Florencia Brancato - iGaming Consultant at iGaming Latam Consulting
Florencia Brancato – iGaming Consultant, iGaming Latam Consulting
Previously, she held key positions at major global companies: she served as Head of Global Markets at Pinnacle Sports (2022–2024), coordinating teams across more than ten regions, including Brazil, China, Japan, Canada, Italy, and the Nordic countries. In earlier roles as Head of LATAM and consultant for Betsson and GVC Holdings, she designed and executed acquisition, activation, and retention campaigns in markets such as Brazil, Mexico, Peru, and Chile, building bridges between global operators and local realities.
Today, in addition to her work as a consultant, Florencia drives her role as a certified Ontological Coach, supporting iGaming and tech industry leaders through personal and organizational transformation processes. Her approach combines communication skills, mentoring, and leadership development, helping executives and teams unlock their full potential in a sector defined by innovation and high competitiveness.
We spoke with Florencia Brancato to learn more about her present, her career, and her human side in More than a Game!
Professional Journey
What did you dream of becoming as a child before entering this industry?
When I was a little girl, I dreamed of being a teacher and a mother. For those who know the Argentine comic character Mafalda, I was just like Susanita — I wanted to get married and have many children. That dream came true: today I’m married to Erik and have four children.
What was your first paid job?
My first paid job was around the age of 17 — I hand-painted T-shirts with soccer team logos. Later, I worked in sales at a crafts stand, and once in university, I got an internship as an account assistant at an advertising agency. After three months, I was hired full-time as an account executive.
And your first job in the betting/gaming world?
I had the good fortune of moving to South Africa, to the city of Pretoria, with my family. After spending a year settling the kids and making our house a home, I applied for a job — I didn’t really know what it was about, but they were looking for a Spanish-speaking marketing specialist.
I joined Roxy Affiliates (Casino Splendido and Roxy Palace) as an Affiliate Manager. That’s where I took my first steps in this industry and in the digital world.
What do you enjoy most about this industry?
I enjoy the versatility, the constant change, and the people. The networking at conferences — and outside of them — is amazing. It’s an industry in constant evolution, and I learn more every single day. I’ve been lucky to find wonderful people, build community, and contribute not just professionally but also on a human level.
What current trends will shape the future of betting over the next 5 years?
I believe AI will be key in this industry, which has always been at the forefront of digital innovation. The changes ahead promise greater agility and dynamism, allowing players and bettors to enjoy the experience more than ever.
How do you see the relationship between responsible gaming and sustainable market growth?
Responsible gaming is part of the core rules of this business. Without that framework, there’s no sustainable growth. It’s something we must instill and promote as human beings — being loyal to our values and promoting gaming as entertainment, not as a means to make money.
What concerns you most about gambling addiction?
What worries me most is when it reaches children and teenagers who are not ready to face it. They don’t have the maturity to gamble responsibly, and today we’re increasingly exposed to casino or sportsbook ads anytime, anywhere.
What skills do you consider essential for a leader in this industry?
A leader must be flexible, firm yet kind, people-oriented, and know how to work as part of a team. A true leader should never forget that the best thing they can do is surround themselves with people who know more than they do.
What was the hardest decision you’ve made in your career, and what did you learn from it?
The hardest decision was leaving a job in the industry to care for one of my children who was born with a disability. The job was an hour and a half from home, which made it impossible to be there for him. I chose to work in a commercial role that allowed me to be present during the early years of his life.
I learned that a pause doesn’t mean a permanent “no.” When I was able to return to what I loved doing, I did — and built a career in an industry that I adore and wouldn’t change for anything. I’m grateful to be where I am today.
What’s the best professional advice you’ve ever received?
The best advice I received was to always be genuine and stay true to my values. People come and go through companies — they leave their mark but are not indispensable. And as a leader, the most important legacy you can leave is to train someone who can take your place.
If you had to summarize your leadership philosophy in one sentence, what would it be?
Listen to your team so you can transform and become a generative leader.
If you hadn’t worked in this industry, what profession would you have chosen?
I would have liked to be a psychologist or a handball coach.
Quick-Fire Round
A book you’d recommend?
Of Love and Shadows, by Isabel Allende
A movie that marked you?
I don’t have a specific one.
Favorite food?
Sushi.
A place in the world to live?
Barcelona.
A dream still pending?
Traveling to Australia.
A hobby or passion outside work?
Playing handball.
Coffee or tea?
Coffee, with milk.
Remote work or office?
Remote work.
Casino or sports betting?
Sports betting.
Messi or Cristiano?
Messi — but I prefer Suárez :)
Sweet or savory?
Sweet.
Netflix or Disney+?
Netflix.
Early bird or night owl?
Early bird.
Beach or mountain?
Beach.
Paper book or e-book?
Paper book.
Data or intuition?
Data, but always with a touch of intuition.
Cold or heat?
Heat.
Formal or casual wear?
Casual.
Window or aisle seat?
Aisle.
Wine or beer?
Beer.
Born or made?
A bit of both.
The Legacy
How would you like to be remembered?
As a social, kind, and caring person — a good mother, loyal to her word, trustworthy, surrounded by friends, and always willing to help others.
What question have you never been asked in an interview that you’d like to answer?
Which football team do I support in my country? Peñarol — a fan from the heart.