Q&A: Salsa Technology's new COO on new tech and market expansion

After linking up with Salsa Technology last month, Alberto Alfieri is firmly focused on making his mark with the B2B supplier. The former bet365 and Mr Green exec has been appointed as chief operating officer (COO) and is charged with solidifying Salsa Technology’s Latam presence, as well as expanding its European footprint.

Speaking to EGR Technology, Alfieri reveals what attracted him to his new role and how his experience from the B2C sector will put him in good stead for the future from his southern Spain base.

Alfieri reveals the supplier is tapping into AI and machine learning technologies and is banking on Brazil to be the next big star of the igaming industry.

EGR Technology: How did the opportunity to join Salsa Technology as the supplier’s new COO come about? And what was your reaction to the opportunity?

Alberto Alfieri (AA): Salsa Technology featured regularly in igaming conversations ever since I began working in Brazil and Latam about six years ago. The company’s content and position in the market meant they were a business to watch as they grew.

As Salsa Technology continued to establish itself as a market leader in the region, I was working on several projects and eventually a window of opportunity opened to discuss joining the business. When the timings worked, it was an easy decision to join a company with strong local roots in Latam but also had a strong focus on global expansion. The chance to deliver on an ambitious global strategy and set the company up for the upcoming Brazilian market was a challenge I couldn’t pass on. I have a special connection with Brazil and I believe Salsa Technology is very well positioned to rise to the challenge and meet the objectives.

EGR Technology: Salsa Technology CEO Peter Nolte said following your appointment the group was “perfectly placed” – do you feel any weight of expectation after such high praise?

AA: Firstly, I would like to thank Peter for the trust and, at the risk of sounding presumptuous, I will say that I don’t feel any negative pressure from the expectations. Salsa’s mission is perfectly aligned with my own and I believe the excitement around the challenges ahead will enable us to achieve these goals.

EGR Technology: Is there anything you’ll bring with you to the role from your time at tier-one operators such as bet365 and William Hill (Mr Green)?

AA: Of course, all my previous roles, work colleagues and experiences have shaped who I am today. I have been fortunate enough to work with several superb companies and I feel I have learned a great deal from each. Successful companies share similar characteristics, but in any given project it’s important to take a structured approach, pay attention to the small details, encourage innovation, always place the customer first, work hard and be resilient. Spending time with tier-one operators has seen me cross paths with some amazing igaming professionals and these will continue to be an influence and sounding board.

EGR Technology: You are the second senior-level appointment Salsa Technology has made in recent weeks with the addition of Josh Tromans-Jones as CTO – how do you rate the senior leadership team that is now in place?

AA: Well, I am biased as I have worked with Josh for several years and he is also my partner at Jada Gaming. Josh is a great CTO and an even better person. His emotional intelligence is exceptional and he is able to really understand and work closely with the team. On top of that, Josh has excellent business acumen and vision, which is not something always associated with tech people. So, my answer is that the senior leadership team is ready to hit the ground running and will benefit greatly from our compatibility in vision and work style.

EGR Technology: Speaking on your arrival, you said the focus would be to strengthen Salsa Technology’s position in the Latam market – can you explain how you plan to do this in more detail?

AA: Salsa Technology already has a couple of standout assets: its gaming platform and game aggregator, which features a rich portfolio of proprietary video bingo games. It’s the largest library of video bingo titles on the market.

I won’t share too many details for now but I can say that we will focus on the product and its versatility. We will be adding important features powered by AI and machine learning that will positively impact areas such as gamification, bonus fraud prevention, responsible gambling enhancements and others. These improvements will position us on a commercial path for further expansion in new markets and ones where we already have a strong presence.

EGR Technology: Similarly, you referenced an acceleration of European progress – what markets are you looking at in Europe and what hopes do you have for the region?

AA: We have applied for a B2B licence in Malta and are in talks with several clients operating within important regulated jurisdictions, but I am afraid I cannot disclose more at this stage.

EGR Technology: What types of technologies/innovations are you looking at working with and implementing now you are COO?

AA: As I have already touched on, we will be implementing AI and machine learning. These technologies will be used to build smart responsible gambling tools that are increasingly requested by regulators.

We also want to enable our clients to make better educated data-driven decisions to help optimise commercial strategies. Another layer of this enhanced offering is quickly identifying players at risk and preventing fraud. We are also exploring giving more front-end flexibility with an API.

Our mission is empowering our clients and partners with tools to support business growth that don’t require major disruptions to busy tech or business intelligence department roadmaps. Ease of access to good and reliable data is imperative nowadays and automating the process provides the best solution.

EGR Technology: What are your hopes and expectations for Salsa Technology over the next 12-24 months?

AA: I expect Salsa Technology to be among the very first suppliers to gain certification for the Brazilian regulated market and be in a position to benefit operators looking to expand into the country.

Another expectation for Salsa Technology is to enter at least a couple of other markets with its proprietary content, while simultaneously growing sales in existing markets. I hope that Covid will cease to cause problems for countries and people as it’s been a tough period for everyone. We need to return to a time when we can smile at each other rather than through a computer screen – plus I have some face-to-face introductions to make after joining the business during a pandemic!