How influencer culture is taking effect in LatAm

When it comes to localising crash games, how do you approach marketing to players in LatAm who are often looking for a volatile wagering experience? 

At Spribe, we understand that players in LatAm are naturally drawn to games that deliver high excitement and volatility. Our flagship crash game, Aviator, is built around these core attributes – fast rounds, high multipliers and a strong sense of anticipation. But localisation goes beyond the gameplay itself. We tailor our marketing by focusing on storytelling that resonates with regional cultures, leveraging relatable narratives, local slang and popular digital platforms. We also ensure seamless mobile optimisation, since many players in LatAm access our content primarily through smartphones. 

With influencer culture currently booming in the LatAm market, do you think the appointment of local brand ambassadors is a good way to break into the landscape? 

Absolutely. Influencer culture in LatAm is incredibly powerful – people want to engage with personalities they trust and admire. Partnering with local brand ambassadors who genuinely connect with their audience allows us to humanise the Aviator experience and build credibility faster. But it’s not just about visibility; it’s about authenticity. We look for ambassadors who genuinely enjoy the product and can bring the social, competitive spirit of Aviator to life in a way that feels natural to their followers. 

What kind of key innovations do you feel have enhanced the social aspect of crash games in recent years? 

The biggest leap has been real-time interaction – both with the game and with other players. Features like live chat, visible multipliers and real-time leaderboard stats have transformed crash games from a solo experience into a social one. We’ve also introduced mechanics that encourage community engagement, such as shared wins, lucky streak celebrations and integrated emojis or reactions. These features have turned games like Aviator into digital hangouts where users feel part of something bigger. 

Would you categorise the demand for social gaming elements in LatAm as possibly the biggest non-negotiable when tailoring online games for the market? 

Without question. LatAm players thrive on community, whether it’s in real life or online. The social aspect is not a feature – it’s a necessity. Players want to see each other’s bets, celebrate wins together and feel part of a dynamic environment. This sense of collective energy is something we prioritise in both design and marketing. Ignoring it would mean missing the mark completely in this region.  

What can you tell us about your roadmap in the region for the rest of the year? 

LatAm is a strategic focus for us in 2025. We’re expanding our footprint through new operator partnerships, enhancing localisation across Spanish and Portuguese markets and rolling out region-specific campaigns with local influencers. Additionally, we’ll be debuting new Turbo Games that align with the fast-paced, socially driven preferences of the region. We’re also investing in on-the-ground presence at key industry events and continuing to build strong regulatory relationships as markets evolve. It’s shaping up to be one of our most active years in LatAm to date. 

Will Underwood

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