Angel Calderón, SIS: Tapping into the LatAm racing heritage Share
April 1, 2021
Countries nearer the US border tend to prefer US-style bets, while those further south have more in common with Europe in terms of culture and so often favour European-style bets on racing.
That was a key message from
Angel Calderón (pictured), Digital Sales Manager at
SIS, as he spoke about his company’s pursuit of new customers in Latin America (LatAm) – where he stressed horse racing is a “lot more popular than people think”.
He explained why understanding the intricacies of the market is key to success in the region, while education still has a part to play – about both the right formats to deliver the most competitive racing and the benefits of a fixed odds model in places where pool betting has been culturally favoured.