Atlas-IAC, a sportsbook and PAM software developer, has appointed Eddie Morales to the role of Head of Sales for Iberia and LatAm. This comes as it continues in its bid to expand and consolidate its presence in Spanish and Portuguese-speaking markets.
Morales arrives at Atlas-IAC after successful stints over the past four years at both BetGames and Soft2Bet, where he cut his teeth in similar senior sales roles. In these positions, he headed business development and LatAm and Iberian sales, helping to stimulate persistent growth.
He grew a reputation for building brand recognition at both these companies, honing a keen eye for strategy and sales, in both the digital and retail markets across emerging markets. Morales will now bring these skills to leading Atlas-IAC’s sports betting services, with a particular focus on AI-driven automated and CRM tools in international territories.
Morales had previously spent much of his earlier career on the B2C side of the sector, most notably acting as the Head of Business Development for Spain at Marathonbet. This was before he returned to the B2B side of things, serving as Head of Spanish Sales for GoldenRace.
Atlas-IAC CEO Sergei Efimenko commented: “We’re delighted Eddie has joined the Atlas team. His extensive experience and contacts in sales and business development are second to none. We feel sure he’ll be a true asset to both Atlas and all our clients, as we bid to deepen our existing influence across Hispanic markets.”
Morales commented: “I’ve always based my business relationships on the ability to add value, and having met with Sergei and enjoyed his articulate enthusiasm around Atlas-IAC, I had to find out more. Digging down into the platform modular attributes, what I’ve seen is the most sophisticated-yet-intelligible sportsbook I’ve ever encountered on the market.”
