Watch: Helen Walton shares her insights on the challenges in emerging markets
In an exclusive interview with SiGMA Group, Helen Walton, CCO and Founder of g.games, provided a candid perspective on the opportunities and challenges that lie ahead in emerging iGaming markets. With a background that bridges marketing, product development, and commercial strategy, Walton’s approach to market expansion is both pragmatic and deeply rooted in industry realities.
Walton’s experience in building g.games from the ground up has given her a unique perspective on market evolution. Reflecting on Brazil’s potential, she noted: “It’s an exciting market because of its young and growing population. However, enthusiasm must be tempered with realism. While the potential is there, the market is still in its early stages, and profitability remains uncertain.” This balanced view highlights the necessity for measured entry strategies rather than hasty investments. With Brazil at the heart of this transformation, SiGMA Group will host SiGMA BiS Americas in São Paulo from 7–10 April, strengthening its dedication to supporting industry growth in the region.
Beyond Latin America, Walton acknowledged the complexities of entering new regions, particularly those that are still defining their regulatory frameworks. “The biggest misconception about emerging markets is that they are all immediate goldmines. Many companies enter without fully grasping the operational and compliance costs involved,” she explained. This cautious approach underlines the importance of long-term strategic planning over short-term speculative moves.
g.games continues to position itself as an adaptable player in these evolving landscapes. The company’s focus extends beyond market entry, aiming to create sustainable engagement models that cater to shifting player preferences. “Our emphasis has always been on creating games that resonate with players, regardless of where they are,” Walton shared, reinforcing the company’s commitment to player-centric design rather than region-specific opportunism.
Looking ahead
Walton believes that consolidation will be a defining trend in markets like Brazil. As competition increases and operational realities set in, she predicts that many entrants will struggle to maintain profitability, leading to a wave of mergers and acquisitions. g.games, however, remains committed to steady, thoughtful expansion rather than reactive strategies.
As industry stakeholders prepare for the AIBC Eurasia summit in Dubai from 22-25 February 2025, discussions on emerging market strategies will be at the forefront. With SiGMA Group’s global roadshow spanning seven destinations throughout 2025, key industry players will have ample opportunity to exchange insights and shape the future of iGaming worldwide.
