With ICE Barcelona serving as a key meeting point between global suppliers and Spanish-speaking markets, Latin America featured prominently in conversations around product performance, cabinet strategy, and long-term commercial relationships. For land-based suppliers in particular, the show offered a valuable opportunity to gauge operator sentiment, test new content in real time, and reinforce partnerships built over decades rather than deal cycles.
During the event, Jessica Luna, Senior Director of Strategic Accounts for Latin America at IGT, shared her perspective on how the company is approaching the region in 2026 in an exclusive conversation with Yogonet. From the launch of RISE cabinet content to evolving client expectations around service, robustness, and multi-channel alignment, Luna reflects on why consistency, trust, and long-term support remain decisive factors for Latin American operators navigating an increasingly crowded supplier landscape.
To start, could you tell us what’s new for you at the show this year?
Absolutely. At this show, our main focus is the launch of the entire RISE product line. Within the RISE portfolio, one of our flagship titles is Money Gong, specifically Money Gong RISE 55.
This is a new release and a very well-established game that is currently seeing strong demand across Latin America, where it’s already present in several initial installations.
We’re also showcasing Magic Treasure Gold, another title that has received strong recognition and awards since last year. This time, it’s being presented in an updated RISE version. In addition, we’ve introduced new multigame packages designed specifically for this cabinet, which are debuting here at the show.
What has been the reception like during the show so far?
There’s consistent interest in MLP products across many markets, but we’re also seeing strong demand for multigame options on new cabinets. Titles like the ones I mentioned have been very well received during the first day of the exhibition.
Beyond that, we’re presenting Eternal Link, the successor to Prosperity Link, which has been one of our most recognized products. Feedback during the first hours of the show has been very positive, so overall we’re extremely satisfied with how these products are being received, particularly for the Latin American market.
What kind of attendance are you seeing from Latin American clients at the show, especially now that ICE is being held in Barcelona?
We’ve had visits from many strategic corporate clients, some of whom are based in Spain but operate across as many as six jurisdictions in Latin America. We also arrived with a strong schedule of pre-arranged meetings, which is typically how we begin these shows.
In addition, we’ve welcomed clients from Costa Rica, Peru, Chile, Colombia, Argentina — and especially Colombia, where enthusiasm has been very noticeable.
There’s clearly been an increase in Latin American attendance, and I believe the move to Barcelona has helped facilitate that. Compared to last year, participation from the region has continued to grow, which is very encouraging.
What are Latin American operators mainly asking for right now? What are they looking for when expanding their game portfolios?
Fundamentally, clients are looking for a robust product — strong mathematics, first and foremost — combined with reliable service and support that matches the quality of the offering. Just as important is the level of commercial accompaniment we provide throughout the relationship.
As you know, gaming is not a business of short-term transactions. These are long-term partnerships built over many years. I’ve been with the company for 24 years, and I have known many of our clients since day one. These relationships require care, consistency, and trust.
Of course, price always matters. But beyond pricing, clients are looking for solid products, proven performance, dependable service, and long-term support. In an industry with so much competition and so many suppliers, reliability and confidence become critical differentiators.
Do you think IGT’s presence across multiple product verticals and markets worldwide is an advantage in this environment?
Without a doubt. We are a true multi-channel company, operating across several verticals. Our portfolio spans land-based gaming, online, systems, and VLTs, which places us at the intersection of multiple business lines.
This diversification is increasingly important today because many of our clients are also diversifying their operations. We currently work with operators across several of our business units simultaneously, maintaining the same level of solidity and reliability whether we’re talking about slots, systems, or broader casino operations.
One of IGT’s strategic strengths is our ability to unify these offerings while maintaining clear, consistent communication with the client. Even with multiple business channels, we aim to present a single, coherent approach. Ultimately, making life easier for the client is part of delivering a successful product — and that’s a core part of our commitment.
