Alea Founder Tomic on LatAm's Expansion and the Sweepstakes Gaming Boom

Alexandre Tomic, the founder of Alea, spoke at SBC Americas 2026 about the dynamic market segments in North and Latin America. He particularly highlighted the rapid growth of sweepstakes games in the US and the ongoing evolution of regulated markets in Latin America. Alea has seen impressive figures, especially in the US, but Brazil also remains a key market. Tomic, who has 20 years of experience in the industry, emphasizes the need to adapt quickly to changes to succeed in these regions. He founded Alea in 2012 after starting his career as an affiliate and white-label provider.

Sweepstakes games are becoming an increasingly important pillar in the iGaming world, enabling entry into markets previously closed to real-money gaming. For Alea, sweepstakes already account for 50 percent of their platform's activity. Tomic also underscored the importance of cultural alignment in Latin America and the role of local teams.

Numbers and facts

The figures presented by Alexandre Tomic are quite remarkable. In the first quarter of 2026 alone, Alea achieved a Gross Gaming Revenue (GGR) of 30.7 million Euros from sweepstakes games. By April 2026, this trend continued, with monthly GGR standing at around 13.4 million Euros. These rapid increases show how important the US market has become for Alea, comparable to their largest market, Brazil. The sweepstakes sector is not only significant for Alea, as approximately 50 percent of Alea's platform activities come from this area. Furthermore, Tomic mentioned that Booming Games achieved about 10 percent market share in this segment within just two months, putting it on par with heavyweights like Evolution Studios. This type of game does not require a traditional gambling license, which opens up new market opportunities.

“The Brazilian market has taught us that you need a cultural fit. It's not just about the language, but about a deep understanding of local conditions.” – Alexandre Tomic, Founder of Alea

Tomic has gained a lot of experience throughout his career. He knows that an aggregator solution is essential today. Previously, operators would have worked with only a few software providers. Today, there are over 250 providers and 25,000 games. 250 interfaces and onboarding processes cannot be managed manually, especially not for new, smaller game studios with only 10 to 15 employees.

Background

The discussion at SBC Americas 2026 was not only about sweepstakes. Player-versus-player skill games and Artificial Intelligence (AI) were also central topics. Tomic is convinced that these trends will continue to dominate discussions in the coming months. The ability to adapt quickly to constantly changing market conditions is crucial in Latin America, a region Tomic refers to as “Ibero-America.” He points to the success of Spanish companies that have proven themselves in Spain before gaining a foothold in Latin America. Cultural relevance is often more important than a shared language, as shown by the example of Portuguese-speaking Brazil, which is Alea's largest market. Therefore, Alea invests heavily in local teams to ensure a deep understanding of the respective markets.

Alexandre Tomic was asked in an interview if luck could be engineered and how he views the “sacred” aspect of gambling. He stated that gambling leads people into an arena where fictitious events, through money, affect real life. Tomic himself indicated that he does not take gambling winnings home. He keeps doubling until he loses because he wants luck to serve him in his real life, not at the blackjack table. He submits himself to the judgment of the gods: “Make me rich or kill me.” His attitude towards AI-generated content is also interesting. Only AI-only content is bad, but combining it with human work is not. He would spend an hour on a good LinkedIn post himself.

Why it matters for German players

While the markets in the US and Latin America have their own dynamics and challenges, German players operate in a strictly regulated environment. The GlüStV 2021 (German State Treaty on Gaming 2021) has brought about far-reaching changes. Online casinos in Germany are only permitted with a license from the Joint Gaming Authority of the Federal States (GGL). This GGL-Whitelist is the only option for legal gaming. For players, this primarily means increased protection through measures such as the 1 Euro stake limit per spin on slot machines and a monthly deposit limit of 1,000 Euros. The latter is controlled by the nationwide monitoring system LUGAS. All these regulations serve player protection and aim to prevent gambling addiction. Sweepstakes offers, which are booming in the USA, are not legal in this form in Germany due to strict regulations and definitions of gambling. Players should therefore always look for the GGL seal and avoid dubious offers, as the protection offered there is questionable, and no deposit limits or other protective mechanisms are provided.

What it means for GGL-licensed casinos

For casinos aiming for or already holding a German license under GlüStV 2021, reports from other markets primarily mean one thing: the German approach is unique and protective. While international companies like Alea use innovative models such as sweepstakes games to enter markets without traditional licenses, GGL-licensed providers must adhere to strict requirements. These include connection to LUGAS, compliance with stake and deposit limits, and comprehensive measures for problem gambling prevention. The concept of a “cultural fit,” which Tomic emphasizes for Latin America, is also relevant in Germany. Here, however, it is not solely about language, but about a deep understanding of the German regulatory landscape and players' expectations regarding seriousness and security. Constant adaptation to new regulations and active cooperation with the GGL are crucial for success.