Apuesta Total has established itself as the leading betting house in Peru. With over 11 years in the industry, it has managed to stand out thanks to the commitment of its team and a proposal focused on unique customer experiences. In an exclusive for CASINO magazine, Lourdes Britto, general director of Apuesta Total, shares the milestones that marked this year and the expectations for 2026.
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BUSINESS GROWTH
In the last year, what do you consider the most important milestones for Apuesta Total’s growth?
2025 has been a key year for consolidating our leadership. In a highly competitive category, we decided to differentiate ourselves through a solid commercial offering and unique experiences for our customers.
From a product perspective, we boosted our casino vertical, expanding our catalog by integrating nearly ten new providers, positioning us as the brand with the largest offering available in the Peruvian market. And, as a true differentiator, we launched branded games for Alianza Lima and Universitario de Deportes, the most important clubs in the country of which we are main sponsors.
We activated our sponsorships to generate memorable experiences: we took fans to live the Copa Libertadores alongside their team, created events to watch important matches in the cinema, organized meet & greets with figures like Lionel Messi’s Inter Miami, and closed a strategic agreement as the official sponsor of Liverpool F.C. for Peru, which expanded our international reach and allowed us to offer a great promotion that took our customers to experience a Premier League match.
On the digital front, we reached a fundamental milestone with the launch of a 100% native app. This new platform not only puts us at the forefront but also incorporates functionalities that leverage the capabilities of mobile operating systems. We also took a decisive step in gamification with the launch of “Misiones” (Missions), a feature that introduces objectives, badges, and rewards to encourage recurrence and elevate customer engagement.
In retail, we achieved significant improvements with customer nomination via DNI, strengthened segmentation and personalized campaigns, and remodeled over 250 stores with a modern and comfortable look & feel.
And something very relevant: today we work in coordination with Grupo Cirsa, the group to which we belong, leveraging global synergies in technology, best practices, and expansion. This collaboration enhances our local strategy and allows us to accelerate innovation and efficiency.
Thanks to all of this, we have reinforced our presence in the consumer’s top of mind and strengthened brand preference: today, when people think of betting, they think of us, with a proposal that combines technology, entertainment, and closeness.
What role do artificial intelligence and predictive analysis play in designing customer experiences?
At Apuesta Total, we consider artificial intelligence (AI) and predictive analysis to be key transformation drivers for designing smoother, more personalized, and efficient customer experiences. AI is not here to replace, but to enhance what we already do, and we are actively working to integrate it strategically into various areas of the business.
We work on two fronts: optimizing internal processes for more agile and precise service; and building a personalized experience where each user sees content and opportunities aligned with their habits and preferences.
To make this possible, we are building an infrastructure based on predictive analysis and
behavioral models that detect usage patterns, activity moments, and specific affinities. This will allow us to anticipate when an offer will generate greater impact or when a customer might need assistance.
This approach is directly connected with “betting on innovation,” one of the five principles that guide our organization. At Apuesta Total, we don’t just offer entertainment: we are a technology company that designs unique and increasingly intelligent experiences.
ORGANIZATIONAL CULTURE AND LEADERSHIP
What does the LATE organizational culture represent for Apuesta Total? How does it help strengthen the team’s commitment and productivity?
LATE is how we live our identity every day. Its launch was undoubtedly one of the most important milestones of 2025 because it allowed us to put into words and actions what we are as a team. When we defined our purpose as filling people’s lives with emotion, we also established a clear guide on how to behave internally and how to deliver value externally.
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LATE involves five fundamental principles: doing the right thing, enjoying what we do, betting on innovation, being agile, and being passionate about our customers. By integrating them into every action, each team feels identified and part of a common project, which strengthens commitment and productivity.
This launch was accompanied by the creation of the LATE Zone in our offices—a space designed for well-being, creativity, and connection—demonstrating with actions that our culture matters; here, we not only work, but we also have fun and connect.
The company’s success is due to the great human team behind it, which is why it is fundamental for us to generate a sense of belonging. LATE is the internal heartbeat of Apuesta Total, a shared energy that drives our growth, coheses teams, fosters an innovative mindset, and ensures that each of our collaborators feels part of it and knows that their work has meaning within a greater purpose.
Apuesta Total won the Gold at the Effie Awards Peru, in the Sustained Success – Brands category with the case ‘Para ganar hay que creer’ (To win, you have to believe), how did you and your team experience this moment?
It was a moment of immense pride. The Effie Awards Peru fundamentally value marketing effectiveness: campaigns that are not only creative but also meet business objectives. The Gold in Sustained Success recognizes consistent strategies that have generated real results over time. It is an award for teamwork, customer focus, and the conviction that “To win, you have to believe.” And it wasn’t the only one: we won Gold at the IAB MIXX Awards Peru in the Data Usage category, awards that highlight the most innovative digital marketing ideas.
We also achieved first place in the “Sports Betting Houses” category of the Customer Experience Ranking in Peru developed by Activa Research together with CES UAI and in the Digital Experience Index after evaluating more than 20 consumer categories.
We achieved these awards thanks to the exceptional work of the team I have the privilege of leading. From the promoter who offers impeccable service in our stores to the manager who defines and guides our strategy, each person has contributed with their effort and professionalism. It is the joint work and commitment to excellence that achieve the results that are subsequently recognized.
Now that the regulation for online sports betting and remote gaming is in effect in Peru, how is Apuesta Total facing this new regulation?
The entry into force of this regulation has been a key milestone for our industry. Since January, with the implementation of the law, we have faced the challenge of adapting all our processes, systems, and operational protocols to comply with the new regulatory standards. This transformation required a thorough review: from user identity verification to bet traceability, including bonus management and responsible gaming communication.
At Apuesta Total, we embrace regulation as a central pillar of our strategy. From day one, we have worked to strengthen our internal processes and align our technology, marketing, and data towards a more efficient, scalable, and sustainable operation. In a regulated environment, the trust of our customers and partners grows, which is essential for continuing to differentiate ourselves and offer sustained value.
In 2023, you mentioned that there were more opportunities for women in gaming. Today, in 2025, how do you evaluate that evolution?
We focus on concrete actions: promoting continuous training, adjusting our hiring, and ensuring that leadership roles are accessible to those who demonstrate capability, without gender barriers. Currently, our operation maintains a female employment percentage of 66%, and in our retail channel, 77%. We seek to offer attractive employment opportunities to women in all areas, even in those traditionally dominated by men, such as IT, where this year we have incorporated seven female professionals who are now performing successfully.
WHAT’S COMING IN 2026
What are the challenges for 2026?
2026, a World Cup year, will be key for us. The main challenge will be to continue differentiating ourselves, strengthening the emotional connection with our customers. We seek to maintain the pace, strength, and focus that characterize us. We will continue innovating, from all fronts, to offer our customers the best experience across all our channels.
We are in a sector where we face competitors who invest heavily in media, some of them up to four times more, so we must be even more creative and efficient, relying on one of our main strengths: our deep knowledge of the Peruvian market.
We will continue working on strengthening our community with a focus on gamification as an axis of interaction, incorporating mechanics that motivate participation, loyalty, and connection among users.
This effort will go hand in hand with a comprehensive technological renovation of our platforms and systems, to ensure scalability, security, and operational efficiency. Our objective is clear: to consolidate our leadership in the Peruvian market while offering a total entertainment experience.
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