Apuesta Total: "Cirsa will help us identify areas for improvement to continue growing in Peru"

The CEO of Apuesta Total, Gonzalo Pérez, speaks for the first time about the acquisition of the Peruvian online operator by Cirsa Group, a multinational in the gaming and leisure sector based in Spain and owned by Blackstone, which was announced at the beginning of July.

In an exclusive interview with Yogonet, the Peruvian executive stated that, based on the trajectory of the Spanish firm, Apuesta Total will be able to incorporate better practices to "continue growing and strengthening our leadership in Peru."

Perez anticipated the generation of synergies at a land-based level, considering that Cirsa currently has more than 20 gaming halls in different Peruvian regions. "We are sure that it will have a positive impact due to the incorporation of a partner such as Cirsa," he emphasized.

In July, the Spanish company Cirsa announced the acquisition of 70% of Apuesta Total's operations in Peru. What will be the first effects of this operation? Are there any changes expected in the company's board of directors?

Cirsa, being a world leader in the category and having extensive experience, will help us identify areas for improvement by incorporating the best practices of the global industry to continue growing and strengthening our leadership in Peru. As for the management team, we will maintain the base of the current management team.

Cirsa is a company that has already been operating in the land-based sector in Peru. How will the synergy between these activities and the operations of Apuesta Total be achieved?

We see a lot of potential in generating different strategic alliances and synergies, given that Cirsa has a network of more than 20 gaming halls distributed nationwide. These added to the hundreds of stores we have, will help us strengthen our presence in the country.

How does the acquisition by Cirsa impact Apuesta Total's operations for the remainder of 2024?

We are sure that it will have a positive impact as a result of the incorporation of a partner such as Cirsa, which has 45 years of experience in the global market, is a leader in the gaming sector, and is present in 10 countries, with a wide range of gaming alternatives such as casinos, bingos, lounges, slots, and online betting.

As I mentioned previously, with the incorporation of the best practices that can be shared and applied, we are sure that this impact will be even more promising in the medium and long term.

How do you assess the process of regularization of the online sector in Peru so far?

The regulation process is being carried out optimally thanks to the work done by the Ministry of Foreign Trade and Tourism headed by Yuri Guerra and his team in the General Directorate of Casino Games and Slot Machines.

A couple of months ago, during Peru Gaming Show, I was part of a panel in which Yuri participated and commented that the government was going to promote a fluid and open-door dialogue. This has been fulfilled and is expressed, for example, in the fact that the ministry's responses have been quick, dynamic, and quite diligent, which is allowing the industry to develop without major complications, especially because we are in a stage of adaptation.

It was recently announced that RubyPlay will offer its online gaming portfolio to Apuesta Total. What are your expectations from this agreement?

One of our brand promises is to provide our clients with the best entertainment offer. That is why we are constantly identifying opportunities to deliver on this promise. Rubyplay is an important supplier in the category and adding its innovative offer is in line with what we are working for.

What is the balance of your online sports betting and online slot operations so far in 2024?

Very positive. In the first half of the year, we have grown by around 30% compared to the same period last year, which brings us closer to achieving the objectives set for 2024.

This objective is driven by both sports betting and online casino. For the former, we see that the good results obtained in the Euro Cup and the Copa America have been key in this process and, looking ahead to the rest of the year, we identify opportunities to stay on track with the restart of the European leagues, the next phase of the Champions League in the coming weeks and, above all, with the Clausura Tournament of the Peruvian Liga1, which is being intensely disputed by several teams

When it comes to online casino, the constant renewal of the game offer gives customers a continually improved experience. At the same time, many of our favorite games have been adapted to our brand identity, so we try to continue doing so.

Do you have any new launches planned in the short term?

We are constantly looking to innovate and make new releases, but we prefer to broadcast them when they are done. However, I can comment on the most recent ones we have made. For the retail channel, we are in the process of renovating the stores with an attractive and modern visual proposal to improve our customers' experience.

As for the digital channel, we have incorporated the "Share Ticket" functionality, which allows customers to share their plays on their social networks, showing themselves as an expert player or a great "Donatelo", as the case may be. There are five categories to reference how risky the play is. This allows the customer to generate entertainment-focused content and share the customer experience with Apuesta Total.