personalisation, operational efficiency and integrity”

Sportradar’s enterprise client partner lead, Eduardo Lobato, discusses the main takeaways from SBC Summit Americas, the growing role of AI and personalisation in Latin American betting markets, and the key priorities that will shape the industry’s next phase of growth.

Exclusive interview.-  The opening of the FIFA World Cup 2026 provided the backdrop for one of the most significant industry gatherings of the year, SBC Summit Americas. In this exclusive interview with Focus Gaming News, Eduardo Lobato, enterprise client partner lead at Sportradar, shares his perspective on the event’s key discussions, the practical impact of artificial intelligence on sports betting operations, and the trends that are expected to define the industry’s evolution in the months ahead.

How was Sportradar’s experience at SBC Summit Americas, and what does it mean to participate in such an important event for the region? 

The SBC Summit Americas took place at a particularly significant moment for the industry, coinciding with the opening of the FIFA World Cup 2026. That created a unique atmosphere throughout the event and reinforced the role of sport as a driver of innovation, engagement and growth across the industry. 

What stood out most was the quality and maturity of the conversations. Rather than focusing on rapid expansion, discussions centred on how operators can build sustainable, efficient businesses in increasingly regulated markets. These exchanges are especially valuable because they bring together different perspectives from across the sports betting ecosystem. 

I also had the opportunity to join the panel The LatAm Betting Boom: Technology and the User Experience, alongside a highly experienced group of industry leaders. It was an excellent opportunity to exchange views on how AI, machine learning and real-time data are shaping the betting experience across Latin America and discuss the opportunities and challenges that lie ahead for the region. 

What were the company’s main objectives at the expo? Were they achieved? 

Our main objective was to strengthen relationships with partners and clients across the region while gaining a deeper understanding of the priorities shaping the market. Events like SBC provide an excellent opportunity to exchange perspectives, listen to operators’ needs and discuss how trends such as AI, personalisation, and user engagement are evolving in practice. 

Participating in the panel also supported those objectives, allowing us to exchange ideas with industry leaders and continue those conversations beyond the exhibition floor. 

Overall, I believe we achieved our goals. We left the event with valuable insights into the opportunities and challenges that will shape the next phase of growth across Latin America. 

“Events like SBC provide an excellent opportunity to exchange perspectives, listen to operators’ needs and discuss how trends such as AI, personalisation, and user engagement are evolving in practice.”

Eduardo Lobato, enterprise client partner lead at Sportradar.

What were the topics of discussion between colleagues? What was the atmosphere like on the exhibition floor only a few days from the start of the FIFA World Cup? 

Artificial intelligence was undoubtedly one of the dominant themes throughout the event, but the discussion has evolved significantly. Rather than talking about AI as a future concept, operators are now focused on practical applications that deliver measurable results through personalisation, behavioural insights, operational efficiency and real-time decision-making. 

Customer engagement and retention were also high on the agenda. As products, odds and promotions become increasingly similar, user experience is emerging as one of the industry’s key competitive differentiators. 

With the FIFA World Cup kicking off during the event, there was a real sense of excitement across the exhibition floor. At the same time, discussions reflected a more mature market, with operators focused not only on making the most of the tournament but also on turning that momentum into long-term customer relationships. 

“Artificial intelligence was undoubtedly one of the dominant themes throughout the event. Customer engagement and retention were also high on the agenda.”

Eduardo Lobato, enterprise client partner lead at Sportradar.

What do you think will be the key themes the industry will focus on in the coming months?

I believe the industry will increasingly focus on three priorities: personalisation, operational efficiency and integrity. 

Personalisation will continue to gain importance as operators use AI, machine learning and real-time data to deliver more relevant experiences. The ability to better understand customer behaviour and engage fans at the right moment will be a key competitive advantage. 

Efficiency will also remain high on the agenda, with operators looking for integrated solutions that connect data, content and analytics to simplify operations and support better decision-making. 

Finally, integrity will remain essential. As regulated markets continue to expand across Latin America, transparency, trust and effective monitoring will be critical to ensuring the industry’s sustainable growth.