SkillOnNet's Strategic Moves in Mexico and Portugal

SkillOnNet, a prominent player in the online casino industry, is making significant strides in its global expansion efforts. The company is focusing on strengthening its market presence in both Latin America and Europe. In Mexico, SkillOnNet is enhancing its offerings through a strategic partnership with Light & Wonder and ELK Studios, introducing a diverse selection of new slot games to its Spanish-speaking audience. Simultaneously, in Portugal, SkillOnNet is rolling out an ambitious marketing campaign for its BacanaPlay brand, featuring the popular TV chef Ljubomir Stanisic. These initiatives underscore SkillOnNet's commitment to delivering premium gaming experiences tailored to local markets.

Enhancing the Mexican Gaming Landscape

SkillOnNet has significantly bolstered its presence in the Latin American market by entering a new phase of its partnership with Light & Wonder and ELK Studios. This collaboration brings an exciting array of new slot titles to Mexican players, further enriching the gaming experience on SkillOnNet's Spanish-language platforms, such as PlayUZU. Among the new additions are fan-favorite games from Light & Wonder, including Dragon Train, Double Dragon, and Stargate Megaways. Additionally, top releases from ELK Studios, such as Nitropolis and Tinkerbot, are now available to Mexican players.

ELK Studios, which was acquired by Light & Wonder in 2021, is renowned for its innovative game mechanics like X-iter and CollectR, which enhance the gaming experience through unique features and engaging storytelling. The combined offerings from both studios provide a dynamic mix of excitement and variety to SkillOnNet's local platforms in Mexico.

Jani Kontturi, Head of Games at SkillOnNet, expressed his enthusiasm about the launch, stating, "We are delighted to bring Light & Wonder's and Elk Studios' superb portfolios to our Mexican customers. Both studios have a strong reputation for developing world-class content, and their games have already proven to be hugely popular in other markets. By strengthening these partnerships, we continue to offer our players in Mexico an unmatched gaming experience with top-tier titles."

Jack Riley, Commercial Account Director at Light & Wonder, also shared his excitement, saying, "It's great to build on our highly successful partnership with SkillOnNet, enhancing our shared commitment to delivering high-quality, immersive gaming experiences. Through this expansion, we're ensuring that more players have access to the rich variety of games that have made Light & Wonder and ELK Gaming leaders in the industry."

BacanaPlay's Vibrant Campaign in Portugal

In a parallel move in Europe, SkillOnNet has launched an energetic TV and billboard campaign in Portugal to promote its BacanaPlay brand. The campaign features the charismatic celebrity chef Ljubomir Stanisic, known for his appearances on popular shows like Hell's Kitchen Famosos and Pesadelo na Cozinha. The campaign's rallying cry, "Dá um play na vida," which translates to "Press Play on Life," aims to infuse BacanaPlay's image with a sense of energy and cinematic flair.

The centerpiece of the television advertisement showcases Stanisic escaping the chaos of his restaurant kitchen and entering a Western-style saloon through BacanaPlay's mobile platform. The ad's dramatic slow-motion scene, filled with flying cards and chips, underscores BacanaPlay's message of spontaneous fun and immersive escapism.

Pedro Garcia, SkillOnNet's Portuguese Country Manager, explained the campaign's intent, stating, "With this campaign, we wanted to show that BacanaPlay isn't just a gaming platform — it's a mindset. It's about stepping out of the everyday and into something more exciting, more cinematic. 'Dá um play na vida' is our way of saying 'live boldly, have fun.' Ljubomir was the perfect choice — he's fearless, he's intense, and he knows how to turn life into an experience. That's exactly what BacanaPlay is all about."

The campaign features a mix of TV advertising and a strong Out-of-Home (OOH) presence with billboards strategically placed in key metropolitan areas. This effort builds on previous promotional activities that have contributed to BacanaPlay's success since its launch in 2020.

SkillOnNet's Strategic Market Engagement

SkillOnNet's dual initiatives in Mexico and Portugal highlight its strategic approach to engaging with local markets. By integrating popular international titles and leveraging recognizable local figures, SkillOnNet reinforces its position as a leading global player in the regulated online casino industry. The company's commitment to offering customized content and targeted promotions reflects its dedication to providing an unparalleled gaming experience to players around the world.

Source: SkillOnNet Expands in Mexico, Launches BacanaPlay in Portugal, lcb.org, April 25, 2025.

By GamesAndCasino