Samantha Asensi - Regional Manager Latam at Marsbet
Samantha Asensi – Regional Manager Latam, Marsbet
Samantha began her professional journey in marketing and e-commerce projects, until in 2010 she fully entered the online gaming industry, leading new brand launches, building teams, managing affiliate programs, and supporting operators as they entered new markets. She has worked in Spain, Malta, and several countries across the region, always focused on acquisition, retention, and adapting products to competitive environments.
Between 2020 and 2024, she worked as an independent consultant, advising more than 30 operators and suppliers on expansion strategies, platform optimization, integration of new studios and verticals, and performance-oriented marketing plans. In 2024, she took on the role of Regional Manager LATAM at Marsbet, where she leads marketing initiatives for Mexico and Brazil, manages strategic partnerships, and supports compliance processes and interactions with regulatory bodies.
Her career reflects a combination of multicultural experience, practical approach, and a sharp understanding of Latin American markets.
We spoke with Samantha Asensi to learn more about her current role, her career journey, and the more human side behind the executive in More than a Game!
Professional Journey
What did you dream of becoming as a child before entering this industry?
As a child, I was incredibly imaginative. I was drawn to creativity, expression, and transformation. I always imagined myself on a stage, acting in theater. For many years, it was my refuge and the way I explored who I was. And interestingly, I can see that part of me is still alive today: communicating, inspiring, connecting… only now from a different kind of stage.
What was your first paid job?
I’ve always had a strong drive to be independent and generate my own income. I worked in many different things, but my first paid job was as a hostess for conferences. There I learned something that has stayed with me: the value of presence, attitude, and impeccable service.
And your first job in the betting/gambling industry?
It came organically through my digital marketing agency. We launched the first online bingo in Spain, and that’s when I discovered that this sector had the level of challenge, growth, and creativity that fit perfectly with who I am.
What do you enjoy most about this industry?
What I enjoy the most is the possibility of building from scratch, opening new territories, seeing how an idea becomes a real product. I love the adrenaline of new markets, their complexity, and the impact we can create when things are done right.
What current trends will shape the future of betting in the next 5 years?
I see two clear pillars:
– Emotional gamification, where the user experience becomes the protagonist.
– Multichannel VIP service, with a more human, faster, and more personalized approach.
The future will be experience + connection.
How do you view the relationship between responsible gaming and sustainable market growth?
It’s simple: without responsible gaming, real growth does not exist. It’s the base. The foundation. And in emerging markets, it is essential to build this from day one.
What concerns you most about problem gambling?
I worry that in some markets basic detection and protection measures are still not in place. It’s not a technical issue; it’s a matter of will. Gambling is entertainment, and we should all work to ensure it never stops being that.
Which skills do you consider essential for a leader in this industry?
Vision, discipline, energy, and the ability to always keep learning.
But above all: leading with purpose, not ego.
A good leader knows their job is to create team, clarity, and direction.
What was the toughest decision you’ve made in your career, and what did you learn from it?
During my time as a consultant, I reached a point where I was handling too much. I felt like I was everywhere and nowhere at the same time. The tough decision was to let go, refocus, and commit to a single project. I learned that when you say “no” to what scatters you, you say “yes” to your purpose.
What is the best professional advice you have received?
It came from my brother:
“If you want to truly learn, put yourself where the industry breathes.”
So I packed my bags and moved to Malta. I started from zero, and it was one of the most transformative decisions of my life.
If you had to summarize your leadership philosophy in one sentence, what would it be?
Focus, daily growth, and energy. Lead your day, and your day will lead you to the result.
If you hadn’t worked in this industry, what other profession would you have liked to pursue?
Coach. I’m passionate about watching someone break a pattern, change a belief, and transform. It’s one of the most powerful processes that exists.
Quick-Fire Rounds
A book you would recommend?
The Alchemist
A movie that marked you?
Life Is Beautiful
A favorite food?
Seafood
A place in the world to live?
Mexico
A pending dream?
Publish a book that transforms lives
A hobby or passion outside work?
Personal development, yoga, pilates, and diving
Coffee or tea?
Coffee
Remote work or office?
Hybrid
Casino or sports betting?
Casino
Messi or Cristiano?
Cristiano
Sweet or savory?
Savory
Netflix or Disney+?
Netflix
Early bird or night owl?
Early bird
Beach or mountains?
Beach
Paper book or e-book?
Paper, though I use both
Data or intuition?
Data to analyze, intuition to decide
Cold or heat?
Heat
Formal or informal attire?
Smart casual
Window or aisle?
Window
Wine or beer?
Wine
Made or born?
Made
The Legacy
How would you like to be remembered?
As a woman who never stopped evolving.
Who reinvented herself a thousand times, who fell, got back up, and kept going.
Someone who smiled even on difficult days and was always authentic.
What question have you never been asked in an interview that you would like to answer?
“Do operators really allow themselves to be advised?”
I think many try to copy models that worked in other markets without understanding that each country has its own energy, regulation, and culture. Listening should be the starting point.
Which industry colleague would you like to see answer this interview?
My sister Teté Asensi, CEO of Asensi Technologies.