainability and trust. Topics like AI, cybersecurity, regulatory cooperation, and responsible gaming will dominate the agenda. The goal is to prepare an industry capable of enduring future challenges while maintaining a human-centered approach.

Tamayo concludes by emphasizing the industry’s responsibility to build a sustainable and trustworthy future. His insights set the stage for a collaborative effort to reinforce Latin America as a region primed for growth and stability.