FIRST.bet, a tier-1 sportsbook technology provider, has appointed Victor Arias as Vice President of LatAm and Regional Head of Commercial.
Arias brings extensive regional experience to the role, having spent years building market-leading positions for some of iGaming’s most recognised brands across Latin America.
His primary mandate at FIRST.bet will be to drive the company’s commercial strategy across the Latin American region, leveraging deep local market knowledge.
Arias is perhaps best known for his long tenure at Pragmatic Play, where he joined in 2020 with a specific brief to open the company’s hub in Latin America.
What followed was a sustained period of regional growth, with Arias assembling a carefully selected localised team to drive Pragmatic Play’s presence across domestic markets.
His efforts helped transform Pragmatic Play from an early-stage market entrant into one of the leading iGaming companies operating across Latin America today.
The strategic approach he took at Pragmatic Play centred on careful regional adaptation, ensuring the product and commercial offering resonated with local audiences and operator partners.
Before his time at Pragmatic Play, Arias also held a role at Salsa Technology, where he similarly focused on driving Latin American growth for the business.
His career trajectory demonstrates a consistent specialism in LatAm market development, making him a natural fit for FIRST.bet’s regional ambitions at this stage of the company’s growth.
FIRST.bet’s decision to bring in a seasoned operator like Arias signals serious intent to compete for market share across one of the world’s fastest-growing regulated iGaming regions.
Latin America has become an increasingly competitive battleground for sportsbook technology providers, with multiple markets at various stages of regulation and commercial maturity.
Arias’s appointment positions FIRST.bet to build meaningful commercial relationships across the region, drawing on a network and track record that few rivals can easily match.
