The CEO of Peruvian company Apuesta Total, Gonzalo Pérez, reported on the progress achieved, even during the COVID-19 pandemic, both in the digital channel and in retail, and announced a new brand for the company, with a change of slogan more oriented towards user experience: “to win, you have to believe”. The CEO of Peruvian company Apuesta Total, Gonzalo Pérez, reported on the progress achieved, even during the COVID-19 pandemic, in both digital and retail channels, and announced a new brand for the company, with a change of slogan more oriented to user experience: “to win you have to believe”.
Pérez developed a precise balance of activity during a press conference in which he answered questions, explained indigenous realities to the market, and advanced part of his plans for the coming years.
“In 2019 we ended the year with more than 400 stores, which we mainly operate ourselves, so we looked for the facilities, implemented them, trained the personnel and started operating. Per store, we have an average investment of US$ 30,000, which means that we made a total investment of approximately US$9 million,” explained Perez.
“We have been looking for years to invest in the retail channel, something that was strategic for us because there are many brands competing in the market, many of them international. experience in the retail channel, we will be a few steps ahead,” he added.
The company analyzed the sector and projected a 14% growth in the global sports betting market compared to 2019. This positive trend stimulates new investments and improves business confidence in the local development of the industry, both online and in retail.
“In 2020 we grew 85% over 2019, and this was very important for us because we were in the middle of the COVID-19 pandemic. And while the digital channel could continue to operate, the world’s sports competitions slowed down. By 2021, we projected grow 175% compared to last year,” he said.
When it comes to dividing the revenue generated by each type of game they operate, Pérez explained that 50% corresponds to sports betting, 35% to online casinos, 14% to virtual games and 1% to bingo.
“eSports continues to grow in the market, although its share relative to the traditional game is still small. It will make a big contribution in the future,” Perez predicted. is still small. It will make a big contribution in the future,” Perez predicted.
The relaunch of the Apuesta Total brand
The relaunch of the Apuesta Total brand aims to transform people’s knowledge and convictions into great moments of excitement and a positioning that seeks to make them identify with the betting place and motivate customers to continue believing in them.
“There are many slogans in the market about emotion, but few people have focused on the user experience from a conviction standpoint. That’s why we now have our new slogan, which has gone from ‘It pays to be a fan’ to ‘to win you have to believe,'” Perez developed.
The digital channel, not so hard hit by the pandemic but by the lack of sporting events in part of 2020, also closed with very positive numbers, with one million visitors during the Copa America and the European Championships and four million for the rest of the year .
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