Apuesta Total relaunches brand in Peru with new slogan: "To win you have to believe"

Gonzalo Pérez, the CEO of the Peruvian company Apuesta Total, developed a precise overview of the activity during a press conference in which he answered questions, explained indigenous realities of the market, and shared part of his plans for the coming years.

"In 2019 we ended the year with over 400 stores, which are mainly operated by us, we first look for the working space, prepare it, train the staff and start operating. Per store we have an average investment of US$ 30 thousand, which implies that we made a total investment of approximately US$ 9 million," Pérez explained. "For years we have sought to invest in the retail channel, something that was strategic for us because there are many brands that are competing in the market, many of them international. We have foreseen that the market will grow in the number of players, but when a competitor from Spain or the United Kingdom with experience in the retail channel comes, we will be a few steps ahead," he added.

The firm made an analysis of the industry and projected 14% growth in the global sports betting market, compared to 2019. This positive trend stimulates new investments and improves business confidence in developing the field locally, both in the online space as well as the retail space.

"In 2020 we grew 85% compared to 2019, and it was very important for us because we were in the middle of the pandemic. And although the digital channel was able to continue operating, world sports competitions came to a halt. In 2021 we plan to grow 175% compared to last year," he said.

When making individually commenting on the profit generated by each type of game they operate, Pérez explained that 50% corresponds to sports bets, 35% to online casinos, 14% to virtual games, and 1% to bingo.

"Esports continues to grow in the market, although their participation in relation to traditional bets is still small, it will make a great contribution in the future," predicted Pérez.

The relaunch of the Apuesta Total brand aims to transform people's knowledge and convictions into great moments of emotion, it has a positioning that seeks to have bettors identify themselves with the betting place and that motivates customers to continue believing in them.

"There are many slogans in the market regarding emotion, but few have focused on the user experience from the conviction point of view. So now we have our new slogan, which went from 'it's worth being a fan' to 'to win you have to believe' ", Pérez highlighted.

The digital channel, which was not as affected by the pandemic but by the lack of sporting events in part of 2020, also closed with very positive numbers, since during America's Cup and the Eurocup they added a million visitors and reached 4 million the rest of the year.