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Kings Entertainment eyes LatAm growth with Balesia partnership

| By Robert Fletcher
Online gambling services provider Kings Entertainment Group has entered into a marketing partnership with Latin American telecommunication tower real estate owner Balesia in an effort to reach more customers in the region.

Initially, Balesia’s six million customers across Mexico will gain access to Kings’ WinTrillions lottery and online gambling platform, with consumers in other LatAm countries to follow.

Kings said it expects to launch its WinTrillions options on the Balesia network across Mexico in early April 2022, with plans to expand across Latin American by the end of the year.

“In a world where telecommunications technology and entertainment are merging and morphing into one experience, we see WinTrillions as the ideal platform to offer our users a complete gaming experience that is safe, fair, affordable and fun,” Balesia chief executive George Alvarez said.

“Our user bases are very complementary and we see significant potential to expand this even further.”

Kings chief executive Steve Budin added: “Cell phones are increasingly the dominant platform for entertainment and igaming. We were seeking a marketing partner that could provide instant access to a significant base of users within our most profitable market. Balesia fits the bill perfectly.”

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