Gaming Innovation Group has expanded its presence in the Latin American region after the firm inked a partnership with Joy Enterprise

Under the terms of the deal, Joy’s subsidiary brand – – will be centred around an existing customer base while utilising GiG’s technology to personalise the user experience to develop a strong brand. 

Luis Mussi, Director of Joy, said: “This is a new venture into an unknown vertical for us and it was clear from the start that GiG’s technology would enable us to access the opportunities inherent within our existing customer base. 

“What was also clear throughout the process was GiG’s capacity to help us understand the challenges ahead of us, and moreover, to help us overcome them. They were a partner for us even before we had agreed the deal in that regard, and ensured we wanted GiG as our platform provider.”

The agreement, which includes GiG’s platform account management solution, has been signed for an initial period of five years.

Focusing its attention on the LatAm region, GiG noted that the market has one of the fastest growth rates globally, with revenues in 2021 having increased by over $7bn.

As the move towards regulation becomes more pronounced and investment in digital infrastructure continues to increase the addressable market, the combined population of over 400 million offers considerable scope for further expansion in the region.

Richard Brown, CEO of GiG, added: “Delivering new revenue streams for organisations with established online customers is at the core of what we can offer. 

“Whilst remaining committed to the principles of not resting on our successes, we can take pride in the continued strength of our technology and on the strength of the relationships we’ve built with our partners.”

The expansion of its LatAm standing comes after GiG marked 2023 with a commercial tie-up with Gaming Corps. 

This will see content from the supplier, such as Penalty Champion, Tikiz N Juice, Stormy Witch, Coin Miner, Skyliner and Cat Ching, alongside a popular bespoke offering across five game categories, become accessible to the GiG network.