FIRST.bet has appointed longtime Latin American iGaming executive Victor Arias as Vice President of LATAM and Head of Commercial LATAM, placing him in charge of the sportsbook technology provider’s commercial growth across the region.
The appointment comes as FIRST.bet increases its focus on Latin America and builds a regional strategy based on locally managed operations rather than offering the same product and commercial approach across multiple countries.
Arias joins after several years overseeing Latin American development for Pragmatic Play and ARRISE. He entered Pragmatic Play’s regional operation in 2020, helping establish its Latin American hub and develop a local team as the supplier expanded its presence across major regulated and emerging markets.
His industry career spans close to two decades across both B2C and B2B businesses. Before his work with Pragmatic Play, Arias also held a position at Salsa Technology focused on growth in Latin America.
FIRST.bet expects that experience to support its plans in markets including Brazil, Argentina, Colombia, Mexico and Peru, where regulatory frameworks, player behaviour and operator requirements differ significantly from one jurisdiction to another. Arias also brings an established network of operator relationships across the region.
Founder and CEO Tom Light said the appointment reflects FIRST.bet’s position that its Latin American business should be developed and managed by people with direct regional expertise. The company is pursuing a localisation model covering trading, content, customer service and personnel rather than limiting localisation to language changes.
Arias will now be responsible for translating that approach into commercial growth as FIRST.bet attempts to establish itself as a major sportsbook technology partner in Latin America.
The company has already been increasing its activity in the region. Recent deals include sportsbook partnerships involving Brazilian operators Betvip and Cassino Bet, while FIRST.bet has also partnered with ADI Predictstreet on prediction-market products aimed at Latin American audiences.
Arias said his objective at FIRST.bet will be to combine the provider’s sportsbook technology with a genuinely local operating model. His longer-term target is to position FIRST.bet among the leading sports betting technology partners in Latin America as the supplier expands its regional footprint.