GBC Time has interviewed – Lucila M. Barletta, Head of Accounts LatAm at Belatra Games, an online slot games developer, known for innovative approach to gaming entertainment. We talked with Lucia about Latin America potential of Belatra’s key growth engines for the long term and Belatra’s new game, Fortune Mummy and where it fits within its Mummyverse.
LatAm is now described as Belatra’s main market. What makes this region such a priority compared to others?
Latin America has been close to Belatra’s heart for many years — in fact, we opened our first office here back in 2008. Since then, we’ve seen firsthand the energy, creativity, and growth potential of this region. For me, working here means building on that long-standing foundation, strengthening relationships with operators, and ensuring our games truly resonate with local players. LatAm isn’t just a market for Belatra — it’s a region where we’ve invested in people, teams, and infrastructure for more than a decade, and it’s incredibly rewarding to see how our commitment continues to pay off.
What specific player behaviors or preferences in LatAm shape your marketing strategies?
For me, partnerships in Latin America go far beyond business agreements — they’re about building genuine relationships. I work closely with operators and aggregators, getting to know them personally, sharing ideas, and sometimes even having fun together at exhibitions or industry events. In Latin America, people do business with trust, emotions, and connection, and I make sure that every partnership reflects that spirit. Of course, we also focus on transparency and shared goals, but the personal relationships are just as important. These strong connections allow us to explore joint marketing initiatives, exclusive launches, and co-created experiences that not only drive engagement but also strengthen the sense of community and friendship between Belatra and our partners.
How do you build partnerships with online casinos and aggregators in LatAm, and what new types of collaborations are you exploring?
From my experience working closely with Latin American players, I’ve learned that they are passionate, curious, and highly engaged — they don’t just play games, they live the experience. They want instant gratification: when they open a game, they expect it to load immediately and run smoothly, especially on mobile devices, which are their main way of playing. This sense of urgency and excitement drives how we develop and market our games at Belatra. It’s why we focus so much on mobile optimization, fast-loading gameplay, and immersive experiences that can capture their attention in seconds. For me, understanding these behaviors firsthand helps us create games and campaigns that truly resonate with players and meet their expectations in real time.
In one of the news releases on the website, it mentioned that early game launches failed because themes didn’t emotionally resonate with audiences. How does Belatra now identify and test themes to ensure stronger connections?
At Belatra, player feedback is at the core of everything we do. We actively engage with our community through market research, focus groups, and beta testing to ensure our themes connect emotionally. But beyond that, we’ve witnessed the importance of working with local creatives to add cultural relevance to the storytelling and visuals. This approach allows us to craft narratives that resonate on a deeper level, ensuring that players feel a personal connection to the themes. By integrating local influences, we can create more immersive experiences that appeal to regional sensibilities while still maintaining the global appeal of our games.
Fortune Mummy is the newest addition to Belatra’s portfolio. How does it expand the world of Mummyland Treasures?
Fortune Mummy expands the Mummyland Treasures universe by introducing new adventures, characters, and deeper lore. While Mummyland was already a fan favorite, Fortune Mummy takes the story to a new level, offering fresh narratives that will captivate both new and returning players. The addition of new storylines and challenges enhances the game’s appeal, providing players with more reasons to explore this rich universe. It’s about taking everything players loved about the original and adding new dimensions to keep the experience exciting.
How does Fortune Mummy’s gameplay or bonus features set it apart from Mummyland Treasures? What did you do differently for Fortune Mummy’s launch compared to earlier releases?
Fortune Mummy stands apart with enhanced bonus features and more interactive gameplay elements. We’ve really focused on creating an experience that feels fresh, with mobile optimization being a key priority to ensure smooth play across devices. In terms of the launch, we placed a stronger emphasis on player-centered promotion. By involving players early through beta testing and focusing on localized campaigns, we were able to fine-tune the game’s features based on real feedback, which significantly improved reception compared to previous releases. It was about making sure we were in tune with what players wanted from day one.
Which marketing tools or channels work best for promoting Belatra’s games in LatAm?
We’ve found that digital channels are incredibly effective for promoting our games. Social media platforms, influencer partnerships, and mobile campaigns are particularly successful in reaching our target audience. Influencers, especially those who align with our game narratives and can speak authentically to their followers, play a huge role in building trust and driving engagement. We’ve also seen strong results with operator-led promotions, especially when we focus on content that tells a compelling story or highlights unique gameplay features. The key is crafting campaigns that are authentic and engaging, while always staying true to the values and stories of our games.
In your view, what is more important: building strong brand awareness or focusing on the success of individual game releases?
Both are critical and complementary to each other. Building strong brand awareness creates the foundation of trust with players, and that trust is crucial for long-term success. On the other hand, successful game releases are the moments where our brand really shines. Each game release is an opportunity to showcase the quality and innovation Belatra stands for, which in turn reinforces our brand’s reputation. A strong brand makes each release more impactful, and every successful game release strengthens our overall brand. So, it’s about balancing both—consistent brand building with standout game launches.
How do you envision the LatAm iGaming market evolving over the next five years, and what role will Belatra play in shaping it?
The iGaming market is set to experience significant growth over the next five years, fueled by continued regulation and increasing demand for innovative and engaging content. At Belatra, we’re focused on being a leader in creating high-quality, locally relevant games while also pushing the envelope in terms of game design and technology. Our goal is to continue delivering content that players love, forge strong partnerships with operators, and stay ahead of market trends. As the market continues to evolve, Belatra aims to be at the forefront, shaping the future of iGaming with our commitment to innovation, quality, and player engagement.