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“Not making the product available across all game suppliers and all product verticals would be a massive missed opportunity,” Wilson explains. “Wherever you can have a player placing a bet, give them the opportunity to win on the jackpot engine because it is such a sticky product.”
A branded jackpot also gives operators a visible identity across content they did not create, turning third-party games into something closer to their own ecosystem.
“There’s this huge, proven revenue opportunity, but it’s also about continuity of the brand that exists across the whole platform and the whole offering,” Wilson adds.
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However, the scheme has faced ongoing scrutiny and criticism. Clubs can direct the funds towards upgrading their own facilities, and there is no mandated verification for how the grant recipients must deploy the money.
The latest 2025 contribution report indicated that $127 million was awarded, with $53.3 million specifically allocated to sport-related organisations.
Caroline Lamb informed a recent review that the current responsibility of annually processing over 500 ClubGRANTS applications within a short time frame imposed significant constraints.
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“If someone takes the time to understand what they’re used to playing, what they like, what their history is and take that into consideration, then you can bridge that gap. If operators take that time to understand where players are at, it does make a difference.”
Local operators, meanwhile, have tried to close the gap by strengthening their technology, including working with world-class suppliers.
This can be difficult, however, as Atucha explains some larger platforms entering LatAm will only work with tier 1 operators, rather than helping smaller companies develop. “It’s challenging because first, whatever you would consider a tier 3 or a tier 2 or even a startup in an emerging market like Latin America can eventually become a tier 1 operator,” Atucha suggests.
