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FIRST.bet Appoints Victor Arias to Lead Latin American Expansion

By jili tutorial · September 15, 2026

FIRST.bet Appoints Victor Arias to Lead Latin American Expansion

The Latin American sportsbook market is entering a new phase of maturity, and technology providers are responding by strengthening their regional leadership. FIRST.bet has made one of its most significant moves yet by appointing Victor Arias as Vice President of LatAm and Regional Head of Commercial. The hire is a clear signal that the company intends to compete at the highest level in one of the world’s most dynamic iGaming regions.

A Strategic Hire at a Pivotal Moment

FIRST.bet is not simply adding a senior executive — it is bringing in a proven market-builder. Arias joins the company at a time when the provider is shifting its Latin American expansion into higher gear. With regulatory frameworks evolving across several countries, and competition intensifying from both global and local operators, the need for experienced leadership has never been greater.

Arias will lead commercial strategy across the region. His role is expected to bridge the gap between FIRST.bet’s Tier-1 sportsbook technology and the real-world preferences of Latin American players, operators, and regulators.

Who Is Victor Arias?

Arias brings nearly two decades of experience in both B2C and B2B iGaming. His career spans some of the most important commercial and operational roles in the Latin American sector, with a track record that goes far beyond simple market entry.

Building Pragmatic Play’s Regional Success

Arias joined Pragmatic Play in 2020 with a clear mission: to open the company’s hub in Latin America. At the time, Pragmatic Play was still establishing its footprint in the region. Arias built the domestic business strategy from those early days, carefully assembling a localised team and adapting the product to regional expectations. The result was a sustained climb to become one of the leading iGaming companies in the domestic market.

His work at Pragmatic Play is often cited as an example of how to scale in Latin America — not by imposing a global template, but by building from local insight upwards.

Deeper Roots in Latin America

Before Pragmatic Play, Arias also worked with Salsa Technology, where he focused on Latin American growth. That experience gave him a broad view of both the supply and demand sides of the market. He understands how operators think, what players expect, and how technology partners should position themselves.

His knowledge covers several of South America’s biggest markets, including Brazil, Argentina, Colombia, Mexico, and Peru. Arias is familiar with each country’s pace of development, regulatory environment, and distinctive player profile. He also maintains close ties with the operators whose work has shaped local market dynamics.

Why “LatAm Must Be Served by LatAm”

Tom Light, Founder and CEO of FIRST.bet, was direct about why Arias is the right person for the role.

“LATAM has to be serviced by LATAM. That is how we are building the business, and Victor has run that playbook at the highest level already.”

That statement reflects a growing consensus among successful sportsbook providers. Latin America is not a single market. Brazil, for example, has a massive, football-obsessed player base and a newly regulated market. Argentina is fragmented by province and requires a flexible, licence-by-licence approach. Colombia has one of the more established regulated frameworks in the region. Mexico and Peru each have their own operator ecosystems and payment preferences.

A leader who understands these differences can help a technology provider avoid costly mistakes. That is especially true when it comes to product positioning, commercial negotiations, and long-term partnerships.

“He knows these markets are not one market. Having him lead our commercial effort in the region is the strongest signal we can send about how seriously we take it.”

What FIRST.bet Is Building in the Region

FIRST.bet has already established a hub designed to tap into Latin America’s sportsbook demand. The company treats localisation as a core part of its expansion strategy — not as an afterthought.

For FIRST.bet, localisation is not just about translating the interface. It works on multiple layers:

This multi-layered approach is what separates serious regional players from companies that simply “switch on” their platform in a new country.

What Arias Brings to FIRST.bet

Arias is expected to accelerate this localised strategy. His experience in building Pragmatic Play’s presence from the ground up gives him a clear playbook for scaling in Latin America. He also brings something arguably more valuable: trust.

Close relationships with regional operators are key in Latin America. Operators want technology partners who understand their commercial reality, local regulations, and player expectations. Arias already has those relationships, and he knows which levers to pull to grow a provider’s share of the market.

On his new role, Arias said:

“I am honoured to take on Latin America for FIRST.bet. This is a market I know deeply, having led Pragmatic Play’s growth into the leading provider in the region, and the opportunity here is immense.”

He also made the company’s ambition clear:

“We are bringing Tier-1 sportsbook technology together with a completely localised strategy. The goal is ambitious but simple: to make FIRST.bet the number one sports betting partner in Latin America, with a truly local identity.”

The Broader Context: A Maturing Latin American Market

The appointment comes as Latin America moves through a defining period.

Brazil’s regulated betting market is attracting major international operators and technology providers. Colombia continues to develop one of the region’s most established online gaming frameworks. Peru has been working to formalise its market, and Mexico remains a high-opportunity but complex environment. Argentina’s provincial model means success depends on local partnerships.

In this environment, global sportsbook providers need more than good technology. They need local credibility. They need teams that understand how each market operates, and leaders who can navigate relationships with operators, regulators, and affiliates.

FIRST.bet’s decision to put Arias at the head of its commercial strategy suggests the company is thinking long-term. Rather than treating Latin America as a single launch, it is building the kind of regional organisation that can adapt to local conditions and grow with the market.

Key Takeaways

With Victor Arias on board, FIRST.bet has made a confident statement of intent. The region will need more than a great platform to reach the top — and now the company has the leadership to match its technology.