Having regulated online gambling in 2024, many are touting Peru to become a top-three betting market in South America with an influx of international operators taking a keen interest, including the likes of Betsson and Rush Street Interactive.
However, it’s local operator Apuesta Total that appears to be leading the way, with Perez previously telling iGB the company holds a market share of between 25% and 30%.
There’s no doubt Apuesta Total is in a strong position but, in Perez’s view, now more than ever the company must press on and take advantage of its top spot in 2025.
“Everybody’s looking at you and everybody wants to take you down. I think once you’re the leader, you need to run faster. You cannot sleep. You cannot say, ‘Okay, now I’m the leader in the market’ and wait around,” Perez told iGB at ICE.
He believes the company is up to the challenge and in a good position to maintain its top spot.
“I think we have one of the biggest challenges in the market, which is to maintain our leadership,” he adds.
Local knowledge a key differentiator for Apuesta Total
Competition in Peru is heating up, US operator Rush Street Interactive launched its RushBet brand in Peru in 2024, while Stake and Betsson also maintain a presence in the market. Betsson operates two local brands and has been in the market since 2008. Apuesta Total, meanwhile, has operated in Peru since 2016 in part via its retail betting business.
The entrance of well-known international brands doesn’t faze Perez, as he believes Apuesta Total’s Peruvian roots give the company a vital head start in terms of localisation.
Apuesta Total has built a solid foundation of local marketing and sponsorships including its deal with Universitario, the reigning champions of the top-flight football league in Peru.
Later today (29 January) Universitario will host an Inter Miami side that includes huge names such as Lionel Messi and Luis Suárez in a much-anticipated friendly match, where Apuesta Total is the named sponsor.
“We don’t spend as much money as our competitors [on marketing], but we are still the number one in terms of brand [recognition],” Perez continues. “And that is because we know what to choose. We know where we can put the money and we can get it back.”
On Tuesday (28 January), Apuesta Total announced a deal with Spanish provider R. Franco Digital to introduce its games catalogue into Peru.
“We’re always thinking in terms of technology, for example, new ways to give different things to our customers in order to differentiate [ourselves] from our competitors,” Perez adds.
“We are really focused on our customers and I know that they are happy because of that.”
Consumption tax looming in Peru
However, Perez’s optimism for the Peru market as a whole is dampened by the incoming betting consumption tax which was passed by legislators in December.
The tax, previously excluded from the regulatory framework set out in Law No 31557, was reintroduced in the latter stages of 2024, requiring operators to pay a 1% levy on the value of every bet.
That rate has now been dropped to 0.3% until July when it will raise to the previously agreed 1%. Perez says this may help “a little bit”, but he still harbours concerns that any additional taxes beyond the current 12% rate of gross gaming revenue (GGR) could drive black market activity.
“One of the key things from this consumption tax is if our customers have to pay that tax, of course, it will drive them to the illegal operators that don’t have to pay that tax,” Perez says.
Perez determined to retain top spot
Despite the uncertainty of international entrants and tax concerns, the mission remains clear for Perez. “Our plans, basically, are to continue to be the leader in the market,” he concludes.
Its role as market leader means there’s a target on Apuesta Total’s back, but with its key differentiators of local knowledge and marketing efficiency, Perez is confident the company can continue to outpace the competition.
Original article: https://igamingbusiness.com/strategy/apuesta-total-gonzalo-perez-peru/
